Meet Freya Buckingham, Marketing Operations Manager at GameOn

We sit down with Freya Buckingham, the recently appointed Marketing Operations Manager at GameOn, to learn more about her role and what makes the industry so unique when it comes to building brands.

You recently joined GameOn as Marketing Operations Manager. Tell us more about the role. 

“I’ll be supporting GameOn’s growing client base, including those using its hugely popular Fractional CMO service. This will see me work closely with clients to develop strategic marketing campaigns that align with their goals and budgets, as well as helping them raise their game through creative, targeted and results-driven initiatives. As our clients demand more of their marketing activity, we are expanding the scope and scale of our offering. This presents new opportunities for GameOn and its clients, and I’m looking forward to using my 10+ years of digital marketing experience, which covers digital, social media, affiliates, brand and events, to help our clients grow their brands, boost awareness of and engagement with their products, services and solutions, and to ultimately succeed in what is a fast-paced and dynamic industry.”

How has your time at Games Global and Microgaming prepared you for the role?

“Microgaming and Games Global were where my industry education really took place. Before that, I’d spent time at Digital Isle of Man, where I supported marketing activity across various aspects of the digital economy, including gaining a broad experience of the entire iGaming ecosystem and regulatory landscape. But it was my time at Microgaming and the Games Global that really deepened my understanding of the sector and ultimately fired up a strong passion for it. In terms of how it prepared me for the role at GameOn, I learned a lot from working within the marketing function of two of the biggest content providers in the business, honing my marketing skills for specific games, studios and, of course, the companies themselves. And this is exactly what I’m doing as Marketing Operations Manager at GameOn.”

How will you leverage your 10+ years of experience to support GameOn’s growing roster of clients?

“My background combines a comprehensive understanding of digital strategy with hands-on experience in driving awareness for brands, studios and games in markets across the world.  Ultimately, all our clients want to achieve growth through their marketing activity, and I have more than 10 years of experience to turn to in order to help them achieve this. I’m also part of an incredible team at GameOn, led of course by Alex Wilson, so between us we have the skills, experience and creativity required to really turn up the volume for our clients to ensure they are heard above the noise being made by their competitors.”

As you say, you work closely with another industry marketing veteran, Alex Wilson. What makes you such a good pairing?

“I’ve had the pleasure of knowing and working with Alex for many years now, including my time at Microgaming. Her support has been instrumental throughout my career, but especially now as I try to balance my professional life with being a new Mum. Alex’s passion for marketing and the gaming industry is infectious, and this made it an easy decision to join the GameOn team. Her professionalism and enthusiasm are unrivalled, and I’m genuinely thrilled to be onboard and working alongside her once again. In terms of what makes us a good pairing, we have the same passion for marketing and the gambling industry, but with slightly different skill sets and areas of expertise.”

Does marketing within the gaming industry differ from other sectors?

“Fundamentally, marketing strategies and tactics are broadly the same across all industries, but you really need to understand the context in which they are being deployed. The global online gambling industry has many quirks, and that’s why having real-world experience of promoting studios, games and brands within the sector is so valuable. I’d say one unique thing is the degree to which the industry is regulated and the impact that has on everything from the types of campaigns you can run to the channels you can use and even the messaging you can get out. This presents plenty of challenges to overcome, but that’s what makes this such an exciting industry to be working in.”

How is GameOn supporting operators, suppliers and other businesses across the industry with their marketing activity?

 “GameOn is a full-service PR and marketing agency with a large and growing list of client services. We made our name through traditional PR services, helping clients get their name and products in the press. But today, we have evolved and support clients across social media, events, design, website builds and affiliates. Our recently launched Fractional CMO service has really hit the ground running, too, with clients able to access the benefit of having a CMO but for a fraction of the cost. As our client demands evolve, so too will our offering, so watch this space.”