In 2024, the B2B marketing and public relations agency PRace launched its operations without fanfare. Despite this strategy appearing unusual for a firm aimed at making an impact in the gaming industry, co-founders Nick Brown and Aiste Garneviciene opted for a low-profile start.
During its first year, the agency purposely refrained from self-promotion and declined invitations to industry events. "We knew we were sitting on valuable IP that no one had brought to the industry before," Brown stated. They adhered to a principle rooted in their Lithuanian heritage: "Build first, succeed and shout about it after. [In those] first 12 months – zero marketing, zero announcements, zero mentions."
PRace was established to provide clients with "exact ROI on spend," an approach that has resonated with an expanding roster of European and global gaming suppliers. Instead of depending on speculative media coverage, the agency emphasized measurable pipeline growth, departing from traditional agency retainers that often prioritize media exposure alone.
Led by CEO Garneviciene and co-founder Brown, PRace aims to bridge the gap between media attention and concrete business results. This endeavor addresses a persistent issue within an industry often seen as overly reliant on outdated PR tactics. Initially, the agency targeted both Chief Marketing Officers (CMOs) and Chief Commercial Officers (CCOs) to better align marketing efforts with sales objectives.
PRace’s growth has been strategic and self-funded; from the outset, the agency committed to sustainable expansion without seeking outside investment. It currently boasts nearly 20 employees managing 18 client accounts, including respected names like EveryMatrix, Amelco, Spotlight Sports Group, Imagine Live, and Relax Gaming.
“The tension between sales and marketing is a constant in our industry,” Garneviciene remarked. “Sales blames marketing for a lack of leads, while marketing accuses sales of failing to follow up. We believed that it was our responsibility to change that, which is how PRace came into being.”
Brown transitioned from enterprise technology marketing at global agency Metia, where he worked with major clients such as BMW and Intel. He noted that in that sector, content and press outreach were just parts of a comprehensive marketing strategy—something he sees as essential for gaming companies facing rising European compliance costs and tighter profit margins. “I came from the world of enterprise tech and fintech,” Brown said, “which made for an easy transition. Gaming now demands that level of marketing.”
Garneviciene, prior to co-founding PRace, was a pivotal figure at live dealer studio BetGames, where she helped grow the company from a startup in Vilnius to a global brand. Her experience navigating operator procurement cycles shaped PRace’s commitment to sales alignment.
“When we were growing BetGames, our team suggested hiring a traditional PR agency on a retainer,” Garneviciene recounted. “I had to question the value we received in return. A few interviews and a weekly recap of published links? I wanted to understand how that expenditure translated into sales outcomes.”
The agency devised a proprietary three-stage commercial model designed by Garneviciene: Establish, Engage, Convert. This strategy guides operator prospects from high-level positioning to targeted retargeting, ultimately providing qualified leads to client sales teams for final conversion.
PRace operates a dual-hub model with bases in London and Vilnius, leveraging both UK and Lithuanian talent. Garneviciene has been based in Vilnius throughout her career, while Brown lived there for six years, fostering a shared cultural understanding vital to their partnership.
“Vilnius is one of Europe’s leading tech hubs, producing excellent talent,” Garneviciene stated. “Nick’s time in Vilnius created a foundational cultural connection that drives our work ethic. Without that shared Baltic discipline, PRace wouldn’t exist.”
Brown added, “That Lithuanian bond established an essential trust between us from the start. Trust is critical to any business relationship.”
A crucial aspect of PRace’s strategy is its use of integrated digital marketing campaigns, which serve as a primary B2B acquisition tool rather than using LinkedIn solely as a promotional platform. Garneviciene pointed out that while LinkedIn enables direct marketing to C-level executives in a tightly regulated industry, poorly managed campaigns can waste resources.
“We often hear B2B brands say, ‘We tried LinkedIn, but it cost a fortune,’” Garneviciene explained. “Yes, it does if you don’t know how to manage it. If you're not micro-segmenting your target operator accounts, you're wasting your budget on vanity traffic.”
Both founders expressed concern about traditional marketing strategies at major industry trade shows, where they believe budgets are often mismanaged. “Companies spend huge amounts on elaborate stands, expecting foot traffic to convert into sales automatically,” Garneviciene observed. “They ignore the critical pre-show lead generation and post-show follow-ups, which is poor strategy.” Brown agreed, noting that successful large exhibits must be integrated with an active sales strategy.
Before a significant trade show, PRace executed a targeted three-month campaign for a high-profile client, resulting in 73 scheduled operator meetings before the client’s team arrived at the event.
When discussing automation, both Garneviciene and Brown maintain a cautious outlook amid the industry’s rush toward generative tools. While PRace utilizes automated systems for back-office support, Garneviciene pointed out that there’s an overdependence on AI-generated content, leading to indistinct marketing. The true differentiator, she argues, is a focus on authentic human strategy and genuine executive positioning.
After a year of operating discreetly, PRace made its debut at NEXT.io Valletta in May 2025. Rather than presenting itself as a newcomer, the agency arrived with 11 active client accounts and a 13-person team already in place across Spain, the Baltics, and the UK.
A year later, this multi-regional presence remains central to PRace’s operational strategy. With distributed staff in London, Vilnius, and key European markets, the founders have deliberately avoided traditional agency costs associated with central London offices. This remote model allows for the recruitment of specialized tech and multilingual talent throughout Europe, maintaining a strong emphasis on client service.
As European regulations tighten and compliance costs rise, Brown anticipates increasing demand for measurable marketing performance. This need is particularly pressing as B2B companies strategize for capital opportunities in Latin America and North America.
While LinkedIn remains the primary channel for reaching key decision-makers, Brown emphasizes that PRace will not limit itself to one platform.
“LinkedIn is our main vehicle today because that’s where our industry does business, but it’s important to remember that the platform itself is secondary. Channels will change, but our core mission remains the same: we integrate into our clients’ commercial engines, generate qualified leads, and deliver measurable ROI on their marketing investments.”
