Commercial strategy & GTM
Work out which markets and customers to focus on, what to sell, how to price it and how to get it into market.
Commercial strategy · Growth · Partnerships · Leadership
Build traction.
Scale revenue.
Senior commercial support for iGaming and technology businesses. Strategy, partnerships, market entry, revenue growth and leadership when experienced hands are needed.
Strategy matters. Execution is where it earns its keep.
Where we step in
Launching something new
Market, proposition, GTM and commercial setup
Growth has stalled
Revenue, partnerships, accounts and execution
Leadership gap
Interim or fractional commercial ownership
Built brandsfrom launch to scale
Led teamsacross commercial functions
Opened marketsregulated and emerging
Grown revenueacross B2B and B2C
20 years across operators, suppliers, startups and international gaming groups.
What we do
Where we can help.
Sometimes you need the plan. Sometimes you need someone to come in and make it happen.
Strategic partnerships
Find the right partners, build the case, negotiate the deal and get it live.
Business development & complex deals
Open doors, shape opportunities, navigate stakeholders and help get difficult deals over the line.
Revenue growth & key accounts
Get more from existing customers through better account planning, retention, expansion and senior engagement.
Commercial effectiveness
Fix the basics behind growth: pipeline, forecasting, handovers, incentives, reporting and accountability.
Fractional & interim leadership
Experienced commercial leadership without a permanent hire. Useful for launches, gaps, resets and periods of change.
Experience behind it
Built from doing the job.
Traction Factory is built on 20 years of hands-on commercial experience across iGaming, SaaS and technology. The work spans casino operators, game studios, platform providers, content suppliers and affiliate businesses, from startups and new brands to international groups.
That includes CEO, Commercial Director and Non-Executive Director roles, with responsibility for P&L, teams, market expansion, partnerships, acquisition and revenue growth.
Experience includes Games Global, Quickspin, ComeOn, Playtech and Amaya, covering brand launches, commercial operations, partnerships and international growth. At Games Global alone, that included responsibility for over €150m in annual invoicing and relationships with more than 250 B2B customers.
Industry focus
iGaming. From both sides of the table.
Operators, studios, aggregators and affiliates face different commercial challenges. We've worked across the chain, from launching brands and acquiring players to growing distribution and managing supplier relationships.
Explore iGaming consultancy ↗
Founder
Thomas Rhys Jones
Founder & Director
Thomas has spent 20 years building and running commercial teams, brands, partnerships and growth across iGaming, SaaS and technology.
His experience spans startups, scale-ups and large international businesses, with responsibility for P&Ls, international growth, commercial teams, strategic partnerships and revenue.
Traction Factory exists to bring that experience into businesses that need commercial progress without unnecessary theatre.
View Thomas on LinkedInArticles
From the commercial side.
Commercial Growth · 10 Nov 2026
Building an iGaming Affiliate Programme From Scratch
The commercial foundations of an iGaming affiliate programme: economics, tracking, partner recruitment, compliance and ongoing account management.
iGaming Industry · 10 Nov 2026Why iGaming Studios Struggle to Secure Operator Distribution
Getting signed is only the start. The commercial and operational reasons game studios struggle to turn distribution access into active operator revenue.
iGaming Industry · 10 Nov 2026What Does iGaming Aggregation Actually Cost?
A practical guide to aggregator fees, revenue share, direct integrations and the commercial trade-offs behind game distribution.
Start a conversation
Got a commercial problem?
If you're launching, scaling, entering a market or need experienced commercial leadership, get in touch.