"Keeping clients in the customer eye in the most professional way"

What does Carroll Consulting offer?
Carroll Consulting is a privately held company that focuses primarily on the gaming industry. We are a communications company. That means we manage the communications for our clients – such as press releases, interviews, editorials. This is often married together with the advertising requirements. Translations belong to communications and we have industry-specific translations done only by native speakers. You can imagine that given the number of industry-specific words and terms, there is a danger of these being translated wrong and thus misinterpreted. Our experience ensures that industry-specific translations are given correctly each and every time.

Carroll Consulting was founded in January 2007 by myself. I entered the gaming industry in October 1993 and so have amassed today over twenty years in experience. During this time I have worked in senior positions for various companies in international roles. This has helped me to gather much knowledge and create a strong network. Both are key in my opinion to create a chain of press information – keeping clients in the customer eye in the most professional way.

What companies do you focus on?
We have a broad range of clients throughout the industry. For me personally, I have learnt much more about the industry since creating my own company as I am active in practically all areas of the industry.

What are the benefits of hiring a public relations (PR) and translations company?
The global gaming industry is extremely dynamic. Just look to the slots segments – such as AWP, VLT, FOBT, casino. Each segment has its own particular requirements. Then laws on gaming hugely affect the way business can be done and these rules are subject to change. Moreover new technologies are changing the market, such as mobile and social gaming. International companies wish to have and increase their brand presence and inform the market on their strengths. Adding to this, there are a great number of channels to get the message out. Just look at the gaming print magazines – there are so many.

In short, all this needs managing is a ‘world to its own’ within the industry. Therefore, my clients outsource their communications requirements to Carroll Consulting.

What does this communications plan entail?
First of all, let me say I work in a proactive way. I do not wait for my clients to make suggestions. They are much too busy anyway. That is my job to analyse the different forms of communication within the global gaming industry. We then put together two plans – a media plan and an advertising plan. I greatly believe that it is the combination of word and pictures that gains the most interest. We look at the company’s products, discuss their strengths and which messages we wish to send to the market. Therefore, we set about in defining which messages are key: these include press releases as previews and reviews to trade shows, new product launches, new personnel, editorials on markets / countries / products in the industry magazines and case studies. For case studies I enjoy joining my client to visit their customer to gain first hand information on the customer success there. Naturally a photo of my client with the customer is a must as well. Coming back to the advertising, we can make suggestions on how best the advertising fits. My clients can focus on what they are best at – development, manufacturing and sales. My company then focuses on the marketing.

How do translations fit into this?
As discussed, translations need to be industry-specific. I personally offer translations from German into English. For any other requirements, I make use of my network of native speakers. With my knowledge of other languages (Spanish, Italian and French), I then ensure that all the industry-specific terms have been translated correctly. If you want peace of mind with your gaming translations, then I firmly believe you are in the best hands with my company. Often clients wish to publish their press releases in other languages and my company offers this service.

What countries do you work in? And in which markets?
My client base stretches over seven different countries in Europe and is continually growing.

What is your new website like?
My goal is to write in a clear and simple way. Although I am originally from England, I appreciate that my work is read by people around the world, many of whom have English as a foreign language. The articles need to be clear, focused and explain to the reader just what the benefits my client offers. In the same way, my website gives short, clear information on what Carroll Consulting offers. Please visit www.carrollconsulting.de for more details.

Do you work in any other industries?
Yes, my company offers the same service for the international vending industry.