Alpha Affiliates is heading to SiGMA Central Europe scheduled to take place on November 3–6 n Rome, Italy.Alpha continues to develop from a high-performing affiliate...
Alpha Affiliates explains how PR became the glue of modern brands
Evgenia, Creative Producer at Alpha Affiliates, explains how PR exceeded press lists, becoming a force shaping brand culture, loyalty, and growth in iGaming.
Is PR in 2025 still about the media or something else?
PR is no longer just a “channel,” it is a part of everything in a brand, from showing up on social media, and how we internally speak, to how the product feels. With the change of algorithms came the need to build something people would actually be interested in. And creative PR came in, with its fast formats, subtler signals, and “I can relate” expectations.
Alpha Affiliates leaned into a mixed strategy. Legacy channels still matter, but they have to be paired with new media, live formats, and storytelling to actually make people feel something.
What is harder: to reshape a legacy, or start from scratch?
Starting from the bottom sounds fun until you realize there’s no roadmap. Still, rebuilding an old system is delicate work. It needs patience, clarity, and knowledge of where you’re moving.
Alpha Affiliates kept the bones but rewrote the blueprint with less corporate boilerplate and with more lifestyle, fashion cues, and edge.
Why is PR a production house now?
PR is the same as brand producing for Alpha Affiliates. They built an in-house video unit to shape the brand in real time: lookbooks, event edits, behind-the-scenes, campaign rollouts. They think like a media outlet because every output should do more than inform; it should build equity.
What does a modern PR team look like?
Before hiring a team, Evgenia answered some questions first: What does PR need now? What do we test, and where do we scale? Then, you can build a team to match. Alpha Affiliates rewired workflows, defined creative rituals, and set up bridges between PR, product, HR, and marketing. Evgenia’s goal is to have a team that doesn’t just support strategy, but creates it.
What KPIs measure PR?
You’re doing it wrong if you measure your PR only with KPIs, such as ER and reach. Alpha Affiliates checks:
- Did the story land emotionally?
- Are people returning for more?
- How’s the tone landing in the community?
- Are we part of the conversation – or just floating past it?
And that maps to business: acquisition, LTV, trust. If the brand doesn’t resonate, it doesn’t convert.
How is iGaming PR different?
iGaming doesn’t tolerate generic moves. You need taste, timing, a deep read on the culture, and more intention. Every message and every asset has to deliver a purpose. So, iGaming PR is fast and noisy. You have to be precise, or you’ll be invisible.
A bold bet that paid off?
Alpha Affiliates took a bold step at iGB, and it was worth every second. They didn’t choose the traditional path, but decided to build something to give people a better feel: a 360° bar, a fashion drop, a brand lookbook, and the whole thing wasn’t just about the visuals, it was a full-on experience.
What should a newcomer in iGaming PR know?
iGaming PR isn’t forgiving, so you have to keep the pace. It’s chaotic, but if you can keep up, it will pay off.
What about internal comms? How does the HR brand fit?
Alpha Affiliates doesn’t separate internal and external comms, as it’s a single ecosystem where the brand speaks with one voice. And the HR brand is a part of their PR architecture. They invest in an environment where employees feel in their places, and the market feels the values.
Alpha Affiliates are inclined to Employee-Generated Content (EGC) because trust comes from real people. PR is no longer just about appearance and broadcasting; it’s about the authentic signals that make a brand feel alive.
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