Q&A: Raketech marketing chief on developing a brand-new look

Raketech revealed a new logo in September amid a corporate rebrand designed to present the company as more than just a gambling affiliate business.

The new design, described as “vibrant and lively” by CMO Klas Winberg, is intended to showcase Raketech’s expertise across market intelligence, conversion optimisation and digital marketing.

The rebrand has been supported by targeted social media campaigns on LinkedIn and Facebook.

Below, Winberg talks to EGR Marketing about the strategy behind the design shift.

Raketech CMO Klas Winberg

EGR Marketing: Why did Raketech rebrand?

Klas Winberg (KW): Raketech is going through an exciting transformation at the moment as a company and with regards to what we do and what we offer to our customers. We therefore wanted the brand to help us visualise our desired position as the igaming performance marketing partner. We are moving beyond affiliation “only” and want to be seen as a valuable partner that can help the operators in more aspects of their business such as market intelligence, conversion optimisation, digital marketing and reactivation to mention a few things.

EGR Marketing: What are you hoping to achieve with the rebrand?

KW: The short answer is to make our industry aware of the aforementioned changes we are doing while at the same time get across some of the philosophies of our brand such as always developing, transparency and simplification of processes by excluding jargon and other things that sometimes seem designed to put your customers at an information disadvantage.

EGR Marketing: How did you decide upon the design of the rebrand? It is very different from before!

KW: We wanted a vibrant, lively and approachable brand where we put our customers (which in most cases are the operators) at the centre of the communication. And we did not feel that the brand fully represented that as it was.

EGR Marketing: Have you prepared any marketing material to promote the rebrand or will you let it happen organically?

KW: We are mostly going for an organic transition but we have run fairly modest targeted social media campaigns on LinkedIn and Facebook.

EGR Marketing: How will the rebrand help with Raketech’s goals and aspirations?

KW: We believe and hope that it will help us explain that we are evolving into something else and something more than in the past, in some ways this is Raketech 2.0. The legacy around what an “affiliate company” can and should be offering is very strong and we are trying to break out of this preconceived notion of what we are which we hope that our new brand can be helpful with.

EGR Marketing: It is just three years since Raketech’s last corporate rebrand, so why change it again so soon?

KW: We did not really change our brand, we simply updated its look and feel to better reflect who we are and what we do. And a company like us, that eats change for breakfast, we see this a natural part of our evolvement. Raketech three years ago is not the Raketech today and updating the brand is a good way to let the world know that we are not only adaptive to change but driving it.