From a practical point of view, iGaming Platform as a brand didn't fully capture our growing multi-product vision as soon as we launched the second product, iGaming Deck, our aggregator. A major reasoning behind the rebrand was to try


and educate people we have more than one product. MICHAEL BAKER-MOSLEY Chief Marketing Officer iGP


come along and say they've had a conversation with a potential client about a new product, and the tech team would go and build that for them. At the time it worked, and the business was fine until ambitions grew to take this technology out to a wider market. From a marketer's point of view, this means getting these talented tinkerers who've been building wonderful things a little bit recognition for what they've done.


Are brand ambassadors something iGP would consider?


I don't think so. We're a growing brand and we're not going to spend for the sake of spend, especially when that money could go towards a developer, a new product person, improving client communication, onboarding, customer success, and so on. We don't want to be a 200 deals a year kind of business. If having an ambassador aligns with our competitors’ brand, their audience and market then that's great, but I don't think we need one at iGP. It's not for us. We want to put our people, those crazy guys tinkering away who are passionate about the product, at the forefront - despite their reluctance to do any media!


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Where does your role sit in the grander scheme of iGP’s ambitions?


It's my role to align our marketing efforts with the ambitions of the brand. I'd love to say iGP write me a blank check for marketing, but like any smart business, we’re focused on being strategic with our resources.


We are a product and tech business building something. We don't have a B2C brand behind us like some of our B2B competitors. Tis means we need to be intelligent in our approach, and I think, for us, industry events are somewhere you convert all your marketing activity.


Personally, I love media - banners, content, editorial - because the lead-up to an event begins months before. Trust me - those tier-ones don't just walk up to your stand and buy a platform. Everything from realising the vision, the ambition of the people within iGP, what the product can do and is capable of - we've got such a long way to go as a business to realise all that potential. It feels like we understand what we can do and where we're going now. We've got momentum - the job now is to go and do it.


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