🎙 NEXT.io Podcast #254 with Emilie Jirsch, CMO at Dabble.
Dabble has become one of the fastest-growing betting brands on the planet — not by outspending competitors, but by out-innovating them with community, culture, and entertainment-first marketing.
In this episode, Emilie Jirsch, CMO at Dabble, reveals how the purple brand went from a small NSW startup to 1 million+ active customers, explosive US growth, and global expansion across Australia, the US, and the UK.
⏰ Timestamps:
00:00 - Introduction
00:29 - Sponsor message
01:50 - Welcoming Emilie Jirsch, CMO at Dabble
02:21 - How Dabble started
04:45 - Launching in Australia & hitting 1M active customers
06:03 - Product differentiation & brand awareness
07:09 - The “purple cow theory” explained
08:32 - Dabble’s growth strategy
11:23 - Creating talkable moments that build brand memory
13:22 - Moderators, culture, and self-policing communities
15:10 - $1M Hole-in-One PGA activation: the story behind it
17:00 - The true definition of disruptive brand marketing
20:49 - The “cool sh*t budget” explained
24:01 - Launching in the US through DFS
29:08 - Why the US embraced Dabble instantly
33:00 - Competitors
36:25 - Inside Dabble’s internal culture
40:06 - What’s next: UK launch, Ireland license, expansion
41:54 - Final thoughts
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This episode of NEXT.io is brought to you by:
Pragmatic Solutions – Leading iGaming platform technology.
Pragmatic Play – Industry-leading content provider.
https://www.pragmaticplay.com/en/
Sponsored by:
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