In 2024, the B2B marketing and PR agency PRace entered the industry quietly, opting for a stealthy approach that may seem unusual for a firm aiming to attract attention and gain clients. Co-founders Nick Brown and Aiste Garneviciene made a conscious decision to remain out of the spotlight during their initial year. "We knew we were sitting on valuable IP that no-one had brought to the industry before," Brown said. Rather than launching with a loud marketing initiative, they adhered to the principle rooted in their Lithuanian culture: "Build first, succeed and shout about it after. [In those] first 12 months – zero marketing, zero announcements, zero mentions."
PRace was established with a focus on delivering "exact ROI on spend," which has helped it attract a diverse client roster among European and global gaming suppliers. Unlike traditional publicity-driven models, PRace emphasizes attributable pipeline growth, steering clear of agency retainers that rely solely on media exposure. Under the leadership of Garneviciene and Brown, the agency aims to bridge the gap between media coverage and measurable commercial results, a challenge often noted in an industry slow to move away from legacy PR practices. Instead of solely targeting marketing departments, PRace also reaches out to Chief Marketing Officers and Chief Commercial Officers to ensure a direct alignment between marketing efforts and sales targets.
PRace’s development has been purposefully self-funded. Since its inception, the agency has prioritized sustainable growth without outside investment, now operating with nearly 20 employees serving 18 clients, including names like EveryMatrix, Amelco, Spotlight Sports Group, Imagine Live, and Relax Gaming.
Garneviciene pointed out the persistent friction between sales and marketing sectors within the industry, stating, "Sales blames marketing for not creating enough leads, and marketing blames sales for dropping the ball on follow-up. We believed it was us who could change that, and that’s how PRace was born."
Brown, who transitioned from enterprise technology marketing at Metia, handled major accounts such as BMW and Intel before arriving in the gaming field. He observed that a comprehensive, integrated marketing approach is essential, especially as European compliance costs increase and profit margins narrow. "I came from the world of enterprise tech and fintech, which was an easy crossover for me. And I think gaming now demands that level of marketing," Brown explained. He emphasized that past strategies of merely generating noise with large budgets are no longer viable. "Every line item is scrutinized."
Garneviciene’s decade-long experience as a founding team member and Chief Operating Officer at live dealer studio BetGames has significantly influenced PRace’s direction, particularly regarding sales alignment. She recalled a time when her team considered hiring a traditional PR agency. "I had to ask what we actually received in return. A few interviews and a weekly recap email of published links? As an executive, I needed to see how that spend was translating into sales pipeline, booked meetings and commercial deals."
PRace’s service offering revolves around Garneviciene’s proprietary three-stage commercial model: Establish, Engage, Convert. This framework guides operator prospects from broad market positioning to targeted retargeting before connecting qualified leads to the client’s sales teams for deal closures.
Operating from dual hubs in London and Vilnius, PRace leverages the blend of its UK presence with Lithuanian talent. Garneviciene has spent her executive career in Vilnius, while Brown lived there for six years, building a shared cultural foundation crucial to their partnership. "Vilnius sits comfortably among the top European tech hubs, producing exceptional tech talent," Garneviciene noted. Brown echoed this sentiment, indicating that the shared background fostered mutual trust from the start.
The agency places a strong emphasis on digital marketing campaigns as a primary tool for B2B acquisition, steering away from overspending on LinkedIn, which they caution can drain budgets if mismanaged. "We often hear B2B brands say, ‘We tried LinkedIn, but it cost a fortune,'" Garneviciene remarked, clarifying that success lies in knowing how to run efficiently targeted campaigns.
Both founders expressed criticism toward traditional marketing spending at events, believing that many brands waste resources on extravagant displays without strategic pre- and post-show planning. "Brands spend enormous budgets building beautiful stands for a three-day show, expecting footfall to convert into revenue automatically," Garneviciene stated. Brown complemented this perspective by noting a recent challenge where they secured 73 operator meetings for a client even before the event started, highlighting the need for a comprehensive sales strategy.
Amidst the rise of automation, PRace remains cautious. While they utilize automated systems for data organization and market mapping, Garneviciene warned against an over-reliance on AI for copywriting, which can lead to indistinguishable marketing content. She emphasized the shift back to authentic human-led strategy as the key differentiator in B2B communications.
After a year operating discreetly, PRace made its debut at NEXT.io Valletta in May 2025 with 11 existing client accounts and a 13-person team. Their multi-market structure is now characterized by remote staff in London, Vilnius, and other European locations, allowing them to recruit specialized talent without the high overhead of central London offices. As regulatory pressures mount and profit margins tighten in the European market, Brown sees an increasing demand for measurable marketing outcomes, especially as businesses eye expansions in Latin America and North America.
While LinkedIn is currently their primary platform for reaching operator decision-makers, Brown insisted that their strategy transcends any single channel. "LinkedIn is our primary vehicle today because that is where our sector conducts its business, but the platform itself is secondary," he concluded. "We integrate directly into a client’s commercial engine, we generate qualified pipeline and we deliver measurable ROI on money spent."
