Marketing in the iGaming space, particularly in the B2B sector, has seen significant transformations over recent years. As competition intensifies and new technologies emerge, companies must constantly evolve their strategies. Today, success in iGaming B2B marketing isn’t just about pushing products—it’s about forming meaningful partnerships, building trust, and adapting to a rapidly changing technological landscape. We sat down with two marketing leaders, Rodrigo Pereira Curi, Head of Marketing at Amigo Gaming, a leading game provider, and Mitja Mitrusevski, Head of Marketing at Timeless Tech, a game aggregator, to discuss the critical elements that drive success in the iGaming world. Despite their different roles, both agree that fostering strong relationships is key to thriving in this competitive environment.
The Role of Industry Events in B2B Marketing
Exhibitions and conferences such as SiGMA, SBC, NEXT.io, and ICE have long been a cornerstone of B2B marketing in the iGaming industry. These events have always provided an invaluable opportunity for face-to-face interaction, allowing game providers and aggregators to showcase their products and build trust in real time. But it’s not just about being there—it’s about what you do when you get there.
In the iGaming industry, where large sums of money are at play, personal interaction can significantly impact business decisions. While digital transformation accelerated during the pandemic, leading to the rise of virtual events, the importance of in-person meetings remains undeniable. These events help strengthen existing partnerships, and for new connections, they offer a first-hand look at what your company is about. Being present and visible at such events sends a message: you’re not just a player in the game, you’re here for the long haul.
“Being at major events like SiGMA is about much more than just showing up. It’s about building relationships that last. The trust you build in person is crucial, and your presence signals that you're a serious player in the market,” said Mitja.
The Importance of Optimizing Websites for Lead Generation
In today’s digital-first world, your website is the cornerstone of your marketing strategy. It’s not just a brochure; it’s a lead generation engine. To be effective, iGaming companies must ensure their websites are optimized for the right audience—those searching for solutions in the right regions.
Website optimization goes beyond simply driving traffic. Once the right visitors land on your page, they need to understand instantly what your company offers and why they should engage with you. This means showcasing your products or services clearly, with user-friendly navigation and strong calls to action that guide visitors toward the next steps—whether that’s getting in touch, signing up, or requesting a demo. If visitors can't quickly understand what you're offering, they won't stick around long enough to click the "Contact Us" button, which is the Holy Grail of lead generation.
Content Marketing: Building Authority and Trust
Content marketing is crucial for both game providers and aggregators, though their focus might differ slightly. For game providers, content marketing is an opportunity to demonstrate their expertise and share insights on upcoming game releases and future roadmaps. This type of content not only builds trust but positions the provider as an authority in the market by showing they understand what works in different regions, including the specific mechanics and themes that attract players.
Creating content that emphasizes how your games cater to player preferences and market trends will attract more operators who are looking for solutions tailored to their specific audience. This approach, combined with thoughtful SEO practices, helps boost visibility and strengthen relationships with potential partners.
Rodrigo explained: “Content isn’t just about product features, it shows we understand what drives engagement in different regions. Sharing game roadmaps and feature insights signals that we’re evolving with the market, and being able to adapt to those preferences is key to establishing long-term success with operators.”
Public Relations: Enhancing Brand Visibility and Building Trust
PR plays a critical role in raising brand visibility and enhancing credibility within the iGaming sector. Whether through articles in reputable digital publications, sponsored content, or industry features, PR helps position your company as a leader and trusted partner. But the impact of PR goes beyond just increasing brand awareness; it also plays a significant role in improving your SEO through backlinks from credible sources.
Strategic PR campaigns also help build trust with potential clients and partners by showcasing your expertise and sharing valuable insights. These campaigns can also be used to announce new product launches, highlight partnerships, or showcase company milestones, all of which help to solidify your reputation within the industry.
By engaging in strategic PR campaigns, iGaming companies can not only increase their visibility but also reach a broader audience, helping them expand into new regions or introduce new products to the market. The value of a well-executed PR strategy cannot be overstated, especially when targeting different geographical regions where the company’s presence may be new or less established.
Social Media: LinkedIn Dominates in B2B iGaming
While platforms like TikTok and Instagram are certainly valuable in certain contexts, LinkedIn remains the undisputed leader in B2B iGaming marketing. For both game providers and aggregators, LinkedIn offers a unique opportunity to connect with industry professionals, engage with decision-makers, and establish thought leadership.
In iGaming B2B, showcasing your products, sharing industry news, and engaging in discussions about market trends are all important. But increasingly, it’s becoming just as essential to show the human side of your brand. Sharing behind-the-scenes content, highlighting your team members, and showing your company culture helps build trust and fosters deeper connections with your audience. LinkedIn provides the perfect platform for this type of engagement, where professional and personal stories can coexist.
