iGaming Insider Series: Manesh Palli, Fractional CMO for iGaming

An Exclusive Q&A with Manesh Palli, Fractional Chief Marketing Officer for B2B iGaming Companies.

Introduction

Q: Can you introduce yourself and your role as a Fractional CMO?
A brief introduction to the guest, their background, and their role in the company.

I'm Manesh Palli, Fractional Chief Marketing Officer and Founder of 10xBrand. I provide fractional CMO services for B2B iGaming companies with ambition. I help businesses that need CMO-level expertise but don't need a full-time CMO yet.

With AI and automation advancing fast, marketing teams are shrinking from the bottom up. Marketers are being asked to do more with less. This has created a huge gap for strategic marketing leadership. And that's where I come in.

I work directly with founders and leadership teams to create clear marketing strategies, hire and lead the right people, and make sure marketing drives real business results.

I've spent years building marketing departments from scratch: at SiGMA Group, WA.Technology, and managing the Global PPC team at Betsson. I've also helped launch several early-stage crypto startups. Now, I use that experience, network, and approach to help other companies grow much faster and without the hassle of usual trial and error.

The best part? Flexible engagements starting at 3-6 months. Companies get the strategic marketing leadership they need, when they need it, while my impact drives long-term growth. They get CMO-level expertise without having to hire a full-time executive.

Q: What do you specialise in, and what makes you stand out in the iGaming industry?
An overview of the company’s core offerings and unique value proposition.

With years of experience in building brands and marketing teams from the ground up and scaling them fast through iGaming events, LinkedIn, and PR, I help ambitious companies grow faster with my Fractional CMO services.

For fast-growing B2B iGaming companies, there’s no time for trial and error. They need a marketing leader with specific expertise in B2B iGaming and solid industry connections to move quickly and get it right.

Most face the same challenges:

• Hiring junior marketers who lack strategic experience

• Bringing in agencies that only execute tasks but don’t take ownership

• Or the CEO ends up doing the marketing themselves

Most B2B iGaming companies in the $1M to $50M annual revenue range don’t need a full-time CMO. But they do need CMO-level strategic leadership to scale. That’s where I come in. I work directly with founders to build the right strategy, lead execution, and create the internal marketing function they need for predictable growth.

My approach is built around what I call “Speed to Excellence.” The brands that win move fast, but maintain a high standard. They don’t waste time in endless planning. They execute, learn, and improve, quickly.

Industry Insights & Trends

Q: How has the iGaming industry evolved in recent years, and what trends are you currently following?
The guest shares their perspective on market shifts, emerging technologies, and key industry trends.

Three major shifts stand out:

1. The iGaming market is more crowded than ever.

AI has made it easier and faster to build a product. The barrier to entry is lower than ever. It’s no longer enough to have a “good product” — everyone does. The companies investing in a unique, recognisable brand are the ones winning market share. Branding is now the real competitive advantage.

2. The market is full of noise.

Every company is fighting for attention. “Attention merchants” are everywhere, stealing focus at every turn. To cut through, your marketing needs to be clear, direct, and interesting. There’s no room for fluff.

3. Marketing teams are shrinking but expected to do more.

Budgets are tighter. Teams are leaner. Efficiency isn’t optional anymore. Companies using AI and automation to speed up execution will stay ahead.

At the same time, many are still wasting money on marketing that doesn’t work. Why? No proper systems to track what’s effective. Without knowing what drives growth, it’s impossible to plan ahead or double down on what works.

Q: What challenges does the industry face today, and how are you addressing them?
Discussion on regulatory changes, player engagement, technology, or other pressing issues in the sector.

Most B2B iGaming companies look and sound identical. Similar products. Similar services. Same dark-theme stands at expos. Poor websites with no clear message. No real differentiation.

This creates a market where products seem interchangeable, and price becomes the only differentiator. And competing on price? That’s a race to the bottom.

Many B2B iGaming companies still rely on the CEO to bring in new business or depend heavily on referrals and word of mouth. But that’s not scalable or sustainable.

This is why my work always starts with the brand. A strong brand makes everything else easier. More inbound leads. Shorter sales cycles. Easier to attract top talent.

I focus on building credibility by simplifying the message first, then communicating it consistently across every touchpoint. Consistency is the most underrated (and important) factor in building a recognisable brand that lasts.

Company Spotlight

Q: Can you tell us about your latest products or services?
A chance for the guest to highlight new launches, features, or offerings.

Fractional CMO Services

This is a self-managed, fully engaged marketing leadership role. 10 hours per week. I focus on strategy, leadership, and take full ownership for marketing. 

This works best for fast-growing B2B iGaming companies in the $1M-$50M range that don’t need a full-time CMO, but do need marketing leadership to scale. I work closely with a small number of clients, usually 2 or 3 at a time, so I can stay fully engaged and focused on delivering results.

For companies not ready for ongoing leadership yet, I offer:

• Half-Day Strategy Session: A 4-hour deep dive to audit and align marketing strategy using my framework. Ideal for companies that need quick wins and clarity on next moves.

