In 2024, PRace, a B2B marketing and public relations agency, entered the gaming industry quietly, opting for stealth mode rather than a traditional launch. Co-founders Nick Brown and Aiste Garneviciene made a purposeful choice to refrain from self-promotion, believing in the merit of their unique intellectual property and their Lithuanian roots. Brown emphasizes their approach: "Build first, succeed and shout about it after,” explaining that in their first year, they made no marketing announcements or public communications.
PRace launched with a clear goal: to provide tangible returns on investment for its clients, which has drawn a diverse client portfolio from various European and global gaming suppliers. Instead of relying solely on speculative publicity, they have crafted a model centered around measurable pipeline growth. The agency intentionally steers away from the conventional agency structure that often evaluates success solely through media exposure.
Under the leadership of Garneviciene as CEO and Brown, PRace aims to bridge the longstanding gap between media coverage and actual business outcomes, addressing a challenge that has persisted in the industry. This agency distinguishes itself by targeting not just marketing departments, but also Chief Marketing Officers (CMOs) and Chief Commercial Officers (CCOs), thus aligning marketing efforts directly with sales objectives.
PRace's evolution has been careful and self-funded, prioritizing sustainable growth over external investment. Currently, the agency has nearly 20 employees managing 18 client accounts, including EveryMatrix, Amelco, Spotlight Sports Group, Imagine Live, and Relax Gaming.
Garneviciene notes the tension often found between sales and marketing departments: "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 has transitioned to gaming from a background in enterprise technology marketing at Metia, where he managed significant accounts including BMW and Intel. He recognizes a pressing need for gaming suppliers to adopt a more integrated marketing approach as regulatory costs soar 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 adds that historical norms of merely making noise and spending lavishly on marketing are no longer viable, especially in light of increased compliance demands and scrutinized budgets.
Garneviciene has over a decade of experience in the gaming industry, previously holding the position of chief operating officer at live dealer studio BetGames. She reveals that the agency's focus on aligning marketing with sales was shaped by her experience wanting to quantify the value of PR spend during her tenure at BetGames. “I needed to see how that spend was translating into sales pipeline, booked meetings and commercial deals,” she said.
PRace operates on a proprietary three-stage model designed to guide potential operator clients through the sales funnel: Establish, Engage, Convert. This framework directs prospects from initial market positioning through to detailed retargeting, ultimately delivering prepped decision-makers to the sales teams of their clients.
Operating with a dual hub setup between London and Vilnius enhances PRace's operational model by leveraging the strengths of both locations. Garneviciene highlights Vilnius as a growing tech hub rich in talent, while Brown's six years in Vilnius give the founders a deep cultural connection that informs their teamwork.
"That shared Lithuanian bond gave us an element of trust between each other from day one,” Brown states, emphasizing the importance of mutual understanding in business.
Central to PRace’s offerings are integrated digital marketing campaigns designed not merely for visibility but as a proactive acquisition strategy. Garneviciene cautions against mismanaged funding, particularly when using platforms like LinkedIn; without a targeted approach, spending can lead to heavy losses.
“We often hear B2B brands say, ‘We tried LinkedIn, but it cost a fortune,’” she remarks. “Yes, it does if you don’t know how to run it.” Both founders note that traditional marketing budgets often fail to adequately invest in lead generation before and after major trade events.
Garneviciene reflects on the wasted potential of expensive event displays: "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 complements this assertion, explaining how a strategic campaign prior to a major exhibition helped secure 73 meetings for a client ahead of the event.
As for automation, both founders approach the integration of technology into marketing with caution, especially with the recent shift towards generative AI in the industry. While PRace does utilize automation for certain operational tasks, Garneviciene warns against an over-reliance on AI-generated marketing: "The real commercial differentiator in B2B comms has shifted back to human-led strategy and authentic executive positioning.”
After a year of operating discreetly, PRace made its debut at NEXT.io in Valletta in May 2025, arriving equipped with 11 active client accounts and a team already working across Europe and the UK. Garneviciene and Brown have intentionally chosen a remote model that allows them to avoid the overhead of traditional agency setups, giving them the flexibility to recruit specialized talent from throughout Europe.
As the gaming industry grapples with escalating regulatory demands, Brown acknowledges the growing necessity for measurable marketing performance. This is especially true as B2B brands eye significant expansion opportunities in regions like Latin America and North America. While LinkedIn remains a pivotal tool for the agency, Brown stresses the need for adaptability across various platforms, saying, "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."
