PR for Game Providers
We get your studio covered in the press operators read, the awards that matter, and the events, stunts and crisis moments that shape how the industry sees you.
Not press releases players scroll past. Coverage aimed at the people who decide whether your games go into a lobby.
Quick answer: This is PR built for game providers, not players. We land you coverage in the trade titles operator commercial teams actually read (iGB, EGR, SBC News), submit strong entries to the right industry awards, run event sponsorships and offline creative that gets you seen at the shows that matter, and handle the response if something goes wrong. Same coverage also helps AI tools like ChatGPT name your brand when someone asks who to consider.
A press release aimed at players doesn’t reach the person who signs the integration
Operators’ commercial teams read a specific handful of trade titles every morning. That’s where the deal actually gets influenced.
- iGaming Business (iGB) — the default read for operator commercial teams. Coverage here reaches the people who approve integrations directly.
- EGR Global — analysis, market data, and the awards circuit. Strong signal with senior operator management.
- SBC News — fast-moving news with heavy sportsbook and affiliate readership.
- Gambling Insider & CalvinAyre — broader trade coverage, also read by regulators and investors.
Teams landing 10-15 real editorial features a year now outperform teams sending 80+ press releases annually — on share of voice, branded search, and how partners describe the brand when asked. A release confirms a fact. A feature gets cited, indexed, and referenced back by others.
Sources: United Press, iGaming Marketing Lab.
Worth doing — if you skip the generic language
About 12 major iGaming awards run every year. Submission windows open 3-6 months early and don’t reopen. Judges read 50-200 entries per category.
Lead with a number
Not “established platform.” A specific metric in the first line.
Echo the category name
Say it in your first sentence. Judges score faster when it’s obvious.
Bring a testimonial
A short operator or affiliate quote beats a self-reported claim.
Use the win
A shortlisting becomes a line your BD team cites in RFPs.
Trade press and awards aren’t the whole job
A strong presence outside the press also makes the press easier to land in the first place. Here’s the rest of what we run.
Conference & event sponsorship
Booth presence, stage slots and gala sponsorship at ICE, SiGMA and similar shows — the same circuit where PG Soft and 1spin4win run branded stands and title sponsorships.
Street creative & guerrilla marketing
Murals, posters and unconventional street activations near gaming hubs and conference venues, built to get photographed and shared, not bought as static ad space.
Viral stunts
Genuinely shareable activations built to earn coverage on their own merit — not paid placement dressed up as news.
Crisis response
When a title or a market entry hits a regulatory or reputation problem, the same team handles it — not a separate group brought in after the fact.
Sources: PG Soft’s SiGMA Euro-Med sponsorship, 1spin4win’s SiGMA Central Europe stand.
This same coverage is what gets you named by ChatGPT and Perplexity
When an operator asks an AI tool which provider to consider, the answer comes from what’s already published. iGB, EGR and SBC News carry exactly the kind of indexed, citable authority these tools pull from. A real feature there beats a press release nobody linked to — for a person reading it, and for a model generating an answer about you.
Five steps, in order
Start with a comment, not a pitch. A founder reacting to a live industry story is an easier first placement than a product announcement with no press history behind it.
Target the outlets operators actually read. iGB, EGR, SBC News and Gambling Insider first — not player-facing blogs.
Submit on data you already have. Adoption numbers and campaign results, repackaged to open with a figure, not a claim.
Layer in events and offline creative. Conference presence and street-level activations build the visibility that makes the next pitch easier.
Package it for your BD team. Every placement, shortlist and mention goes into material your commercial team can actually use.
Real numbers we’ve used in real pitches
Programmatic beat Meta in every region tested
25% cheaper in Africa, 33-36% in CIS, ~12% in Tier 1 Europe — the kind of specific figure that makes a pitch or a submission stand out.
Africa → CIS → Tier 1 →A fully tracked funnel from a single stream per creator
Quick answers
Does a press release actually get operators to add my game?
Almost never on its own. Operator commercial teams read trade titles like iGaming Business, EGR Global and SBC News, not player-facing gambling blogs. A release confirms something happened. A real feature in one of those outlets gets read, indexed, and cited back by other people — that’s what actually moves a sales conversation forward.
Are iGaming awards worth submitting to?
Yes, if you do it properly. Judges read 50 to 200 entries per category. Open with a number, not a story. Match the category name in your first sentence. A shortlisting becomes something your BD team can actually put in front of an operator.
What’s included in game provider PR beyond press releases?
Trade press relationships, award submissions, executive commentary, conference and event sponsorship, offline and street-level creative activations, viral stunts, and crisis response when something goes wrong. All of it runs together, not as separate add-ons.
Does PR coverage actually affect what ChatGPT or Perplexity say about my brand?
Yes. When someone asks an AI tool which provider to consider, the answer comes from what’s already published. Trade titles like iGB, EGR and SBC News are exactly the kind of indexed source these tools pull from. A real feature in one of them beats a press release nobody linked to.
How fast can a provider with zero press history start getting covered?
Faster than most people expect, usually through executive commentary first. A founder reacting to a live industry story is an easier placement than a product announcement, because it gives an editor a reason to run it regardless of whether the provider itself is newsworthy yet.
No press coverage yet? That’s the easiest fix on this page.
Tell us your portfolio and your press history — even if it’s none. We’ll come back with a media list, an awards calendar and a first pitch angle.