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Where B2B Marketing Stumbles

Published

2 months ago

August 27, 2025

Reading Time: 3 minutes

Marketing in B2B is like a midfielder in football: it’s supposed to cover the whole field and only occasionally push forward. Meanwhile, all the glory rightfully goes to the strikers, while our role is to reliably back the team.

Still, remove marketing from any business, and you’ll immediately recall Stewart Britt’s line about winking at a girl in the dark. Working without marketing today means being unarmed and invisible in the sea of offers and background noise that’s only getting harder to cut through.

Today, we’re celebrating Trueplay’s 7th anniversary — and as a small but meaningful gift, our marketing team would like to offer a bit of striptease and self-flagellation by offering fixes for some of the most common mistakes marketing teams make.

Clear your meeting calendar

Let’s start with a universal pain point for remote-era businesses: weeding through online meetings. Endless regular calls — with or without a clear purpose — fill up the day and ruthlessly devour your time.

Our conclusion: meet only when the issue cannot be solved in writing. Video calls are great for fast, efficient status updates, but become a protracted torture when the only reason is “just to have a call.”

We’re not denying the value of human connection — even through Google Meet — but add this to your calendar: meet only with purpose.

Work together — validate your ideas

Important decisions should always be made collectively, with all relevant perspectives taken into account. To execute any process — especially one that impacts the company’s success — you need a complementary team.

Only in fairytales or propaganda do people unanimously accept top-down decisions. In reality, any idea — especially a creative one — will have both supporters and critics. That’s why you need to build processes where important decisions are validated collectively.

If you’re launching a new website, building a key campaign, or preparing for a major expo — take the time to gather all the department heads around the (virtual) table, especially Sales. Run the idea by them and give them a heads-up about what’s coming.

One of the most common mistakes marketing teams make is leveraging their authority to impose changes: “This is how we’re doing things now.” But if the rest of the team doesn’t support your idea — at least tacitly — failure is almost guaranteed.

It reminds us of a brilliant example from Ichak Adizes, who once visited a shoe factory. Taking aside a factory worker, he discovered how employees responded to unpopular management decisions. They didn’t argue or complain — they simply packed mismatched shoe sizes into the same box and sent them to stores.

Just imagine: marketers, managers, and strategy consultants working around the clock to design company-wide strategies — and a few disengaged people silently undo it all by refusing to cooperate.

Leave time for execution

Marketers love ideas. But even the best concept can fall apart due to a lack of time, budget, or resources.

We’ve held pure gold in our hands — ideas that could’ve flown. But when it came to execution, we stalled. You never know where the problem will arise: a legal nuance, a burning deadline, or a system that simply isn’t ready.

So always build in time. Don’t rush. Remember that cycles repeat — if it didn’t work now, you can always return later with stronger preparation.

Test the product

Even if no one expects it from you — use your market knowledge to help improve the product. Talk to clients. Validate hypotheses early. Stay in touch with the market. Share your insights with the product team.

The worst service you can provide is silent acceptance. You’re not paid to promote anything blindly — you’re here to make products and services better.

Watch your costs

Prices always go up. Invoices from contractors, expo fees, event costs — they’ll all increase each year. That means you must constantly monitor the budget and plan for risks.

To stay ready for tough negotiations — research the market, look for alternatives, check out new vendors. A shark dies if it stops swimming.

Keep your eyes open

Marketing is a 24/7 job. You’re always learning — no matter the field. Every brilliant campaign, viral case, or breakthrough idea is your teacher.

Read the news. Follow innovation and creativity channels. Feed your brain with inspiration. Your superpower is insight, intuition, and ideas. And they can come from anywhere.

Remember your role

Marketing is the company’s radar. Its navigation system. Its sails. You’re always where it’s loud and messy. Your job is to make the company seen, to build the brand. It’s a serious responsibility.

And yes, product creators often get the credit — and that’s fair. But remember: you shape the packaging. And packaging makes things desirable.

That’s your work.
That’s your win.

The post Where B2B Marketing Stumbles appeared first on European Gaming Industry News.

