What does it take to build a successful brand in one of the industry’s most competitive markets? For GameOn Founder Sarah Blackburn, the answer lies in consistency, credibility and meaningful relationships.
In an exclusive interview with iGaming News Today, Sarah reflects on more than 20 years in the iGaming industry, discussing how B2B marketing has evolved, what sets successful brands apart and why building trust remains fundamental to long-term business growth.
Building Brands Through Consistency and Credibility
Drawing on her experience establishing and growing GameOn, Sarah explains why an effective B2B iGaming marketing strategy must extend beyond promotional campaigns and visibility.
For businesses looking to strengthen their market position, she emphasises the importance of delivering on brand promises, developing a distinctive voice and ensuring that every department contributes to the company’s reputation.
From sales teams to account managers, everyone plays a role in shaping how a brand is perceived. Sarah also highlights why businesses should focus on the marketing channels that deliver the greatest value, rather than attempting to maintain a presence everywhere.
Why Relationships Remain at the Heart of iGaming Marketing
In an increasingly competitive sector, Sarah believes strong relationships are among the most valuable assets a business can develop.
The interview explores how trust, flexibility and consistent service delivery help businesses establish lasting partnerships with clients, journalists, event organisers and wider industry stakeholders.
This relationship-first philosophy has been central to GameOn’s approach, alongside helping clients identify opportunities for differentiation through competitor analysis, strategic communications and targeted marketing activity.
The Changing Role of Digital Marketing
Sarah also discusses the transformation of B2B iGaming marketing, from traditional print publications to today’s digital-first environment.
LinkedIn, in particular, has become an important platform for building brand visibility, sharing expertise and connecting with industry decision-makers. Sarah highlights how social media has created new opportunities for businesses and professionals to establish their voices and engage directly with the wider industry.
What’s Next for GameOn?
Looking ahead, Sarah shares GameOn’s commitment to continually evolving its services to meet the changing needs of the iGaming industry.
This includes developing GO Intel and Go Social Media as standalone offerings, alongside expanding the agency’s Fractional CMO service to provide businesses with flexible, senior-level marketing expertise.
With a focus on combining established industry knowledge with fresh perspectives, GameOn continues to support B2B iGaming businesses through strategic communications, marketing management, content and brand development.
Read the full interview to discover Sarah’s perspective on the future of B2B iGaming marketing and the principles behind GameOn’s relationship-led approach.
Read Sarah Blackburn’s exclusive interview with iGaming News Today
