In the world of B2B iGaming, standing out is harder than ever. Press releases flood the industry news cycle, each announcing “groundbreaking partnerships” or “next-generation platforms” with little to set them apart. But if every headline reads the same, how do companies rise above the noise?
Few understand this challenge better than Manesh Palli, a seasoned marketer who has built teams and strategies at SiGMA Group, WA.Technology and multiple startups before launching his Fractional CMO practice. Today, he helps iGaming providers sharpen their identity, build standout brands and scale visibility without the cost of a full-time executive. His “Speed to Excellence” model has already driven award wins and dramatic audience growth for his clients.
In this conversation, Manesh explains how iGaming providers and operators can stand out, where AI in iGaming marketing helps (and where it doesn’t) and why software like Wynta is reshaping transparency in affiliate partnerships.
Breaking Through the Sameness Problem in iGaming
According to Manesh, the issue is structural. “The sameness problem is real. Walk through any expo and you’ll see identical dark-themed stands with the same ‘innovative solutions’ messaging.”
Instead of trying to out-shout competitors, he helps brands reframe their positioning around actual outcomes. That means not just saying “advanced platform technology,” but “get operators live in 30 days, not 6 months”
His formula for differentiation includes:
- Solution-driven messaging: Focus on the problem solved, not the product built
- Owning one area of expertise: Be known specifically as ‘the crypto casino specialists’, ‘the LatAm experts’ or ‘the rapid deployment brand’, rather than being average at everything.
- Leadership visibility: “People buy from people they trust,” he reminds. A founder’s authentic voice resonates more than corporate jargon.
- Be radically consistent: Whether on LinkedIn, trade publications or conference stages, clear repetition builds recognition
In short: clarity over creativity. In a crowded iGaming landscape, the most successful brands aren’t the flashiest, they’re the most consistent and authentic. He says, “Stop trying to be everything to everyone. Pick your lane and dominate it.”
Manesh isn’t speaking in theory. He has delivered measurable results, like 511% audience growth in one year for a B2B iGaming client.
“That growth came from focusing on one simple principle: consistency beats creativity every time,” he explains. The strategy wasn’t about chasing viral posts or gimmicks, but about showing up with useful, predictable value.
His tried-and-tested Best Practices:
- Define crystal-clear positioning (who you serve, why you’re different and why the market should care)
- Share a unique point of view on market challenges
- Put leaders at the front with honest, experience-driven content
- Maintain Content calendar discipline by posting valuable content, insights and updates 4-5 times per week
- Actively participate in industry conversations instead of just broadcasting
His mantra sums it up: “Stop selling products. Start sharing insights.” In B2B iGaming, prospects want trusted partners, not another product pitch. “The companies getting visibility are the ones teaching the industry, not just talking about their features.”
Where AI Fits Into iGaming Marketing
AI is reshaping workflows across industries and marketing in iGaming is no exception. But Manesh cautions against overreliance.
“AI is a game-changer for execution speed, but it’s dangerous for brand foundations,” he says.
- Where AI excels: Scalable content creation (once voice is defined), campaign execution, performance analytics and scheduling
- Where AI fails: brand strategy, vision translation, relationship building and nuanced decision-making
For him, the sweet spot is using AI to amplify human marketers: helping junior team members move faster, while still relying on strategic brand work rooted in human conversations with founders.
Practicing What He Preaches Through His Media Brand
As host of “The Manesh Palli Show,” Manesh puts his own philosophy into practice. His media presence has become both a testing lab and a credibility tool.
“Everything I recommend to clients, I test first on my own brand,” he says. By experimenting with formats, content strategies and engagement tactics, he ensures his recommendations are backed by real data, not outdated playbooks.
The show also expands his professional network, giving clients faster access to introductions across media, events and talent pools. It’s a living example of how personal branding in iGaming can accelerate both influence and opportunity.
What to Do When Budgets Are Tight
For iGaming companies with limited resources, Manesh points to three “non-negotiables” that deliver outsized impact:
- Messaging clarity. Without sharp positioning, every effort gets diluted
- Strong design. Sloppy branding equals sloppy perception
- LinkedIn presence. It’s where iGaming decision-makers spend time, making it the fastest path to credibility
He adds that video content featuring founders, collaborations with rising LinkedIn voices and podcast appearances further compound growth.
The Evolving Role of Affiliate Marketing and Wynta’s Contribution
When it comes to affiliate marketing, Manesh sees a shift underway. “Affiliate marketing is the backbone of iGaming growth, but it’s becoming more sophisticated. The days of pure volume plays are ending. Smart operators now focus on quality partnerships and long-term value.”
This is exactly where Wynta’s AI-powered affiliate software is making a difference. “From what I understand about Wynta’s approach, you’re solving a critical problem: making affiliate relationships more transparent and profitable for both sides. The industry needs better data and clearer performance tracking.”
By equipping operators and affiliates with advanced tracking, attribution and reporting, Wynta helps move the ecosystem away from transactional relationships toward sustainable, data-driven partnerships, exactly the kind Manesh believes will dominate the next decade.
Marketing as a Long Game
Manesh leaves iGaming providers, affiliates and tech partners with a reminder that success takes time and discipline. “Marketing isn’t a slot machine where you put money in and hope for wins. It’s a strategic investment that compounds over time. The brands winning today started building 12 months ago.”
For companies looking to rise above the sameness, the formula is clear: sharpen your positioning, stay radically consistent, empower your leadership to share authentic insights and use technology like Wynta to strengthen the partnerships that fuel growth. Contact us for details or request a demo today!
The future of iGaming won’t belong to the loudest brands, it will belong to the clearest ones.
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For more insights on scaling marketing in B2B iGaming, connect with Manesh Palli on LinkedIn or visit maneshpalli.com.
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