Brand Matters

History and Founding

Brand Matters was founded in 2014 by Mickey Malhotra, who had previously worked at several London design agencies on gambling clients such as Gala Coral, William Hill, Camelot, and Ladbrokes. Malhotra saw an opportunity to create an agency that served only the gambling sector, offering deep specialism in both creativity and regulation. The company started small and grew organically, relying on client work rather than external investment.

Business Model

Brand Matters operates as a boutique design agency, charging project-based fees for branding and design work. It does not take equity in clients or operate as a software/platform provider. Revenue comes from strategy, creative development, and execution across digital and physical touchpoints. The agency focuses on long-term partnerships rather than one-off projects.

Core Products and Services

The agency provides a comprehensive range of branding services: brand strategy and naming, visual identity systems, tone of voice guidelines, website and app design, retail design (e.g., casino interiors, bingo halls), packaging, and film production. A notable project was a 2021 film for the industry, covered by SBC News, aimed at educating operators on the importance of visual identity.

Market Position and Clients

Brand Matters is unique as the only global agency devoted solely to gambling branding. Clients include Buzz Bingo, Rank Group (Grosvenor Casinos, Mecca Bingo), and a growing number of US operators entering newly regulated markets. The agency is particularly strong in the bingo vertical, where it has launched new products and refreshed heritage brands. Competitors include generalist design agencies that also serve gambling clients, but Brand Matters differentiates through deep sector expertise and regulatory knowledge.

Leadership and Team

The company is led by founder and managing director Mickey Malhotra. The senior team includes Hannah Tubb (Client Services Director), Alex Lewis (Design Director), and Amy Baker (Head of Production). The total headcount is approximately 10–15 employees, as confirmed by the company's team page and LinkedIn. No other C-level executives (CTO, CFO, COO) were identified, reflecting the agency's flat structure.

Strategic Direction

Malhotra has stated in interviews that Brand Matters aims to become the go-to brand agency for the gambling industry globally. The agency is actively hiring designers and account managers and has expanded into the US market, working with operators preparing for state-level launches. The shift in the industry toward long-term brand building, driven by private equity investment, plays to Brand Matters' strengths.