FairPlay Sports Media Appoints Hannah Buitekant as Chief Growth Officer

The landscape of sports betting media is undergoing a profound transformation, increasingly defined by artificial intelligence and data-driven user engagement. In this context, FairPlay Sports Media (FPSM), the powerhouse behind the iconic Oddschecker brand, has made a key strategic hire. Hannah Buitekant joins the executive team as Chief Growth Officer, bringing nearly two decades of digital media experience to the table. Her appointment is a clear signal of the company's intent to scale its AI-powered infrastructure on a global scale.

Buitekant’s role is central to FPSM's future. She is responsible for leading the execution of the company’s growth strategy, catering to both media partners and iGaming operators. Her focus will be on building a comprehensive go-to-market engine, while also overseeing customer success, account management, and product sales. This comes at a pivotal time, as the group looks to enter new markets and expand into diverse sports verticals, leveraging the technological foundation laid since its rebrand from the Oddschecker Group two and a half years ago.

Numbers and facts

FairPlay Sports Media operates at a massive scale, reaching over 100 million sports fans across 40 different markets. Their tech stack powers decisions based on more than one billion data points every month. Buitekant joins after a distinguished 12-year career at dmg media, where she served as Chief Commercial Digital and Strategy Officer for major titles like the Daily Mail and Metro. Her track record in commercial transformation and strategic partnerships is expected to be a major asset for FPSM.

"What really drew me in is that FairPlay Sports Media has advanced technology and AI solutions that redefine how value flows between consumers, media and operators. These solutions aren't just transactional, they are built to keep consumers coming back, which is what drives stronger, more durable outcomes for our partners and iGaming operators." - Hannah Buitekant, Chief Growth Officer at FairPlay Sports Media

Background

The transition of the company into a dedicated BetTech group has been led by CEO Stuart Simms. Simms, a digital native with experience at Microsoft and IBM, has focused on building a sports publishing business with the rigor of a technology operator. By bringing in Buitekant, Simms aims to convert FPSM’s significant investments in platform and product into a high-value relationship engine. The company now oversees several household names, including WhoScored, SuperScommesse, and the Confido Network.

Simms highlighted that Buitekant’s experience in evolving markets and her ability to overcome sector challenges will be invaluable. As the group continues to scale globally, her expertise in multi-brand, audience-centric companies is seen as a key driver for the next growth phase. This strategy emphasizes long-term, data-led engagement over simple lead generation, reflecting a broader shift in the affiliate marketing industry.

Why it matters for German players

For players in Germany, the professionalization of global entities like FairPlay Sports Media brings higher standards to the local market. The German State Treaty on Gambling 2021 (GlüStV 2021) requires strict adherence to player protection and licensing rules. As FPSM refines its data-led approach, German users are likely to see more accurate and compliant information regarding odds and offers. Licensed operators in Germany must follow the 1,000 Euro monthly deposit limit and the 1 Euro spin limit for slots, and sophisticated affiliate platforms help ensure that only GGL-licensed brands are promoted to this demographic.

What it means for GGL-licensed casinos

Casinos operating under the GGL (Gemeinsame Glücksspielbehörde der Länder) license face a highly competitive and regulated environment. Partnering with a tech-heavy firm like FPSM allows these operators to utilize advanced AI tools to reach the right audience efficiently. Buitekant’s focus on durable consumer relationships aligns with the German regulator’s goal of sustainable gambling behavior. For GGL-licensed casinos, this means access to higher-quality traffic and data insights that can help them stay compliant with LUGAS and OASIS while maximizing their marketing reach.