GBC Time caught up with Lara Sciberras to discuss her move to GameOn, what makes B2B iGaming social media different, and why brands need to think beyond simply maintaining a presence online.
You’ve recently joined GameOn as Social Media Manager. What attracted you to the role?
From my first conversations with the team, I felt there was a really good fit. GameOn has a strong reputation within iGaming, but what stood out to me was the culture behind that reputation. There is a real emphasis on relationships, creativity and understanding what each client is trying to achieve.
I was also attracted by the variety. GameOn works with brands across different areas of the iGaming ecosystem, so there is always an opportunity to learn, adapt and think differently. No two clients need exactly the same approach, and that makes the role exciting.
You previously worked at SiGMA World. What did that experience teach you about communicating with iGaming audiences?
Working in events teaches you to move quickly. There is always something happening, whether that is a speaker announcement, agenda update, interview or live event moment.
It taught me the importance of understanding what is relevant to your audience right now and finding the strongest way to communicate it. You also learn that different platforms and audiences respond to different things. Having a clear strategy matters, but you need enough flexibility to react when an opportunity presents itself.
What makes social media in B2B iGaming different from other sectors?
It is a very relationship-driven industry. People know each other, meet regularly at events and follow what companies and individuals are doing across the sector. That makes social media an important extension of those relationships.
For B2B brands, it is not necessarily about generating the biggest possible numbers. Reaching the right operators, suppliers, affiliates, media or potential partners can be far more valuable. The content therefore needs to have a purpose behind it and contribute to wider brand and commercial objectives.
Do you think iGaming companies are becoming more sophisticated in how they use social media?
Definitely. There is a growing understanding that simply posting company news is not enough. Brands are thinking more carefully about personality, thought leadership, employee advocacy, video and how social fits alongside PR, events and wider marketing activity.
The strongest strategies feel joined up. A product launch, partnership or event should not exist as one isolated post. There is usually a much bigger story that can be told across different formats and touchpoints.
That integrated approach is something GameOn is particularly strong at. Social media sits alongside PR, content, marketing and events, which gives us opportunities to build campaigns rather than just fill a content calendar.
What is the biggest mistake B2B brands make on social media?
Posting without a clear objective. It is easy to fall into the habit of publishing because you feel you need to be active, but activity alone does not equal impact.
Every piece of content should have a reason for being there. Are you building awareness, demonstrating expertise, supporting a commercial announcement or starting a conversation? Once you understand the objective and audience, the creative decisions become much clearer.
Consistency matters too. You want people to recognise what your brand stands for over time, while still giving them enough variety to keep paying attention.
What are you most looking forward to at GameOn?
Getting to know our clients properly and becoming part of their teams. I am already working closely with the wider GameOn team on upcoming campaigns, and I am looking forward to bringing new ideas to those conversations.
For me, great social media comes from understanding a brand rather than applying a standard formula. GameOn has always taken that relationship-first approach, combining industry knowledge with creative thinking, and I am excited to contribute to that.
There is a lot happening across iGaming, so there will certainly be plenty for us to talk about.
