Balancing legacy and modern sports betting: The Pools
Digital evolution is accelerating in the sports betting sector, putting established brands to the test in terms of their ability to adjust to internet customers without losing their distinctive identities. In the UK, The Pools, a brand with more than 100 years of history, offers an illustrative case of how nostalgia and modern technology can be strategically combined. CEO James Arnold spoke to SiGMA News about how digital transformation in sports betting can harmonise innovation with cultural identity.
Adapting tradition for the digital age
The conversation opens addressing one of the sector’s core challenges: How can companies rooted in traditional sports adapt their messaging to the digital environment without losing their historic identity?
Arnold affirms that some values remain timeless. “The joy of playing and the thrill of winning is timeless, appealing to all customers, no matter their age. The simplicity of playing across our 100-year history has always made The Pools stand out, and this is still the case in the digital age. Giving our customers a simple way to play and win is part of our identity and remains key to the digital environment. Staying true to our values and reaching across the generations with the same message keeps us rooted and relevant simultaneously.”
Arnold recognises the need for technical modernisation, though. Through a partnership with GiG, The Pools recently released a new website, updated its game platform, and completely migrated to cloud infrastructure.
These technical upgrades aim to provide a seamless digital experience. Arnold highlights that while the messaging retains the brand’s heritage, the tools behind it are decidedly modern.
Nostalgia to connect generations in the betting industry
Arnold emphasises how nostalgia is timeless. “With over 100 years of history, we have etched ourselves into British culture, particularly football. Our challenge has been leveraging the brand’s nostalgic place in British cultural heritage, while also celebrating its commitment to reaching new audiences and the next generation of football fans,” he says.
“We connected with our past, celebrating what makes The Pools such a unique, iconic and trusted British brand, to build that credibility and emotional connection, but also while transposing our best characteristics for a digital-first customer base. Fandom and clubs themselves are based on history, heroes, icons, and The Pools are the True Originals when it comes to the modern digital entertainment landscape, whether that be selecting score draws or waiting to hear the scores at 4.45 pm on a Saturday.” Arnold added.
Nostalgia operates on two levels. In addition to creating a cultural bridge towards younger, digitally native sports bettors, it emotionally connects with loyal clients. Recalling shared memories helps operators stay relevant and build generational loyalty.
Retro elements build credibility and connection
In sports branding, retro elements serve as a bridge between history and today’s young fans, reinforcing both credibility and connection. Arnold highlights the growing demand among today’s football fans for retro kits and memorabilia. He points out how that interest drives campaign design at The Pools. “Retro or vintage aspects are playing a pivotal role in driving today’s football fan culture. You only have to look at the increasing demand for retro football kits among the modern audience. With our True Originals campaign, we emphasised the emotional connection between the generations, whether that be via classic football memorabilia, such as scarves and old footballs, or via vintage sticker books and matchday programmes. Like those tangible elements of football culture, The Pools has been part of the fan experience throughout the decades, and we wanted to celebrate this,” he stated
Preserving football culture through sporting memories
Collective sporting memories hold a unique place in British football culture, putting together the passion of fans, historic moments, and shared traditions.
More than merely promoting a sport, campaigns centred around these experiences foster a feeling of continuity and camaraderie among generations. SiGMA News asked Arnold about how sporting memory campaigns help preserve football culture within British society. He highlighted that “Football culture and the matchday experience are always evolving. Even the game itself has changed vastly in the past 20 or 30 years. At The Pools, we celebrate what makes us unique and distinct, our history and our place within British culture, while continuing to evolve to match the needs of a football fan and sports bettor in 2025.”
Balancing innovation and legacy amid youth market demands
There are particular difficulties in balancing a brand’s cultural legacy with the needs of a young, digital market. With this in mind, SiGMA News asked Arnold what challenges established brands face in balancing their cultural legacy with the expectations of younger generations.
Arnold recognises the complexity of balancing these factors: “The challenge is to remain modern and innovative without losing sight of your historic identity, which is what we feel we have done with The Pools’ rebrand and through our recent marketing campaigns. To ensure we can meet the demands of a digital-first audience, our product has massively improved across the board, at a product, platform and website level, with our online presence having been completely upgraded via GiG.”
For The Pools to remain competitive in a quickly changing digital market, investments in cloud migration and infrastructure renewal have been essential. Scalability, resilience, and improved user experience are made possible by these technological advancements. According to James Arnold, a brand can stay relevant in the face of shifting industry dynamics by remaining attentive to consumer demands and market trends.
Innovation in sports betting transformation
The Pools’ experience serves as a reminder that managing the digital transition of sports betting requires more than just new technology.
Achieving success requires finding a balance between innovation and tradition, modernising platforms and infrastructure, and using nostalgia to appeal to a range of generations. This integrated strategy provides a valuable basis for operators and regulators hoping to do well in a rapidly evolving business, enhances market position, and promotes cultural continuity.
This article was first published in Spanish on 25 September 2025.
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