Exclusive: How Sarah Blackburn of GameOn Sees the Future of B2B Marketing in iGaming

In iGaming, many companies compete for attention through product launches, ad spend, and aggressive sales activity. But in the B2B world, real long-term growth is often built on something less visible – trust, reputation, and relationships.

That is where GameOn has built its name.

In an exclusive interview with iGaming News Today, Sarah Blackburn, Founder of GameOn, shared her journey from PR into iGaming, how marketing has transformed over the past two decades, and why consistency remains one of the most powerful advantages any brand can have.

From LinkedIn’s rise as a B2B growth channel to the importance of delivering on promises, Sarah offers valuable insight into what separates respected brands from forgettable ones in today’s competitive market.

Q1. Can you tell us about your journey in the iGaming industry?

Sarah Blackburn

I started in the industry back in 2005, so around 21 years ago. I was working for a large platform provider, and after a couple of years, I started getting a lot of inquiries from operators asking for marketing advice.

At that time, it was difficult to give advice because they were all competitors. So I was encouraged to set up an agency where there was a gap in the market to help companies with marketing strategy and execution.

Before iGaming, my background was in PR. I worked for around five years in finance and insurance companies, and also briefly worked on behalf of the National Lottery in the UK.

Then approximately 19 years ago, I set up GameOn. Since then, marketing has changed a lot  –  from traditional media such as, newspapers, and magazines to digital and social media. Platforms like LinkedIn have completely changed how companies build their presence and engagement.

Q2. What makes a strong B2B marketing strategy in iGaming today?

Sarah Blackburn 

Consistency is very important, and building relationships is key. You cannot have a great marketing strategy without these elements.

You have to deliver what you say. If you say your product is the best, then it has to be up there. If you say you offer great customer service, then you must deliver just that. This builds credibility in the market. Reputation is everything and as I mentioned recently on a panel on this topic at the Hipther Prague Summit  it is what people say about you when you are not in the room

Also, your strategy should include your entire team. Your sales team, account managers, everyone that chooses to work with you, is a representative of your brand. They need to believe in what you are doing. At the same time, you should not try to do everything. Choose the platforms and areas where you want to focus  – PR, events, social media – and do them well.

It is important to find your voice, your niche, and be consistent.

Q3. How do you differentiate yourself in such a competitive market?

Sarah Blackburn

It is very competitive, and many agencies are offering similar services. You have to find a way to stand out.

At GameOn, we focus on providing the best possible customer service. Many of our team members did not have any iGaming experience prior to joining us, but they all showed the same level of care when it comes to  managing clients and understanding the importance of building relationships. Each member of our team brings personality and something special and I couldn’t be more proud of how they make our clients feel valued and want to become true partners to everyone they work with..

We also help clients with competitive analysis – understanding what competitors are doing and finding gaps where they can create their own voice. Differentiation comes from finding your voice, being consistent, and building strong relationships – not just with clients, but also with media, event organizers, and industry partners.

Q4. How important are relationships in B2B marketing?

Sarah Blackburn

Relationships are extremely important. It is not just about commercial agreements – it has to go deeper than that. If you are easy to work with, flexible, and deliver on your promises, people will trust you. They will refer to you and support you publicly.

Also, relationships with journalists, event organizers, and partners are very important. It is a mutual relationship where both sides benefit.

Q5. What role does social media play in B2B marketing today?

Sarah Blackburn

Social media has completely changed the industry. LinkedIn, especially, has become a very strong B2B platform. It allows companies to build their own audience and connect with people they may not have reached before, allowing companies to share updates, celebrate successes, and stay visible.

Social media has also helped junior professionals learn from industry leaders and get inspired. It has made the industry more accessible and open for everyone. Overall, it has leveled the playing field and created more opportunities.

Q6. What is your outlook for 2026 and future plans?

Sarah Blackburn

Our focus is to stay relevant for our clients and continue adding value – not just to clients but to the industry as well.  We are involved in different events and we’re continuously learning. We are also building our GO Intel and social media services as standalone products and expanding our fractional CMO service.

We do not want to be limited to one service. We want to offer multiple services and bring experience from different areas together.  We have an incredibly strong team, including young talent with new ideas and energy. I trust them and enjoy seeing new perspectives.

Our goal is to keep building, keep improving, and continue delivering value to clients.

About GameOn

GameOn is a specialist B2B marketing agency serving the iGaming industry through PR, strategy, social media, and brand growth solutions.

Founded by Sarah Blackburn, the company is known for relationship-led execution, market expertise, and helping brands build long-term credibility.