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Mark O’Hare: The sky’s limit for The Unit and Red Knot
We speak to The Unit’s Head of Business Development Mark O’Hare about the company’s strategic alliance with PR and communications specialists Red Knot Communications, which was announced last year…
Can you let us know a little bit about what Red Knot does and why The Unit and Red Knot decided to enter into a strategic alliance?
We’ve worked with Red Knot since the summer of 2023, after a successful spell of Red Knot providing their PR and media services to us, particularly in the B2B domain. We knew they had worked with some of the biggest names in media, and we were instantly impressed with the support they’ve given us and the press coverage they have been able to generate from press releases, interviews, thought leaderships and social media marketing.
Very quickly, though, we established a crossover between the two companies whereby we could exploit some natural synergies. By way of an instructive example, just take my own position role, which began as Head of Business Development for The Unit. More recently, though, I’ve performed a twin-track biz-dev role for both companies. At The Unit, software development is a core part of the business and we have a talented marketing team that does traditional marketing like SEO, PPC, social media etc. However, our clients often also asked us about PR services, which was something we didn’t have the expertise in-house to provide. In the past, we would have simply handed that off to Red Knot. But now The Unit’s Co-Founder Paddy Casey and Red Knot’s Co-Founder Andy Clerkson (who had previously worked well in tandem at Grand Parade) thought I could manage sales for both and oversee how these complementary connections interlink, creating organic efficiencies from which to scale both businesses, rather than oscillating from one to the other in more disjointed fashion.
This is quite an interesting partnership, because the two companies come from very different areas, so what brings Red Knot as a media company in line with a software development company like The Unit and vice versa?
We have talked to clients in the past and interpretations of PR can be quite different, from the more traditional to the increasingly technical. For example, some just want PR to be back-linking and SEO, which was not necessarily Red Knot’s initial expertise. But the scope of its services has now evolved to include this, thanks to The Unit’s input. As in any domain of discourse, you have to embrace the latest tools of innovation and tech if you want to distil clear messaging and engage with your target audience. Nowadays, some people’s perspective of PR speaks to a more technical side which we have the experience in, so we can help each other by combining both.
How does your role differ from what you were doing for The Unit previously?
For The Unit, my day-to-day responsibilities varied from account management to working on sales leads or assisting in marketing projects, whereas Red Knot is more streamlined for me to focus on the sales process. Red Knot had a structure in place for lead management and outreach that we’ve been able to incorporate into The Unit’s structure. The role can develop as I continue to learn about what works well for both companies and I’m learning a lot.
How have you found the challenge of splitting your time between both companies?
That’s something that’s played out differently to how we may have thought. It isn’t as simple as having a set structure of focusing on The Unit in the mornings and on Red Knot in the afternoons, and I just have to be honest with myself and both companies about what I’m able to do. Some days I might work on a proposal for a The Unit client and then work on a different project for Red Knot. You have to work around time zones as well, because Red Knot’s team are spread out across Europe and the US, whereas the team I work closest with at The Unit is based in Dundalk, Ireland. I’d been at The Unit for five years and knew how we operate. From my experience now with Red Knot, I’d say both cultures are very similar, so that certainly helps.
How likely is it this partnership could expand with more staff or services?
I think there is huge potential to expand the partnership. There will certainly be other colleagues representing both sides of the business in due course. That’s not something we’ve put into place yet, but we’ve already entered mature conversations for the next phase, and ICE London (6-8 February) will see us unveil the next building block in this lockstep journey.
I personally feel the sky is the limit, because both companies are growing and can help each other in so many ways, as we seek to optimize our strengths and deliver exceptional services across the dynamic world of igaming and sports betting. I couldn’t put a timeline or a figure on things, but our growth in the last 12 months has been fantastic and we wish to continue that. The opportunity is now as palpable as it is obvious. After all, our respective skill sets, target territories and client lists are totally complementary. This global partnership crystallises a hive mind of two successful companies, comprised of very experienced gaming industry professionals who can supercharge marketing for any B2C or B2B gaming or betting brand, anywhere in the world.
REEVO continues its rapid expansion by welcoming Popiplay to its growing portfolio of premium gaming partners. This latest collaboration underscores REEVO’s commitment to providing top-tier gaming content, enhancing player experiences, and delivering cutting-edge solutions to the iGaming industry.
Popiplay, a Scandinavian casino gaming brand, has made a name for itself with high-quality slots designed for modern players. Backed by an experienced team of industry professionals, Popiplay focuses on delivering unique and highly rewarding gaming experiences, emphasizing a player-first, streamer-focused, and mobile-friendly approach.
Through this partnership, Popiplay’s portfolio of dynamic slot games will be seamlessly integrated into REEVO’s aggregation platform, making them accessible to a broader network of operators and players worldwide. With REEVO’s state-of-the-art technology, rapid API integration, and commitment to innovation, this collaboration promises to drive greater engagement and excitement in the iGaming space.
Denis Ristic, CEO of Popiplay, expressed enthusiasm about the partnership, stating: “At Popiplay, we are always looking to push boundaries and bring the best gaming experiences to players worldwide. Partnering with REEVO marks an exciting step forward in that mission. Their commitment to innovation and seamless integration aligns perfectly with our vision, and we believe this collaboration will bring incredible value to both companies. We look forward to working together and delivering top-tier gaming content to an even wider audience.”
Daniel Cuc, Head of Account Management at REEVO, also shared his thoughts on the partnership: “At REEVO, we strive to collaborate with innovative and forward-thinking studios that share our passion for high-quality gaming. Popiplay’s fresh approach to slot development and commitment to delivering outstanding player experiences make them a perfect addition to our aggregation platform. We are excited to bring their thrilling content to our operator partners and can’t wait to see players engage with their games.”
