In 2024, PRace, a B2B marketing and PR agency, made its debut in complete stealth mode. This approach may appear unusual for an agency focused on attracting attention in the gaming sector, yet co-founders Nick Brown and Aiste Garneviciene intentionally kept a low profile.
During the first year of operations, Brown mentioned that the team chose not to market themselves and declined invitations to industry events. "We knew we were sitting on valuable IP that no-one had brought to the industry before," he explained. Staying true to their Lithuanian roots, they adhered to the principle, "Build first, succeed and shout about it after. In those first 12 months – zero marketing, zero announcements, zero mentions."
With a commitment to delivering "exact ROI on spend," PRace has begun to carve out a space for itself among European and global gaming suppliers. The agency's model emphasizes pipeline growth that can be directly attributed to their efforts. They aim to move beyond traditional agency retainers, which often gauge success solely by media exposure.
Led by CEO Garneviciene and co-founder Brown, PRace seeks to bridge the divide between media coverage and measurable commercial results, a challenge that has long plagued the industry, often viewed as too reliant on outdated PR tactics. Instead of focusing solely on marketing departments, PRace engages both Chief Marketing Officers and Chief Commercial Officers, facilitating a direct connection between marketing initiatives and sales outcomes.
The agency's growth has been steady, self-financed from the beginning. Currently, it boasts nearly 20 employees managing 18 client accounts, including EveryMatrix, Amelco, Spotlight Sports Group, Imagine Live, and Relax Gaming.
Garneviciene commented on the ongoing struggle within the industry between sales and marketing. "It's like a constant war between sales and marketing across the industry. 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 transitioned to the gaming sector after working in enterprise technology marketing at Metia, where he managed major clients like BMW and Intel. He recognizes that gaming suppliers need to adopt a sophisticated approach similar to what he experienced in those sectors. "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,” he remarked.
Garneviciene's background includes a decade as a founding team member and COO at BetGames, where she helped scale the company from a Vilnius start-up to a global brand. This experience shaped PRace’s emphasis on aligning marketing with sales goals. Reflecting on her time at BetGames, she recalled, "When we were scaling BetGames, our commercial team suggested bringing on a traditional PR agency on a monthly retainer. 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."
The agency developed a proprietary three-stage commercial model designed by Garneviciene, which consists of Establish, Engage, and Convert. This framework guides potential operator clients from broad market positioning into targeted retargeting efforts, ultimately providing warmed leads to sales teams for closing.
PRace operates with a dual-hub model, splitting its base between London and Vilnius, capitalizing on UK roots and Lithuanian talent. Garneviciene has spent her career in Vilnius, while Brown lived in the capital for several years, establishing a shared cultural foundation long before their partnership.
"Vilnius sits comfortably among the top European tech hubs, producing exceptional tech talent," Garneviciene stated. "Nick’s years living in Vilnius meant we shared that exact same cultural shorthand and relentless work ethic from day one. Without that mutual understanding of Baltic discipline, PRace wouldn’t exist."
Brown added, "That shared Lithuanian bond gave us an element of trust between each other from day one. 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 primary feature of PRace’s approach involves integrated digital marketing campaigns, which serve as a crucial B2B acquisition tool, rather than using LinkedIn merely as a digital noticeboard. While LinkedIn offers direct access to C-level operators, Garneviciene cautioned that unmanaged campaigns can quickly waste budget.
"We often hear B2B brands say, 'We tried LinkedIn, but it cost a fortune.' Yes, it does if you don't know how to run it. If you aren’t segmenting your target operator accounts and implementing structured retargeting, you are just wasting budget on vanity traffic," she explained.
The agency's philosophy extends to their strategies at industry trade shows, where they believe many companies misallocate funds. "Brands spend enormous budgets building beautiful stands for a three-day show, expecting footfall to convert into revenue automatically. That isn’t strategy; it’s burning cash," Garneviciene noted. Brown reiterated that effective stand usage is contingent on being part of an active sales pipeline, sharing that ahead of one major event, they had booked 73 operator meetings for a client before the exhibition even began.
As for the rise of automation, both founders take a cautious stance amid the industry's rush toward generative tools. While PRace utilizes automation for back-office tasks, Garneviciene expressed concern over the heavy reliance on AI for copywriting, arguing it leads to indistinguishable marketing content. She believes the key differentiator in B2B communication has shifted back to human-driven strategy and executive positioning.
After a year of operating under the radar, PRace made its public debut at NEXT.io Valletta in May 2025. Rather than launching without proof of concept, the agency arrived with 11 active client accounts and a 13-person team already established in Spain, the Baltics, and the UK.
Over a year later, the agency continues to adapt its operational structure to ensure a multi-market approach. By placing staff across London, Vilnius, and major European hubs, the founders have avoided the burden of traditional agency overheads tied to central London real estate. This remote model allows them to attract specialized talent across Europe, keeping their focus on delivering for clients.
As regulatory pressures increase and compliance costs mount, Brown anticipates that the demand for measurable marketing performance will grow. B2B brands are increasingly eyeing capital-intensive expansions in regions like Latin America and North America. While PRace finds itself thriving on precision LinkedIn campaigns, Brown emphasized that the agency's identity will not hinge on a single platform. "LinkedIn is our primary vehicle today because that is where our sector conducts its business, but the platform itself is secondary. 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."
