GameOn Levelling The Playing Field With Fractional CMO Services


In the increasingly-competitive iGaming space effective marketing is more crucial–and complex–than ever.

Often limited by resources or skill, many operators struggle. But there’s good news. And a cutting-edge solution: GameOn’s new Fractional Chief Marketing Officer (CMO) service.

This innovative product offers tailored and expert marketing-on-demand; allowing companies to access high-level expertise, without a full-time commitment.

Join iGamingFuture for this insightful interview with Alex Wilson, GameOn’s new Head of Marketing Division, as we explore the agency’s Fractional CMO service and discuss how it’s a game changer for iGaming companies of all sizes.

Congratulations on becoming GameOn’s new Head of Marketing Division. Can you tell us more about the new Marketing Division?

“Thank you. It’s a real privilege to join such a highly-regarded and deeply-networked team.

“GameOn already has the most comprehensive PR offering in the industry, and we have taken this to the next level with the launch of our Fractional CMO service.

“Our number one priority is to solve the challenges our customers face, and the launch of this service does just that for a pinch-point many clients are struggling to clear.

“A lot of companies find themselves in a situation where the C-suite is directing external marketing agencies but without an overarching strategy or the time to manage partner relationships. Others are struggling to align budgets with the salary expectations of experienced iGaming marketers, especially those in the start-up phase of their business lifecycle.

“The concept of buying-in experience on a flexible working basis solves those challenges, and so the GameOn Marketing Division was born.”

What support do companies receive when taking GameOn’s Fractional CMO service?

“They receive a seasoned marketing manager who supports them in various ways, from creating and implementing overarching marketing communications, corporate communications and product marketing communications to company brand strategies and more specialist services such as managing digital media, direct marketing campaigns, market research and event management.

“Our Fractional CMO service has been designed to work in isolation of a marketing department and to fill that role or to work hand-in-hand with junior marketing teams to provide strategic direction.

“It can also support established teams on a project basis for activities that fall outside of business-as-usual tasks, such as M&A activity, new products and markets or even an external audit.”

Can you tell us about your work experience and how you plan to lead GameOn’s Marketing Division?

“I have more than 15-years of professional experience in marketing roles across regulated sectors, the digital economy, financial and professional services and luxury retail.

“The industry will know me from my time at Microgaming and Apricot Investments, where I was fortunate enough to lead brand/employee experience, communications, affiliate and digital marketing, and ultimately to head the department incorporating PlayItForward, Microgaming’s CSR/ESG program.

“My career highlights include working under licence with brand partners to produce retail and gaming products associated with household names, leading mass participation research projects and orchestrating 4,000+ attended events.

“I think it’s crucial to have in-and-outside industry experience—which I have—and to be able to innovate on what gaming companies are already doing – and to ensure they don’t fall into the trap of simply following suit and disappearing into the background of a noisy marketplace.”

How do most companies see marketing? And will you be able to change that perception?

“Marketing is often seen as a promotional function in the absence of a commercial strategy. This disconnect leads to it being considered a cost, or having an intangible value.

“In my experience working in senior roles at large companies, I’ve seen how integrating marketing into a broader brand strategy—including key elements like product, pricing, processes, and people—can make marketing far more effective and valuable.

“With my background, I know how to guide businesses through this shift, expediting it and helping them develop marketing approaches that are not only strategic but also accessible to both start-ups and established companies.”

What challenges do operators and suppliers face in marketing, especially when building their teams and deploying strategies and campaigns?

“There are some core challenges most businesses face. The first is saturation. This is a crowded market where it’s tough to cut through the noise. Businesses need a strong sense of self and to communicate this consistently and cohesively.

“However, brand positioning, storytelling, and tone of voice don’t yield an immediate return, and it can be hard to draw a straight line with profit. Still, those investing in a long-term brand strategy and short-term product activations ultimately win.

“The next challenge is talent.

“Marketing is multi-disciplinary, and while there’s a pool of generalists who can cover many areas and concentrated specialists who can take a channel strategy or function to the next level, excellence in isolation won’t make a brand.

“You need a blend of these two distinct groups: Tactical execution led by a sound, overarching, commercially oriented strategy and someone who will manage and measure the team against the plan.

“Another challenge is attracting players.

“There is a growing demand from suppliers traditionally operating in the B2B space who want to gain visibility and drive demand from the end-player.

“This not-so-subtle change from a push to a pull strategy equates to establishing new routes to market. This task often landed on the desk of a comfortable B2B marketer who may quickly find they are not so comfortable in the B2C space.”

Are these challenges harder to overcome for start-ups?

“They can be. For a start-up in start-up mode, operating lean yet producing products that challenge large-scale industry pioneers means fighting fires on many fronts – including marketing.

“But size—and even the perception of size—can open doors and professional marketing that establishes a brand image that looks the part from the get-go and can pay dividends in the early days and indeed down the line.

“Of course, this can be easier said than done when running on a start-up budget, but there are plenty of great examples where start-ups have punched above their weight.”

How does GameOn’s Marketing Division and Fractional CMO offering help companies, especially start-ups, overcome these challenges?

“We place just as much importance on the overarching strategy as the tactical execution and campaigns themselves.

“Support is provided by a highly experienced team of tier-one marketers well-versed in the online gambling industry and with the full backing of GameOn’s PR and social media experts and network.

“By working to a fractional model, companies that don’t have the budget to afford—or enough work to justify—an experienced marketing manager can still benefit from the same level of expertise for a fraction of the cost while those with a marketing team in place can use our service to fill gaps without the need to onboard additional talent full-time.

“In short, we allow any organisation to benefit from the power of marketing regardless of the size of the company or the budgets it has to play with.”

Editor’s Note:

GameOn’s Fractional CMO service assists operators by addressing their most common marketing challenges, such as a lack of cohesive strategy, resources, or talent.

Flexibility is the name of the game. And, depending on a brand’s requirements, the service can be integrated seamlessly with existing teams/systems or operate independently, enabling operators to invest in marketing as needed – when and how they choose.

Moreover, it adds to the growing number of fractional—also conceptualised as modular—solutions that provide more flexible and cost-effective solutions that help level the playing field between big gambling brands and start-ups.

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