Bet It Drives

GR8 Tech’s Bet It Drives Season 2 Finale: Kelly Kehn on Opening iGaming to New Founders

Published

3 hours ago

October 30, 2025

George Miller

gr8-tech’s-bet-it-drives-season-2-finale:-kelly-kehn-on-opening-igaming-to-new-founders

Reading Time: 2 minutes

Lisbon’s streets set the pace for Season 2 of GR8 Tech’s Bet It Drives—the drive-time podcast where iGaming’s most interesting voices speak freely. Hosted by Yevhen Krazhan, Chief Sales Officer at GR8 Tech, each episode captures raw insight, candid stories, and the energy you can only find on the road.

Episode 4 of the Season 2 finale puts the spotlight on Kelly Kehn, founder, board member, and startup advisor in gaming. As co-founder of Defy the Odds (DTO), she’s building a launchpad and community connecting startups, investors, and operators—with a focus on female and minority founders. Previously, she co-founded the All-In Diversity Project, held ecosystem roles at happyhour.io and SBC, and serves on boards including FUNNZ.

During the ride, Kelly opens up about:

Why iGaming events matter: the community, access, and acceleration you only get in the room.
Defy the Odds (DTO): why she and her co-founders built it, what it is, and how founders plug in.
Women in iGaming: real challenges and how to lower the barrier to entry; inclusion as a growth strategy.
Pitch ideas that paid off and common startup pitch mistakes.
The next possible unicorn in iGaming and what makes it possible.
Soundtrack to success: the song for a win, the pre-coaching track, and the one that sums up her career.
The boldest ideas: intention, asking for help, and doing the homework.
The unwritten rule of iGaming.
Halloween rubric: the scariest moments in life and career, and why saying the hard thing out loud matters.
Kelly’s Champion Rule: Be kind to yourself and to others.

“As Kelly said, ‘When we open the space to more people and more perspectives, we all win and the pie gets bigger.’ This episode was the perfect finish of our Season 2 in Lisbon,” said Krazhan.

Watch or listen to Season 2, Episode 4 with Kelly Kehn on:

Season 2 of Bet It Drives launched with Rasmus Sojmark, kept pace with Tiago Pereira and Kyrylo Korobka, and now crosses the line with Kelly Kehn in the finale. But still, don’t unbuckle yet: Season 3 is coming soon with more interesting conversations and more reasons to hit play. Follow GR8 Tech to stay in the loop.

The next chapter of iGaming belongs to champions who play smart and bold. Join GR8 Tech at SiGMA Central Europe 2025, Rome, November 3–6, booth 5028-2, and discover the Heavyweight Rulebook—built for operators ready to scale, localize, and win.

The post GR8 Tech’s Bet It Drives Season 2 Finale: Kelly Kehn on Opening iGaming to New Founders appeared first on European Gaming Industry News.

Anna Hargrave

GambleAware Warns Outdated Gambling Advertising and Marketing Regulations are Leaving Children at Risk of Gambling Harm

Published

4 hours ago

October 30, 2025

Niji Narayan

gambleaware-warns-outdated-gambling-advertising-and-marketing-regulations-are-leaving-children-at-risk-of-gambling-harm

Reading Time: 2 minutes

Regulations for online gambling marketing must urgently be brought into the digital age, a new report from the charity GambleAware has warned.

The report reveals that despite gambling being an age-restricted product, children are being exposed to gambling marketing online, before they reach an age at which they can critically evaluate it. This is leading to gambling being normalised and portrayed as “risk-free”, which increases the risk of them experiencing gambling harm.

Gambling harms are becoming an increasing part of children’s lives, with previous research finding that in 2024, around 85,000 children in Britain were experiencing harm from their own gambling, a figure which has doubled since 20233. GambleAware’s new report highlights how seeing gambling marketing and content, online and via social and streaming platforms, could be encouraging children to gamble and contributing to the number experiencing harm.

The new report calls out poor regulation of gambling marketing online, highlighting how more needs to be done to ensure the rules reflect the unique challenges presented by the digital age and urges a reduction in self-regulation to protect children from being exposed to age-restricted gambling content. Alongside this, GambleAware is also calling for mandatory health warnings to be put on all gambling marketing so people are aware of the risks and support available.

Specific changes to help protect children could include moves to hold online platforms to greater account and ensuring existing government programmes, such as the Online Safety Act and Online Advertising Programme, more directly address gambling marketing and content online. Alongside this, other recommendations include the alignment and strengthening of online safety regulatory powers and programmes.

