Emilie Jirsch: Creating a world-class brand via the Cool Shit Budget

🎙 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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Pragmatic Solutions – Leading iGaming platform technology.

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