The gaming industry has apparently been revolutionized several hundred times this year. At least according to the press releases. At this rate, it’s remarkable we have any industry left to revolutionize.
For suppliers and vendors, LinkedIn offers a valuable opportunity to reach a relatively small audience of sophisticated buyers, build relationships, and establish expertise long before a purchasing decision is made.
And there’s certainly no shortage of content. Some companies are putting their executives front and center. Others are investing in research, customer stories, product education, or industry commentary. Some are doing genuinely compelling things. Others have me wondering if we’ve lost the plot a little.
Somewhere between the company announcements, conference photos, and our industry’s 400th groundbreaking innovation of the quarter, it’s worth asking what we’re trying to accomplish.
Because posting consistently and having an effective marketing strategy aren’t necessarily the same thing. Who are we trying to reach? What do we want to be known for? And are we giving potential customers a reason to remember us when it’s time to do business?
Those questions point to five objectives worth building a LinkedIn strategy around:
- Awareness: Make sure the right buyers know who you are and what you do.
- Differentiation: Give them a specific reason to remember your company.
- Credibility: Demonstrate the expertise and results that make your business worth trusting.
- Familiarity: Stay relevant to potential customers long before they’re ready to buy.
- Consideration: Earn a place on the shortlist when a purchasing decision arises.
The content itself can take plenty of different forms. The important part is having a purpose behind it.
It’s a small industry. Be a big enough deal.
Gaming is such a small industry that leaving a company doesn’t necessarily mean saying goodbye. It usually means seeing everyone again at ICE, wearing a different lanyard.
Relationships are enormously valuable in this business. Careers overlap, reputations travel, and a good salesperson can introduce you to half the industry before lunch.
But a supplier entering a new market, launching an unfamiliar product, or pursuing customers outside its existing network needs recognition beyond the people making introductions.
According to 6sense’s 2025 B2B buyer research, 95% of purchases came from vendors already on the buyer’s initial shortlist. The research isn’t gaming-specific, but it illustrates the importance of being familiar to buyers before a formal evaluation begins.
And awareness should be intentional. A supplier selling casino marketing technology needs to reach marketing executives and others who influence purchasing decisions. A payments provider has a different audience with different priorities.
The goal is to become recognizable to the people most likely to need what the company offers.
Your logo is lovely. Tell us something interesting.
Once buyers recognize a company, the next question is what they associate with it.
A payments provider could explain where deposit transactions fail and how operators can identify friction. A slot manufacturer could share a game designer’s explanation of the decisions behind a new mechanic. An analytics company could walk through an anonymized example of how a misleading metric affected an operator’s business decision.
These are specific subjects that demonstrate expertise and help establish what makes a company different.
Much of this material already exists inside supplier organizations. Sales teams hear the questions prospects repeatedly ask. Product teams understand why features were developed. Customer-success teams know which implementation challenges keep coming up.
Those conversations can become short videos, practical explainers, product demonstrations, or recurring discussions about industry problems.
The objective is to build a recognizable association between the company and the problems it’s particularly good at solving.
Turns out, people like people.
Of course, being known for something is only useful if buyers have reason to believe you can deliver.
Customer case studies with measurable results, implementation stories, and operator testimonials help establish credibility. Product demonstrations can show how a feature works and what it accomplishes in a way that promotional language rarely can.
There’s also an enormous opportunity to bring the people behind those products into the conversation.
Some of the smartest people in gaming are also the least interested in becoming LinkedIn personalities, which feels like a cruel administrative oversight.
But a product director explaining a difficult development decision or a compliance specialist discussing the practical implications of a regulatory change can be genuinely interesting to the right audience.
The company page can showcase products, research, and customer outcomes, while executives and specialists contribute perspective and personality. Together, they help potential customers understand the expertise behind the business.
Be memorable before you’re needed.
The remaining objectives, familiarity and consideration, are closely connected.
Many potential customers aren’t actively shopping. They may have no immediate need for a new platform, supplier, or service provider. But that doesn’t mean they aren’t developing opinions about the companies they’ll eventually evaluate.
A supplier might identify three subjects it wants to be known for and return to them consistently through research, demonstrations, customer stories, and executive commentary. Over time, those contributions help reinforce the company’s expertise and keep it familiar to potential buyers.
Eventually, that familiarity can influence which companies earn a closer look when a purchasing need arises.
Which is why the effectiveness of LinkedIn content deserves to be evaluated beyond impressions and engagement totals. Are relevant operator executives paying attention? Are target accounts engaging? Are prospective customers mentioning something they read or watched during sales conversations?
A post reaching a handful of influential buyers could be considerably more valuable than one collecting hundreds of reactions from people outside the target audience.
There’s no universal LinkedIn strategy for every gaming supplier. A global manufacturer and a specialized technology startup have different audiences, resources, and commercial priorities. But both should be able to explain what their content is intended to accomplish and how it supports the business.
