Betfair appointed new head of mobile channel

Palmer stepped down as Commercial Director for Mfuse in April and will now work to develop Betfair’s mobile channel while improving integration. “I look forward to developing an already good product into a stand out proposition,” said Palmer.

“My remit will include developing Betfair’s peer-to-peer model and include more social media features for mobile. Mobile technology evolves very quickly and I aim to make betting on mobile an effortless process for Betfair customers.”

Betfair stated that Palmer has over 15 years international experience in brand strategy, media and communications planning and business development in the design and gaming technology industries. The Cranfield University graduate worked for Opel GmbH in German before returning to the UK in 1998 to establish digital design and marketing consultancy ECRV Limited.

A year later he established online search marketing company FormIndex.com, which became a leading automotive resource, before helping to start Mfuse in 2002. Palmer was also one of the original employees of Dutch new media firm Lost Boys UK in 2000 and focused on brand strategy, media, marketing, digital communications and business development. At Mfuse, Palmer was instrumental in the firm’s growth and helped to bring in high-profile clients such as Ladbrokes, William Hill, SportingBet, Gala Coral Group, SkyBet, Paddy Power and Betsson.