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Rules and licensingHow a new marketing agency bridges the gaming sales gap
PRace spent twelve months in stealth mode before launching its results driven agency model to the gambling industry.
Written by the BettingEdgeHub desk, 2 November 2026
The business world of gambling suppliers and operators faces a constant battle between sales teams and marketing departments. Sales staff often complain that marketing fails to deliver quality leads, while marketing accuses sales of failing to close deals. A new agency named PRace entered the market to fix this exact problem and bridge the commercial divide.
Silent start for founders
Co founders Nick Brown and Aiste Garneviciene decided to keep the agency entirely hidden during its first year of operation. They avoided industry events and rejected early publicity to focus on perfecting their intellectual property. This quiet approach drew inspiration from their Lithuanian roots, where businesses build products first and talk about them later. They launched with zero marketing announcements and a promise to deliver exact financial returns on spending.
Moving past traditional retainers
Traditional public relations firms usually charge monthly retainers and measure success by media exposure alone. PRace rejected this old method to focus completely on pipeline growth and tangible commercial outcomes. The agency targets both chief marketing officers and chief commercial officers to align promotional work directly with sales targets. This strategy helps gaming suppliers protect their budgets as regulatory costs and compliance fees continue to rise across Europe.
Growing client list and background
The agency has grown to nearly twenty staff members and handles eighteen accounts across the sector. Their clients include major industry names such as EveryMatrix, Amelco, Spotlight Sports Group, Imagine Live and Relax Gaming. Brown brought experience from enterprise technology marketing with major brands, while Garneviciene spent over a decade scaling live dealer studio BetGames as chief operating officer. Their combined background shaped an agency focused on surviving tight operating margins and strict procurement cycles.
As gaming suppliers tighten their budgets to handle rising regulatory costs, bettors might see tech partners focus more on efficient commercial growth than loud promotional campaigns.