Date: 31.10.2024

by Mateusz Mazur

“Working in such a dynamic environment allowed me to experiment and improve methods”

In a recent interview with iGamingExpress, Oleksandra Panchenko, Chief Marketing Officer at BETBAZAR, shares her journey and marketing perspectives in the world of iGaming. 

Congratulations on being recognized by iGamingExpress as one of the Masters of iGaming Marketing. What does this recognition mean to you personally?

First of all, I must admit that this was a very pleasant surprise for me. No one in our industry has ever done anything like this for marketers, which is very encouraging. Personally, I am honored and motivated to continue pushing the boundaries and setting new standards in iGaming marketing. To search for, apply effective approaches and create campaigns that will strengthen not only the company as a brand but also aim at commercial objectives.

You’ve been with BETBAZAR for over a year and a half now. How has your experience in the company shaped your approach to marketing in the iGaming sector?

Given that I have been in the industry for more than four years, I can definitely say that BETBAZAR has been a transformative experience for me. The company’s innovative culture, focus on results, and willingness to support rather than get stuck in excessive bureaucratic processes gave me the opportunity to launch and analyze different marketing approaches. Working in such a dynamic environment allowed me to experiment and improve methods, which made me more flexible and efficient, which is important in the ever-changing iGaming landscape.

During your tenure, what have been some of the most successful marketing campaigns or initiatives you’ve led at BETBAZAR?

Given that Betbazar is a B2B iGaming marketplace that analyzes the needs of operators and offers the best best-in-class products to increase revenue for them, we can say that it is quite unique in its approach and expertise in the industry. And for me, of course, it is important to emphasize the uniqueness of the company through expert articles, SMM promotion, etc. But what I can really be proud of is the use of digital marketing tools that work not only for brand awareness, but also for lead generation.

Unlike B2C, in B2B companies, this approach takes time to see commercial results, and many companies do not believe in it. This is especially true for the iGaming industry, where marketing is mostly assigned other tasks. So, I want to prove that marketing can not only spend, but also directly, not indirectly, generate revenues, and this is an initiative that I am proud of and see that it can really work.

The iGaming industry has evolved significantly, especially post-COVID. How has your marketing approach adapted to these changes, and what trends do you see shaping the future of iGaming marketing?

The shift toward digital engagement has been massive post-COVID, prompting a greater focus on digital-first strategies, personalization, and data analytics. We’re leaning heavily into these areas, emphasizing real-time engagement, data-centric campaigns, and adaptability. Future trends include the integration of AI and VR, enhanced player safety measures, and even more personalization to create immersive, responsible experiences for all industry players.

Diversity and inclusion are important themes in the industry today. How does BETBAZAR incorporate these values into its company culture and marketing strategies?

At BETBAZAR, diversity and inclusion are more than just corporate values; they are embedded in our corporate culture. Our teams have different backgrounds and perspectives, which allows us to create more authentic, inclusive marketing campaigns. Moreover, we can discuss and rely on each other’s support when implementing new initiatives. We want every client and partner to see themselves reflected in our brand, fostering a sense of belonging and respect.

With your experience in both large-scale betting companies and a specialized B2B marketplace like BETBAZAR, what do you see as the biggest challenges and opportunities for marketers in the iGaming industry?

The biggest challenge is staying relevant in an industry that is constantly evolving and highly regulated. It is the copyright restrictions of different countries, the regulation of social networks and search engines – which are the largest marketing platforms – that slow down the results and the possible efficiency. However, it also opens up new opportunities. Marketers in iGaming have the chance to utilize new technologies such as artificial intelligence to better understand customers and improve the user experience. The opportunity to promote responsible gaming through innovation is huge, and this is an area where marketers can make a real impact.

Looking ahead, what are your main goals and aspirations for BETBAZAR’s marketing strategy?

Looking ahead, my goal is to establish BETBAZAR as the ultimate marketplace for iGaming operators seeking top-quality Sportsbook Solutions and best-in-class betting сontent. I aim to expand our reach, enhance personalization, and deepen partnerships across markets. My vision is for BETBAZAR to lead with innovation while staying true to our core values of integrity and customer-centricity.