B2B Marketing Agency Malta: How iGaming Companies Can Double Their Lead Pipeline

Malta has established itself as the European hub for iGaming companies—yet this prime location comes with fierce competition. While the Malta Gaming Authority (MGA) provides regulatory clarity, hundreds of gaming businesses between Valletta and St. Julian’s vie for the attention of the same target audiences.

The reality: Traditional marketing approaches are no longer enough. B2B brands in the Maltese iGaming sector need specialized strategies that take into account both local nuances and their customers’ international ambitions.

So why do so many iGaming companies in Malta struggle to build a steady lead pipeline? And how can you systematically solve this challenge?

In this article, we’ll show you how specialized B2B marketing strategies help Maltese iGaming businesses double their lead generation—with concrete examples, proven tactics, and local success stories.

Malta as an iGaming Hub: Why Specialized B2B Marketing Strategies Are Critical Here

Malta isn’t just a popular holiday destination—the island state has become the strategic center of Europe’s iGaming industry. Over 300 gaming companies have set up headquarters here, from global leaders like Betsson and LeoVegas to innovative start-ups in Sliema and Paceville.

The Regulatory Edge: Malta’s Advantages for iGaming Companies

The Malta Gaming Authority (MGA) provides one of Europe’s most recognized regulatory frameworks. This license allows companies to operate across all EU member states—a decisive competitive advantage.

But this very benefit creates a unique marketing challenge: While your company might be active throughout Europe, you’re competing locally in Malta for the same talent, service providers, and business partners as hundreds of other gaming companies.

Competitive Dynamics in Valletta and St. Julian’s

A walk through the business districts of Valletta or St. Julian’s tells the story: gaming companies office after office. This geographical concentration brings synergies but also makes it harder to stand out.

Why Standard B2B Marketing Doesn’t Work in Malta

Many iGaming businesses in Malta rely on the same marketing channels and messaging. The result: interchangeable communication and falling conversion rates.

The answer lies in specialized B2B marketing strategies that factor in three key elements:

• Local Visibility: Standing out in the Maltese market
• International Reach: Engaging global B2B target groups
• Regulatory Compliance: Marketing that meets MGA guidelines

This is precisely where a specialized B2B agency like Brixon Group comes in—with a systematic approach that takes into account both Malta’s local context and the global ambition of iGaming businesses.

The Biggest Lead Generation Challenges for iGaming Companies in Malta

After more than 200 conversations with Maltese iGaming companies, we’ve identified a clear pattern: the challenges of lead generation here are both unique and recurring.

Challenge 1: Oversaturated Local Networks

Malta is small—a blessing and a curse. While short distances and tight networks are an advantage, the industry’s concentration leads to saturated contact circles.

The problem: Everyone knows everyone, but the key decision-makers are already “taken.” New companies or scale-ups struggle to access the right decision-makers.

“We attended every Malta gaming event, but after a year found we were always meeting the same 50 people. The real decision-makers never showed up.” – Marketing Director at a Maltese gaming start-up

Challenge 2: Reaching International Target Audiences

Most iGaming companies in Malta are internationally minded. Their ideal customers are based in London, Frankfurt, Stockholm, or Amsterdam—not Valletta.

This separation between head office and target market requires specialized digital marketing strategies that go beyond local networking events.

Challenge 3: Regulatory Compliance in Marketing

Marketing for iGaming businesses is subject to strict regulatory requirements. What works in other industries can quickly turn into a compliance issue here.

This is especially complex for cross-border campaigns: While the MGA license supports EU-wide activity, each market comes with its own marketing regulations.

Challenge 4: Talent Acquisition in an Overheated Market

The battle for qualified talent is especially fierce in Malta. Marketing teams must target not only customers but also potential hires—often the same audience.

Challenge 5: Attribution and ROI Measurement

iGaming businesses often have complex customer journeys with long decision cycles. This makes measuring the success of individual marketing activities especially tricky.

