B2B Agency PRace Emerges from Stealth Mode – Founders Target Sales Pipeline Metrics in iGaming Marketing

B2B Agency PRace Emerges from Stealth Mode – Founders Target Sales Pipeline Metrics in iGaming Marketing

Key Takeaways

• PRace launched in 2024 under complete stealth and revealed its operations at NEXT.io Valletta in May 2025.
• The agency serves 18 client accounts in the gaming sector with a team of nearly 20 staff members.
• Co-founders Nick Brown and Aiste Garneviciene utilize a proprietary Establish, Engage, Convert model.
• The firm operates via a remote dual-hub structure based in London and Vilnius.

Shift from traditional retainers targets direct commercial outcomes

After operating invisibly for its first 12 months, B2B marketing and PR agency PRace is now publicly servicing 18 client accounts across the global gaming sector. Co-founders Nick Brown and Aiste Garneviciene launched the self-financed company in 2024. They completely avoided self-marketing and industry events during their initial year. The leadership team focused on building a service model that links marketing spend directly to attributable pipeline growth.
The agency specifically targets both chief marketing officers and chief commercial officers to align their objectives. Traditional industry PR methods often rely on media exposure and standard retainers as primary success indicators. PRace moves away from this approach to provide exact return on investment for its clients. Escalating compliance costs and tighter operator margins now force gaming suppliers to scrutinize every budget line.
Brown previously handled enterprise technology marketing at the global agency Metia. He aims to bring the integrated marketing operations used by major tech brands into the gaming space. His background informs the agency’s focus on measurable performance rather than speculative publicity.

Three-stage framework connects operator prospects with sales teams

Garneviciene brings extensive commercial experience to the agency after spending over a decade at live dealer studio BetGames. She served as chief operating officer and helped scale the Vilnius-based startup across four continents. Her time navigating operator procurement cycles revealed a disconnect between traditional PR visibility and actual commercial deals. This realization shaped the core methodology of the new agency.
The firm utilizes a proprietary three-stage commercial model designed by Garneviciene. The framework is structured into three distinct phases: Establish, Engage, Convert. It guides operator prospects from initial market positioning through micro-segmented retargeting. Pre-warmed decision-makers are then handed directly to the sales teams of clients like EveryMatrix and Relax Gaming.
Automation plays a specific but limited role within this operational structure. The team uses automated systems for back-office data collation and market mapping. The founders intentionally avoid AI-generated copywriting for B2B communications. They argue that human-led strategy and authentic executive positioning remain the true commercial differentiators.

Trade show strategies focus on targeted pre-show campaigns

Industry trade shows represent a major expenditure for B2B gaming brands. The agency argues that companies routinely misallocate these budgets by focusing solely on the event itself. Many brands build large exhibition stands and expect foot traffic to automatically generate revenue. This approach often neglects crucial pre-show lead generation and post-show follow-up sprints.
Integrated digital marketing campaigns serve as a primary B2B acquisition tool for the firm. The team uses platforms like LinkedIn for micro-segmented targeting rather than basic brand awareness. Unmanaged campaigns can quickly drain marketing budgets without delivering qualified leads. Structured retargeting funnels help convert vanity traffic into actionable commercial opportunities.
A targeted approach yields quantifiable results ahead of major exhibitions. The agency ran a three-month campaign for a top-tier platform client prior to a major industry event. This strategy resulted in 73 booked operator meetings before the client’s commercial team even arrived at the venue.

Distributed remote workforce utilizes European tech talent hubs

PRace officially broke its silence at the NEXT.io Valletta event in May 2025. The agency arrived with 11 active client accounts and a 13-person team already embedded in multiple regions. Over a year later, the firm maintains a distributed workforce across Spain, the Baltics, and the UK. The founders deliberately avoid the high overhead costs associated with central London real estate.
The operational model relies on a dual-hub setup between London and Vilnius. Garneviciene has spent her executive career in the Lithuanian capital. Brown lived in Vilnius between 2005 and 2011. This shared background created a mutual understanding of Baltic work culture that predated their formal business partnership.
Operating remotely allows the agency to recruit specialized tech and multilingual talent across continental Europe. European regulatory tightening continues to put pressure on supplier margins. The founders anticipate that demand for measurable marketing performance will intensify as B2B brands expand into capital-intensive markets like Latin America and North America.

Our Assessment

The gaming sector faces increasing regulatory overheads that demand stricter accountability for marketing budgets. PRace’s decision to bypass traditional PR metrics in favor of sales pipeline integration reflects a broader shift toward data-driven B2B strategies. The agency’s rapid acquisition of 18 clients during a stealth phase indicates strong industry demand for measurable return on investment. By utilizing targeted digital funnels and strict pre-show lead generation, the firm addresses the long-standing disconnect between marketing expenditure and commercial conversion.