“I see data as essential for navigating the business landscape”

Congratulations on being recognized as one of the top marketing professionals in the iGaming industry by iGaming Express! How does it feel to receive this recognition, and what do you attribute your success to?

Thanks! This recognition was a pleasant surprise – I didn’t even know I was on the list until it popped up on LinkedIn! For me, it’s a strong sign that my team and I are heading in the right direction. This achievement reflects the collective effort behind our strategy.

When I joined Evoplay, my first step was to assess our position and set clear tasks to achieve our ultimate goal: strengthening the Evoplay brand. We restructured and optimised numerous internal processes, from promotional strategies to product marketing, while also enhancing communication within our teams and with partners and intensifying our focus on both B2B and B2C directions. A significant result of this approach was the launch of various initiatives, such as the Client Area project to improve partner communication and an immersive project – whose name we’ll reveal soon – designed to build a stronger connection with players.

Another key factor, in my view, is our increased focus on analytics and research. I’m convinced that any serious business must rely on data to truly understand and effectively serve both partners and players. This data-driven approach ensures we create offerings that are not only customer-focused but genuinely in demand. This, I believe, is how businesses build sustainable success, not just quick wins.

With over a decade of experience in marketing and business, how has your approach to marketing in the iGaming industry evolved over the years?

Over the years, my approach to marketing in the iGaming industry has become increasingly sophisticated, shaped by my experiences across various facets of the sector. I began my career working on traffic acquisition, transitioned to the operator side, and now work on the provider side, which has deepened my understanding of the industry’s transformation.

Previously, operators dominated the landscape, with providers primarily viewed as software suppliers. Today, however, providers play a crucial role in driving innovation and growth, complementing the essential contributions of operators. Notably, players typically engage with 2.9 casinos – older generations with one or two, while younger players often engage with four or five – but they favour games from specific providers. This shift underscores our need to lead in innovation and creativity to ensure our offerings are in high demand.

The rise of affiliates has also transformed the industry. Once absent, they now play a key role in enhancing player engagement. Recognising this, we are developing our internal affiliate initiatives and strengthening partnerships to drive growth. With the iGaming industry projected to reach $127.3 billion by 2027, it’s clear that creativity and innovation in marketing will be essential for achieving our business objectives. This evolving landscape continually motivates me to refine our strategies and foster meaningful collaborations.

What role does data play in your marketing strategies at Evoplay, and how do you balance creativity with data-driven decisions?

I see data as essential for navigating the business landscape, while creativity adds genuine value – turning insights into engaging, market-leading products. By incorporating data into our creative process, we’re able to shape offerings that meet current demand and anticipate emerging trends, adapting to evolving player preferences. In line with this approach, beyond our popular slots, table games, and other classics, we’re actively developing more modern titles like instant, crash, and skill-based games, along with upcoming cutting-edge titles that blend innovative gaming and iGaming elements.

Balancing data with creativity shapes the environment in which my team and I work. To me, creativity isn’t an abstract concept but represents true uniqueness, while innovation pushes the boundaries of what’s possible in iGaming, creating experiences that feel like glimpses of the future.

Evoplay has expanded into multiple global markets. What strategies have you found most effective in adapting your marketing campaigns for different regions?

We aim to develop flexible campaigns across the full marketing spectrum, adapting to each market’s unique audience, economy, culture, and other essential factors while remaining responsive to broader appeal.

This tailored approach is effective; for example, our football-themed Penalty Shoot-out: Street game, initially crafted for LatAm, has gained popularity globally. Likewise, slots designed with European players in mind have also found an audience in LatAm, highlighting how strong game design can appeal worldwide.

To ensure each campaign resonates with the players, we adapt our communication channels and promotional tools to regional preferences. In LatAm, traditional newspaper ads remain impactful, whereas in Europe, digital platforms like Google Ads perform better. Total Win formats resonate with high-stakes players in Europe, while Random Prize Drops gain traction in LatAm – considerations that shape our strategies.

Through this multi-faceted approach, we’re building Evoplay as a global brand known for immersive gameplay, innovative mechanics, and high entertainment value, fostering a loyal community around our games.

What future trends in marketing do you think will have the most significant impact on the iGaming industry, and how is Evoplay preparing for them?

Artificial intelligence is set to enhance marketing dynamics within the iGaming industry, driving faster implementation and greater efficiency. While we are currently cautious due to regulatory uncertainties and use AI infrequently – primarily for operational tasks – I believe its future evolution will unlock transformative marketing potential.

While traditional presentations still serve B2B marketing effectively, engaging players will increasingly rely on video content. This shift aligns with the preferences of next-generation players, who are heavily influenced by social media and digital platforms. With Gen Z’s attention span at just eight seconds – shorter than the twelve seconds of millennials – short-form videos are becoming more effective for connecting with audiences and delivering captivating messages concisely.

As 75% of brands now consider influencer marketing a key strategy, I see strong potential here, particularly through micro-influencers, who often cultivate more localised and engaged followings. As the marketing landscape evolves, we must remain agile to seize both current and emerging opportunities.

What advice would you give to emerging marketing professionals who are just starting their careers in the iGaming industry?

Don’t be afraid to make mistakes; instead, embrace them as opportunities for growth, as they can serve as powerful catalysts for improvement. Taking responsibility for your decisions will not only foster dedication but also drive you to approach your work more carefully.

Finally, allocate resources for testing new ideas, as this fosters innovation and helps you learn what works and what doesn’t, boosting your professional development. At Evoplay, I carefully encourage a culture of experimentation where creativity can excel. I learned these lessons on my own, and I hope sharing my journey inspires others to forge their paths confidently.