Brand awareness in 2024: Rhys Jones from NEXT.io about media and events in iGaming today

Media presence is a must in today’s iGaming world. We talked to Rhys Jones, the Head of Business Development in NEXT.io, about the company rebranding, current trends, informational boom, importance of consistency and flexibility in business strategy; and found out what’s more important than lead generation and sales, how to maintain good relationships with clients, and what brands shouldn’t do if they want to stay successful.

SLOTEGRATOR: What makes working in the iGaming sector so appealing to you?

RHYS JONES: The industry is ever-changing which makes it an exciting sector to work in. There are constant movers and shakers within the industry which is always interesting to follow. The different frameworks in the various markets are challenging to understand at times but you’re always learning something new. Travelling is another big appeal, I’ve managed to see a lot of the world by working in the sector. Lastly, there’s rarely a dull moment in iGaming!

S: What is the importance of maintaining a consistent brand presence in the industry?

RJ: Consistency is key when it comes to brand presence. Whether you’re a big player or a newbie, having the brand presented consistently is essential to a company’s success. With so many players in this sector, competition is fierce which means that having as many eyes on the brand as possible is important in delivering results. Consistent brand presence is often deemed expensive however, a well-thought strategy can make it an extremely cost-effective activity. Maintaining consistency was a huge factor for NEXT.io during our rebrand at the end of last year. While the name changed, the colours remained yellow and black ensuring that the association with the brand stayed consistent.

S: What trends have you been seeing lately from an events participation and media presence perspective?

RJ: A greater focus on sharing knowledge and expertise – either through panel discussions, podcasts, video, or written pieces. Video content has spiked dramatically in recent years, the fight for our attention is becoming increasingly more competitive. Many industry players are turning to social media to promote their brands which works in catching the audience’s attention.

Combining objectives during events is something that’s becoming increasingly more popular – showcasing the product/service, sharing expertise, brand exposure, and lead generation are all being taken into account when considering the appropriate type of participation at an event – the single objective approach is quickly fading out. A prize giveaway at a client’s stand during NEXT Summit: Valletta 2024 proved to be a huge hit on all fronts!

S: What are your biggest ‘do’s and ‘don’ts’ when it comes to event and media participation?

RJ: Starting with the ‘do’s’, consistency is the word that keeps popping to mind. It’s important to look at any given year holistically and not put all your eggs in one basket, so to speak. Industry events and conferences are important, remaining visible (through media activations) in between the events and conferences are equally as important. From our perspective, we’ve experienced a big spike in our Content Article and Press Release Support offerings in delivering that visibility our clients want to achieve during the intervals.

Another ‘do’, have a strategy in place but be flexible with the approach – changes happen quickly in the industry, being flexible enables a company to be agile when a change of direction may be needed during the course of the year.

The final ‘do’, no idea is too wild. Many marketing campaigns include extravagant, out of the ordinary thinking. At NEXT, we encourage this thinking from our clients, it’s fun for the client and it’s fun for us! Have a bold idea? Try us!

The ‘don’t’, adopting the “this worked in the past” approach. A new year means a clean slate, it’s time to review the past year and start from scratch for the year ahead.

S: How do you develop positive relationships with your clients?

RJ: Communication is vital when it comes to developing positive relationships with clients – the after-sales process is x10 more important than the sales-process. Reviewing and sharing feedback on any given activation is important to strengthen the relationship and produce the best collaboration possible.

Developing a strong understanding of the client’s strategy is another big factor. Some of the most positive relationships I have is due to the client considering us as an arm of their own marketing team – this enables the recommendations to be tailored to the client whilst also making the whole process far more efficient and effective.