Professional Background
As the Director of Sports & Casino at FreeBets.com, James is responsible for setting the editorial integrity and standards across our site. Quality content is paramount and James prides himself on ensuring our pages are consistently accurate, impartial, honest and genuinely useful for bettors.
With more than 15 years’ experience across Sports, Casino, iGaming and Broadcasting — including senior editorial leadership positions at bet365, Yolo Group and ITV News & Sport — James brings a strong journalism-led approach to gambling content, prioritising clarity, expertise and trust for our users.
Having built and overseen content, SEO, social, video and community teams across 25+ global markets, under James' executive leadership and guidance, he ensures the FreeBets tone of voice reflects real player experiences, regulatory standards and best-in-class content across both Sports and Casino verticals.
James is also an executive member of the iGaming Leader Mastermind and spends a lot of his time connecting with senior industry professionals to make sure we’re providing market leading content for our audience.
James’ Coverage:
Gambling.com Group hires former bet365 Head as Director of Sports
Former bet365 Editorial Chief move to Yolo Group as Global Head of Content & SEO
bet365 names new Head of Editorial Content