GameOn appoints Michela Pace to marketing leadership

GameOn, a leading marketing consultancy serving the global iGaming sector, has announced the appointment of Michela Pace as Marketing Operations Manager for its expanding Fractional Chief Marketing Officer (CMO) division. The move is part of the company’s strategic effort to bolster its service capabilities by bringing in industry-seasoned talent who understands the intricate dynamics of iGaming marketing.

A strategic hire to support rapid division growth

The appointment of Pace reflects GameOn’s ongoing commitment to scaling its fractional marketing services, which are tailored to provide flexible, senior-level marketing support to gaming companies without the overhead of a full-time executive team. In her new role, Pace will report directly to Alex Wilson, Head of the Marketing Division at GameOn, and will be instrumental in both supporting internal operations and delivering strategic marketing initiatives for external clients.

Her duties will encompass campaign development, content coordination, brand positioning, media collaboration, and client strategy execution — all central to GameOn’s objective of delivering tangible, data-driven marketing outcomes.

Michela Pace: A marketing career rooted in iGaming

Pace brings a rich background in the iGaming industry, having entered the sector in 2021 through a marketing internship with Swintt, a rising software provider known for its innovative slot games and European market focus. Her journey at Swintt was marked by swift promotions and increasing responsibilities — a testament to her drive and capability.

From her beginnings as an intern, she quickly progressed to Campaign Coordinator, where she took a hands-on role in product launches and scheduling. She then assumed the position of Marketing Executive, supporting broader communications, trade event participation, and content planning. Most recently, she served as Marketing Manager, a role in which she steered brand communications and PR strategies, oversaw external partnerships, and managed merchandise initiatives.

Her cumulative experience across these positions allowed her to shape and execute brand strategies from inception, contributing significantly to Swintt’s profile and reputation in a highly competitive environment.

A dynamic role with strategic impact

At GameOn, Pace is expected to play a critical part in shaping the operational structure of the fractional CMO division — a bespoke service aimed at assisting small to medium-sized gaming businesses that require on-demand marketing leadership without the commitment of in-house hires. This approach allows clients to access strategic marketing guidance and executional excellence at a scale that suits their operational models.

Pace’s direct involvement in campaign execution, stakeholder engagement, and content delivery is expected to align well with GameOn’s client-focused approach. Her presence also reinforces the company’s emphasis on delivering seamless, brand-consistent communication and measurable marketing ROI for each project.

Leadership endorsement and team integration

Alex Wilson expressed strong confidence in Pace’s ability to contribute meaningfully to the team, stating:

“I’m delighted to welcome Michela to the team and for GameOn’s Marketing Division to benefit from such a passionate and talented marketer with tons of industry experience. Michela played a central role in building Swintt’s profile in the industry from the ground up, experience that our clients will absolutely benefit from. More than anything, Michela is a great person to work with, bringing enthusiasm and energy to the team. I’m really looking forward to working with her as we build out GameOn’s Fractional CMO offering and deliver value and results for our clients.”

This endorsement from Wilson underscores GameOn’s internal culture of collaboration and talent recognition. It also highlights the synergy between operational delivery and strategic vision that GameOn aims to instill across its project teams.

A new chapter for Pace

Speaking about her appointment, Pace shared her excitement and appreciation for the opportunity to join the GameOn team:

“I’m over the moon to be joining GameOn. I’ve always admired the company, especially the incredible team behind it, and feel very lucky to be starting this new chapter with them. I’m excited to work alongside the team and to support our clients by contributing to their strategies and campaigns. I’m also fortunate to be learning from the best in the industry while pushing creative boundaries as we continue to grow together.”

Her remarks reflect a forward-thinking attitude that aligns with GameOn’s brand ethos — one that embraces innovation, collaboration, and continuous improvement.

The importance of marketing leadership in a maturing iGaming sector

The global iGaming market has seen explosive growth over the last decade, prompting a parallel demand for sophisticated marketing strategies that go beyond traditional branding exercises. As regulatory frameworks tighten across Europe, North America, and other emerging markets, companies in the space increasingly rely on compliant, culturally sensitive, and performance-driven marketing. In this environment, professionals with firsthand experience in regulated territories and product-specific marketing are invaluable.

The rise of fractional CMO services addresses a clear market gap: many gaming companies, particularly startups or those scaling into new jurisdictions, require high-level marketing input but may not have the budget or bandwidth for a full-time CMO. With leaders like Pace on board, GameOn is well-positioned to meet this need.

GameOn’s evolving value proposition

Founded to offer public relations and communications support to iGaming firms, GameOn has steadily diversified its services to include a broader range of marketing and brand-building solutions. Its fractional CMO model enables clients to outsource their senior marketing needs, from planning and strategy through to campaign execution and performance analysis.

With Pace’s onboarding, the firm continues to strengthen its internal capacity to deliver consistent results across markets and client categories. Her addition further supports GameOn’s ambition to become the go-to provider for scalable, expert-led marketing services in the gaming sector.

Outlook and implications for clients

As more operators and suppliers contend with saturated markets and rising acquisition costs, the demand for creative, measurable, and compliant marketing services is set to increase. GameOn’s investment in seasoned talent like Pace signals its readiness to meet this demand — not just with ideas, but with execution rooted in experience and an understanding of the industry's nuances.

By fusing campaign creativity with strategic oversight, the firm continues to deliver competitive value to its clients — whether launching a new product, entering a new market, or refining an existing brand position.

Conclusion

The appointment of Michela Pace as Marketing Operations Manager at GameOn marks a significant step in the company's continued evolution as a key marketing partner in the iGaming industry. Her proven track record, industry-specific expertise, and deep understanding of brand development within regulated markets make her an invaluable asset to GameOn’s growing Fractional CMO division. As the iGaming sector becomes more competitive and compliance-driven, the need for agile, strategic marketing solutions is more pressing than ever. With Pace’s leadership and the broader team's collaborative approach, GameOn is well-positioned to deliver innovative, results-oriented campaigns that meet the diverse needs of its clients — ensuring both sustainable growth and enhanced market visibility.

FAQs

Who is Michela Pace?
Michela Pace is a marketing professional with experience in the iGaming industry. She recently joined GameOn as Marketing Operations Manager in its Fractional CMO division.

What is the role of a Marketing Operations Manager at GameOn?
The Marketing Operations Manager supports campaign execution, strategy development, and client relations within the company’s fractional marketing service division.

Where did Michela Pace work before GameOn?
She previously held multiple marketing roles at Swintt, including Campaign Coordinator, Marketing Executive, and Marketing Manager.

What is GameOn’s Fractional CMO division?
It’s a service offering senior-level marketing leadership on a flexible, part-time basis, tailored to gaming companies that don’t need or can’t afford a full-time CMO.

Why is GameOn expanding its Fractional CMO services?
The demand for agile and experienced marketing leadership in iGaming is rising, particularly among startups and companies entering new markets.

What expertise does Michela Pace bring to GameOn?
She brings extensive experience in campaign management, brand development, and media coordination, particularly within regulated gaming markets.

How does the hire of Michela Pace benefit GameOn’s clients?
Clients gain access to a marketer who understands both creative execution and industry-specific compliance, improving campaign outcomes.

Who leads the Marketing Division at GameOn?
Alex Wilson heads the Marketing Division and oversees the strategic direction and development of GameOn’s marketing services.

What kind of marketing services does GameOn offer?
GameOn provides public relations, branding, content marketing, campaign execution, and fractional CMO services, particularly for iGaming companies.

What is the significance of this appointment in the context of the iGaming industry?
It reinforces the industry’s shift toward specialist-led marketing solutions that balance creativity with compliance and performance.