We sat down with Roxana Nazalu, co-founder of Orange Synapse, to talk about what sets the boutique marketing consultancy apart in the fast-moving iGaming industry. With a sharp focus on helping startups and suppliers cut through the noise, Orange Synapse blends strategy, creativity, and hands-on execution to deliver marketing that works, without the heavy overhead of full in-house teams.
In iGaming, the stakes are high and the players are fickle. For many suppliers, the challenge isn’t just building great games. It’s being seen, remembered, and chosen, through smart marketing, without the need for a full in-house team.
That’s why we built Orange Synapse, a boutique marketing consultancy that knows the industry, knows the operators, and, crucially, knows how B2B marketing works. 
Hands-On Expertise
Orange Synapse takes a refreshingly direct approach. The founders work closely with a curated roster of clients, applying years of experience in marketing strategy, brand building, PR, social media, and product campaigns. There are no layers of bureaucracy, no “corporate fluff”. Just focused expertise that helps clients grow smarter, faster, and with style.
Amplifying Startup Stories That Matter
For startups and lean teams, marketing often feels like juggling flaming dice while riding a rollercoaster. Where should you invest? What’s worth skipping? How do you make every marketing dollar count?
Orange Synapse helps answer these questions, translating market complexity into actionable insights. From audience targeting and competitive positioning to campaign roadmaps, clients gain a clear blueprint for growth, one that actually drives results instead of gathering dust in a binder.
Marketing Retainers: Flexible, Scalable, Cost-Effective
Not every company needs, or can afford, a full-time marketing team. That’s where Orange Synapse’s marketing retainers come in. Acting as a plug-in marketing department, we provide senior-level strategy, PR guidance, campaign management, creative assets, and event planning. The service is scalable, tailored to client priorities, and designed to evolve as the business grows.
This model is cost-efficient, since clients only pay for the workload they actually need in each segment. It also takes a holistic approach, covering strategy, creative, media, and events without the need to hire multiple specialists. For many, it’s the perfect “bit of everything” solution, delivering all the core marketing capabilities without the burden of big budgets or internal headcount costs. And because the retainers are flexible, support can scale up or down as priorities shift.
Consultancy Services for Every Stage of Growth
Orange Synapse doesn’t just support startups. We help iGaming companies of all sizes, whether you’re defining your first strategy or expanding into new global markets.
Fractional CMO
For companies that want senior marketing expertise without full-time overheads, our Fractional CMO service is the ideal solution. We provide a dedicated consultant to advise on product marketing, PR, advertising, positioning, trade shows, and partnerships. Clients also benefit from strategic guidance on where to invest, negotiation support with media and event suppliers, access to our industry network, and flexible engagement models (typically 1–3 days per week).
Marketing Strategy
Some companies just need a clear plan, not ongoing execution. Our one-time marketing strategy packages deliver in-depth market analysis, audience targeting, competitive differentiation, and actionable campaign roadmaps. You get a blueprint that aligns with your business goals, leaving execution with your in-house team.
Tech-Enabled Client Solutions
A standout example of our practical work is Velox Synapse, a modular, high-speed client area developed for game suppliers. We recently built a similar platform for Playzia, a fast-growing provider, to help them streamline operations, engage operators more effectively, and free up their account management team from manual tasks. The result is a system that evolves with the business, without micromanaging the client’s team.
A Curated Roster of Clients
What truly sets Orange Synapse apart is its philosophy: small is powerful. By keeping our client roster tight, we avoid conflicts of interest, deliver highly personalized attention, and stay fully immersed in every project. Clients don’t get a diluted team, they get unified expertise applied directly to their challenges.
This boutique approach allows for agility and experimentation. Without bureaucratic bottlenecks, we can pivot quickly, adapt campaigns on the fly, and meet deadlines in a fast-moving industry where trends shift daily and attention is fleeting.
At its core, Orange Synapse is about marketing with a human touch and leveraging expertise that’s both strategic and hands-on. It’s about helping game suppliers stand out without losing sight of what matters most: player engagement, operational efficiency, and sustainable growth.
By combining strategy, creativity, and flexibility, we provide iGaming businesses with the edge they need to thrive in a crowded and ever-changing marketplace.
About Orange Synapse
Orange Synapse was founded by marketing professionals with deep cross-industry expertise, spanning both global corporations and leading iGaming brands. Collectively, the team has worked with Pragmatic Play, Pragmatic Solutions, Aspire Global (now part of Aristocrat Interactive), Las Vegas Sands, Oracle, Coca-Cola, Stefanini, and many more. This diverse experience gives Orange Synapse a unique edge: the ability to combine enterprise-level strategy with agile, boutique execution tailored to the specific challenges of iGaming businesses.
