A British online gambling startup, formerly known as Affili8, has undergone a name change to iGaming Agency (iGA). This new title has sparked discussion due to its resemblance to the established India Gaming Association (IGA).
Even with this overlap, iGA anticipates reaching £500,000 (equivalent to $604,000 USD) in earnings within its second year. This ambitious target follows the acquisition of numerous new client agreements. Established in 2020 by Chris O’Rourke, Richard Paget, and Chris Sutherland, iGA provides a variety of services such as search engine optimization, paid search administration, social media promotion, affiliate marketing, and content development.
Commenting on the rebranding and the company’s swift expansion, O’Rourke stated, “Initially, our goal was to establish an affiliate network within the gaming sector to promote casinos and sports betting platforms. However, market demand led us to undertake a significant amount of consultancy-based projects.” He added, “As we ventured further in this direction, the name Affili8 created confusion among potential clients who didn’t perceive us as a provider of SEO and other services.”
O’Rourke further highlighted that the name “iGaming Agency” aligns more effectively with their brand image as it clearly conveys their primary service offerings. He concluded by stating, “We currently operate in 16 nations and are pleased that our efforts and commitment have yielded positive results in such a short period.”
This UK-based new business decided a brand update was necessary, though whether rebranding as “iGaming Agency” will prove too ambiguous for British consumers is yet to be determined.
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