Exceptional Group Appoints Former Kindred Group Executive as CMO

Exceptional Group names prior Kindred leader Barber as Chief Marketing Officer.

Betway operator Exceptional Group has named Elen Barber, former Kindred Group executive, as its new Chief Marketing Officer. The appointment is effective immediately, and Barber will be based in London as Exceptional Group’s CMO.

Before joining Exceptional Group, Barber spent more than 13 years at Kindred, holding various senior marketing positions, including Director of Brand Marketing and Head of Partners. She most recently served as the operator’s CMO, departing the company in September 2023. Barber left Kindred alongside Chief Commercial Officer Anne-Jaap Snijders.

The announcements of both executives’ departures came just days after CEO Henrik Tjärnström and CFO Johan Wilsby also announced their exits from the company.

Barber announced her new role at Exceptional Group on LinkedIn, stating, “I’m excited to share some news – I’m taking on a new role as CMO at Exceptional Group. I’m thrilled to join this innovative team and look forward to the challenges ahead.”

Barber joins Exceptional Group at a time when the operator has set new records in 2023. Exceptional Group set a record in 2023, and Barber also attended the ICE exhibition in 2024.

Over the past year, Exceptional Group generated €1.4 billion (£1.2 billion/$1.52 billion) in revenue, setting a new annual record.

This also outperformed projections of €13.5 billion, a 11% increase year-over-year from €13 billion in 2022.

However, Super Group also reported a substantial reduction in pre-tax profit, down 92.2% to €16.8 million. The company attributed the decrease to €64.6 million in non-cash expenses.

Of these, €28.6 million stemmed from the acquisition of online sports betting and iGaming business Digital Gaming Corporation in January 2023. On the other hand, this enabled Super Group to enter the US market at the start of the year.

Operating EBITDA in 2023 declined from €208.5 million to €197.3 million. Meanwhile, unrestricted cash decreased by €12.9 million to €2.419 billion, which Super Group stated was again due to the DGC acquisition.

Super Group Sells DGC B2B Division
Prior to revealing its results, Super Group also announced another significant development – the sale of DGC’s B2B assets to Games Global.

The transaction was finalized in February, precisely one year after the agreement was reached. Neither party disclosed the financial terms of the sale.

DGC B2B operates in multiple US states including Pennsylvania, Iowa, New Jersey, Arizona, Colorado, Indiana, Virginia, Ohio and Louisiana.

Super Group CEO Neal Menash stated the sale allows the company to concentrate on its global B2C growth.

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