GameOn appoints Roxana Nazalu to expand fractional CMO services

GameOn, a specialist iGaming marketing and PR agency, has expanded its senior leadership capabilities by appointing Roxana Nazalu to its growing Fractional CMO team. The move reflects a broader strategic effort by the agency to enhance its advisory services and provide clients with high level marketing expertise in an increasingly competitive global market.

Roxana Nazalu joins GameOn in a fractional and consulting capacity, where she will support clients across campaign strategy, creative development and execution. Her appointment represents a collaboration between GameOn and her own agency, Orange Synapse, enabling both organisations to expand their service offerings and deliver more integrated solutions to industry stakeholders.

Roxana Nazalu’s industry experience and background

Roxana Nazalu is widely recognised within the iGaming sector for her extensive experience in marketing leadership roles across major international companies. Over the course of her career, she has worked with several prominent organisations, including Las Vegas Sands, Casimba Gaming, Aspire Global and Pragmatic Play.

Her work across these companies has provided her with a detailed understanding of both B2C and B2B dynamics in the iGaming ecosystem. This includes direct experience in brand positioning, player acquisition strategies and multi market campaign execution. Such expertise is considered valuable in a sector that continues to evolve rapidly under changing regulatory frameworks and shifting consumer behaviour.

Building on this foundation, Roxana launched Orange Synapse, a boutique agency focused on delivering marketing solutions to iGaming providers. The company has worked with clients across multiple jurisdictions, helping them adapt to local requirements while maintaining consistent brand identity.

Strategic collaboration between GameOn and Orange Synapse

The appointment of Roxana Nazalu marks a deeper alignment between GameOn and Orange Synapse. This collaboration is structured to combine strategic insight with operational execution, allowing clients to benefit from a more comprehensive marketing approach.

Through this partnership, GameOn aims to extend its capabilities beyond traditional PR services into broader strategic advisory roles. At the same time, Orange Synapse gains access to GameOn’s established network, operational resources and industry reach. The combined offering is expected to appeal to a wide range of iGaming stakeholders, including operators, game developers, affiliates and payment service providers.

This model reflects a growing trend in the industry where agencies and consultants collaborate to provide flexible, scalable services rather than relying solely on in house teams.

Growth of the fractional CMO model in iGaming

GameOn’s Fractional CMO service, launched in October 2024, has seen increasing demand as companies seek cost effective access to senior marketing leadership. The model allows organisations to benefit from the expertise of experienced chief marketing officers without committing to full time executive hires.

This approach is particularly relevant for start ups and mid sized companies operating in growth phases. These businesses often require strategic guidance but may not have the resources or long term need for a permanent executive role. At the same time, established organisations can use fractional leadership to introduce new perspectives or support transformation initiatives.

Under the leadership of Alex Wilson, GameOn’s marketing division has focused on positioning marketing as a revenue driving function rather than a support role. This perspective aligns with broader industry shifts where measurable performance and return on investment are increasingly prioritised.

Leadership perspective on the appointment

Alex Wilson, Head of Marketing Division at GameOn, emphasised the strategic importance of the appointment. He stated: “We are delighted to welcome Roxana to the GameOn CMO team at such a pivotal moment for our agency. Since launching our fractional service in 2024, the demand for high level strategic leadership, without the overhead of a full time executive, has exploded.

“Roxana is a powerhouse in the iGaming space and her track record with global giants like Pragmatic Play and Las Vegas Sands speaks for itself.

“By bringing her expertise into the fold, we’re not just adding a consultant, we’re significantly deepening our strategic offering and ensuring our clients have access to the very best marketing minds in the business.”

His comments reflect a broader industry sentiment that experienced leadership remains a critical differentiator in competitive digital markets.

Roxana Nazalu on joining GameOn

Roxana Nazalu also commented on the collaboration, highlighting the alignment between her own agency and GameOn’s strategic vision. She said: “Joining forces with GameOn is a natural evolution for me and a fantastic opportunity for Orange Synapse.

“I’ve always admired GameOn’s reputation for delivering clear, results driven PR and marketing within the iGaming sector. This collaboration allows us to offer a truly holistic service, bridging the gap between high level strategy and technical implementation for slot studios, operators, affiliates, payment providers and other industry stakeholders.

“My focus will be on helping clients navigate complex markets and scale their brands with the agility that the fractional model provides. I look forward to working alongside Alex and the team to drive meaningful growth for our partners.”

Her remarks underline the importance of adaptability and strategic clarity in navigating global iGaming markets, which often involve diverse regulatory requirements and competitive pressures.

Expanding services for a complex global market

The global iGaming sector continues to expand, with new markets opening and regulatory frameworks evolving. This creates both opportunities and challenges for companies seeking to establish or grow their presence.

Marketing strategies in this environment require careful planning, local market knowledge and the ability to respond quickly to changes. By integrating fractional CMO expertise with PR and campaign execution, GameOn aims to address these needs more effectively.

The inclusion of Roxana Nazalu is expected to enhance the agency’s ability to deliver tailored strategies that align with each client’s specific objectives. This includes supporting market entry, brand repositioning and long term growth initiatives.

Conclusion

The appointment of Roxana Nazalu to GameOn’s Fractional CMO team represents a measured and strategic development within the agency’s broader growth plan. By combining her industry experience with GameOn’s established capabilities, the collaboration seeks to provide clients with a more comprehensive and flexible approach to marketing leadership.

As the iGaming sector continues to evolve, the demand for specialised expertise and adaptable service models is likely to remain strong. The fractional CMO approach, supported by partnerships such as the one between GameOn and Orange Synapse, reflects a pragmatic response to these changing dynamics.

From a broader perspective, this development highlights how agencies are rethinking traditional service structures to better meet client needs. By focusing on strategic value, measurable outcomes and operational flexibility, GameOn positions itself to remain competitive in a fast moving and increasingly complex industry landscape.

FAQs

What is GameOn’s Fractional CMO service?
GameOn’s Fractional CMO service provides companies with access to senior marketing leadership on a part time or project basis, allowing flexibility and cost efficiency.

Who is Roxana Nazalu?
Roxana Nazalu is an experienced iGaming marketing professional who has worked with major companies and founded Orange Synapse.

What role will Roxana Nazalu have at GameOn?
She will act as a Fractional CMO Consultant, supporting clients in campaign strategy, execution and market growth.

What is Orange Synapse?
Orange Synapse is a specialist marketing agency focused on serving iGaming companies across global markets.

Why are fractional CMO services becoming popular?
They allow companies to access high level expertise without the cost and commitment of a full time executive.

Which companies has Roxana Nazalu worked with?
She has worked with Las Vegas Sands, Casimba Gaming, Aspire Global and Pragmatic Play.

Who leads GameOn’s marketing division?
The marketing division is led by Alex Wilson.

What benefits do clients gain from this collaboration?
Clients gain access to both strategic leadership and execution capabilities within a single integrated offering.

Is this partnership limited to certain markets?
No, the collaboration is designed to support clients across multiple international markets.

How does this appointment impact GameOn’s services?
It expands the agency’s ability to deliver strategic marketing solutions alongside its existing PR services.