Best PR Agency UK 2026
United Press · iGaming PR, London
The UK’s Leading
iGaming PR Agency.
Operators shortlist suppliers long before they enquire. We make sure that when a commercial director researches your platform, studio or payment stack, what they find is coverage in iGaming Business, EGR, SBC News and Gambling Insider — the titles their team already reads.
Named trade titles, agreed before we begin — coverage your buyers actually read.
Building visibility in the publications operators, suppliers and investors already trust
The First Search
What an Operator Finds Before They Shortlist You
Nobody in this industry buys cold. Before a commercial director takes your call, someone on their team has already spent twenty minutes finding out who you are. That twenty minutes decides whether the call happens.
iGaming PR is public relations for the online gaming industry — the platform providers, game studios, aggregators, sportsbook and odds suppliers, payment and compliance technology firms, affiliates and operators that make up the sector. It earns coverage in the specialist trade press that commercial teams read, supported by business and national media where the story warrants it.
The purpose is commercial, not promotional. It makes a supplier credible enough to shortlist, an operator safe enough to partner with, and a founder quotable enough that editors come back. Nothing in it is aimed at players.
What that twenty-minute search turns up is usually one of three things. A company with a steady trail of trade coverage, named clients and a founder who says sensible things in public — which reads as a safe integration. A company with nothing but its own website — which reads as a risk nobody needs to take. Or a company whose only visible presence is a scatter of syndicated releases on sites the buyer has never heard of — which reads worse than nothing at all.
Due Diligence
What Buyers See When They Search Your Company
Five checks happen before anyone replies to your email. Each is answered by what has been published about you — not by what you say about yourself.
Does this company exist beyond its own site?
Independent coverage is the fastest proof. A supplier written about by editors who owe them nothing is a different proposition from one who has only ever written about themselves.
Who else do they supply?
Named client relationships do more work than any capability claim. Where clients cannot be named, certifications, licences and technical detail carry the same signal.
Are they licensed where we operate?
Compliance functions hold a veto. A clear published position on licensing and jurisdictions removes the ambiguity that makes them say no on principle.
Will they still be here in three years?
Platform and payment integrations are expensive to unpick. Consistent coverage over time reads as stability in a way a single funding announcement never does.
Who actually runs this business?
Buyers follow people. A founder or technical lead quoted regularly becomes the person a buyer thinks of first, and that recall outperforms any campaign.
What does an AI assistant say about them?
Increasingly the first check of all. Assistants compose answers from published sources; thin coverage produces a vague answer, or one about somebody else.
The Discipline
Why iGaming PR Is Not Ordinary Tech PR
Agencies that treat this as another B2B software vertical produce work the trade press ignores. Four things make it its own discipline.
The calendar is fixed and everyone knows it
ICE, SBC Summit, SiGMA, iGB L!VE and G2E structure the year. Editors plan around them, announcements cluster hard, and a story that misses its window waits months for the next one. Planning backwards from the shows is most of the advantage.
Every claim has a compliance shadow
Licensing determines what can be said, where, and with what evidence behind it. Copy written without that in mind either gets rewritten by your compliance team or, worse, gets published and causes a problem.
The audience is tiny and expert
A few thousand people decide most of the commercial outcomes in this industry. They spot a generalist immediately. Writing that does not know the difference between an aggregator and a platform gets discarded on sight.
Mainstream media is not the goal
National coverage looks impressive and rarely moves a deal. A single well-placed piece in iGaming Business reaches more real buyers than a national feature ever will. We use business media where it genuinely helps — funding, M&A, senior hires — and not as a trophy.
And where the story reaches beyond the industry
The iGaming Publication Network
Why These Publications Matter in iGaming
Judge every title by one test: what does an operator, partner or investor see when they research your company here? National coverage looks impressive. Trade coverage closes deals. We plan for both, in that order of priority.
Core iGaming trade
The titles that shape opinion inside the industry.The default read for operator commercial teams. Coverage here reaches the people who approve integrations.
Analysis, market data and the awards circuit. Strong signal with senior operator management.
Fast-moving industry news with heavy sportsbook and affiliate readership.
Long-form supplier and executive coverage, well read at board level.
Where game studios and content aggregators get taken seriously.
Ties industry news to the event calendar the sector runs on.
Specialist & regional trade
For technical depth and market entry beyond the UK.Rigorous coverage that carries weight with analysts and investors.