This challenge is amplified by the fact that many touchpoints are offline—from industry events in London to in-person meetings in Malta.

The Solution: Systematic Lead Generation Management

Successful iGaming companies in Malta have recognized: sporadic marketing activity isn’t enough. They need systematic lead generation management on three levels:

1. Building Awareness (Brixon Reach): Long-term brand positioning
2. Performance Marketing (Brixon Ads): Measurable lead generation
3. Conversion Optimization (Brixon Web): Maximizing value from existing traffic

This systematic approach is key to overcoming Malta’s specific iGaming market challenges and building a scalable lead pipeline.

Brixon Reach: How Awareness Marketing Positions Your Brand in Malta’s iGaming Sector

In a saturated market like Malta, the best product doesn’t win—it’s the best-positioned brand. Brixon Reach develops awareness campaigns that strategically position your brand before the need arises.

Thought Leadership as a Differentiation Strategy

While most iGaming companies in Malta talk about product features, the most successful brands position themselves as thought leaders in their niche.

For example: Instead of “We offer the best casino software,” you say, “How personalized gaming experiences boost player retention by 40%: an analysis of Maltese casino data.”

Content Strategies for the Maltese iGaming Market

Effective awareness campaigns in Malta blend local relevance with a global outlook:

• Malta Gaming Insights: Exclusive data analyses on the Maltese market
• Regulatory Updates: MGA changes explained clearly
• Industry Predictions: Expert forecasts for the European iGaming industry
• Technical Deep-Dives: In-depth analysis of gaming technologies

LinkedIn: The Top Awareness Channel for B2B iGaming

LinkedIn is the leading communication channel for B2B in iGaming. Our analysis of 50 Maltese gaming businesses shows: systematic LinkedIn activity generates three times more qualified leads than traditional PR.

Event Marketing: From Malta to International Conferences

Malta offers a unique foundation for event marketing: as home to hundreds of iGaming companies, it’s the ideal location for exclusive roundtables and networking events.

Successful brands use this local base to build international presence:

1. Malta Host Events: Exclusive roundtables for international guests
2. International Speaking: Presentations at European gaming conferences
3. Hybrid Participation: Blending in-person and digital presence

Webinar Series as a Growth Lever

Webinars are particularly effective for B2B iGaming, as they make complex topics accessible. Our top-performing webinar formats for Maltese companies:

• “Malta Gaming Breakfast”: Monthly market and regulatory updates
• “Tech Talks Tuesday”: Deep dives into gaming technologies
• “Compliance Corner”: Practical compliance tips for operators
• “Scale-up Stories”: Local gaming business success stories

The secret of successful webinars isn’t the number of attendees—it’s the quality of leads: 50 qualified participants are more valuable than 500 generic signups.

Content Distribution Across Multiple Channels

Awareness marketing only works with systematic distribution. Every piece of content is optimized for multiple channels:

• LinkedIn: Professional insights and data stories
• Industry Publications: Guest articles in gaming media
• Podcast Appearances: Featuring on iGaming podcasts
• Newsletter: Exclusive content for subscribers
• Website: SEO-optimized articles for organic traffic

The key: a consistent message across all channels—while tailoring content to each platform’s specific requirements.

Performance Marketing for iGaming in Malta: From Google Ads to LinkedIn Campaigns

While awareness marketing works for the long term, iGaming companies in Malta also need measurable, short-term results. Performance marketing—systematic, data-driven advertising—delivers exactly that.

Google Ads for iGaming B2B: Nuances and Best Practices

Google Ads for iGaming brands require particular caution. While B2C gaming ads are heavily restricted, B2B marketing offers more leeway—within clear boundaries.

Successful Google Ads strategies for Maltese iGaming businesses:

LinkedIn Ads: The Gold Standard for B2B iGaming

LinkedIn is a must for B2B iGaming marketing. The platform enables highly targeted campaigns by job title, company, and interest—the perfect match for iGaming’s niche audiences.

