Brand Architects is a London based marketing consultancy specialising in betting, gaming, esports and disruptive tech.

My brutally honest approach means I diagnose client problems quickly before proposing pragmatic, cost effective solutions. I specialise in strategic vision, KPI-driven channel marketing integration, strategic insight, team development and delivering significant growth for ambitious brands so please get in touch if I can be of service.

Interim Consultancy

If your marketing, acquisition or retention is lacking effectiveness I have a track record of embedded placements in which I've made rapid and significant progress in optimising strategy, delivering integrated campaigns efficiently and motivating teams to work better together 

PR & Copywriting

I've written and syndicated over 50 press releases for B2B gaming and esports clients and 30+ articles for Campaign & Marketing Week.

I have long standing relationships with the betting and gaming press including iGaming Business, eGaming Review, Calvin, SBC News & esports Insider. I’ve also I’ve written two novels - ‘Try Morality’ and ‘Parabolic’ available on Amazon.


Harry Lang - A brand strategy and channel marketing expert with over 20 years of international experience.

Starting out in integrated marketing agencies I've spent the last decade in online gaming, most recently as a Chief Marketing Officer in a global sports betting and casino business.

Throughout my career I've been responsible for brand strategy and channel marketing delivery for some of the biggest global brands in all the main gaming verticals across web, mobile and native apps: - 

  • Beverage - Budweiser

  • Technology - Playstation, Rightlander

  • Premium Drinks - Allied Domecq, Champagne Mumm, Courvoisier, Malibu

  • Publishing - Penguin

  • Sportsbook - Pinnacle, bwin, GentingBet 

  • Casino - Party Casino, bwin Casino, WMS Jackpot Party, Pinnacle Casino , Grosvenor Casino, Genting Casino

  • Poker - Absolute Poker, Party Poker

  • Bingo - Foxy Bingo, Mecca Bingo, Cheeky Bingo

  • eSports - Pinnacle eSports, CSGOEmpire,, PandaScore


I've been fortunate to work with some fantastic and forward thinking clients over the past 18 years. Here are a couple of highlights from brand creation to fully integrated marketing strategy and delivery.

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In 2016 whilst I was Marketing Director I managed the rebrand project to convert global betting operator Pinnacle Sports to Pinnacle for less than the price of a second hand hatchback. I also looked after all channel marketing for web and mobile in 100+ markets and launch their new esports hub.

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One of the top 3 social casinos on Facebook, Heart of Vegas wanted to create a brand architecture and guidelines book. In 2014 I ran a series of workshops and over 8 days, in conjunction with their own design team, we created a new Brand Bible.

Between March and November 2018 I was embedded as interim Marketing Director at Genting Casinos (UK) Ltd. I helped to deliver a new volume driving acquisition strategy, upgrade their 'Mobile First' plan and facilitated a team migration to Malta as well as managing and delivering a new interactive brand architecture for the Genting Bet brand.

Brand Architecture

If you're building a new business or an existing brand looking to refresh your proposition, you need a set of brand guidelines. I'll work with you to define the brand strategy, mission, positioning, tone of voice, logo and colour swatch hand in hand with your team

Marketing Strategy

With over 20 years of integrated marketing experience and 13 years in gaming acquisition, conversion, retention, reactivation, PR and brand development, I'll add value and offer direct, honest and pragmatic solutions to your most challenging marketing problems.

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Jackpot Party was a new UK B2C casino and slots brand from Chicago gaming behemoth WMS. In 2010 I led the brand marketing and launch planning for the business.

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Get in touch to see how the Brand Architects approach can supercharge your business.

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