The route to operator acquisition teams and affiliate managers.
Useful where a supplier crosses the online and retail divide.
Broad international reach, strong in Latin America and Asia.
A practical route into LatAm and newly regulating markets.
For suppliers scaling into state-by-state US regulation.
Business, finance & national
For funding, M&A and senior appointments — read by investors and boards.The strongest single credential for a corporate story in this sector.
Deal and market coverage that investors see first.
Syndicates widely and anchors a company in the record.
Founder-led narratives with broad reach and long search life.
Direct line to the London investor and operator community.
Strong search visibility for company and founder names.
Every target list is agreed with you before outreach begins. Editorial placements and clearly-labelled syndication are reported separately, never blended into one number.
AI Search
Buyers Ask AI About You Before They Ask You
“Who are the best slot content providers for a UK-facing casino?” is now a question people put to an assistant rather than a search engine. The answer names a handful of companies, and it is assembled from what has been published.
Assistants cite, they do not rank
ChatGPT, Perplexity, Google AI Overviews, Gemini and Claude compose answers from indexed material and name their sources. A supplier described repeatedly across iGaming Business, SBC News and Gambling Insider is far likelier to be named than one whose only footprint is its own site.
Be a resolvable entity
Models resolve a company to an entity: legal name, founders, jurisdiction, licences, product category. Where those match across every published mention you are quotable. Where they conflict, the model hedges or omits you.
Answer the questions buyers actually ask
Practical, comparative questions — who supplies what, who is licensed where, who integrates with which platform. Published material that answers them directly is what gets lifted into an AI answer.
Regulated sectors face a higher bar
Anything touching gambling is held to stricter quality standards by both search and AI systems. Recognised trade coverage, a clear licensing position and verifiable leadership separate accurate description from omission.
Measured, not assumed
We record how named assistants describe your business before we begin and again as the work progresses: what they say, what they cite, and whether your licensing and leadership are stated correctly.
The honest limit
No agency controls a model’s output, and anyone guaranteeing an AI citation is selling something else. The published record those models read is the part that can be worked on.
Services
iGaming PR Services
Chosen for what your business needs to prove, not sold as a fixed bundle.
Trade media relations
Standing relationships with the editors who cover this sector, so your announcements are read by someone who already knows who you are. This is the core of the work, and the part that compounds.
Product & partnership announcements
Launches, integrations, client wins, certifications and distribution deals — written so a trade editor sees the news in the first two lines, and timed against the event calendar.
Data-led digital PR
You hold data nobody else has: session behaviour, payment patterns, regional performance, content trends. Published responsibly and stripped of anything commercially sensitive, it earns coverage a product release never will.
Executive profiling & commentary
Positioning your founder, CPO or trading director as a named voice on where the industry is heading, through interviews, panels, authored analysis and rapid comment when regulation moves.
Market-entry communications
Entering a jurisdiction is a story in itself. We handle the announcement, the local trade outreach and the positioning that makes an unfamiliar supplier look like an obvious partner.
Funding, M&A & corporate news
Raises, acquisitions and senior hires reach beyond the trade into business media. These are the moments the widest audience is paying attention, and they repay careful handling.
Event & awards support
Pre-show briefings, on-stand media scheduling, speaker positioning and awards submissions, so the money already spent on the circuit produces coverage rather than only conversations.
Search & AI visibility
Making sure your company is described accurately and consistently everywhere it appears, so search engines and AI assistants can resolve who you are and what you do.
Issues & crisis communications
Outages, disputes, regulatory action, or a partner’s problem becoming yours. Prepared statements, holding lines and a plan agreed before you need it.
Every Stage
From First Integration to Market Leader
What a company needs to prove changes as it grows. The media that proves it changes with it.
Pre-launch
Establishing you exist
Early trade visibility so that when you approach your first operator, they can find something written by someone other than you.
First clients
Turning wins into proof
Announcing named integrations and certifications converts private success into public evidence other buyers can check.
Scaling
Owning a category
Consistent commentary and data make you the name buyers associate with a segment rather than one option among several.
New markets
Arriving credibly
Each jurisdiction is a new audience of operators who have never heard of you, and a new set of local trade titles.
Funding & M&A
Withstanding scrutiny
Investors, acquirers and their advisers read the published record closely. It should say what you would want it to say.
