In 2024, the B2B marketing and PR agency PRace quietly entered the gaming sector. Although it might seem unusual for a firm aiming to capture attention, co-founders Nick Brown and Aiste Garneviciene opted for an entirely stealthy approach.
During its first year, the agency chose not to market itself, rejecting invites to industry events. "We knew we were sitting on valuable IP that no one had brought to the industry before," Brown reflects. 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 launched with a clear commitment to providing "exact ROI on spend," a strategy that has attracted a growing client portfolio from European and global gaming suppliers. The agency seeks to facilitate measurable pipeline growth rather than relying on traditional media exposure. By targeting both Chief Marketing Officers (CMOs) and Chief Commercial Officers (CCOs), PRace aims to directly link marketing efforts with sales targets.
Under the leadership of Garneviciene and co-founder Brown, PRace strategically tackles the historical disconnect between media coverage and tangible outcomes in an industry often comfortable with outdated PR practices. The agency has chosen to self-finance its operations to focus on sustainable scaling; it now supports nearly 20 staff managing 18 client accounts, including names like EveryMatrix, Amelco, Spotlight Sports Group, Imagine Live, and Relax Gaming.
Garneviciene describes the friction between sales and marketing in 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."
Previously, Brown built his gaming industry experience through enterprise technology marketing at Metia, where he worked with major clients like BMW and Intel. He believes that gaming suppliers now require a similar level of marketing sophistication as they confront rising compliance costs and shrinking margins. "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 asserts.
Garneviciene has over a decade of experience as a founding team member and COO at BetGames, where she expanded operations from a start-up in Vilnius to a global brand. Her experiences navigating operator procurement influenced PRace’s emphasis on aligning marketing with sales. "When we were scaling BetGames, our commercial team suggested bringing on a traditional PR agency on a monthly retainer to increase visibility," she recalls. "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."
To achieve this, PRace applies a proprietary three-stage commercial model—Establish, Engage, Convert—that moves operator prospects from overarching market positioning to targeted retargeting, ultimately supplying pre-qualified leads to clients' sales teams.
The agency operates across dual hubs in London and Vilnius, blending UK-based management with Lithuanian talent. Garneviciene has always been based in Vilnius, whereas Brown lived there for six years, which cultivated a shared cultural connection that underpins their partnership. "Vilnius sits comfortably among the top European tech hubs, producing exceptional tech talent," she explains. Brown adds, "That shared Lithuanian bond gave us an element of trust between each other from day one. ", emphasizing the importance of mutual confidence in business.
The agency employs integrated digital marketing campaigns as a primary strategy for B2B acquisition, avoiding the pitfall of merely using LinkedIn as a promotional tool. Garneviciene cautions against uncalibrated campaigns that can deplete budgets quickly: "Yes, it does cost a fortune if you don’t know how to run it. If you aren’t micro-segmenting your target operator accounts, you are just burning budget on vanity traffic."
Both founders critique traditional marketing practices prevalent at industry events, noting a tendency for brands to misallocate resources. Garneviciene observes, "They spend enormous budgets on beautiful stands for a three-day show, expecting footfall to convert into revenue automatically. That isn’t strategy; it’s burning cash." Brown suggests that effective marketing requires a proactive approach: "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."
When discussing automation, the founders exhibit caution regarding over-reliance on AI, particularly for copywriting. Garneviciene sees a significant difference between AI-generated content and genuine B2B communication, where human-led strategy and authentic executive positioning become crucial differentiators.
PRace revealed itself for the first time at NEXT.io Valletta in May 2025, not as a fledgling entity but as a firm with 11 active clients and a 13-member team already embedded in Spain, the Baltics, and the UK. One year on, this multi-market approach continues to shape its operational model, as the agency strategically avoids legacy costs associated with central London locations. This remote setup enables the recruitment of specialized talent throughout Europe while maintaining a sharp focus on client service.
As compliance pressures evolve and supplier margins tighten, Brown anticipates a growing demand for quantifiable marketing results, especially as B2B clients prepare for expansions into Latin America and North America. While LinkedIn remains a premier channel for engaging with decision-makers, Brown emphasizes that PRace will not be confined to it. "Marketing channels evolve, but our core thesis never changes. We integrate directly into a client’s commercial engine, generate qualified pipeline, and deliver measurable ROI on money spent."
