Märit von Stedingk: "Every new territory feels like a fresh story waiting to be told"

In this interview with Casino Guru News, Märit von Stedingk, Head of PR and Communications at Alea, discusses how strategic PR helps build meaningful connections and supports the company’s rapid expansion across new markets.

Q: Alea is expanding rapidly into new territories. From a PR and Comms perspective, how do you manage the launch phase in a new market? What is your strategy for ensuring the brand is introduced effectively to local operators and providers?

For us at Alea, every new territory feels like a fresh story waiting to be told. I’ve always believed that while a brand is built from the inside, it only truly starts to breathe once it reaches the outside world. That’s why we put so much heart into our communication; it’s our way of starting a real conversation with our partners and clients.

Lately, our strategy has evolved from pure expansion into something much more personal: localization. We focus on truly becoming part of the communities we join. There is a real joy in tailoring every detail, from the games we offer to the partners we choose, and even the wonderful local people who join our team. By working alongside those who know the landscape best, we can ensure our voice feels familiar and sincere. I find that when we reach out through the channels that the community already trusts, we move beyond a simple announcement. It becomes a much more meaningful introduction to who we are.

Q: As an aggregator, Alea sits on a wealth of market and game performance data. How do you use these insights in your PR and communications to add value for the industry without compromising the competitive advantage of your partners or the platform?

It’s a fascinating balance to strike, isn't it? You know, this is a relatively small industry where competitors often feel more like friends and peers. There is a real sense of community here, and we truly believe that the best way to grow is to help the entire sector move forward together.

The team saw this clearly during the transition in Brazil. It was an uncertain time for everyone, so Alea decided to open its doors and share insights to help partners navigate the licensing process. Knowing that our communication helped others find their footing during that collective challenge was incredibly rewarding.

Building on that experience, we’ve taken a similar approach in Africa. Because it’s a region that still feels very new to many, we felt it was important to share the insights we’ve gathered to help the market flourish. While we naturally keep certain data private, there is a genuine desire to give people access to the figures and trends that really matter. We want Alea to be seen as a true partner to the industry, someone who is there to lend a hand, even to those who aren't working with us just yet.

Q: Alea is the bridge between game providers and operators. From a PR and Communications standpoint, how are you strengthening the connection between these two different worlds? How do you ensure your messaging resonates with both sides of the industry effectively?

I’ve always found a certain grace in the way PR acts as a bridge. It’s a bit like being a matchmaker, really. It starts with a very human desire to understand the person on the other side and ensure that when we speak, we’re actually saying something that matters to them.

Whenever a new partnership comes along, we try to treat it as an opportunity to help an operator discover the one specific game we know their players will truly love. We use our data to connect the dots, almost like an introduction between friends. We can see who might be most excited about a specific provider and then reach out to start a genuine conversation. It’s a very proactive way of working, but at its heart, it’s quite simple: we want our providers to feel heard and our operators to feel inspired. I like to think of PR as the thread that weaves those two worlds together

Q: Alea is very active in industry panels and events worldwide. How does participating in these hot topic discussions fit into your overall PR strategy?

There is something quite special about being in the room when those big conversations happen. As I’ve mentioned, we have this incredible 'brain' of data at Alea, and I find there’s a genuine joy in being so open with that knowledge. Whether it’s our founder, Alexandre, Jordi, our CEO, or Ramon, our COO, we are surrounded by wonderful minds who live and breathe the challenges our industry faces every day.

For me, seeing them on a panel at a global event is where that knowledge truly comes to life. It’s one thing to read a formal announcement, but it’s something else entirely to hear our leadership sitting with their peers, just talking through where the world is headed. It gives our partners a chance to see the human faces behind the technology. Beyond just having a presence at these events, we are there to build a sincere connection, to show the world that Alea is far more than an iGaming Supplier; we are a team of people who care deeply about the future we are building together.

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