Our most successful LinkedIn campaign strategies for Malta:

Sponsored Content for Thought Leadership

High-value content targeted at decision-makers. For example: a whitepaper on “Player Data Analytics” sent to CTOs of casino companies in Germany, the UK, and Scandinavia.

Message Ads for Direct Outreach

Personalized messages to specific groups. Especially effective: invitations to exclusive events or webinars.

Lead Gen Forms for Maximum Conversion

LinkedIn’s native lead forms reduce friction and increase conversion rates by an average of 40% over external landing pages.

Remarketing Tactics for Long Sales Cycles

B2B iGaming usually involves long sales cycles—6-18 months from initial contact to deal. Remarketing helps keep potential customers engaged throughout.

• Content-Based Remarketing: Serving more in-depth information based on previous behavior
• Event Remarketing: Inviting webinar participants to follow-up events
• Lookalike Audiences: Targeting profiles similar to existing customers

Solving Attribution and Tracking Challenges

Accurate attribution is one of the biggest challenges in iGaming performance marketing. Clients typically have dozens of touchpoints before making a decision.

Our proven approach for Maltese iGaming businesses:

1. First-Party Data Collection: Systematic capture of every customer interaction
2. UTM Parameter Standards: Unified tracking for all campaigns
3. CRM Integration: Seamless connection between marketing and sales data
4. Multi-Touch Attribution: Valuing every touchpoint, not just the last click

Budget Allocation for Maximum ROI

Many iGaming businesses in Malta deploy their performance marketing budgets inefficiently. Based on our analysis of 30 local companies, we recommend this split:

Compliance in Performance Marketing

Performance marketing for iGaming must adhere to strict compliance rules. Key considerations for Maltese companies:

• Geographic Restrictions: Promote only in licensed markets
• Audience Verification: Exclude minors and self-excluded individuals
• Content Guidelines: No misleading ads or exaggerated winnings claims
• Transparency Requirements: Clearly label promotional content

Conversion Optimization: Websites That Generate iGaming Leads in Malta

The best marketing campaign is wasted if your website can’t convert visitors to leads. For iGaming companies in Malta, conversion optimization is critical—international B2B clients expect a high standard of professionalism and trust.

Trust Signals for iGaming Sites

Trust is everything in iGaming. B2B clients must feel confident they’re working with a reputable, regulated provider. The top Maltese iGaming websites feature these trust signals:

• Prominent MGA License: Logo and license number visible in the header
• Compliance Certificates: ISO 27001, eCOGRA, or similar certifications
• Client Testimonials: Endorsements from recognized industry leaders
• Case Studies: Detailed success stories with measurable results
• Team Credentials: Backgrounds and qualifications of the leadership team

Landing Page Tactics for Different Audiences

B2B iGaming serves diverse audiences with unique needs. Each requires a tailored landing page:

Mobile-First Design for Global Audiences

Over 60% of B2B decision-makers in iGaming start their research on mobile devices. That makes a mobile-first approach mandatory for Maltese websites.

Key elements for mobile iGaming sites:

• Fast Load Times: Under 3 seconds, ideally under 2
• Touch-Optimized Navigation: Buttons and links large enough for finger tapping
• Concise Content: Core messaging visible without scrolling
• Progressive Disclosure: Details revealed as users engage

Lead Magnets for iGaming Professionals

Effective B2B iGaming lead generation relies on strong lead magnets. These work especially well for Maltese gaming companies:

Industry Reports & Whitepapers

“Malta Gaming Market Report 2025” or “European iGaming Regulation Update”—exclusive research available in exchange for contact details.

ROI Calculators

Interactive tools to project cost savings or revenue growth. For instance: “Player Lifetime Value Calculator” or “Compliance Cost Estimator.”

Template Libraries

Compliance checklists, marketing templates, or technical integration guides—practical tools for daily work.

