PRace introduces B2B gambling marketing services

PRace, a newly launched marketing agency, has officially entered the scene with the aim of transforming lead generation and sales within the B2B gambling sector. The agency introduces a fully integrated, data-driven marketing approach designed specifically for gambling technology providers, suppliers, and platforms, marking a first in the industry. By focusing on delivering tailored, results-oriented services, PRace sets out to address the unique needs of businesses in the B2B gambling space.

Founded by Nicholas Brown, a veteran marketer known for his tenure at Square in the Air, and Aiste Garneviciene, the former Chief Operating Officer of BetGames and SBC Leader of the Year 2020, PRace has already serviced more than ten high-profile clients since operating quietly in 2024.

The company’s approach diverges sharply from traditional marketing agencies that have long dominated the gambling sector. Rather than offering fragmented, generic services, PRace is pioneering an all-encompassing marketing model that merges industry expertise with cutting-edge digital performance strategies—effectively transforming marketing into a scalable growth engine.

Founders bring deep industry pedigree

The foundation of PRace rests upon the robust experience and complementary expertise of its two co-founders.

Nicholas Brown has worked in gambling marketing for more than a decade. As a key figure at Square in the Air, he played a pivotal role in shaping communication strategies for major gambling brands. Brown identified a critical gap in the market: traditional agencies often lacked the capacity to drive measurable, scalable results through data-driven campaigns. This realization prompted the creation of PRace, designed to go beyond public relations and content marketing into performance marketing and strategic lead generation.

Aiste Garneviciene brings a unique operator-side perspective. Having been one of the founding team members at BetGames in 2012, she helped build the company into a globally recognized brand. Her experience scaling a business from scratch has equipped her with an intimate understanding of the growth stages B2B gambling brands must navigate—from brand awareness to market education and ultimately to commercial sales success.

Together, the duo aim to bring sophistication and a results-focused methodology that has, until now, been largely absent from B2B gambling marketing.

A unique position in the B2B gambling space

Unlike conventional agencies that typically offer siloed marketing services—such as PR, digital ads, or events—PRace provides a fully integrated solution. This includes:

• End-to-end sales funnels: From audience segmentation to lead nurturing and sales handover
• Demand generation campaigns: Using real-time data to fuel outreach strategies
• Brand credibility and positioning: Through thought leadership, case studies, and awards
• Conversion-oriented content creation: Including SEO-optimized web copy, whitepapers, and email flows
• Sales and marketing alignment: Ensuring marketing output directly supports business development teams

This comprehensive approach addresses a major shortfall in the gambling industry’s marketing structure—particularly among B2B firms that often struggle to differentiate themselves in a saturated marketplace or rely heavily on events and networks for growth.

A fast-growing team with ambitious targets

Despite operating under the radar throughout 2024, PRace has already expanded to a 15-person team of specialists, each with backgrounds in gambling, marketing, or performance advertising. These include strategic planners, campaign managers, designers, and marketing technologists—allowing the agency to deliver bespoke strategies tailored to each client’s growth objectives.

The agency has been particularly selective in choosing its early clients, focusing on companies that are innovative, growth-driven, and open to adopting new strategies. Among PRace’s founding clients are Relax Gaming and Amelco, both well-known entities in the B2B gambling technology space.

As of early 2025, PRace is on track to generate close to €1 million in annual revenue, a figure that underscores the market’s appetite for more sophisticated marketing partners.

Leadership team to be unveiled soon

Following the public announcement of its official launch, PRace plans to formally introduce its full leadership team in the coming weeks. This move is expected to provide greater visibility into the agency’s structure and showcase the depth of talent behind its early success.

Statements from the founders

Speaking on the official launch, Nicholas Brown shared his vision:

“Having been in marketing since the early 2010s—and being instrumental in building the success of Square in the Air—I saw a clear opportunity to address a significant gap in the market alongside a fantastic friend and former client, Aiste Garneviciene.

The B2B gambling industry is ripe for a more sophisticated, data-led approach to marketing that goes beyond traditional services. We’re here to deliver exactly what every other B2B marketing agency already does outside of our industry—using data-driven strategies to create demand, leads, and sales.”

Aiste Garneviciene, now PRace’s CEO, added:

“As one of the founding team members of BetGames in 2012, I know firsthand what it takes to truly build and scale a brand—from establishing credibility and educating the market to driving qualified leads and sales.

Each stage demands a different strategy and PRace is the first agency that can deliver that. We’re bringing a fresh perspective, deep industry expertise, and a proven methodology that’s already serviced 10 top-tier clients. If you’re ready to make marketing your biggest growth engine—get in touch.”

Market demand for performance-based marketing

The gambling industry has undergone significant shifts in recent years. Regulatory challenges, digital transformation, and increased competition have forced B2B providers to rethink their marketing strategies. Simply relying on traditional PR, events, or referrals is no longer sufficient to drive consistent commercial growth.

In this climate, agencies that can blend brand positioning with tangible lead generation and conversion metrics are becoming invaluable. PRace is aiming to become the go-to agency for B2B gambling marketing, serving both established players and emerging innovators.

Future plans and industry impact

Looking ahead, PRace plans to further expand its service offering by incorporating marketing automation, CRM integration, and enhanced analytics reporting for its clients. The goal is not just to deliver leads—but to build predictable, repeatable, and scalable revenue engines.

As the gambling industry continues to mature, so too must the marketing capabilities of its B2B suppliers. Agencies like PRace are ushering in a new era—one where results matter more than visibility, and where marketing is tightly aligned with commercial success.

With proven leadership, a strong client base, and a laser focus on performance, PRace appears well-positioned to become a defining force in the evolution of B2B marketing for the gambling sector.

Conclusion

The launch of PRace marks a pivotal moment in the evolution of B2B marketing within the gambling industry. By combining deep sector knowledge with a modern, performance-driven approach, PRace is setting a new benchmark for how marketing can directly support commercial growth. As regulatory pressures mount and competition intensifies, gambling companies—particularly those on the supply side—require more than just visibility; they need measurable, scalable results.

PRace’s fully integrated model, experienced leadership, and early track record of success suggest it is not only filling a long-standing gap in the market but also redefining the standards for B2B marketing excellence. As it continues to grow its client base, team, and capabilities, PRace is well on its way to becoming the strategic partner of choice for forward-thinking gambling businesses seeking to turn marketing into a true growth engine.

FAQs

What is PRace and what does it do?
PRace is a B2B marketing agency focused on the gambling industry. It offers fully integrated, data-driven marketing services aimed at lead generation and sales conversion.

Who founded PRace?
PRace was founded by Nicholas Brown, formerly of Square in the Air, and Aiste Garneviciene, former COO of BetGames.

When was PRace officially launched?
Although it started operating in 2024, PRace officially announced its launch in 2025.

How is PRace different from other agencies in the gambling sector?
Unlike traditional agencies, PRace offers end-to-end sales funnels, demand generation, and data-backed marketing strategies designed specifically for B2B gambling companies.

Who are PRace’s early clients?
Some of PRace’s founding clients include Relax Gaming and Amelco.

How many clients has PRace served since its inception?
PRace has already serviced more than 10 top-tier gambling industry clients.

What is PRace’s annual projected revenue?
PRace is on track to generate nearly €1 million in annual revenue as of 2025.

What kind of services does PRace provide?
Services include sales funnel creation, content marketing, branding, lead nurturing, CRM integration, and marketing automation.

How big is the PRace team?
PRace currently operates with a team of 15 industry experts and specialists.

What is next for PRace?
The agency plans to reveal its leadership team and further expand its services, particularly in automation and analytics.