• Advisory: Ongoing strategic guidance through quarterly and sprint planning calls, plus unlimited email support. Best suited for teams that have marketing in place but need expert oversight.
  

Execution Support via 10xBrand

When clients need extra support to implement the strategy, they can access an execution team through 10xBrand. The team delivers full 360° marketing execution, including branding, websites, content and social media, public relations and events, paid ads, and more.

This gives clients a complete solution: strategic leadership combined with hands-on delivery. It’s ideal for companies that prefer to outsource execution rather than build an in-house team.

Q: What makes your products or services unique compared to others in the market?
A competitive edge discussion—whether it's innovation, customer experience, or technology.

Three things make my approach different:

1. Complete ownership: Unlike consultants who advise and leave, or agencies who execute tasks without strategy, I step in as part of the leadership team, taking full ownership of marketing and delivering results. CEOs can focus on growing the business instead of acting as the CMO.
   

2. Industry specialisation: I bring specific expertise and solid contacts in B2B iGaming, built through years of hands-on experience growing companies from the ground up. I’ve tested suppliers, stand builders, vendors, and media, so I know what works, what doesn’t, and how much to spend. No wasted budget. No months lost in trial and error.
   

3. Brand-first methodology: Most marketing efforts fail because they lack a strong brand foundation. I build marketing from the ground up, starting with brand messaging, then visual identity, then website, and finally a marketing execution machine that runs smoothly.

The result? Marketing that actually works because it’s built on strong foundations, clear strategy, not random tactics.

The Business Side

Q: Are there any recent partnerships, expansions, or milestones you’d like to share?
Showcasing growth, collaborations, or major company achievements.

One of my recent projects was with a B2B platform provider in the iGaming space. We launched the brand from scratch and, within their first year, they won 4 major industry awards. We rolled out a full 360° marketing strategy, scaled the team from 0 to 7 in just 6 months, and delivered 9 custom-built event stands across 10 months at key iGaming expos.

Another highlight was building the go-to-market strategy for a marketing tech provider focused on iGaming. We enabled a smooth launch at one of the industry’s top expos, positioning them strongly right out of the gate.

Q: What advice would you give to businesses looking to succeed in the iGaming sector?
Tips and strategies from the guest’s personal experience.

Stop treating marketing as an order book or a support function.

The truth about B2B iGaming marketing is that most products are undifferentiated. Building a solid brand is the ultimate long-term bet for companies. Not just to stand out, but to survive.

The winning iGaming companies:

1. Hire marketing leadership first, not as a reaction when sales struggle.

2. Nail their brand positioning and messaging before tactical execution.

3. Create a unique, consistent brand identity that stands out on the expo floor.

4. Build simple, clear websites that focus on customer value.

5. Track and measure marketing performance without complex systems.

Most importantly, they treat marketing as a strategic function and invest in brand building that compounds results over time.

Looking Ahead

Q: What’s next for Manesh Palli? Any upcoming launches or exciting plans?
Future goals, product roadmaps, or expansion strategies.

I’m focused on helping a small number of fast-growing B2B iGaming companies, usually 2–3 at a time, turn random marketing efforts into predictable growth. I have space for one more client next quarter, ideally a company ready to scale with CMO-level leadership. My goal is to be the go-to Fractional CMO for iGaming businesses serious about long-term growth.

I’m also developing a specialised framework for iGaming event marketing. Events are often the largest budget item for B2B companies but are rarely optimised properly. This framework will help companies maximise ROI by connecting pre-event, at-event, and post-event activities into one coherent strategy.

Q: How do you see the iGaming industry evolving in the next five years?
Predictions and forward-looking insights on technology, regulation, or player behavior.

The marketing department is shrinking from the bottom up. Marketers will have to do more with less human capacity, making AI and automation essential.

We'll see a clear divide between companies that invest in strong brands and those that don't. The ones that do can command premium pricing and close sales faster. The others will be stuck competing on price alone or forced out of business.

CEOs who are still their company's chief marketing officer will be forced to offload these responsibilities to specialised leaders, creating more demand for fractional CMO and C-level expertise.

Final Thoughts

Q: What’s one piece of advice or insight that has shaped your career in iGaming?
A personal or professional lesson that the guest values.

Speed to Excellence.

When I moved from country to country chasing the right opportunity, I learned that time isn't just money, it's opportunity. Every day you're not moving forward is a day your competitors might be.

But speed isn't just about being fast. It's about being fast to be excellent. Ideas are everywhere, but execution is where the magic happens.

I've seen too many companies stuck in endless planning loops. The moment you act, you start learning, adapting, and improving. There's a myth that speed sacrifices quality, it's just that, a myth.

My "Speed to Excellence" approach shaped how I approach marketing for iGaming companies. We move quickly but never compromise on quality. We focus on what matters and cut everything else.

Q: How can people connect with you or learn more about ?
Providing links to the company’s website, demos, social media, or contact details.

If your company is ready to transform its marketing from chaos to predictable growth, and you need strategic leadership to make it happen, reach me at growth@maneshpalli.com or visit maneshpalli.com.

You can also connect with me on LinkedIn for regular insights on marketing strategy, branding, and growth in iGaming.