Rodrigo highlighted, “LinkedIn is our most effective channel for lead generation and relationship-building. It allows us to showcase our work, introduce our team, and stay connected with clients and partners. It’s where we build relationships and establish ourselves as a trusted partner in the iGaming space.”
The Growing Influence of AI in Marketing
Artificial Intelligence (AI) is rapidly transforming the iGaming marketing landscape, offering numerous benefits, from automating routine tasks to providing data-driven insights that can optimize marketing campaigns. AI can analyze large amounts of customer data, track trends, and generate actionable insights to refine strategies, making it a valuable tool for B2B marketing teams.
However, despite AI's vast potential, it is clear that it cannot replace human input—yet. While AI can assist with data analysis and campaign automation, the creative aspects of marketing, including crafting authentic messages and strategic brainstorming, still require human expertise. AI can help marketers process data from tools like GA4, Microsoft Clarity, and Semrush, offering insights that inform decision-making and allow for more targeted, effective campaigns. However, relying solely on AI for content creation and cheap automation would dilute the quality of your marketing efforts. As AI tools continue to evolve, the edge will belong to marketers who pair machine learning with human creativity and contextual awareness.
“AI is an incredibly valuable tool that helps us understand customer behavior and automate key processes. But at the end of the day, it can’t replace human insight. It’s about using AI to assist with data analysis and decision-making while still relying on human creativity for strategy and content,” Mitja explained.
Conclusion
B2B marketing in iGaming continues to evolve, driven by the need for companies to adapt to an increasingly competitive and technology-driven landscape. Industry events, optimized websites, content marketing, and effective social media strategies are all crucial components of a successful marketing plan. But more importantly, iGaming companies must leverage AI and other technological tools to complement human-driven efforts, ensuring they remain competitive and relevant.
These topics are just the tip of the iceberg when it comes to the activities today’s marketing teams can engage in—such as newsletters, collaborations with streamers, and other innovative tactics. But when it comes to B2B iGaming, trust-building, strategic partnerships, and leveraging the right technology are the most crucial elements for success. By embracing these strategies and fostering strong, trust-based relationships with partners, companies can continue to thrive in this dynamic industry. If you're ready to explore tailored solutions or discuss collaboration opportunities, feel free to get in touch with us.
FAQ
- What is Timeless Tech's Game Aggregator?
Timeless Tech's Game Aggregator is a multi-provider platform offering seamless integration for iGaming operators. It provides access to over 12,000 games from more than 80 providers, streamlining operations and expanding game libraries through a single API integration.
- How does Amigo Gaming differentiate itself in the iGaming industry?
Amigo Gaming, established in 2020 and based in Barcelona, stands out by offering an innovative and diverse list of slots with unique features and well thought game mechanics. Their portfolio includes classic, themed, and progressive jackpot slots, all designed to cater to a wide range of player preferences.
- Why are industry events like SiGMA and ICE important for B2B iGaming marketing?
Industry events such as SiGMA and ICE are crucial for B2B iGaming marketing as they provide opportunities for face-to-face interactions, allowing companies to showcase their products, build trust, and establish long-term relationships with potential partners and clients.
- What role does SEO play in optimizing iGaming websites for lead generation?
SEO is vital for iGaming websites as it enhances visibility on search engines, attracts targeted traffic, and ensures that potential clients can easily find and engage with the company's offerings. Implementing effective SEO strategies leads to higher conversion rates and sustained online presence.
- How can content marketing build authority and trust in the iGaming sector?
Content marketing builds authority and trust by providing valuable insights, sharing industry news, and showcasing expertise through blogs, articles, and case studies. For game providers, sharing information about upcoming game releases and roadmaps demonstrates commitment to innovation and keeps partners informed.
- Why is LinkedIn the preferred social media platform for B2B iGaming marketing?
LinkedIn is preferred for B2B iGaming marketing because it allows companies to showcase their products, introduce their teams, share industry news, and provide a platform for partners and potential clients to connect directly. This fosters professional relationships and enhances brand credibility.
- What is the role of AI in iGaming marketing?
AI assists in iGaming marketing by automating routine tasks, analyzing customer behavior, and providing insights into effective engagement strategies. While AI enhances efficiency, human expertise remains essential for creative and strategic decision-making.
- How can Timeless Tech's Game Aggregator benefit iGaming operators?
Timeless Tech's Game Aggregator benefits iGaming operators by offering a diverse game library, seamless integration, and robust technical support. This enables operators to enhance player engagement, expand their offerings, and streamline operations, leading to improved business performance.
