Inside iGaming PR: An Exclusive Interview with Square in the Air's Aidan Cliff

What is it that Square in the Air does within the iGaming industry?

Is 'everything’ too broad of an answer? Simply put, Square in the Air is a PR and marketing agency that caters to the iGaming sector. We help boost our clients’ brand awareness within the wider industry, informing people about new product launches, commercial agreements, market entries, new hires, innovations, and so much more.

However, we go beyond simply informing the industry and craft strategic communication plans that educate, engage, and drive impact for our client's announcements. Whether that is strategising on how best to deliver market-specific news or to inform a prospective audience, we ensure that this messaging is delivered through the right channels and at the right time to generate the most impact.

Which channels do you use specifically for this?

For written content, we work alongside major B2B publications and leading affiliates, such as yourselves. We also create and share content via slot streamers, podcasts, videos, social media and everything in between.

The iGaming industry is a diverse and rich community, and our job is to both create and distribute the news in a way that reaches everyone, which means we have to be flexible in our approach to meet different clients’ needs and be ahead of the market trends.

Hypothetically, we have a new slot game launching, how would you market this title in an ideal world?

The industry has shifted gears, and so have we. Gone are the days of a one-size-fits-all PR plan. To truly champion this new slot, we would dive headfirst into a demo to uncover what makes the title unique. With this insight, we would team up with an affiliate for a Q&A to generate buzz and excitement ahead of launch, as well as to educate players on what to expect.

At the same time, we would craft a press release for the industry media that will catch the eyes of operators eager to host this exciting new slot in their casino lobbies. When launch day arrives, the PR is distributed to our media contacts. This messaging can be further amplified by savvy iGaming influencers who spread the word through their vast audiences by producing video content playing the game.

But the story doesn't end there. If the launch is a success, we would also hope to capture the magic in a video celebration, fully showcasing the title, and its creators and hinting at what's next for the studio. This isn't just a promotion of a new game, it’s a thrilling adventure crafted around the slot’s unique identity. Whilst we have covered quite a few options here, there are numerous other ways to reach and inform readers. We can also utilise design, event days, social media, and competitions to ensure the success of a title.

How do you ensure you are ahead of market trends?

Creating demand for products and services means we have to be at the forefront of marketing innovation. We work closely with our clients to understand their needs and demands, which allows us to be creative and think outside the box on how to best support their vision.

Our team is made up of talent from across various sectors of iGaming, including former industry journalists and individuals with experience working with operators, affiliates, influencers, compliance, and more. Our different backgrounds and specialties mean we have a wealth of knowledge to lean on and to learn from each other. This ensures that we continually push the boundaries of communication excellence for our clients.