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The Perpetual Launch

When Max and I started building Blask, we consciously broke from traditional product launch thinking. While most B2B companies in iGaming obsess over the "perfect launch" - months of stealth development followed by a big reveal - we chose a different path.

From day one, we've shared our journey openly. We've written about our development in real time, posted updates on LinkedIn, shared insights about our AI technology, and brought our community along for every step. What started as screenshots and early builds has evolved into a continuous dialogue with our users and the wider industry.

This approach taught us something crucial: in today's iGaming landscape, the traditional launch is dead. What you need is what I call "The Perpetual Launch" - and it's transforming how successful companies bring products to market.

The Old Way Is Dying

The traditional "flash in a pan” launch in iGaming follows a predictable pattern: hire expensive PR firms, book the biggest stand at a conference, and pray that your perfectly polished press release catches fire. Then watch as your moment of glory fades faster than last night's conference hangover.

The reality is that attention spans in our industry have evolved. Most senior executives I know are drowning in messages across Telegram, Slack, WhatsApp, email, and LinkedIn. When I did the math recently, I realised I have hundreds of unique people messaging me daily. In this environment of constant noise, how can you expect one announcement blast to make an impact?

But the costs of the traditional approach go deeper than just missed attention. I see companies burning through capital during extended "stealth" periods, perfecting features nobody requested. They pass up months of potential feedback, revenue, and relationship building - all for a launch moment that's forgotten by the time the next industry newsletter hits your inbox.

Even worse, they miss the real opportunity. In today's world, trust isn't built through press releases; it's cultivated through consistent presence, authentic engagement, and visible evolution of your product in response to market needs.

The Perpetual Launch

The Perpetual Launch isn't just a different way to release products - it's a fundamental shift in how we think about building and scaling in iGaming. Instead of focusing all your energy on one perfect moment, you create a continuous stream of meaningful touchpoints with your market.

At its core, The Perpetual Launch has three key principles: transparency in building, consistency in communication, and rapid response to feedback. You're not just launching features; you're inviting your market to be part of your journey.

This is exactly how we've built Blask. When we developed our AI-driven market intelligence platform, we didn't wait until everything was perfect. We shared our development process openly. I wrote about our vision for using AI in iGaming analytics. Max shared technical insights about our approach. We posted regular updates showing how we were helping operators understand their market position.

The results speak for themselves. Before we even had a finished product, we had secured partnerships with Yolo and Oakvale. Our early adopters weren't just customers; they became advocates who helped shape our product direction. Each small release, each piece of content, each interaction built upon the last.

This approach works better because it aligns with how modern business actually happens. Trust isn't built overnight - it's earned through consistent presence and proven value over time. In an industry where relationships drive business, The Perpetual Launch turns product development into relationship building.

Core Elements of the Strategy

Let's break down the three core elements that make The Perpetual Launch work:

1. Constant Communication

This isn't about flooding LinkedIn with product spam. It's about maintaining a steady rhythm of meaningful updates. At Blask, we share regular insights into our development process - from how we're applying AI to solving real industry problems, to the challenges we face.

I speak about the principles behind Blask in a lot of my content, while Max shares technical insights about our approach to data analytics. This transparency builds trust and shows we're actively evolving. When we partnered with BetBlocker to use AI for operator detection, we shared the journey openly, turning what could have been a simple press release into an ongoing narrative about innovation in responsible gambling.

2. Value-First Content

Every piece of communication should deliver genuine value to your audience. Instead of just showcasing features, we share insights that help our audience perform better. Our analysis of Stake's performance in India wasn't just about demonstrating our platform's capabilities - it provided actionable intelligence about market entry strategies.

We use our own tools to generate unique market insights, proving our value while helping the industry understand emerging trends. This approach turns content from marketing into a valuable business resource.

3. Multi-Channel Presence

Your audience lives across multiple channels, and so should your launch. We maintain an active presence on LinkedIn, while having a presence in industry media and conferences, my own media, and importantly, we also engage directly through personal connections. We also have a blog where we deep dive into features or explore methodologies to make use of our data.

Each channel serves a different purpose but maintains a consistent narrative. When we discuss brand marketing impact or market share analysis, the message adapts to the platform while the core value proposition remains clear.

Implementation Blueprint

Ready to adopt The Perpetual Launch? Start by reframing your timeline - instead of working backwards from a big reveal, plan a steady stream of smaller releases. Begin sharing your journey now, not when everything's "perfect."

The biggest pitfall I see is overthinking each communication. Remember, authenticity beats polished messaging every time. When we share Blask's market analysis or new feature demos, we focus on delivering value, not crafting the perfect announcement.

Resource allocation is crucial. Dedicate time daily to engagement - I block out specific hours for content creation and community interaction. It's better to maintain a consistent presence than to exhaust yourself with sporadic bursts of activity.

The key? Make it sustainable. Build these activities into your regular workflow rather than treating them as special events.

Closing thoughts

The winners in iGaming won't be those with the biggest launch budgets but those who consistently show up, add value, and build in public. The future belongs to companies that make their audience part of their journey.

I understand how scary that is to do, especially when your instinct is to hide some secret sauce to stop competitors. But my philosophy is that the more value you give, the more people will appreciate it.

Maybe someone can try to replicate us (very, very difficult from a tech point of view). But we have a lot of deep relationships built by our customer-centric approach. So, this approach is helping you make your business extra defensible. 

Want to see The Perpetual Launch in action? Follow Blask's journey, and let me know your thoughts.