The Simplest iGaming Brand Strategy That Actually Works | iGaming Real Talk
with Märit von Stedingk, Head of PR and Communications at Alea
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Welcome to the third episode of Marketing Decoded, our special series from ICE Barcelona 2026!
In this episode, Märit von Stedingk, Head of PR and Communications at Alea, shares how founder-led visibility, radical simplicity, and cultural values build a standout B2B brand in iGaming.
Key takeaways
- Radical Simplicity. Focusing on one clear, concise message, such as aggregating thousands of games, helps a brand stand out in a crowded market.
- Founder-Led Trust. Using company leadership as the face of the brand through LinkedIn and podcasts builds long-term trust rather than chasing immediate leads.
- Culture as Marketing. Aligning event activations, like health-focused installations, with internal company values creates an authentic brand identity.
- Storytelling Success. The ultimate goal of brand messaging is reaching a stage where journalists and partners naturally communicate your narrative without external prompts.
- Quality Over Volume. In the B2B space, focusing on high-substance content like professional podcasts is more effective than churning out high volumes of content.
Notable quotes
In a noisy industry, focus on clarity, authenticity, and people-first culture to let the brand speak for itself.
Founder-led marketing serves as a gateway of trust that outweighs direct lead generation.
About the guest
Märit von Stedingk
Head of PR and Communications at Alea
Märit von Stedingk is the Head of PR and Communications at Alea. She specializes in building brand visibility through authentic storytelling, cultural integration, and strategic founder-led communication within the iGaming industry.
Transcript excerpt
A short passage published by the podcast, not the whole conversation.
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- Surya Palli
Welcome to Marketing Decoded, coming to you live from ICE Barcelona 2026. Joining me today is Märit von Stedingk, Head of PR and Communications at Alea. Märit, let’s dive right in, how is Alea cutting through the noise in such a competitive B2B space?
- Märit von Stedingk
It’s all about radical simplicity. Instead of adding complexity, we focus our entire narrative on a single, crystalline message regarding our game aggregation services. We manage a library of over 17,000 games and partner with more than 170 providers, but we translate that high-level technical volume into a simple, digestible promise for operators.
- Surya Palli
And that promise is backed by a specific internal philosophy, right?
- Märit von Stedingk
Exactly. Our strategy is built on an ethos of "by operators, for operators." Our advisory services aren't based on hollow marketing speak; they are deeply rooted in genuine experience.
- Surya Palli
I’ve noticed a lot of your brand visibility comes directly from leadership. How does founder-led marketing play into your long-term goals?
- Märit von Stedingk
We prioritize long-term brand equity over fleeting direct leads. By positioning our founder, Alex Tomic, as a trusted voice on LinkedIn and high-value podcasts, we create a "gateway of trust" with our audience.
- Surya Palli
You’ve also been doing some unique things at ICE this year, the hyperbaric chamber and the oxygen bar, for instance. Are these just gimmicks to draw a crowd?
- Märit von Stedingk
Not at all. Those are authentic extensions of our commitment to self-care and innovation. We see our culture as a tangible marketing asset. This same commitment to our identity is reflected in things like the "Alea Goddess" mascot, which represents our pivot in 2020 and our ongoing process of reinvention.
- Surya Palli
When you look at the results of these efforts, how do you measure successful storytelling?
- Märit von Stedingk
The ultimate sign of brand alignment is when journalists instinctively write stories that mirror our internal vision. It shows that our message is resonating accurately.
- Surya Palli
To wrap things up, what is your outlook on the future of B2B content?
- Märit von Stedingk
We need to move away from the industry’s obsession with volume. I’m a strong advocate for a shift toward depth and substance, a philosophy we’ve really leaned into with our own media project, *Under Pressure*.
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