In 2024, the B2B marketing and PR agency PRace made its debut in the gaming sector, but it did so under a cloak of stealth. While it might seem unusual for a firm aiming to attract industry attention, the co-founders, Nick Brown and Aiste Garneviciene, intentionally chose to remain out of the limelight at first.
During its initial year, Brown explains that the team refrained from self-promotion and even declined invitations to industry events. "We knew we were sitting on valuable IP that no one had brought to the industry before," he comments. Staying true to their Lithuanian roots, they adopted a "build first, succeed and shout about it later" mentality. By the end of their first year, they had made "zero marketing, zero announcements, zero mentions."
PRace was established to provide "exact ROI on spend," a commitment that has drawn a diverse array of clients among European and global gaming suppliers. Rather than focusing on speculative publicity, the agency has centered its model on measurable pipeline growth, distancing itself from conventional agency retainers that primarily assess success through media exposure.
Under the leadership of Garneviciene and Brown, PRace aims to bridge the disconnect between media attention and real business results. This gap has long been recognized in an industry that often sticks to outdated PR practices. From the start, PRace has targeted both Chief Marketing Officers (CMOs) and Chief Commercial Officers (CCOs) to ensure marketing efforts align closely with sales goals.
The agency's growth has been intentionally slow and self-financed, emphasizing sustainable scaling without outside funding. Current staffing stands at nearly 20 employees, managing 18 client accounts, including EveryMatrix, Amelco, Spotlight Sports Group, Imagine Live, and Relax Gaming.
“It’s like a constant war between sales and marketing across the industry,” says Garneviciene. “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 to gaming from enterprise technology marketing with the global agency Metia, stresses the importance of integrated operations. His experience with major clients such as BMW and Intel highlighted the need for a comprehensive marketing strategy, especially as European compliance costs surge and margins tighten. “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,” he remarks. “Back in the day, it was just about making noise and spending endless budgets. Today, escalating compliance and regulatory overheads, as well as tighter operator margins means every line item is scrutinized.”
Prior to co-founding PRace, Garneviciene held a significant role as chief operating officer at live dealer studio BetGames, where she helped grow the company from a Vilnius startup to an international brand. Her experience with operator procurement cycles has shaped PRace's sales alignment focus. “When we were scaling BetGames, our commercial team suggested we hire a traditional PR agency. I had to ask what we actually received in return,” she recalls. “As an executive, I needed to see how that spend was translating into sales pipeline, booked meetings, and commercial deals.”
PRace’s services are based on a proprietary three-stage commercial model: Establish, Engage, Convert. This framework aims to guide prospective operators from broad market positioning to targeted retargeting, ultimately connecting pre-qualified leads with the client's sales teams.
With operational hubs in London and Vilnius, PRace blends its UK presence with Lithuanian expertise. Garneviciene has spent her professional life in Vilnius, and Brown lived there for six years, creating a shared cultural understanding that underpins their partnership. “Vilnius sits comfortably among the top European tech hubs, producing exceptional tech talent,” Garneviciene says. “Nick’s years living in Vilnius meant we shared that exact same cultural shorthand and relentless work ethic. Without that mutual understanding of Baltic discipline, PRace wouldn’t exist.”
That bond fosters a level of trust essential in business, according to Brown, who adds, “That element of never having to question or watch your back when it comes to the person you work with is the most essential thing in business.”
A crucial aspect of PRace’s strategy revolves around integrated digital marketing campaigns, which serve as a vital B2B acquisition tool beyond just using LinkedIn as a digital bulletin board. While LinkedIn provides access to operator executives, Garneviciene warns that unmanaged campaigns can deplete budgets quickly.
“We often hear B2B brands say, 'We tried LinkedIn, but it cost a fortune,'” she says. “Yes, it does if you don't know how to run it. If you aren’t micro-segmenting your target operator accounts and running structured retargeting funnels, you are just burning budget on vanity traffic.”
This commitment to measurable spending extends to exhibition strategies at major trade shows. Both founders believe that conventional marketing budgets often fail in this arena. “Brands spend enormous budgets building beautiful stands for a three-day show, expecting footfall to convert into revenue automatically,” Garneviciene remarks. “They focus entirely on the middle three days and completely abandon the pre-show lead generation and post-show closing sprint. That isn’t strategy; it’s burning cash.”
Brown adds to this by stating, “Big stands only work if they are integrated into an active sales pipeline. Ahead of one major show, we ran a targeted three-month campaign for a top-tier platform client and booked 73 operator meetings before their commercial team even set foot on the exhibition floor.”
The founders maintain a cautious approach to automation, resisting the broader industry's shift towards generative tools. PRace uses automated systems for back-office tasks and market mapping, but Garneviciene points out a trend of over-dependence on AI-generated content, which leads to indistinguishable marketing. She insists that the key differentiator in B2B communications has returned to human-led strategy and authentic executive positioning.
After a year of operating quietly, PRace made its public debut at NEXT.io Valletta in May 2025 with 11 active client accounts and a 13-person team already engaged across Spain, the Baltics, and the UK. More than a year into operation, the agency’s multi-market presence remains central to its structure. The remote model has allowed them to recruit specialized tech talent and multilingual resources across Europe while focusing on service delivery rather than costly central London real estate.
As European regulatory pressures mount and compliance costs continue to impact supplier margins, Brown foresees an escalating demand for measurable marketing performance, particularly as B2B brands eye expansions into Latin America and North America.
While LinkedIn remains the agency's primary channel for connecting with operator decision-makers, Brown emphasizes that PRace's identity won’t be confined to just one platform. “LinkedIn is our primary vehicle today because that is where our sector conducts its business, but the platform itself is secondary,” he concludes. “Marketing channels evolve, but our core thesis never changes. We integrate directly into a client’s commercial engine, we generate qualified pipeline and we deliver measurable ROI on money spent.
