Go to Market Strategy & Execution for Game Provider

About the Project

NetGame Entertainment, a B2B product in iGaming, launched its first set of games in 2018.

With a limited portfolio and no existing brand recognition, they faced significant challenges in entering the competitive i-gaming market and signing their first commercial contracts.

They required a marketing and growth strategy to enter the iGaming market, position the product, and sign their first contracts with clients and partners to get a positive ROI.

Challenges

• Portfolio: only 10 games were available in 2018, at the beginning of the collaboration.
• Team Size: a small in-house team — CEO (as a visionary leader), CMO (as a manager of the project), designer, layout designer, and backend programmer.
• Sales Pipeline: sales, as a department and business function, did not exist.
• Work Scope: many processes to be started from scratch.

2019 — Market Entry and slots portfolio release.

Start of business development, go-to-market, and marketing activities.

Solutions

1. Market and Competitor Research

We conducted thorough research to understand the market dynamics and identify key competitors. The steps included:

• Market Analysis: deep dive into market trends and audience insights.
• Competitor Analysis: identified key competitors and their strategies.
• Product-Market Fit Analyses: researched how our product fits the market.
• Value Proposition: defined a unique value proposition and brand positioning.

2. Product-Market Fit

Based on feedback from the market and from our first partners, we refined our slot games and marketing strategy.

This involved:

• Definition of Ideal Customer Profile (ICP) and Buyer Personas
• Differentiation: identified key points of product differentiation and how to attract the attention to a new on the market (and with zero trust) brand.
• Positioning: developed a clear brand positioning to stand out in the market.
• Found our first 10 paying customers and partners with whom we refined our product and marketing strategy, based on the feedback received.

3. Website and Technical Setup

We built a website that ideally showcases the portfolio of games and their features (paired with an online demo feature) to support our online presence.

4. Content Creation

Developed engaging content to attract and retain visitors. This included:

• Engaging and “Selling” Descriptions for each of the slot games.
• SEO-Optimized Texts: created keyword-rich content for better search engine visibility.
• Blog: launched a blog with regular updates of the company’s news and game releases.

5. SEO Optimization

Optimized the website for search engines to increase visibility:

On-Page SEO:

• Title Tags and Meta Descriptions: unique, keyword-optimized for each page.
• Header Tags: structured content using H1, H2, and H3 tags.
• Image Alt Text: descriptive, keyword-rich alt text for all images.
• Internal Linking: logical structure to improve navigation and SEO.

Technical SEO:

• XML Sitemap: created and submitted to Google.
• Robots.txt: correctly configured to guide search engine crawlers.
• Site Speed: optimized images and code for faster load times.
• Image Weight Optimization: compressed images without losing quality.
• Website bugs fix and performance optimization.

6. Off-Page SEO (Link Building)

We implemented a comprehensive link-building strategy to enhance the website’s authority:

Strategies Implemented:

• Guest Blogging: contributed to industry-related blogs with backlinks.
• Press Releases: distributed announcements for new services and milestones.
• Partnerships: collaborated with industry partners for backlinks.
• Content Marketing: published high-quality blog posts and resources.
• Directories Listing: placed backlinks in the industry’s directories.

Results

First Paying Customers

The most important business result is signing contracts with more than 10 customers in the global markets (it means, our strategy of market entry was successful and cost-effective).

Exhibitions and Roadshows

Also, establishing contacts and negotiation due to the contracts were initiated thanks to our thorough preparation and visit to the biggest industry’s expositions (IGB Live, ICE Africa, SAGSE Argentina, SIGMA Malta, G2E Asia, ICE London) with a prepared branded booth and outreach effort before the event to book more meetings on-site.

And, due to digital marketing, we have seen those indicators of our growth:

Traffic Growth & Search Engine Rankings

Keyword Rankings: achieved rankings within 182 keywords at the top of Google.

Organic Visitors: significant increase in monthly visitors in 2019-2020 years.

Backlinks and Domain Authority

• Linking Domains: over 100 unique domains linking to the site.
• Backlinks: accumulated 619 high-quality backlinks with zero budget.

Conclusion

NetGame Entertainment’s strategic approach transformed its market presence, from a small team with limited resources to a recognized brand in the i-gaming industry with numerous clients and partners.

Through targeted market research, strategic positioning, robust technical setup, engaging content creation, and effective SEO, NetGame achieved substantial growth in online presence and acquired more than 10 customers and even more partners in the global markets.

Participation in industry exhibitions with a branded booth helped to build trust and credibility for a new game provider, so it was an absolutely important and reasonable investment.

Go Global helped NetGame Entertainment with go-to-market strategy and its execution, while entering different markets (UK, Europe, LATAM, APAC), overcoming the challenges of market penetration and acquisition of the first paying customers and partners.

At Go Global we are on a mission to make businesses effective in reaching business expansion targets.

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