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Iryna Kurochkina, Founder & CEO of Digital Choo (DC), exclusively shares details about the new agency’s campaign and the approach to creativity

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To begin with, congratulations on your new video for Parimatch. It’s really awesome. The Joker reference is especially memorable. The portrayal of animals has a never-seen-before touch. Could you share something about the basic concept and behind the scenes creation of the video?

Happy to hear that the high standards set by DC team hit the mark again! It was a  great new challenge for us, and we’re happy to see the result and the reaction to it. 

The main task that was envisioned for this campaign was to showcase even more of Parimatch in a renewed character: bold, bright, and epic to the core! So we approached it from all of the most unexpected angles and created images that represented the most vivid qualities of the brand’s nature. The next step was to showcase it all in an EPIC video. 

We started shooting in Dublin, at the studio where “Vikings” was filmed. We made  episodes on largest scale like Connor’s fights and animal scenes. Then in Kyiv we shot the masked girls and “The Last Supper” scenes. Each stage took a day due to this, there were really massive requirements for the logistics of the whole process, so our experience in this played an important role. The determination of all parties also greatly helped! In fact, everyone on set was so energetic and eager to get it done in the best way possible, that we had no doubt the result would be amazing. Especially when the first person to take it so enthusiastically would be your protagonist. Connor McGregor was the best guy to work with. 

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How do you settle on Conor McGregor as the brand ambassador? Specifically , how did you make a video that could draw from his image as a martial arts hero. Or does he fit nicely into the branding concept for Parimatch.

It was an absolute win-win solution – to make a deal with him as brand ambassador. His nature matches perfectly with the brand’s, as well as with its audience’s – bold, stubborn in pursuing his goals, daring, and very, very true despite any circumstances. That’s what the whole DARING TO BE EPIC is about and that’s what Parimatch is about. 

In a previous interview with EG, you said the idea is to “develop new communication language … to grow the brand [Parimatch] from an online bookmaker to a lifestyle platform for the courageous.” The video seems to be in the right direction for that purpose. As the creator of the campaign, how do you see or rate the progress of branding?

It’s going great, just as it always has. We made a statement with rebranding, which showed amazing results focused at just the right target audience. Now we’re scaling up this communication with a DARING TO BE EPIC campaign, and expanding the new positioning to the core. We don’t have any quantitative results just yet, but I expect them to be impressive. 

In the previous interview, you described the creativity behind the branding process beautifully: Like “a great designer using bead after bead to string up different WOW chips”. Let us elaborate on that a bit more in the context of a betting or gaming company. Advertising is not like the crafty making of an attractive ornament, is it? How do you ensure that the craftsmanship in creativity transforms the sales part or brings in more users for the company? 

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Quality modern advertising for betting or gaming businesses must be a mix of efficiency and boldness. Today, many can create bright visuals and stuff, even more run purely marketing campaigns. The Big Idea what gets in people’s heads and hearts, that sticks, and brings sufficient results, which as whole are on another level. We maintain this level by making it the norm of – every campaign, communication platform, or even the smallest solutions  that are there by default. The DC team sets higher goals for themselves and takes great pride in achieving them. We love challenges.  

Tell us more about your use of creativity in advertising, especially for betting and gaming companies. Why is it so important? What is needed for this? 

The modern betting/gambling market is oversaturated with look-alike advertising. This is why it is crucial to stand out from the crowd, to be really heard and seen by your audience; this is why it is crucial to create bold and unconventional strokes. To do this, you have to think outside the box, be courageous, to question everything, and have really high standards. Truly stunning creativity can not – and will never – rest on its laurels. It is a never-ending process of finding new angles to look at things, new ways to think.

Iryna Kurochkina-Digital Choo

Could you talk about the potential dangers and warning signs as well on how to judge the impact of creative branding campaign? What one should be afraid of, or what one should not be afraid of? 

Resting on laurels, as I’ve just mentioned, is one of the biggest traps for those who create. One shouldn’t ever think that reaching a certain level or receiving recognition will make them an invincible superman of creativity. As I said, it’s not a result but a process, and it is an evolving process on the way  to development. 

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This is the era of targeted advertisement over in social media. How do you blend your theory of creativity into this algorithm-dictated ad targeting?

It is not always possible to reach your audience with traditional targeting tools. For example, when we were working on the rebranding, no existing methods could target the core audience of the brand  – rather it is a small share of active, engaged players that bring in the most revenue. That’s exactly where our creative approach kicked in, because the only way to get their attention was through resonating communication. 

And again – it’s the mix of unconventional creativity and technology that rocks the market nowadays. 

Finally, what’s next on this campaign? Any new videos coming up?

As we continue to communicate Parimatch renewed bold character with both of the brand ambassadors – Connor McGregor and Mike Tyson. I won’t be spoiler or anything, but I promise you that you will not be bored, so stay tuned!

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Source: European Gaming Media
This is a Syndicated News piece. Photo credits or photo sources can be found on the source article: Iryna Kurochkina, Founder & CEO of Digital Choo (DC), exclusively shares details about the new agency’s campaign and the approach to creativity

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What makes Turbo Games’ provably fair games so special?