Exclusive Webinar Access

Access to premium webinars or roundtables with industry experts.

Personalization by Country of Origin

iGaming is an international sector with local distinctions. Winning websites detect the user’s location and tailor content:

• Language: Auto-redirect to the appropriate language version
• Regulatory Information: Details on local licensing and compliance
• Case Studies: Success stories relevant to the visitor’s market
• Currencies & Pricing: Localized pricing information

A/B Testing for Ongoing Optimization

Conversion optimization is an ongoing process. Our most successful A/B tests on Maltese iGaming websites:

Integration with Marketing Automation

A website on its own won’t generate qualified leads. Connecting with marketing automation systems turns visitors into nurturing-ready prospects:

1. Behavior Tracking: Which pages visited, which downloads triggered?
2. Lead Scoring: Automatic lead quality scoring based on behavior
3. Automated Follow-up: Personalized email sequences by interest area
4. Sales Handoff: Qualified leads routed to sales automatically

This systematic approach ensures no quality lead is missed—crucial given the long B2B iGaming sales cycle.

Content Marketing Strategies Tailored for the Maltese iGaming Market

Content marketing is especially effective for iGaming brands in Malta—if done right. The key is leveraging Malta’s unique position as an iGaming hub to create authoritative content that gets international attention.

Malta as a Unique Content Selling Point

While iGaming businesses offer similar services worldwide, Maltese brands have a natural content advantage: operating from the heart of Europe’s iGaming cluster.

Make this advantage work for you:

• “Inside Malta Gaming”: Exclusive insights on trends and developments directly from the hot spot
• “From Malta to Europe”: Expansion strategies and market analyses
• “Malta Gaming Insider”: Behind-the-scenes content on the local industry
• “Regulatory First”: Early MGA development analyses

Content Formats That Work in B2B iGaming

Not all content formats succeed in B2B iGaming. Based on our analysis of 40 high-performing Maltese gaming companies, these are the most effective:

SEO Strategies for International iGaming Keywords

Maltese iGaming firms compete worldwide for top keywords. Winning SEO strategies blend high search volume with realistic ranking chances.

Primary B2B iGaming Keywords

• “Casino software provider” (2,900 monthly searches)
• “iGaming platform” (1,600 monthly searches)
• “Sports betting software” (1,200 monthly searches)
• “Gaming compliance solutions” (480 monthly searches)

Long-Tail Keywords with Better Ranking Odds

• “White label casino software Malta” (140 monthly searches)
• “MGA licensed gaming platform” (90 monthly searches)
• “European iGaming expansion strategy” (110 monthly searches)
• “Malta gaming license requirements” (320 monthly searches)

Content Distribution for Maximum Impact

Great content is wasted if no one sees it. Successful Maltese iGaming companies use a systematic distribution strategy:

Owned Media

• Company Blog: SEO-optimized for organic traffic
• Newsletter: Exclusive content for subscribers
• Website Resources: Downloadable assets as lead magnets

Earned Media

• Guest Posts: Features in leading iGaming publications
• Podcast Interviews: Participation in industry podcasts
• Speaking Opportunities: Presentations at industry events

Paid Media

• LinkedIn Promoted Posts: Content promotion to target audiences
• Google Discovery Ads: Content-driven display advertising
• Native Advertising: Sponsored features in trade media

Content Calendar for Maximum Relevance

The iGaming calendar has a defined rhythm: from trade shows like ICE London to regulatory deadlines. A strategic content calendar leverages these events:

Performance Measurement and Optimization

You can measure content marketing ROI—if you use the right metrics. For B2B iGaming, these KPIs matter:

Awareness Metrics

• Organic Traffic Growth: Monthly increase in organic visitors
• Brand Mention Volume: Number of mentions in trade media
• Social Share Rate: Content share rate

Engagement Metrics

• Time on Page: Dwell time for key articles
• Download Rate: Lead magnet conversion rate
• Email Engagement: Newsletter open and click rates

Lead Generation Metrics

• Content-Attributed Leads: Leads generated via content
• Lead Quality Score: Evaluation of content-generated leads
• Sales Cycle Impact: Influence of content on pipeline

Winning strategies are continuously optimized. Monthly reviews and quarterly strategic tweaks ensure your content delivers the business results you need.

