A gaming startup headquartered in the United Kingdom, formerly known as Affili8, has undergone a name change to become iGaming Agency (iGA). This new identity might lead to some ambiguity due to its similarity to the acronym for the Indian Gaming Association (IGA).
Since its establishment in 2020, iGA has forged partnerships with numerous businesses within the sector. The firm projects exceeding its year-two revenue goal of £500,000 (equivalent to $604,000) based on these collaborations. Established by Chris O’Rourke, Richard Paget, and Chris Sutherland, the Stockton-on-Tees headquartered enterprise has experienced significant momentum, securing multiple agreements in recent months. Their service portfolio encompasses SEO, paid search administration, social media promotion, affiliate marketing, and content development.
Regarding iGA’s rebranding and achievements, Chris O’Rourke, the company’s founder, stated, “Initially, our objective was to construct an affiliate network within the iGaming domain, promoting online casinos and sportsbooks. However, market dynamics revealed a substantial demand for consultancy-oriented services, attracting a significant number of such clients.” He elaborated, “The name Affili8 generated considerable confusion among prospective clients who did not anticipate proposals for SEO and other services. iGaming Agency, as a brand name, offers clarity, directly reflecting our primary area of proficiency. Currently operational in 16 nations, we are pleased with the outcomes derived from our diligence and dedication within a short timeframe.”
This emerging UK firm appears to believe a rebrand is the optimal strategy, though it’s uncertain if “iGaming Agency” will generate increased or decreased ambiguity within the British market.
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