iGaming Agency: UK Startup Rebrands to Reflect Evolving Business Focus

A United Kingdom-based gaming newcomer, Affili8, has undergone a name change to iGaming Agency (iGA). The utilization of “iGA,” however, could lead to misunderstandings due to its similarity to the acronym for the Indian Gaming Association.

Nomenclature aside, iGA anticipates exceeding its second-year revenue goal of £500,000 ($604,000) following the procurement of agreements with several businesses within the sector.

Established in 2020 in Stockton-on-Tees by Chris O’Rourke, Richard Paget, and Chris Sutherland, the recently renamed iGA has secured numerous contracts in past months to furnish clients with SEO, sponsored search results, social media promotion, affiliate marketing, and content generation services.

Commenting on the rebranding and the company’s accomplishments, iGA founder Chris O’Rourke stated: “Our original strategy was to develop an affiliate network within the iGaming sector, promoting casinos and sportsbooks, but market influences determined that we attracted a significant amount of consulting work.

“The Affili8 name generated considerable confusion for potential clients when we embarked on this trajectory, as they did not anticipate us to be offering SEO and other services.

O’Rourke added: “iGaming Agency as a business name is a straightforward and transparent brand name that clearly conveys our primary area of proficiency. We are currently operational in 16 nations and are pleased that our diligence and dedication have yielded results in such a brief period.”

This UK-based new business decided a brand update was critical, though it’s uncertain if “iGaming Agency” will prove clearer within the British marketplace.