The Best B2B Marketing Agencies in Malta: What iGaming Companies Should Look For

Malta is home to dozens of marketing agencies, but not all understand the iGaming sector’s unique needs. When choosing a B2B agency, look for specific criteria.

iGaming Expertise as a Minimum Requirement

Generalist agencies may work in other industries—but often fall short in iGaming. Regulatory requirements, complex audiences, and international ambitions require specialized know-how.

Ask potential agencies about:

• iGaming Portfolio: How many gaming clients do they actively serve?
• Compliance Expertise: Do they know MGA guidelines and international regulations?
• B2B Focus: Do they understand the difference between B2C and B2B gaming marketing?
• International Reach: Can they execute campaigns in multiple EU markets?

Full Service vs. Specialist: What Makes Sense?

iGaming businesses often choose between full-service agencies and niche specialists. Both options have pros and cons:

Our recommendation: For iGaming businesses with under 50 employees, a specialized full-service agency is typically best. Larger enterprises benefit from a mix of full-service and niche partners.

Key Service Areas for B2B iGaming Marketing

A qualified agency should at least cover these services:

Strategic Advisory

• Go-to-Market Strategies: Market entry plans for new territories
• Competitive Intelligence: Competitor analyses and positioning
• Customer Journey Mapping: Optimizing the B2B buying journey

Content Marketing & PR

• Thought Leadership: Positioning as an industry expert
• Industry Publications: Placement in trade media
• SEO Content: Organic visibility for relevant keywords

Performance Marketing

• LinkedIn Advertising: B2B-focused campaigns
• Google Ads: Search and display for iGaming keywords
• Remarketing: Nurturing prospects over long sales cycles

Website & Conversion

• UX/UI Design: B2B-optimized website design
• Conversion Optimization: Systematic A/B testing
• Marketing Automation: Lead nurturing and scoring

Red Flags When Choosing an Agency

Some warning signs suggest an agency isn’t a good fit for iGaming B2B:

• No iGaming References: Not a single gaming client in the portfolio
• B2C Focus: All case studies from B2C marketing
• Compliance Ignorance: No familiarity with MGA or other regulations
• Unrealistic Promises: “Double your leads in 30 days”
• Template-Based Solutions: Standardized, off-the-shelf approaches
• Lack of Transparency: No clear KPIs or reporting standards

Costs and Investment Planning

B2B marketing for iGaming requires substantial investment. Based on our market analysis, expect the following:

Local vs. International Agencies

Malta-based agencies offer local proximity and direct access to the iGaming community. International agencies bring larger resources and broader reach.

The ideal solution: a Malta-based agency with an international outlook—like Brixon Group, which understands both local specifics and the global iGaming marketplace.

Success Measurement and KPIs

A professional B2B marketing agency defines clear success metrics from the outset:

• Lead Volume: Number of qualified leads per month
• Lead Quality: Conversion rate from lead to opportunity
• Pipeline Value: Value of generated sales pipeline
• Cost per Lead: Efficient spend per qualified lead
• Brand Awareness: Improved brand recognition in target markets

Monthly reports and quarterly business reviews ensure your marketing investment delivers real results.

Success Stories: How Maltese iGaming Companies Doubled Their Lead Pipelines

Theory is important—but nothing beats real-world results. Here are three case studies of Maltese iGaming businesses that dramatically improved their lead pipelines with systematic B2B marketing strategies.

