Building Horse of Fortune has made me think about where to spend my time finding clients. There are plenty of ways to reach people—but where would I start?
1. People who already know my work
Former colleagues, industry contacts, agencies, and consultants. I’d start by explaining what I’m building, asking for honest feedback, and exploring where it could help their clients.
Make it easy for someone to recommend you. They should understand who your product is for and what problem it solves.
2. LinkedIn—with a profile that supports the conversation
Before sending messages, I’d check what someone sees when they visit my profile: a clear headline, relevant experience, a straightforward product description, and a working demo.
For posts, I’d share campaign examples, product decisions, and lessons from building. Give people something concrete to react to.
Then a short message:
Hi [Name], saw your new brand launch. Would a preview of our promotional widgets in your site’s design be useful?
Only mention a launch if you’ve actually checked it. Sales Navigator can help identify relevant people. The message still needs a reason to exist.
3. Targeted email with a specific offer
I’d look for whoever owns the problem: CRM, retention, casino operations, or product.
Subject: A campaign idea for [Brand]
Hi [Name], we build branded wheels, scratch cards, and missions for iGaming teams. Would you be interested in seeing how one could fit your next campaign?
For follow-ups, I’d bring something useful—a visual example, a relevant use case, or an answer about integration.
4. Industry events, with conversations arranged beforehand
For SBC Summit in Lisbon or ICE Barcelona, I’d identify relevant companies and reach out before arriving.
For planning as of September 28, 2026: SBC Summit takes place in Lisbon from September 29 to October 1, 2026. The next ICE Barcelona takes place from January 18 to 20, 2027.
If you’re attending, a message could be:
Will you be at [Event]? I’d be interested to hear how your team handles promotional campaigns. Open to a quick coffee?
After the event, follow up with something connected to the discussion.
Tools such as PhantomBuster offer prospecting automation, but LinkedIn prohibits third-party scraping and automated activity, which can put your account at risk. I’d first work out which people and messages lead to useful conversations before trying to increase volume.
These channels work together. Someone might read your email, check your LinkedIn profile, explore your demo, and reply after meeting you in person.
I’d track which conversations become pilots and customers, and how much time and money it takes to get there.
Start with the channel where you already have access to relevant people. Make a specific offer, follow up with something useful, and track which conversations become customers.
Building an iGaming product or helping operators launch campaigns? Get in touch—we’re open to exchanging ideas and exploring partnerships.