EPISODE · May 6, 2025 · 44 MIN
Brand Building at OLG: Maxine Chapman on Gaming, Sports & Strategy
When Ontario’s open, legal online gambling industry opened its doors in the spring of April 2022, folks around the business of sports wagering and igaming wondered how arrival of a highly competitive industry would impact the Ontario Lottery & Gaming Corporation. Well, as OLG leadership has acknowledged over the past three-plus years, the new kids on the block forced the corporation to get its act together when it came to digital gaming. That race to keep up with the Joneses resulted in a rising-tide-lifts-all-boats scenario. Some of the credit for the growth of OLG’s gaming products can be attributed to the hiring in June 2022 of long-time Canadian and global branding/marketing executive Maxine Chapman as OLG’s vice president, brand and marketing officer. Chapman, who was honoured in February by Strategy Magazine as one of its Marketers of the Year, has deftly juggled OLG’s many brands and partnerships with advertising/marketing/PR agencies and organizations such as Maple Leaf Sports & Entertainment around its Bring Home The Win masterbrand. https://www.youtube.com/watch?v=pW7AWLDq57s The career of the brand/marketing maven, which began at OLG in the early 1990s has included tenures with Coca-Cola, the Vancouver and London Olympics, Cineplex and Manulife. We talked all about those stops – and her work across sports, entertainment and gaming - as Chapman made her maiden appearance on the Gaming News Canada Show. Hosted on Acast. See acast.com/privacy for more information.
What this episode covers
When Ontario’s open, legal online gambling industry opened its doors in the spring of April 2022, folks around the business of sports wagering and igaming wondered how arrival of a highly competitive industry would impact the Ontario Lottery & Gaming Corporation. Well, as OLG leadership has acknowledged over the past three-plus years, the new kids on the block forced the corporation to get its act together when it came to digital gaming. That race to keep up with the Joneses resulted in a rising-tide-lifts-all-boats scenario. Some of the credit for the growth of OLG’s gaming products can be attributed to the hiring in June 2022 of long-time Canadian and global branding/marketing executive Maxine Chapman as OLG’s vice president, brand and marketing officer. Chapman, who was honoured in February by Strategy Magazine as one of its Marketers of the Year, has deftly juggled OLG’s many brands and partnerships with advertising/marketing/PR agencies and organizations such as Maple Leaf Sports & Entertainment around its Bring Home The Win masterbrand. https://www.youtube.com/watch?v=pW7AWLDq57s The career of the brand/marketing maven, which began at OLG in the early 1990s has included tenures with Coca-Cola, the Vancouver and London Olympics, Cineplex and Manulife. We talked all about those stops – and her work across sports, entertainment and gaming - as Chapman made her maiden appearance on the Gaming News Canada Show. Hosted on Acast. See acast.com/privacy for more information.
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Brand Building at OLG: Maxine Chapman on Gaming, Sports & Strategy
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