Evgenia, Creative Producer at Alpha Affiliates, explains how PR exceeded press lists, turning into a pivotal force that shapes brand culture, loyalty, and growth in iGaming. So, is PR in 2025 more than just about media interactions?
*Evgenia, Creative Producer at Alpha Affiliates, explains how PR exceeded press lists, turning into a pivotal force that shapes brand culture, loyalty, and growth in iGaming.*
**Is PR in 2025 still about the media, or is it something else?**
PR has evolved beyond simply being a “channel”; it now permeates every aspect of a brand, from its presence on social media to the tactile experience of the product. With algorithmic changes, the demand has shifted towards creating content that genuinely interests audiences. Enter creative PR, with its swift formats, subtle cues, and relatable narratives.
Alpha Affiliates has adopted a hybrid approach. Traditional channels are still significant but are now complemented with modern media, live formats, and storytelling to evoke genuine emotions.
**What’s more challenging: reshaping a legacy or starting from scratch?**
Starting anew might seem exciting until you face the absence of a clear path. However, reforming an existing system requires patience, precision, and a clear understanding of the direction. Alpha Affiliates preserved the foundation but revamped the framework, incorporating less corporate jargon and more influences from lifestyle, fashion, and edginess.
**Why has PR turned into a production house?**
For Alpha Affiliates, PR serves the same role as brand production. They established an in-house video team to craft the brand image in real-time through lookbooks, event footage, behind-the-scenes looks, and campaign launches. They operate like a media house, ensuring every output goes beyond merely informing—it builds brand equity.
**What does a modern PR team look like?**
Before assembling a team, Evgenia addressed crucial questions on what the PR needs currently, what to test, and where to scale. Accordingly, Alpha Affiliates redesigned workflows, established creative rituals, and built links between PR, product divisions, HR, and marketing. The objective was to form a team that not only supports but actively crafts the strategy.
**What KPIs measure PR success?**
Focusing solely on traditional KPIs like engagement rates and reach is missing the mark. Alpha Affiliates evaluates:
– How emotionally resonant were the stories?
– Are audiences coming back for more?
– How is the brand’s tone perceived by the community?
– Is the brand a part of conversations or merely an observer?
Such metrics link directly to business outcomes like customer acquisition, lifetime value, and trust. Without resonance, the brand fails to convert.
**How is iGaming PR unique?**
iGaming PR won’t tolerate generic strategies. It demands taste, timely actions, a deep understanding of the culture, and purposeful communications. Precision is crucial in iGaming’s fast-paced, noisy environment.
**A daring move that paid off?**
At iGB, Alpha Affiliates departed from the conventional route and opted to design an immersive experience. This included a 360-degree view bar, a fashion launch, and a comprehensive brand lookbook, giving attendees not just visuals but a fully engaging experience.
**Advice for newcomers in iGaming PR?**
iGaming PR is unforgiving; speed and adaptability are essential. The field is chaotic, but thriving within it can be rewarding.
**How do internal communications integrate with the HR brand?**
At Alpha Affiliates, internal and external communications are unified within a single ecosystem where the brand speaks consistently across all platforms. The HR brand seamlessly integrates into this PR architecture, focusing on creating an environment where employees thrive and the market aligns with the organizational values. The commitment to Employee-Generated Content (EGC) fosters authenticity, enhancing the genuine signals that vitalize the brand’s presence.