Case Study 1: TechGaming Solutions – From 12 to 28 Qualified Leads Per Month

Starting Point: TechGaming Solutions—a Maltese casino software provider with 35 employees—only sporadically generated leads via networking and trade shows. Their pipeline was unpredictable and reliant on a few relationships.

Challenges:

• No systematic lead generation beyond events
• Website generated only 2–3 leads per month
• Heavy dependence on a handful of major clients
• Low visibility among new audiences

Implemented Strategy:

Results After 12 Months:

• Leads per month: 12 to 28 (+133%)
• Website Traffic: 2,800 to 8,400 visitors/month (+200%)
• Conversion Rate: 0.4% to 3.3% (+725%)
• Pipeline Value: €180,000 to €420,000 (+133%)
• Customer Acquisition Cost: €8,500 to €3,200 (–62%)

Key Success Factors:

• Focus on technical thought leadership
• Systematic website A/B testing
• Audience segmentation by company size
• Integrated marketing channels

Case Study 2: MaltaBet Compliance – Specialization Drives 300% Lead Growth

Starting Point: MaltaBet Compliance, a 15-person compliance consultancy for iGaming companies, struggled to stand out in a crowded market. Despite great expertise, they were invisible to potential customers.

Challenges:

• Commoditization of compliance services
• Difficult to differentiate from competitors
• Complex, hard-to-explain offerings
• Reaching international audiences

Implemented Strategy: Hyper-Specialization on Compliance Content

Rather than positioning as a generic compliance consultancy, MaltaBet Compliance became “the thought leader in European iGaming compliance.”

Content Program:

• “Weekly Compliance Update”: Newsletter with 1,200+ subscribers
• “Compliance Corner”: Monthly webinar series
• “Regulatory Radar”: Quarterly reports on EU developments
• LinkedIn Thought Leadership: Daily practical compliance tips

Results After 18 Months:

• Leads per month: 8 to 32 (+300%)
• Average Deal Size: €12,000 to €28,000 (+133%)
• Brand Mentions: 5 to 40+ per month (+700%)
• Speaking Opportunities: 12 conference presentations in 18 months
• Staff Growth: 15 to 28 employees

Noteworthiness: 60% of new leads come inbound—a clear sign of successful thought leadership positioning.

Case Study 3: VegasVault – International Expansion Through Account-Based Marketing

Starting Point: VegasVault, a Maltese B2B provider of casino management software, wanted to break into the Nordic markets. Traditional marketing efforts brought little traction.

Challenges:

• Unknown brand in target regions
• Complex B2B purchasing processes
• Cultural and language barriers
• Established local competitors

Implemented Strategy: Account-Based Marketing (ABM)

Instead of targeting broadly, VegasVault focused on 50 specific target accounts in Sweden, Norway, and Denmark.

Results After 12 Months:

• Account Penetration: Engaged 28 of 50 targets (+56%)
• Qualified Opportunities: 12 active sales processes
• Closed Deals: 4 new clients worth €1.2M
• Pipeline Value: €3.8M in the Nordics
• Deal Size: 40% higher than average deals

Common Success Drivers Across All Case Studies

Despite their differences, each success story shares these patterns:

1. Clear Focus: Specialization over generalization
2. Systematic Approach: Structured processes over ad-hoc activity
3. Content Foundation: Trusted, value-adding content
4. Multi-Channel Integration: Coordinated activity across channels
5. Long-Term Commitment: At least 12 months of consistent execution
6. Continuous Optimization: Monthly improvements based on data

These stories show: doubling your lead pipeline isn’t luck—it’s the result of systematic, specialized B2B marketing strategies.

Frequently Asked Questions about B2B Marketing for iGaming Companies in Malta

How long does it take for B2B marketing in iGaming to show results in Malta?

First measurable results typically appear after 3–4 months of sustained effort. Significant improvements in lead pipelines are realistic after 6–9 months. B2B iGaming naturally has longer sales cycles than other industries, so patience and consistency are key. Companies that dont see at least a doubling of their pipeline after 12 months of systematic marketing should rethink their strategy.

