Creativity is the core capability of their differentiation, and is a driver of Sportsbet’s performance. Sportsbet uses opinionated responses from customers in all of its innovations, regardless of size, to make tangible decisions. They try to utilise customer perspectives and technology, as a competitive advantage within their innovations. Technology is of high importance within Sportsbet’s marketing approach, as they find there is a larger number of new and existing customers utilising their digital technologies for accessing Sportsbet products. They have an established Technology Team, which is used to continually develop great and new products (IDG Communications, 2015). There are substantial amounts of funding invested into Marketing
