Welcome to our 4th episode of Marketing Decoded, our special series from ICE Barcelona 2026! In this episode, James Bennett, Group Head of Communications at EveryMatrix, reveals how an 18-year-old platform provider evolved from startup to tier-one tech partner.🎬 Presented by Excellent Expo | Produced by iGaming Real Talk in collaboration with iGaming RepublicKey Points: Brand consolidation: from marketing separate product lines to unified EveryMatrix positioning Slot Trumps campaign: turning 18 years of platform data into educational content that competitors can't replicateAnti-buzzword philosophy: why "not everything needs a name" in B2B marketingLong sales cycles: lottery deals can take decades, not months Startup advice: don't try to compete at ICE, focus on your first few clients and do it well The "30-minute launch" myth: why EveryMatrix refuses to oversell what integration actually takesQuick takeaway: After 18 years, EveryMatrix doesn't need spray and pray. They've shifted to content-driven lead generation using proprietary data as their competitive advantage. 💡Like, subscribe, and share your favourite B2B iGaming marketing insight!#marketingdecoded #everymatrix #b2bigaming #contentmarketing #datadriven #brandbuilding