I'm helping iGaming operators connect marketing allocation decisions to real commercial outcomes like NGP and margin
I'm helping iGaming operators connect marketing allocation decisions to real commercial outcomes like NGP and margin
Your BI team tracks portfolio economics. Finance reports monthly performance. Data Science builds attribution models.
But when your Performance Marketing team sits down on Monday morning to allocate budget, they are working from channel dashboards that don’t show total CPA, new customer mix, or early quality signals by source.
So the allocation decision gets made.
And weeks later, Finance reports the margin impact.
Not because you lack data — but because the data lives in one system, while allocation happens in another.
Result: €4–9M in annual margin leaks for a typical €100M operator
SignalOS™ is a decision-making framework built specifically for iGaming operators.
It combines allocation-specific metrics — such as total CPA, NGP, CREATION vs HARVEST mix, and forward retention signals — into a structured weekly decision model.
Eight signals. Three tiers. Clear actions: ACCELERATE, HOLD, or DEFEND.
Built from managing €200M+ across multiple regulated markets.
We help operators build internal paid media buying capability — from platform selection and team structure to trader training and migration.
The result: greater control, improved transparency, and reduced dependency on external execution.
Built through multiple in-house trading desk implementations.
Over two decades in performance marketing. 5 years managing multi million budgets at Superbet. Built in-house trading desks multiple times.
I've sat in your seat. I know what Finance asks, what CRM can deliver, and what Marketing needs weekly.
Fixed-scope projects (8-12 weeks). Your team trained. Systems operational. Then handoff.
No long-term retainers. No dependencies.
If you can't run SignalOS™ after 12 weeks, I failed.
Unlike finance consultants (who model) or agencies (who execute), I do both.
Practice 1: Growth Planning & Capital Allocation (SignalOS™)
Practice 2: Programmatic In-Housing (trading desk build)
The only capital allocation framework built specifically for iGaming operators.
Not a generic marketing mix model. Not a BI dashboard.
A decision-making operating system designed for €20–200M portfolios managing bonus economics, player quality, and multi-market allocation.
Fisher-Brown Partners Limited
Capital allocation and programmatic execution for iGaming operators
Dale Fisher-Brown, FCIM
dale@fisherbrownpartners.com
https://www.linkedin.com/in/dale-fisher-brown-fcim-b13b9182/
Based in Cotswolds, UK | Serving operators globally
© 2026 Fisher-Brown Partners Limited. SignalOS™ is a registered trademark