PRace Closes the Sales and Marketing Gap in the Gaming Industry

In 2024, B2B marketing and PR agency PRace entered the industry in complete secrecy. Founders Nick Brown and Aiste Garneviciene deliberately avoided marketing themselves and attending industry events during the first 12 months.

The agency launched with a promise of full ROI on spend. Its model is based on attributable sales pipeline growth rather than media coverage, and it moves away from traditional agency contracts. The agency is winning clients from across Europe and global gaming suppliers. With about 20 employees, it serves 18 client accounts. These include EveryMatrix, Amelco, Spotlight Sports Group, Imagine Live and Relax Gaming. It is growing on its own resources without seeking outside investment.

Garetneviciene spent more than a decade at live dealer studio BetGames, where she was a founding team member and operations director. She took the company from a start-up in Vilnius to a brand recognised on four continents. Brown came to the gaming sector from corporate technology marketing. At the global agency Metia, he worked on major accounts including BMW and Intel.

The agency's in-house three-stage model is called Establish, Engage and Convert. The model moves operator prospects from high-level market positioning to micro-segmented retargeting. It then hands engaged decision-makers over to the client's sales team with the aim of closing the deal.