Pronet Gaming: building brand trust globally

Jam Ledesma, PR and Content Manager at Pronet Gaming, shares insights as he outlines why earned media, consistent messaging, and culturally attuned communication are becoming essential pillars for building lasting trust in the global B2C igaming ecosystem.

Opinion.- In a digital world crowded with messages and ads, public relations often outperforms advertising when it comes to building trust. While adverts are designed to persuade, third-party coverage such as expert features and thought-leadership brings a level of credibility that paid messages simply cannot match. For operators in B2C igaming, where trust is everything, PR is not a luxury – it’s a cornerstone.

Why PR builds credibility better than advertising

One of PR’s greatest strengths is the way earned media naturally travels. Unlike paid advertising, which stops the moment budgets pause, PR content often gets reposted and shared organically. Industry practitioners have long noted that earned coverage can circulate several times beyond its initial placement; a reminder of PR’s unique ability to amplify trust without additional spend. For operators trying to penetrate emerging markets or reinforce reputation in mature ones, that amplification is invaluable.

The importance of consistency

But trust isn’t won overnight, nor is it sustained by a single announcement. Consistency matters. In our work at Pronet Gaming, we ensure that messaging across channels remains aligned, from press releases to social content to executive comms, so our brand promise reinforces itself. This disciplined approach helps us deliver reliability, positioning us not just as a platform provider but as a long-term partner. When we speak about our platform flexibility, B2C know-how, or market expansion, it’s a story we tell repeatedly, because trust grows stronger over time.

Understanding cultural nuance

As we scale, particularly in Asia, this consistency takes on another dimension: cultural sensitivity. Building trust in a new region means understanding local nuances because language, behaviour, and values vary widely across markets. What resonates in Europe may not land in Asia, and that’s why our PR strategy adapts. We don’t just translate messages; we localise them. We craft narratives that align with the business realities and cultural expectations of each market.

Leveraging a 30-year legacy

Pronet Gaming’s establishment in 1996 gives us a crucial head start. We’re not newcomers, and we’ve been supporting operators around the world for nearly three decades. That legacy matters, but even a well-established brand must constantly earn and reaffirm trust. As we expand into Asia, Latin America, and beyond, our challenge is not just to be known; it’s to remain trusted. That means continuing the investments in technology, regional teams, and communications that got us here.

The role of transparency

So, what does trust look like in practice for a B2C operator working with a provider like us? First, it’s transparency. We don’t overpromise. When we speak about our platform strengths – whether it’s our sportsbook depth, casino game aggregation, or omnichannel retail capabilities – we clearly communicate our capabilities. Second, it’s reliability. We meet our delivery commitments, and our communications back that up. Third, it’s relationships. A trusted partner listens to your challenges, your ambitions, and the local-market dynamics that shape your growth.

Sustaining trust

Finally, brand trust creates a real business advantage. When potential customers and partners see coverage in reputable outlets, it helps them feel confident not only in the technology but in the people behind it. In markets where credibility is a competitive currency, that trust can tip the scales. And as PR coverage multiplies via pass-ons and consistent storytelling, the value far outpaces what a display ad could deliver.

Looking ahead

In short, building brand trust globally is not a one-off campaign. It’s careful, sustained work. It means investing in local market insight, keeping communications consistent, and leveraging the credibility of earned media, not just paid. For B2C operators, working with a partner who understands that kind of long-game trust isn’t just reassuring. It’s a competitive edge.

Jam Ledesma, PR and Content Manager at Pronet Gaming, shares insights as he outlines why earned media, consistent messaging, and culturally attuned communication are becoming essential pillars for building lasting…