GambleAware research also found strong public support from children and adults for changes to gambling marketing and advertising regulation. Around four in five children (79%) say they want more rules around gambling content and advertising on social media. Alongside this, over seven in ten adults also agree, saying they want more regulation around gambling advertising on social media (74%) and gambling related content on social media (70%).

Anna Hargrave, GambleAware Transition CEO, said: “Gambling operators invest significant resources into online marketing because it works at getting people to gamble more. This has resulted in children and young people being exposed to gambling content online before an age at which they can critically evaluate it and understand the risks that come with it.

“The current regulations covering gambling marketing and advertising online were designed before most children had easy access to the internet. Urgent action is needed to update these rules and bring them into the digital age to help keep children and young people safe from gambling harm.”

The post GambleAware Warns Outdated Gambling Advertising and Marketing Regulations are Leaving Children at Risk of Gambling Harm appeared first on European Gaming Industry News.

Angelina Stasiuk Head of Business Line at SOFTSWISS Jackpot Aggregator

SOFTSWISS Jackpot Aggregator Marks Four Years of Growth and Global Expansion

Published

5 hours ago

October 30, 2025

George Miller

softswiss-jackpot-aggregator-marks-four-years-of-growth-and-global-expansion

Reading Time: 2 minutes

The SOFTSWISS Jackpot Aggregator, an award-winning player engagement solution, celebrates its fourth anniversary, delivering strong business results and expanding into new regulated markets.

Since its launch in 2021, the SOFTSWISS Jackpot Aggregator has become a trusted engagement and retention tool for operators worldwide. By the beginning of Q4 2025, the solution powers over 100 active brands, with more than 520 jackpot campaigns launched and 68,000+ jackpot hits. These numbers reflect growing adoption and consistent performance across regulated markets.

In early 2025, the SOFTSWISS Jackpot Aggregator obtained certifications in Brazil, Peru, and Estonia, strengthening its position in Latin America and Europe. These approvals allow operators in both markets to integrate the tool in full compliance with regulatory and technical standards.

Angelina Stasiuk, Head of Business Line at SOFTSWISS Jackpot Aggregator, shares: “Four years of consistent growth show how powerful engagement mechanics can be when built on flexibility and trust. Our recent expansion into new regulated markets marks an exciting new chapter, giving regional operators access to the same reliable and engaging jackpot solutions that have already proven successful worldwide. We’re proud to see the Jackpot Aggregator evolve into a solution that brings real value to both operators and their audiences.”

The flagship Prime Network Jackpot remains the key feature of the Jackpot Aggregator. The tool unites multiple operators under a shared prize pool, driving some of the industry’s most impressive payouts. One of its campaigns paid out a record-breaking €1,368,013, while a recent win in September 2025 saw a lucky player take home €758,262.71. The growing scale of the network confirms its power to increase engagement and deliver immersive gaming experiences for players worldwide.

Rosaria Freitas, Director of Product at Kirgo Casino, comments: “Congratulations to SOFTSWISS on four years of the Jackpot Aggregator. At Kirgo, we emphasise real play, real rewards, and zero distractions. This partnership enhances what our players can win without compromising that focus. By combining our local jackpots with the Prime Network, we’re offering Kirgo players exclusive community rewards and access to major shared prizes: simple, transparent, and designed for real enjoyment value.”

The SOFTSWISS Jackpot Aggregator continues to evolve as a cornerstone of player engagement strategy. This year, the solution introduced a major update – the Paid Participation Campaigns feature, which expands entertainment options for players and creates new revenue opportunities for operators. In this format, players contribute an entry fee to join jackpots, prize drops, multi-prizes, or even the Prime Network Jackpot. The feature also encourages closer collaboration with game providers, driving mutual promotion and long-term player engagement.

About SOFTSWISS

SOFTSWISS is an international technology company with over 15 years of experience in developing innovative solutions for the iGaming industry. SOFTSWISS provides comprehensive software for managing iGaming projects. The company’s product portfolio includes the Casino Platform, the Game Aggregator with over 35,000 casino games, Affilka Affiliate Platform, the Sportsbook Platform and the Jackpot Aggregator. The expert team, based in Malta, Poland, and Georgia, counts over 2,000 employees.

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