Strategic Moves: Snipp Brings Gaming Executive Adi Dhandhania to Board While Promoting Tom Burgess to Lead New Media Division

Two Major Leadership Changes Signal Snipp’s Expansion Into Payments Media

Snipp Interactive has announced a significant reshuffling in its leadership structure with two major appointments that underscore the company’s ambition to scale its operations. Adi Dhandhania, who serves as Chief Operating Officer for North America at Bally’s Interactive, has joined the company’s board of directors as a representative of Bally’s Corporation—a move that comes alongside Bally’s substantial US$5 million investment in Snipp announced earlier this spring.

Dhandhania brings over a decade of experience from the gaming and technology sectors, with particular expertise in corporate strategy, M&A activities, and operational scaling. His credentials include a CFA chartership, an MS from Brown University, an MBA from Bryant University, and a BS from Johnson & Wales University. For Snipp’s CEO and founder Atul Sabharwal, this appointment represents more than just board representation—it signals deepening trust between two companies pursuing complementary strategies in the digital entertainment space.

“Adi’s involvement comes at a critical moment as we scale Gambit Rewards, our recently acquired loyalty gaming platform,” Sabharwal noted, emphasizing that the board member’s guidance will prove invaluable as market conditions continue favoring well-capitalized, profitable companies.

Tom Burgess Takes the Helm of SnippMEDIA

In a parallel move, Tom Burgess has transitioned from his role as a board director to become President of SnippMEDIA, a newly established division within Snipp Interactive. Burgess is no newcomer to the company—he has served as a director for three years—but his new executive position marks a significant expansion of his responsibilities.

Burgess brings an impressive track record as a serial entrepreneur and innovator in digital media technology and online advertising. His entrepreneurial journey includes founding Third Screen Media (a wireless advertising company acquired by AOL in 2007) and Linkable Networks (a payments loyalty company sold to Collinson Group in 2017). More recently, he held the position of CRO/CMO at Triple, a PNC Bank subsidiary. His work has earned him multiple patents and speaking engagements at major marketing conferences, with coverage in Forbes, the New York Times, Wall Street Journal, and CNBC.

SnippMEDIA: Unlocking a New Revenue Stream

SnippMEDIA itself represents an intriguing strategic pivot for Snipp. The new division operates as a payments media network that enables CPG clients to connect with hundreds of millions of consumers through digital banking channels. The platform supports both impression-based and performance-based media models while aggregating first, second, and third-party consumer purchase data for precise SKU and UPC-level targeting.

What makes this particularly compelling is the untapped market opportunity it addresses. Snipp has traditionally focused on program execution but hasn’t captured client budgets on the media side. With media budgets often running several multiples higher than program execution costs, SnippMEDIA could meaningfully expand average campaign sizes and overall revenues as adoption scales.

Sabharwal emphasized that SnippMEDIA functions as a value-added extension of Snipp’s core SnippCARE platform (Customer Acquisition, Retention & Engagement), allowing the company to deepen existing client relationships while leveraging the behavioral datasets generated from programs already running on the platform.

Supporting the Expansion With Options

To support these strategic moves, Snipp has granted a total of 10 million stock options to board members (excluding Dhandhania) and five company officers. The options carry an exercise price of C$0.145 per common share and expire after five years, vesting in tranches through June 12, 2025.

Dhandhania’s appointment remains subject to acceptance by the TSX Venture Exchange, with an understanding that he will tender his resignation immediately if not approved. For Snipp, these appointments reflect a company positioning itself to capture new revenue streams while leveraging strategic partnerships in the competitive loyalty and promotions technology space.