How to Rebrand a Large Tech-Driven Company: Already Media's Experience

Already Media is a modern company specializing in promoting iGaming brands through SEO and affiliate marketing. The company started its journey in 2018. Since then, we've been actively growing, refining our strategies, and adapting to a rapidly evolving market — which allows us to maintain a leading position in the industry.

We operate globally. Our primary focus is on the markets of Asia, Africa, and Latin America. This allows us to deeply understand local nuances and trends, ensuring effective brand promotion across these regions.

I'll start by saying that Already Media is a tech-driven affiliate and media company specializing in international iGaming markets. Our mission is to be a reliable partner for iGaming businesses, delivering high-quality traffic and innovative solutions that drive their growth and help them achieve their goals. 

As for our values — we're focused on leadership and continuous process improvement, we value diversity within the team, mutual support, and accountability for the decisions we make. We actively promote C-level employees from various departments, and you'll be seeing more of them soon. For now, the primary brand persona is our CEO, Alina Famenok.

The company is still actively growing today, just as it was two years ago — but with new approaches, goals, and challenges. At the time of this interview, our achievements are truly impressive. 

Our headcount has grown 20x (this year alone we onboarded 100 new employees), the number of new partners increased by 1,100%, and the average monthly FTD count has reached 130k. The number of completed projects has exceeded 1,000, and we've successfully entered new markets.

These numbers don't just highlight our achievements — they confirm that our team has delivered remarkable results in a relatively short period of time.

Our company has a rather unique organizational structure — I'd say it's far from typical. Right now, we have 3 large, independent SEO teams, each with its own Head of SEO. They operate autonomously but all work within Already Media. Our team currently has over 260 people.

We have offices in several countries, with our headquarters in Warsaw. We also have a small office in Asia, and we're planning to open a new one in Africa — though that's still in the planning stage. Our project portfolio, including both proprietary and acquired projects, numbers over 1,000 and grows by approximately 15–20% annually. As for revenue — the exact figures are confidential, but as I mentioned, the company generates over 130,000 FTDs per month. That's a key indicator of our stability and market growth.

We currently have employees from over 20 countries. We've organized the process so that everyone has everything they need to do their job. Equipment tracking is handled through our HRM system, while setup and support are managed by our sysadmin team.

A recent example of that support: we've been helping employees in Ukraine with purchasing and reimbursing costs for energy-saving equipment — such as power banks — to ensure stable working conditions regardless of the circumstances.

Since the COVID-19 pandemic, remote and hybrid work has become the new normal for businesses across the board. It's hard to pin down an exact percentage of employees who come into the office, as it can change from day to day. That said, the majority of our team works remotely. 

To keep productivity high, we use flexible work schedules, regular online meetings, and project management systems — most teams work with Jira. We also put a lot of focus on continuously improving our operational processes to ensure smooth workflows and strong performance across the team.

We manage over 1,000 projects, the majority of which are in the betting vertical. Naturally, I can't go into all the details — in a highly competitive market, disclosing information about key projects is almost the same as handing part of your revenue over to competitors :) 

To avoid issues with copying, 99% of our projects are currently under NDA. That said, we recently acquired PokerListings.com. For those in the know, it's one of the oldest and most authoritative poker sites out there. Other projects are listed on our website.

Already Media stands out not only for its innovative approach, flexibility in solving challenges, and high level of client focus, but also for several other important aspects. 

We pay particular attention to the finer details, which allows us to create unique solutions for each client. Our success is built on thorough analysis, effective strategy development, hard work, and continuous adaptation to new challenges. 

Rapid adaptation and successful scaling are our key strengths, enabling us to stay one step ahead of the competition.

Yes, we recently received the Affpapa Award in the category «Rising Star Affiliate of the Year (2nd favorite)». But one of our most significant achievements was being shortlisted for the EGR Operator Awards 2024 in the «Sport Affiliate of the Year» category. 

The EGR Awards are among the most prestigious accolades in iGaming, and for us this is an important milestone on the path toward our goal — breaking into the TOP-50 Power Affiliate.

We actively attend international conferences to exchange experience, build new connections, and raise our market visibility. Negotiating higher rates is not the primary goal — our aff department operates at full capacity, and with quality traffic, the question of rate increases rarely comes up.

The need for a rebrand became clear when we realized that our previous image no longer reflected the true scale of the company's achievements and ambitions. That was the point at which I joined Already Media along with my small PR team. 

Prior to that, the company had been operating successfully even without a strong focus on brand identity — but growth and development demanded change. The rebrand was a logical step to align our identity with our real achievements and goals.

Rebranding played a key role in strengthening our market identity. It helped us refresh our image, highlight the company's core values and mission, attract new talent to the team, and was a logical step to align our identity with our real achievements and goals.

The leadership's primary objectives before the brand update were to carry out a complete transformation of our identity — a full 360° brand refresh. We aimed to create a new image that would fully reflect the company's achievements, innovative approaches, and strategic goals.

It's too early to talk about all the results, as we only completed all stages of the rebranding in mid-Q3 — from updating our social media and website to developing a new strategy and participating in conferences.

That said, we can already note significant growth in brand awareness, as well as audience growth and an increase in the number of people who want to work with us or join our team.

The brand update contributed to a rise in new candidates interested in joining our team. To share some stats from the recruiting team — the growth is approximately +15–20%.

We are always open to innovation and continuously working on improving our projects and services to meet the needs of the market and our partners. Very soon, we may be unveiling several new projects that are currently in development.

However, like many others, we're cautious about premature announcements. In our industry, it often happens that while you're still planning, someone else is already executing — so it's better to keep the spoilers under wraps until everything is ready.

But who better than us to drop a small teaser? Here are a few features we're implementing in our new projects:

1. Remnant traffic re-monetization — we're refining our take on traffic back with full automation to follow.
2. Inbound traffic monetization — new approaches to monetizing traffic at every stage of the funnel.
3. Comprehensive audience management — introducing partial automation for better user interaction management.
4. Team communication automation — speeding up workflows and boosting team efficiency.
5. Tracking and reporting system improvements — enhancing tracking accuracy and functionality.
6. Comprehensive SERP monitoring system — leveraging data to automate calculations and forecasting.

Stay tuned — there's a lot more exciting stuff ahead!