Market leadership
Setting the agenda
Your executives are quoted on regulation and industry direction as a matter of routine, and editors call you first.
The Process
From Brief to Coverage in Four Steps
Run continuously rather than as a one-off campaign.
Map the commercial blocker
We establish who is actually saying no — a platform buyer, a payment partner, a regulator, an affiliate manager — and audit what the trade press, search results and AI assistants currently say about you.
Build the story bank
Announcements, data, commentary and profiles mapped against the event calendar for the next two quarters, so something credible is always ready to go.
Pitch and place
Direct outreach to named editors, with syndication used openly and separately where it adds reach. You see the target list before anything is sent.
Report what happened
Coverage secured, where it landed, who read it, and how your description in search and AI answers has shifted. No vanity metrics.
Why UnitedPress
Why iGaming Companies Choose UnitedPress
Three things clients tell us made the difference.
We know the difference between a platform and an aggregator
Sector fluency is not a nice-to-have here. The audience is small and expert, and copy that gets the vocabulary wrong is discarded before the second paragraph.
Named targets, agreed before we start
You approve the publication list up front. Editorial coverage and clearly-labelled syndication are reported separately, so you always know which is which.
A senior practitioner, not an account layer
You deal directly with the person pitching your story. You will know who that is before you commit to anything.
Real Client Experience
What Happens After the Coverage Lands
Clients in their own words — on what changed once customers, partners and prospects could find them.
★★★★★
“United Press built our brand from launch to nationwide recognition. Real media coverage gave new customers the trust they needed — our ROI has been over 100:1, which blows my mind.”
★★★★★
“United Press helped us turn our company story into something journalists could genuinely engage with. The coverage gave our brand a level of credibility that was difficult to achieve through our own marketing channels.”
★★★★★
“The team understood our industry and, more importantly, understood the story we needed to tell. Seeing our company featured across relevant publications gave us a much stronger presence when potential customers researched us.”
★★★★★
“Our objective was to build authority, not simply generate publicity. United Press helped position our expertise through thought leadership and media opportunities, giving us credible coverage that we could continue using across our digital channels.”
★★★★★
“The biggest difference was having genuine editorial coverage that we could point prospects and partners towards. It added another layer of trust to our brand and helped establish us as a serious player in our market.”
The Comparison
UnitedPress vs. a Conventional Placement Vendor
Plenty of firms sell gambling brands a list of sites and call it PR. Stated plainly, here is the difference.
| A placement vendor | UnitedPress iGaming PR | |
|---|---|---|
| What you receive | A list of URLs on sites you have never heard of | Coverage in named titles your buyers already read |
| Who reads it | Search crawlers, largely | Operator commercial teams, compliance, investors, editors |
| Editorial vs paid | Undisclosed, blended together | Separated and labelled, every time |
| Sector knowledge | The same process as any other vertical | Written by people who know what an aggregator does |
| The event calendar | Not considered | The plan is built around it |
| Risk profile | Link schemes search engines actively target | Earned coverage that survives algorithm updates |
| What you can show a buyer | Very little you would want to send | A press page that closes the credibility gap |
We will tell you when PR is not the right lever. If your problem is product-market fit or a pricing position, coverage will not fix it, and we would rather say so at the first conversation.
FAQ
Everything You Need to Know
The questions suppliers, studios and operators ask us most often.
What is an iGaming PR agency?
An iGaming PR agency earns media coverage for companies in the online gaming industry — platform providers, game studios, aggregators, sportsbook and odds technology firms, payment and compliance specialists, affiliates and operators. The work is business-to-business: it builds the credibility that gets a supplier shortlisted, a partnership approved and a funding conversation started.
How is iGaming PR different from gambling PR?
They overlap, but the emphasis differs. Our gambling PR practice is built around licensed operators and betting brands, where the audience is regulators, banks and payment partners. iGaming PR is weighted towards the supply chain — the platforms, studios and technology firms selling into those operators — where the audience is commercial and technical buyers. Most clients need a bit of both.
Which publications matter most in iGaming?
iGaming Business, EGR, SBC News, Gambling Insider, CasinoBeats and Next.io form the core, with Gaming Intelligence, iGB Affiliate, Yogonet and G3 covering specialist and regional angles. Business titles such as Forbes, Bloomberg and City AM matter for funding, M&A and senior appointments, but they are not where your buyers live day to day.
