The whole focus of iGaming NEXT ONLINE: Adventure of Change Day 2 was marketing, and there are few companies that know how to market like Apple. Our very own Becky Liggero Fontana conducted a Fireside Chat with Rahul Sood, Co-Founder of Unikrn, and looked at how Apple’s success could be recreated for the gambling world.

Sood noted that Apple created a new phenomenon in marketing by building relationships with customers. “What people didn’t realize was that Apple had fans, not just customers,” he said. Those fans then told their friends to buy Apple products, evangelizing for the brand and reinforcing their marketing efforts.

When you compare that with an Apple competitor, like what once was a decently powerful personal computer company in HP, there’s no comparison really. The latter is soulless, with no community, no fans, and no one to push their products.

But how does one build relationship marketing. It starts internally. Sood said the company needs to have employees who are also a fan of what they working on. The ideal employee “lives, eats and breathes the product.” That creates an internal culture that rapidly becomes apparent to the customer.