The problem
iGaming B2B marketing has a sameness problem. Every company sponsors the same conferences, runs the same booth activations, and publishes the same press releases. The content is safe, promotional, and forgettable—even though the people behind these companies are sharp, opinionated, and genuinely interesting.
The idea
GR8 Tech, a B2B iGaming platform provider, created the Bet It Drives show—the industry's first "podcast on wheels." CSO Yevhen Krazhan drives senior industry leaders around major European cities, having real conversations with no scripts, no talking points, and no product placement.
The goal
GR8 Tech was already known as a platform provider. The objective was to expand how the industry perceived the company—from technology vendor to thought leader and industry collaborator. Specifically:
The creative challenge was making B2B content that doesn't feel like B2B content. The industry's default formats—panels, webinars, scripted interviews—are built for information transfer, not engagement. The car format solved this: intimate, slightly unpredictable, and it strips away the corporate performance guests default to in studio settings. Yevhen's natural ability to make people drop the script turns interviews into conversations—thought-provoking, sometimes hilarious, always real.
Nobody else in iGaming B2B had done personality-driven, long-form branded content at this level. Bet It Drives created a format category that didn't previously exist in the industry.
Format & production
Each season is built around a major industry conference in a different European city—Season 1 in London, Season 2 in Lisbon, Season 3 in Rome, Season 4 in Barcelona. The format: Yevhen picks up a guest, drives through the city, and lets the conversation go wherever it goes. No studio, no hard script—only genuine, unfiltered conversations.
The show's identity evolved from initial concept to a fully branded media property with its own visual language, assets, and dedicated digital presence. Each season raised production quality while keeping the core format intact.
Guest caliber
Guests across four seasons include major players from the iGaming industry: founders and CEOs of three major iGaming event organizers (SiGMA founder Eman Pulis, Clarion Gaming MD Alex Pratt, SBC founder Rasmus Sojmark), and C-level executives from operators, suppliers, and adjacent verticals. These are people who choose to associate with quality content—their presence validates the show's standing in the industry.
Distribution
Bet It Drives runs across owned and partnered channels:
Gamblers Connect, one of iGaming's long-standing media resources, approached GR8 Tech to become BID's official media partner—a partnership earned entirely by the show's reputation.
Audience & reach
Earned media
Measured brand impact
GR8 Tech conducted a brand awareness survey at ICE Barcelona 2026 (N=126, industry attendees focused on B2C operators) after three completed seasons—and the results, achieved in no small part thanks to the podcast's contribution, showed significant growth:
The bottom line
Bet It Drives show achieved exactly what it set out to do—expand GR8 Tech's positioning from platform provider to recognized thought leader without losing its core identity. It proved that a B2B technology company can build a genuine media property through originality and guest caliber, creating a format the industry actively seeks out rather than scrolls past.