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A partnership between game developer Turbo Games and iGaming solution provider and aggregator Slotegrator began in November 2022 via the APIgrator game integration solution. Since then, the collaboration has been developing successfully — and now it’s time to analyze what made it successful.

Turbo Games has noticed how the new technologies spreading throughout the industry can work for the good of brand transparency and player loyalty: “We can already see how blockchain technology has made it possible to make betting checks more accessible to players. All you need is a blockchain-hash and a decoder service. We think we will continue to move in this direction. Many traditional online casinos do not offer the possibility to check the bet. Sooner or later we all have to come to this. Perhaps the development of artificial intelligence will help here, because we are already seeing its involvement in all spheres of human life.”

Turbo Games specializes in provably fair games. Provable fairness is a concept where players can verify their wins or losses using blockchain technology — the outcome of the game is dictated by a smart contract and is absolutely random, barring the possibility of any human involvement. Using cryptographic hashing algorithms, the gambling site and the player’s device both generate seeds (random strings of numbers). Players receive a key that allows them to check the results; if the results are the same as the game round they witnessed, it proves that there was no foul play.

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According to statistics from Turbo Games, the audience for provably fair games is mostly between 18 and 25 years old. However, there are also players aged 35-40 who prefer traditional games but would like to try something new, and have turned their attention to provably fair games.

There are good odds that the technology of provably fair games will become more popular, if not even commonplace, because it gives players a feeling of transparency and proves that the business is trustworthy without the need to search through dozens of reviews. Whereas many innovations in iGaming simply add entertainment, provable fairness addresses security concerns and reassures players that they’re not being exploited, which is invaluable.

Provably fair games are beneficial for both players and online casinos. Vadim Potapenko, Head of Sales at Turbo Games, comments: “It often happens that the users are not satisfied with the result, because gambling is not only about big wins, but also possible losses. By allowing them to check the fairness of a bet, we make life easier for platforms and players. Of course, this allows us to communicate with partners and users that we work honestly and that’s why they should trust our games.”

Ayvar Gabidullin, Business Development Manager at Slotegrator, adds that “this type of game is now becoming more and more popular and has great potential for both players and game providers in the future. On the part of the player, the advantage is that the player can always be sure that his game is fair and he can independently check any of his bets. And for the game provider, this also simplifies the process of implementing casino games, since now it will not be necessary to obtain the appropriate certificates from independent laboratories before launching new games, they can immediately enter the market with these games and where anyone can check the result and make sure that that there is no cheating with players. Many game providers are starting to look towards this type of game. And as far as I see, many operators are starting to think about adding these games.”

What do players in 2023 need? The iGaming industry is all about reputation and trust. Players have a huge number of platforms to choose from, making them pickier and pickier. There’s an abundance of forums where players leave reviews, so if players view a brand as untrustworthy, there are plenty of places they can share their opinion. Provable fairness not only stops that from happening, it provides evidence to the contrary, giving players something else to talk about.

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Slotegrator also recommends investing time and effort into localization and creating an effective and detailed marketing strategy — before trying provably fair technology players need to get to the platform, and there is no acquisition without marketing.

 

 ABOUT SLOTEGRATOR

Since 2012, Slotegrator has been one of the iGaming industry’s leading software and business solution providers for online casino and sportsbook operators.

The company’s main focus is software development and support for online casino platforms, as well as the integration of game content and payment systems.

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The company works with licensed game developers and offers a vast portfolio of casino content: slots, live casino games, poker, virtual sports, table games, lotteries, casual games, and data feeds for betting.

Slotegrator also provides consulting services in gambling license acquisition and business incorporation.

More information: https://slotegrator.pro/

 

ABOUT TURBO GAMES

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Turbo Games — a provably fair games provider that belongs to Turbo Stars company — has an ambitious goal to establish widespread recognition throughout the iGaming world. Even though it is young, the company consists of professionals who have been working on the brand for over five years and are even planning to introduce a new brand for a wider audience soon.

Turbo Games also works in Europe, India, and South Africa, where the company sees the most potential and expects the same “hype” as in Brazil.

The portfolio of Turbo Games consists of 21 titles, including well-known games like Mines, Crash X, DoubleRoll, Hi-Lo, and Plinko. The studio releases a game every month. However, not all games are developed from scratch. Wicket Blast and Spin Strike, the last two releases, are based on cricket and the Indian Premier League. Crash X remains the most popular fast game in the Turbo Games portfolio, and the studio reports that crash games enjoy stable levels of popularity. Overall, the main focus of the brand is provably fair games.

More information: https://turbogames.io/

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Games Factory Talents has teamed up with Nordic Game to bring you Nordic Game Talents.

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Looking to take your career to the next level in the games industry? Then, Nordic Game Talents is the place to be! Games Factory Talents has teamed up with Nordic Game to bring you Nordic Game Talents.

From Oct 27-29, the online and interactive event is dedicated to recruitment and career building in the creative & games industry within the Nordic region. The event empowers participants to be part of a bigger community and motivates them to explore new paths in achieving their career goals.

