Meet Bath's global tech and gaming digital marketing agency.

We spoke to David Maher-Roberts, COO at Dialect, who tells us about what they do, how they support their clients and team across the globe and about inclusivity in gaming.

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Becky Rock-Evans

24th September 2020

Dialect 'the art and science of engagement' company logo

Tell us about Dialect and what you do

Dialect is a full-service digital marketing agency that specialises in engaging tech and gaming audiences for global brands. We are known for the emphasis we put on data and research to inform the marketing campaigns we plan for our clients. Our campaigns start with identifying the audience, then working out how best to engage them (using the right content at the right time and on the right platform) and then we measure the impact of the content and we optimise.

Who would be a typical client for you?

Our clients include global brands like Logitech, Nvidia, Rebellion Games and Amazon. Our typical client is a global brand within tech or games that has a product or service to sell. The product or service requires some explanation or some complex information that needs to be shared with the potential customer. And that's where we come in - we help identify the audience (using data) and we work out the best way to pass on the information at the right time for the audience. There's no point using 'buy now' messaging if the person you are talking to doesn't yet know what your product actually does yet and what problem it solves in their lives.

What is a challenge Dialect have faced and how have you overcome this?

One of the big challenges we faced originally when we came to the UK was that 80% of our clients were based in the US but the majority of our workforce were based in the UK. To deal with this, we have had to set up flexible systems and tools that can be accessed from anywhere. We use a stack of cloud-based services that make our clients' and our team's lives easier.

2020 has been a shaping year for a lot of companies. How has Covid-19 impacted business for you?

We are one of the lucky ones (so far). Gaming and tech sectors have largely experienced a boom during lock down and at the same time any marketing budgets that are still available have moved into digital. This may change as the recession bites, but so far, we have seen a growth in the number of clients and campaigns and we have recruited two new people to the team over the summer.

What are Dialects future plans? Where do you see yourselves in 5 years?

Our vision is simply to be the best agency in the world at engaging tech and gaming audiences. In 5 years time, we want to be recognised as the first choice agency for any global brand when it comes to engaging tech and gaming audiences. When we achieve that, we will have built a business to be proud of.

Tell us about your event "Everybody plays games, but are games made for everybody?" for Bath Digital Festival 

Gaming is now one of the biggest global pastimes and most successful entertainment mediums, but we question whether it is as accessible and relatable as it should be in the 21st century? Gaming and technology journalist Louise Blain will be hosting a panel of leading industry experts in neuroscience, accessibility, and representation to discuss the challenges facing the industry in a constantly changing world. With new consoles approaching and a further dependence on gaming as a social space, we think it is vital for inclusivity to be at the heart of the games industry. It'll be a really interesting discussion.

Dialect team in fun poses with books

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