Building B2B Sales in iGaming: A New Service by LY Group
- LY GROUP
- Jan 31
- 2 min read
B2B sales in iGaming is one of the hardest parts of building a product — especially at early stages, but also for more mature teams entering new markets.
LY Group launched its B2B sales service for iGaming products after working closely with startups, operators and investors and seeing the same issue again and again:
many good products struggle not because of technology or vision, but because they lack direct access to clients.
Why B2B Sales in iGaming Is So Challenging
In iGaming, getting first clients is rarely easy.
Conference participation is expensive — a single event with a team, flights and accommodation can cost $30,000+. For many teams, especially without investors, this is not realistic.
At the same time, building B2B sales internally requires experience, structure and time. Many product teams simply don’t have a dedicated sales function at the right moment.
That is where external B2B sales support becomes critical.
How the Idea Started
The idea for this service appeared during an offline event in Rome, co-organized by LY Group together with Ikigai, DealFlow and Sigma.Nine iGaming startups presented their products to investors.
While preparing them for investor meetings, one thing became clear:for most of them, clients were more important than funding.
They needed real conversations with operators, partners and decision-makers — not just pitch decks.
From Startups to Larger B2B iGaming Products
LY Group started working with selected iGaming tools that:
had limited marketing budgets,
believed in their product,
wanted to start selling immediately.
Over time, the same B2B sales approach proved useful not only for startups, but also for larger iGaming B2B products— especially those entering new GEOs or building structured
sales processes.
That is how this service became part of LY Group’s core offering.
How LY Group’s B2B Sales Service Works
LY Group works on a minimum two-month engagement.
Step 1: Sales Strategy
Define target segments and ideal client profiles
Understand the product and its value for operators
Prepare sales materials (presentations, demos, short videos)
Step 2: Outreach Setup
Prepare sales scripts for LinkedIn, Telegram and email
Align messaging with the client
Define who exactly we reach out to
Step 3: Execution
Dedicated sales manager starts outreach
Focus on qualified B2B leads, not volume
Main KPI: bringing relevant decision-makers to calls
In most cases, deals are closed by the client’s internal team. LY Group focuses on opening the right doors.
Early Results
This B2B sales service is relatively new, but results appeared quickly.
For initial iGaming clients, LY Group:
delivered qualified leads in the first month,
and in some cases helped close clients earlier than expected.
This confirmed that structured B2B sales in iGaming works when done properly.
Offline B2B Sales Support
LY Group also supports B2B sales offline.
At events like ICE Barcelona, LY Group represents client products directly, meeting operators and partners on-site. For a small additional fee, clients get access to remote sales managers who work both online and offline.
This model is rare in iGaming and often pays for itself with one successful partnership.
Final Thoughts
B2B sales in iGaming is not about hype or visibility.It is about structure, access and execution.
LY Group’s B2B sales service was built to help iGaming products — from startups to established teams — find clients, build partnerships and grow revenue.