The post REEVO and Popiplay Join Forces to Broaden Aggregation Offerings appeared first on European Gaming Industry News.
SOFTSWISS, a leading tech company with over 15 years of experience in iGaming, received two prestigious accolades at the SiGMA Africa Awards. Winning Best Platform and Best Marketing Campaign, the company testifies to its commitment to innovation, excellence, and industry leadership.
The SiGMA Africa Awards serves as the grand opening to the SiGMA Africa Summit, a key event celebrating the achievements of industry leaders and innovators across the African iGaming sector. The awards honour outstanding contributions in technology, marketing, operations, and player engagement, setting the stage for fruitful networking at the summit.
Casino Platform Recognised for Excellence
SOFTSWISS’ Casino Platform, an industry-leading solution that has been driving success for operators for over a decade, secured the Best Platform award for the African market. The Casino Platform is known for its advanced player management tools, seamless integration capabilities, and robust security features. Powering over 250 online casinos with more than 6 million players worldwide, SOFTSWISS flagship product plays a pivotal role in shaping the online casino landscape.
“Winning Best Platform is a testament to our commitment to providing operators with cutting-edge technology and outstanding service,” said Vitali Matsukevich, Chief Operating Officer at SOFTSWISS. “For over 12 years, our Casino Platform has empowered brands to thrive in a competitive market, and this award reinforces its position as a top-tier solution in the industry.”
SOFTSWISS is actively expanding its presence in the region by acquiring a majority stake in South African software developer Turfsport.
Innovative Approach to Marketing Campaigns
SOFTSWISS took home the Best Marketing Campaign award for ‘Cheers to 15 Years’, a creative and engaging campaign celebrating the company’s 15th anniversary. The campaign showcased SOFTSWISS’ impact, achievements, and industry contributions, reflecting creative spirit and innovative technologies.
“The Cheers to 15 Years campaign was more than just a celebration – it was a tribute to our partners, clients, and team members who have been part of this incredible journey,” comments Valentina Bagniya, Chief Marketing Officer at SOFTSWISS. “Receiving this award underscores the impact of our dynamic approach to building a strong, recognisable, and trusted brand in the iGaming industry.”
SOFTSWISS’ campaigns consistently earn industry recognition, showcasing an outstanding forward-thinking approach and solidifying the position as a leader in iGaming marketing innovation. ‘Cheers to 15 Years’ is the third SOFTSWISS marketing campaign acknowledged by the industry leaders, following revolutionising ‘Bringing the Heat’ and bright ‘Grab Success’.
The award-winning SOFTSWISS team is ready to welcome its clients and partners at the SiGMA Africa Summit in Cape Town at stand 56P.
About SOFTSWISS
SOFTSWISS is an international technology company with over 15 years of experience in developing innovative solutions for the iGaming industry. SOFTSWISS holds a number of gaming licences and provides comprehensive software for managing iGaming projects. The company’s product portfolio includes the Online Casino Platform, the Game Aggregator with over 27,800 casino games, the Affilka Affiliate Platform, the Sportsbook Software and the Jackpot Aggregator. In 2013, SOFTSWISS revolutionised the industry by introducing the world’s first Bitcoin-optimised online casino solution. The expert team counts over 2,000 employees.
The post Triumph at SiGMA Africa 2025: Best Platform & Best Marketing Campaign appeared first on European Gaming Industry News.
Latest News
Soaring Eagle Casino & Resort Chooses QCI Chatalytics to Enhance Casino Operations with Integrated AI Solutions
Soaring Eagle Casino & Resort has chosen Quick Custom Intelligence’s (QCI) Chatalytics, an AI-based platform, to transform casino operations and enhance guest satisfaction.
The QCI Chatalytics package—encompassing Slot Copilot, Player Copilot, the Dashboard, and the Robot Button—integrates OpenAI technology for real-time insights and efficient decision-making across the gaming floor.
Designed to boost both player and slot management, QCI Chatalytics delivers an advanced combination of AI-driven features. Slot Copilot empowers operators with live slot machine performance monitoring, predictive analytics, and automatically assigned tasks. Player Copilot focuses on personalized engagement by analyzing guest data to guide service strategies and reward offerings. With the Dashboard, teams benefit from an easy-to-read, real-time overview of key performance metrics, enabling swift, data-informed insights. Additionally, the Robot Button automates routine tasks, freeing up staff to concentrate on more valuable responsibilities and boosting overall productivity.
Dr. Michael Lynch, Director of Database Marketing at Soaring Eagle Casino & Resort, conveyed his enthusiasm: “Bringing QCI Chatalytics on board represents a vital step in leveraging AI to enhance our operations. With cutting-edge tools like the Robot Button, Slot Copilot, and Player Copilot, we can offer more tailored guest experiences while gaining a clearer understanding of our gaming operations.”
Dr. Ralph Thomas, CEO of QCI, outlined his perspective on the new partnership: “We are thrilled to introduce QCI Chatalytics to Soaring Eagle Casino & Resort. By weaving OpenAI’s capabilities into our solution, we deliver an unprecedented degree of automation and clarity. We believe Chatalytics will be a key factor in refining casino floor management and boosting guest satisfaction through instantaneous, data-driven decision-making.”
The QCI Chatalytics suite is part of Quick Custom Intelligence’s broader mission to spur innovation in the gaming sector, offering a robust set of tools that streamline operations and enhance the overall player experience.
The post Soaring Eagle Casino & Resort Chooses QCI Chatalytics to Enhance Casino Operations with Integrated AI Solutions appeared first on European Gaming Industry News.
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