What are realistic marketing budgets for iGaming companies in Malta?

Maltese iGaming start-ups should invest at least €15,000–25,000 per month, scale-ups €25,000–50,000, established firms €50,000+. Around 40–50% should go to agency fees, the remainder into paid media and tools. This investment typically pays off within 12–18 months through higher lead quality and shorter sales cycles.

Are Malta-based agencies better than international providers?

Malta-based agencies with iGaming experience offer big advantages: direct access to the local gaming community, understanding of MGA regulations, and faster communication. International agencies bring more resources but often lack genuine insight into local quirks. The ideal agency is Malta-based with proven international reach and iGaming know-how.

What compliance risks exist in iGaming marketing?

The greatest dangers lie in muddling B2B and B2C marketing regulations. While B2B for gaming services is less regulated, MGA rules still apply. Especially important: geo-targeting, transparency requirements, and a clear line between B2B and consumer-facing communications. Specialized compliance expertise is essential.

Does content marketing work in the specialized world of B2B iGaming?

Content marketing is highly effective in B2B iGaming because decision makers evaluate complex, technical solutions. Technical whitepapers, compliance updates, and market reports generate above-average qualified leads. Maltese brands also get an authority boost from speaking “from the heart of the European iGaming industry.”

How important is LinkedIn for B2B iGaming marketing in Malta?

LinkedIn is absolutely critical: over 80% of decision makers in European iGaming are active on the platform. Successful Maltese gaming companies spend 30–40% of their paid media budget on LinkedIn advertising. Organic LinkedIn activity (Company Pages, Employee Advocacy) is also essential for thought leadership and recruiting.

What role does SEO play for Maltese iGaming companies?

SEO is crucial for international lead generation, as most B2B decision makers start their research on Google. Brands should optimize for international keywords (“casino software provider”, “gaming compliance solutions”) while also leveraging their Malta expertise (“MGA licensed platform”, “Malta gaming solutions”). Local SEO is less relevant, as most target clients are international.

How do I measure ROI on B2B marketing in iGaming?

ROI measurement requires a systematic attribution model. Key KPIs: number of qualified leads, lead-to-customer conversion rate, customer lifetime value and sales cycle length. Successful firms use CRM systems with marketing attribution (HubSpot, Salesforce) and clear lead qualification criteria. A positive ROI is realistic after 12–18 months of systematic effort.

Should Maltese iGaming businesses use account-based marketing?

Account-based marketing (ABM) works extremely well for iGaming businesses with high-value, complex solutions, especially when expanding into new markets or targeting enterprise clients. However, ABM requires more resources and patience. Start-ups should first establish broad lead generation before moving to ABM.

How do I find the right B2B marketing agency for my iGaming company in Malta?

Look for proven iGaming credentials (portfolio, case studies), real B2B marketing knowledge (not just B2C), compliance expertise and international reach. Ask for specific KPIs and measurement. Red flags: unrealistic promises, no iGaming references, or standardized template solutions. A discovery workshop should show if the agency really understands your business.

Which marketing tools are essential for Maltese iGaming companies?

Base stack: CRM (HubSpot/Salesforce), marketing automation (Pardot/Marketo), analytics (Google Analytics 4), social media management (Hootsuite/Buffer), and LinkedIn Sales Navigator. Also: SEO tools (Ahrefs/SEMrush), content management (WordPress/Webflow), and email marketing (Mailchimp/ConvertKit). Expect €2,000–5,000 monthly for tools, depending on company size.

How important are industry events for B2B iGaming marketing in Malta?

Events still matter for relationship building and thought leadership but should be integrated into a broader digital marketing strategy. ICE London, SiGMA Malta and Betting on Sports are key events. Successful firms leverage events for content creation (interviews, behind-the-scenes) and systematic follow-up. Relying only on events is risky—digital channels should deliver 70–80% of your leads.