In December’s iGB founders’ column, GameOn’s Sarah Blackburn and Alex Wilson urge the sector to adapt and diversify their talent pool.
At GameOn, we’ve been operating in the igaming industry for nearly two decades. When you’ve been in a sector for so long, ups and downs are inevitable, but for the most part we have found great success and established ourselves as a respected B2B PR agency.
However, the industry has changed considerably in the years we have been in operation and, in 2024, we decided to take the bold step of founding and launching a brand-new marketing division, providing fractional CMO and other marketing support for businesses.
The new division has been co-founded by the two of us, Sarah Blackburn and Alex Wilson. We are both big believers in driving change and growth within the industry and championing smaller businesses. This new division aims to allow start-ups and other businesses to use our fractional CMO services and our combined experience to grow their brands and achieve their goals.
Coming together to create a brand-new division for GameOn felt like a natural fit. Sarah could bring her expertise, contacts in the industry and GameOn’s reputation, while Alex offers years of experience working with start-ups and operating in various marketing roles.
Founding something new after so long in the business is daunting, there’s no escaping that. Change is inevitable in every walk of life and business is no exception. From our time in igaming we have both learned you must be willing to constantly pivot to meet industry demands. However, when you have a pre-existing reputation, taking the plunge and exploring something new can be frightening.
A time for change
It is almost impossible to discuss the changing landscape of any industry without bringing up 2020. The Covid-19 pandemic had a seismic effect on the way we work and interact with one another today.
No other period has had the same impact on how we and the wider gambling industry operates. The days of traditional office setups, large board meetings and fixed work hours have become a thing of the past. Companies have also started to reassess their marketing and PR strategies, something we directly experienced at GameOn.
We’ve also seen companies reassess how they compile their workforces. The ability to hire fractional workers in key roles has allowed businesses to refocus and renew their perspectives.
One crucial lesson we have learned over the years is that if you’re going to succeed in business, especially one that changes as quickly and often as igaming, it is essential to accept your own knowledge is limited. The contributions of outside voices, whether it’s a freelance writer or a fractional C-suite executive, can often challenge our assumptions and encourage us to rethink our strategies, ultimately driving innovation and growth.
This is why, when GameOn decided to launch a new division, it was paramount that we had an outside perspective. Alex’s experience working with other businesses and in other industries, combined with Sarah’s wider industry knowledge, has proven to be a deadly combination. Through the marketing division, we aim to bring this combined experience and different perspectives to start-ups and companies.
The benefits of fractional hires
The rise of fractional work has come partly from the wider shift towards remote work, where physical presence is no longer necessary.
Working with people on a fractional basis can provide diverse insights into how other companies work. Fractional CMOs will not only bring experience but also fresh ideas. They have seen what has worked and not worked elsewhere and can offer a fresh perspective on doing business. Some fractional workers will also bring ideas from industries which no one else in igaming may have considered.
For start-ups, utilising this diverse knowledge base can be hugely advantageous. Trial and error are a natural part of the growing process, but if you can limit the errors, you can fast-track your journey to success and get ahead of other burgeoning companies. Fractional CMOs and other workers can bring a wealth of knowledge; they can share their experiences, help streamline decision-making processes and accelerate your growth.
In many industries, but particularly one as competitive as igaming, company size – or the perception of it – plays a pivotal role in establishing a strong market presence. Reputation is not merely important in this field; it is essential. Having a well-respected name with established industry credentials onboard can substantially boost your credibility.
Likewise, from a marketing perspective, a more experienced CMO can provide a long-term vision and effective branding, which is extremely effective when trying to build connections and make a name for yourself.
A willingness to adapt
What would we say to other CEOs or founders considering venturing into something new, whether that’s hiring a fractional worker or taking their business in a new direction? In many ways, it’s the same advice you would offer someone entirely new to the industry. Changing direction or trying something new will always be daunting, but if you want to succeed, you must be willing to try.
After being in the industry for nearly two decades, it would be easy to fall into a holding pattern and rely on the same services that have taken us this far. But if you want to continue growing, you must change with it.
Launching the new GameOn marketing division was certainly a risk. We have spotted a shift in the industry’s culture and want to be at the forefront of it. Fractional workers are beginning to shape how the industry looks and we want to be a part of that change.
