“The companies that go a step further with engaging videos will immediately stand out”

Could you explain what this project is about and where the idea for it came from?

My name is Miron Bilski. I started out as a director and producer in advertising. I’ve been working in the industry for 15 years now. I worked here in Poland, but I live in the Netherlands, and I’m of Polish descent. I have significant experience in advertising, especially creating commercials for iGaming brands and European operators, which started back in 2018.

We produced a commercial for One Casino, targeting the Dutch, Danish, and Spanish markets. I have a childhood friend who has been in the iGaming industry for over 20 years. I was showing him the work I had done, and together we came up with the idea of merging our two fields. He had vast experience in iGaming and a great reputation in the industry, while I had substantial film and advertising expertise. Combining these two areas led to the creation of iGaming Films – a production house but also an advertising agency, which is a crucial combination. It’s specifically dedicated to the entire iGaming ecosystem, not only for operators but also for game providers.

What makes us unique? We are the only entity of this kind in the iGaming world right now. The blend of a production company and an advertising agency means that we are about 30% cheaper than traditional advertising approaches. On top of that, we noticed that many advertising agencies don’t take iGaming clients seriously. They prefer working with beer, car, or yogurt brands, and they invest a lot of their creative talent in those sectors. When it comes to iGaming, they often don’t assign their best teams or talent, resulting in ads that are not engaging or well-conceptualized.

As for us, we take pride in working for iGaming clients, using the best creative talents and directors available. We create commercials and concepts that really stand out in the market – they’re creative, funny, and impactful. We also do performance marketing, pre-roll ads, as well as TV commercials for markets like Canada, New Zealand, Europe, and some in Asia. So, our work truly spans the globe.

Are there any markets where you are most active, and which ones are the most important for you?

Since our headquarters are in the Netherlands, in Amsterdam, and also in Lithuania, we do part of the work in the Netherlands and some in Lithuania. However, our main market right now is Europe. We’ve done the most work in the Netherlands, Denmark, and Spain. Of course, I’ve also worked in Poland, but primarily in my role as an advertising producer. For instance, I’ve worked with large companies like Axa Insurance.

I have experience working with big clients, and in addition to iGaming, my other company currently collaborates with Polish Television in a liquidation project. So, I’m familiar with dealing with the often complicated Polish bureaucracy. In terms of markets, we’ve expanded beyond Europe. As I mentioned earlier, we are working in Canada, and we’ve also started projects in Latin America, specifically in Brazil and Peru. We operate wherever we have production contacts and local partners. So, it’s truly a global effort.

And how does your collaboration with partners typically look? Does someone come to you with their own idea of how they want it done, or do they ask you to come up with something for them? How does it usually work?

It usually goes in two ways. Of course, there are clients who come to us with a fully prepared brief. The marketing department provides the brief, detailing their USPs, what they want to communicate, who their target market is, and the kind of audience they’re targeting. For example, they might specify that they want the gameplay shown on a phone or tablet in the film. They give us these guidelines, and we then create a creative concept based on their input.

From there, we write the scripts, produce the films, and create the various formats they need – whether it’s for Instagram stories, YouTube, TV, or online platforms. On the other hand, events like SBC are great opportunities to remind people that we are the only agency in the iGaming market that acts as both an advertising agency and a production house. We are about 30% cheaper than traditional agencies and have better creative talent to produce superior films.

Among your partners, do you also work with sports betting operators, or is it mainly online casinos?

I have also found an interesting piece of information that caught my attention – that one of your productions was shown at Cannes. Is there a story behind that?

Yes, that’s absolutely true. As a commercial director, I created a short film inspired by the famous painter Bob Ross. He was very popular in the 80s and 90s, and we made a little film that humorously imitated his style, but it was for a charitable cause. The idea was to encourage creative people to use their talents for good. This film was one of the first to go viral, reaching over 3 million views on YouTube.

It was also featured on Funny or Die, a platform created by Will Ferrell, where it was highlighted by Ferrell himself. Eventually, it made its way to Cannes, where it was recognized in the Cyber Awards, which celebrate the best online films.

Is there anything you’d like to add or mention as we wrap up?

I’d just like to invite anyone interested in collaborating with us. I also want to point out that many casinos rely heavily on affiliate marketing, and while it’s very effective, there’s an opportunity to look beyond that. At some point, to achieve growth – as companies often aim for – combining creative, impactful video marketing, like the kind we produce, with affiliate marketing can be much more effective than relying solely on affiliates.

I believe that being open to creating such visual content is crucial, as people are very visually driven. When everyone in the industry is doing the same thing, those who go a step further with engaging videos will immediately stand out. This could lead to, say, a 3-4% increase in new players over a year. It’s definitely an underutilized area in the iGaming industry.”