Date: 07.11.2023

by Bartosz Burzyński

Last update: 25.11.2023 10:42

“Branding is essential, especially for businesses looking for long-term success”

Today, we’ll take you on a fascinating journey through the world of marketing and innovation, in the company of the exceptional figure, Valentina Diaco. She is full of passion and an incredibly talented Director of Marketing, with over 10 years of experience in senior executive positions.

Valentina Diaco interview

Can you share some insights into your role as the Growth Marketing Lead at Casumo? What were your key responsibilities and accomplishments during that time?

It was a challenging yet extraordinary experience at Casumo. I was promoted to the role of Growth Marketing Lead after two years of working there, initially as a Country Manager and later as a Media Lead, responsible for coordinating our work with media agencies. However, I must admit that the role of Growth Marketing Lead (AKA Head of Marketing) was the one that best matched my experience and skills.

I led a team of marketers, including social media managers, PPC experts, and media and programmatic specialists. We worked closely with affiliates, SEO, and design teams, outlining roadmaps and initiatives to not only build awareness and top-of-mind recognition but also to acquire players effectively. Our goal was to create synergies with affiliates, market our product in a way that would create a strong marketing hook, and retain players through programmatic initiatives and appealing social media content.

During that time, we managed to lower the Cost Per Acquisition (CPA), optimize media costs in Canada, Norway, and Finland. One of our significant accomplishments was successfully tracking deposit values via API while adhering to GDPR rules. This helped us understand the returns from top-of-the-funnel activities like programmatic advertising and to some extent, social media. Regarding PPC, our activities mainly ran in Sweden and the UK, both highly competitive markets. Through a meticulous data-driven approach, we achieved excellent volumes of First-Time Depositors (FTDs) from both brand keywords and non-generic ones.

How did you accomplish Casumo’s media/marketing strategy across all markets? Can you highlight some key challenges you faced and how you overcame them?

Operating in highly regulated and competitive markets like the one we encountered at Casumo posed daily challenges. Staying creative while ensuring compliance in our industry was a constant struggle. However, thanks to our talented creative team, we managed to create compliant messaging, storytelling, responsible gaming communications, and product marketing messages that highlighted features like Casumo Reel Races (tournaments) to support our product team’s efforts in building a habit-forming product.

Another significant challenge was regulatory restrictions. We had to think creatively to craft messages and campaigns that wouldn’t be rejected due to incentivizing gambling or removing monetary value. We tackled these challenges by thinking outside the box and leveraging data analysis to segment audiences and build campaigns likely to convert effectively.

You’ve worked with a diverse range of companies, from automotive giants like Renault and Nissan to entertainment companies like Fox International and Warner Bros. How has this variety of experiences shaped your approach to marketing?

I consider myself very lucky to have had the opportunity to work across various industries, from automotive giants like Renault and Nissan to entertainment companies like Fox International and Warner Bros. This diversity of experiences has been instrumental in shaping my approach to marketing.
The importance of having a diversified experience cannot be overstated.

It provided me with a unique perspective and helped me leverage certain marketing practices that, especially at the beginning of my career in gaming (long time ago now)! , were relatively unknown. I found that concepts like advergames, gamification, and loyalty programs, which I initially encountered in different industries, could be creatively adapted to the iGaming sector.
This cross-industry exposure also honed my ability to adapt and innovate in marketing strategies, recognizing that what works in one industry may not necessarily apply directly to another. It allowed me to think outside the box, explore unconventional approaches, and ultimately contribute to the dynamic and evolving landscape of marketing in the iGaming industry.

How do you approach brand development and management, and what role do you believe it plays in a company’s success, especially in the iGaming industry?

In today’s landscape, we can’t treat branding, marketing, and product development in isolation. They are different aspects of the same objective. Branding is essential, especially for businesses looking for long-term success. While some brands in the industry might make short-term gains without significant branding investment, the real question is sustainability. Is it worth it for the long run? Building a recognizable brand can lead to sustainable growth and long-term success.

How can leveraging the latest technologies contribute to a company’s success in the iGaming market? Based on your own experiences, could you highlight some emerging trends that are gaining significance in this industry?

Well, let’s start with a touch of humor – for sure, we can’t overlook AI! Just kidding! But on a more serious note, technology is at the heart of what’s shaping success in the iGaming market. It’s like the backbone that supports the entire industry. If Nike proudly declares itself a tech company, then we can certainly take a cue from them.

Sure, I understand. Could you name a few such trends?

AR (Augmented Reality): Players can enjoy immersive gameplay, where digital characters and objects appear within their physical environment, enhancing the excitement and engagement of iGaming.

Voice Commands: Voice recognition technology is making its mark in iGaming, enabling players to interact with games and platforms using voice commands. Same approach can be easily taken from B2B companies! Flows with Flo cut it through!

Influencer Marketing – Creators and the Robotic Economy: iGaming companies are partnering with both human creators and AI-driven robotic influencers to reach a broader audience. These influencers, whether real or virtual, help promote games and casinos, creating a more dynamic and personalized marketing landscape.

Phygital (Physical + Digital): The concept of “phygital” merges physical and digital elements in iGaming. This trend involves bridging the gap between online and offline gaming experiences, offering players a seamless transition between the two realms. It could mean integrating physical casino experiences with online gaming platforms.

Microbetting: Microbetting is all about making smaller, more frequent bets in iGaming. This trend caters to players who prefer quick and low-risk wagers. It adds an element of thrill to every moment, as players can bet on various outcomes within a game, even down to individual plays or events.