Do you work with suppliers as well as operators?
Yes — suppliers and technology providers are the larger part of this practice. Platform providers, game studios, aggregators, sportsbook technology, payments and RegTech firms all sell into operators, and all of them are bought on reputation. Operator work sits alongside it, usually with a heavier regulatory emphasis.
Can you help us make an impact at ICE or SBC Summit?
That is one of the most common reasons companies come to us. The work starts six to eight weeks out: agreeing what is announced, briefing editors before their diaries fill, scheduling on-stand meetings with journalists, and holding back one story for the quieter week afterwards when it will get a proper read.
We are a game studio nobody has heard of. Is PR premature?
No — obscurity is the problem PR exists to solve. For a new studio the fastest route is usually a technical or design angle a trade editor finds genuinely interesting, plus a founder willing to be quoted on where content is heading. Distribution deals follow visibility far more often than the reverse.
Do you run player-facing or acquisition campaigns?
No. This is a corporate and B2B practice. We do not run player acquisition, bonus promotion, or any communication designed to encourage people to gamble. Our audiences are commercial teams, compliance functions, regulators, investors and the trade press.
How does licensing affect what we can say?
Considerably. Your licensing position determines which claims can be made, in which markets, and what evidence has to sit behind them. We ask about it at the first conversation, and your compliance team signs off every release before it leaves us — that step is built into the process rather than bolted on.
Can PR help us announce a certification or new market?
Those are among the most reliably covered stories in this sector, and they are the ones suppliers most often fail to announce. A supplier licence, a GLI or eCOGRA certification, an ISO standard or entry into a new jurisdiction each carries hard evidential weight with an operator’s compliance team.
What about affiliates — is that a different service?
It runs as a separate track. Affiliates are assessed by operator commercial teams rather than regulators, so the proof required is different: verifiable audience data, product credibility, event presence and a founder worth quoting. Different target titles, different angles, different measurement.
How long does it take to see results?
Where there is real news — a licence, a deal, a launch, a data set — first coverage usually lands within the opening weeks. The commercial effect, meaning buyers arriving already aware of you, builds over two or three quarters. Anyone promising faster in a regulated sector is describing paid placement.
Do you guarantee coverage?
No, and no honest agency in this sector does. Editors decide what runs. What we commit to is the target list agreed with you up front, the volume of outreach, and complete transparency about which placements are editorial and which are clearly-labelled syndication.
Who will be working on our account?
A senior practitioner who understands this industry, dealing with you directly rather than through an account layer. You will know who is pitching your story before you commit to anything.
Do you work with crypto casinos and Web3 gaming?
Yes, though it needs care — those businesses sit across two heavily scrutinised worlds at once. We usually run that work in coordination with our crypto PR practice so that the gaming and the digital-asset sides of the story are handled consistently.
Will iGaming PR help our SEO?
Indirectly and legitimately. Coverage in recognised trade and business titles produces editorial mentions and links that search engines treat as genuine signals, and it strengthens the entity data that both search and AI systems rely on. We do not buy links, and we would advise against anyone who offers to.
How do we start?
Send us a short note about your business, your licensing position and what is currently blocking growth. We will come back within 24 hours with a view on whether PR is the right lever and, if it is, which media would actually move the needle for you.
Have a question that is not here? Ask it in the form below and we will answer it directly rather than sending a brochure.
Related
Related Practices at UnitedPress
iGaming businesses rarely sit in one category. These are the neighbouring practices our clients draw on most.
Gambling PR Agency UK
Corporate PR for licensed betting and gambling operators, where regulators, banks and payment partners are the audience.
Casino PR Agency UK
The casino vertical specifically — online and land-based brands, slots studios and casino content suppliers.
iGaming & Casino Backlinks
How earned links work in gambling media, what is worth having, and where the risk actually sits.
Crypto PR Agency
For crypto-casino, token and Web3 gaming businesses operating across two regulated worlds at once.
Fintech PR Agency
Payments, banking and lending PR — relevant to payment suppliers and operators building their own rails.
PR for Investors
Building the credibility investors check before a raise, a trade sale or an exit.
Let’s Talk
Get Your iGaming Brand in Front of the People Who Buy
Tell us what you build, who you sell to, and what is getting in the way. We will map the media that fits — trade first, business where it helps — and reply within 24 hours. No obligation.