Hiring creative & games studios – Supercell, Funcom, Panzerdog, Tactile Games, Gamecan, Fingersoft, Dazzle Rocks, Redhill Games to name a few from the Nordic region will be participating in the event. These studios will share information on their latest projects, work culture and what it takes to be part of their team. The individual games associations from Finland, Denmark, Sweden, Norway and Estonia will share insights through live sessions on the booming games industry in their respective countries. Career development topics pertinent to job seekers like – How to have a successful first interview, Creative Portfolio reviews will also be discussed.

Experienced game industry professionals and individuals beginning their careers from around the world are welcome to join the event. One-to-one interviews with the hiring studios can be scheduled through the event platform. A great opportunity to get to know the studios and network with game professionals from around the world.

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Participating in the event

As a job seeker attending Nordic Game Talents, take a few minutes to fill out a simple registration form. After filling the registration form you will receive a link to the online event platform – PINE, to join the event on 27th October. Participants joining Nordic Game Talents will also receive a free-of-charge pass to the Nordic Game Conference.

To view the complete agenda, please click here and to learn more about the event please visit Games Job Fair

About Games Factory Talents

A Helsinki-based talent attraction agency dedicated to the games & creative industry. Our services include direct recruitment, organizing game job fairs and managing a community of game industry professionals through our GameDev Talent Board.

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To learn more about Games Factory Talents visit – Games Factory Talents

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810 THE SPREAD

Cumulus Media Launches 810 THE SPREAD, the Bay Area’s First Sports Station Focused on Sports Betting

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Cumulus Media (NASDAQ: CMLS) announces that it has launched the Bay Area’s first Sports radio station focused on sports betting, 810 THE SPREAD. The new station brings sports and sports betting news, information, and insights to the burgeoning and underserved sports betting audience in San Francisco. 810 THE SPREAD will deliver behind-the-book perspectives from experts in a highly entertaining and engaging format. 810 THE SPREAD goes live today on the legendary 810am frequency that has been the 80-year home of historic Talk Radio KGO-AM. Cumulus San Francisco also launched the station’s new website at www.810thespread.com. Kevin Graham, Program Director of Cumulus’ sister sports stations KNBR 680AM/104.5FM and 1050 KTCT, adds Program Director duties for 810 THE SPREAD.

Larry Blumhagen, Vice President/Market Manager, Cumulus San Francisco, said: “810 THE SPREAD joins our sports brands KNBR 680AM/104.5FM and 1050 KTCT for a trifecta of dynamic sports content across four signals and streaming everywhere. We are excited about this new chapter and look forward to serving the Bay Area’s passionate sports fans in an incomparable way.”

Blumhagen added: “This is a bittersweet day for us, as it’s hard to say goodbye to the legendary KGO, which has been a part of listeners’ lives for so many years. We want to thank all the people who have been a part of KGO’s historic run these many years – and the listeners who loyally tuned in to the station. Times change, and we must change with them.”

Kevin Graham, Program Director, 810 THE SPREAD, said: “810 THE SPREAD will be the Bay Area’s best bet for sports fans and sports betting enthusiasts, and we are pleased to introduce sports-betting radio to our community. The station will feature a lineup of expert personalities that deliver unique sports talk and sports betting insights that entertain, inform, and engage, along with Cal Football and Basketball as well as select professional and college sports play-by-play events. While 810 THE SPREAD will feature specific gambling information, we believe our entertaining presentation will make it a favorite for all Bay area sports fans and a perfect complement to the legendary KNBR and KTCT. With its addition, it truly shows Cumulus’ commitment to the Bay area as ‘The Sports Leader’!”

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The weekday programming lineup for 810 THE SPREAD includes:

6am-9am – Bet QL Daily – The must-consume show for sports fans and betting fans alike. Hosted by Joe Ostrowski, Joe Giglio, and Erin Hawksworth.

9am-12pm – Jim Rome - Aggressive, informed sports opinions, rapid-fire dialogue, and plenty of sports smack. As one of the most prolific sports talk hosts in America, Rome draws massive tune-in with legions of fans known as clones, who live for Rome’s take on the day’s largest issues in sports.

12pm-4pm – You Better You Bet – Nick Kostos and Ken Barkley have you covered for the best bets on the biggest matchups, the latest line movement and updates in the futures market. We’ll have up-to-the-minute coverage of backdoor covers and bad beats, and the cheers and tears that come with them. It’s sports betting conversation like you’ve never heard before.

4pm-8pm – Bet MGM Tonight – Live sports betting updates for all the night’s games as they happen – plus live “look-ins” for Major League Baseball games in progress. Get the latest scores, sides, totals, props, parlays, futures, and much more with hosts Quinton Mayo, Trysta Krick, and Ryan Horvat.

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8pm-12 Midnight – CBS Sports Radio

BetQL Network programming is provided by Cumulus Media’s Westwood One through a partnership with Audacy.

For more information or to stream 810 THE SPREAD, visit: http://www.810thespread.com.

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