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Irina Laivina, Media 24: “Our content is meant to educate and entertain”
We’ve sat down with Irina Laivina, Head of Content at affiliate marketing company Media 24, to discuss how iGaming content could evolve, the key elements of a successful content strategy, the traits of top content managers, and more.
Can you share a bit about your background and what led you to the iGaming industry?
Since childhood, I have been attracted to philology and the study of foreign languages. After university, I realized that content creation was where I could combine my passion for languages with creativity. When I moved to Latvia and changed my social circle, I became more and more drawn into the world of iGaming. Over time, this industry fascinated me so much that I found my professional niche there.
I started at Media24 as a senior content manager, where I introduced new ideas to improve both content and design. These changes had a positive impact on our business goals, eventually leading to my promotion to head of the content department. Now, I continue to optimize and shape our content strategy.
How do you see the role of content evolving in the iGaming affiliate marketing industry over the next five years?
In affiliate marketing content will still play a key role, especially for the SEO-driven affiliate companies. But the way we will create and deliver it will change. The average reader today is more demanding than ever, expecting more value in the content he consumes daily, and willing to spend less time doing it.
The number of content sources has also increased now, too, and that has created many additional angles and opportunities. There’s live streaming, new social media formats, short form videos, and everything in between. So you have to think outside of the traditional strategies and experiment with new ways to connect with your audience to keep up.
Mobile traffic dominance will require adapting for the relevant formats. This trend is already happening globally and will only develop further. Internally, we are following along and are aligning our design and content strategies. Everything must be optimized for mobile-first consumption today.
What are the key elements that make up a successful content strategy in your opinion?
The best content strategy starts with clear goals. At Media 24, we believe that our content should educate and entertain, not take advantage of players. We aim to be a source of helpful information for the reader, not just a platform to promote iGaming brands. In a world of informational overload, your content should be focused on providing real value. Users love it, and search engines prioritize this kind of content too.
We are thinking about the long-term perspective. If content that we produce helps a reader to find what he’s looking for, and is engaging, search engines will naturally rank it higher. So for us it’s not a question of how we can exploit the algorithms, but what is the best way to help a reader make an educated decision.
What role does SEO play in shaping the content strategy at Media 24, and how do both teams collaborate for the best results?
At Media 24 content and SEO departments always work hand by hand. It’s hard to imagine our success without close communication between the two teams. We work closely together to develop content plans, conduct competitor analysis, and rely on the SEO team to guide us in the right direction with their data-driven insights. From there, we apply our editorial expertise to make sure our content is relevant, valuable and helpful. So the SEO team navigates us strategically, while the content department is responsible for creating valuable content that keeps readers coming for more.
When building your team, what traits do you value most in a content manager, and why?
For a content manager, first of all, the key thing is attention to details. In content creation, even small errors can affect credibility, user experience, and performance, so precision is key. I also highly appreciate the initiative and the desire for learning new things. The industry does not stand still, so a good content manager is constantly exploring new tools, trends and working methods, offering fresh ideas and solutions.
We work with 90+ geos and with such a reach it’s very important for the content to be relevant to every country niche specifics and language. That’s why we prioritize hiring native speakers and local experts in every given market. The ones that have a deep understanding of cultural nuances, player preferences and market regulations. This guarantees our content is authentic and resonates with readers in every region.
Are there any long-term goals you’re focusing on at Media 24?
I would really like to optimize all our processes as much as possible. This is something that we are working on actively, and we see that the development of technology can assist us in that. For example, we are currently exploring how we can use the possibilities of AI agents to save time for our team. The main goal is to create smarter work processes.
AI will not replace human content creators, as it lacks originality and niche-specific expertise. But this technology can enhance how we work in many ways. That’s why we’re already developing AI-driven solutions to speed-up our operations and assist us in different repetitive tasks. Once we are able to automate routine and time-consuming parts of our work, this will allow the content team to focus more on creativity and strategy. So by experimenting with AI, we’re not replacing creativity. We are giving it extra space.
The post Irina Laivina, Media 24: “Our content is meant to educate and entertain” appeared first on European Gaming Industry News.
N1 Partners will celebrate the finale of the global N1 Puzzle Promo for partners – running from April 21 to December 31, 2025 – and award the grand prize, a Robinson R22 Beta II helicopter, at an exclusive party in Barcelona during the ICE and iGB conferences. The special guest of the event will be Tommy Cash.
Registration for the party is now open.
Participants – especially those at the top of the leaderboard – still have the final two weeks to influence the results and break into the prize-winning top three. After all, the grand prize – a Robinson R22 Beta II helicopter – is something no one in the industry has ever given away before…
The main motto of the exclusive final show-event of N1 Puzzle Promo will be “Because we can” – a philosophy of high achievement and top performance by the promo leaders, running like a red thread throughout the entire event.
This is more than just a party – it’s a community and a private club for top N1 Partners affiliates and guests, industry leaders, media, and influencers, accessible only to the select few. “Because we can” is about limitless opportunities for scaling, the ability to achieve top results together, and creating experiences unmatched in the industry.
N1 Partners reveals long-awaited event details
Date: January 20, 2026
Time: 20:00
Location: Barcelona, Spain
What highlights are planned for the guests?
- award ceremony for the top 3 and presentation of the grand prize – the Robinson R22 Beta II helicopter
- exclusive prizes raffle among all guests
- a performance show, DJ set and additional surprises
- activity zones (red carpet, photo area, bar, VIP lounge with hookahs, and much more)
And, of course, the long-awaited special guest of the evening…
Get ready for the unforgettable performance of edgy Estonian rapper and musician – Tommy Cash!
Register now for the N1 Partners show-event via the link: https://n1puzzle.promo/en.html
After all, why drive when you can fly?
And be number one with N1 Partners?
News source: N1 Partners
The post Registration Open: N1 Puzzle Promo Show & Winner Announcement in Barcelona appeared first on Gaming and Gambling Industry Newsroom.
N1 Partners will celebrate the finale of the global N1 Puzzle Promo for partners – running from April 21 to December 31, 2025 – and award the grand prize, a Robinson R22 Beta II helicopter, at an exclusive party in Barcelona during the ICE and iGB conferences. The special guest of the event will be Tommy Cash.
Registration for the party is now open.
Participants – especially those at the top of the leaderboard – still have the final two weeks to influence the results and break into the prize-winning top three. After all, the grand prize – a Robinson R22 Beta II helicopter – is something no one in the industry has ever given away before…
The main motto of the exclusive final show-event of N1 Puzzle Promo will be “Because we can” – a philosophy of high achievement and top performance by the promo leaders, running like a red thread throughout the entire event.
This is more than just a party – it’s a community and a private club for top N1 Partners affiliates and guests, industry leaders, media, and influencers, accessible only to the select few. “Because we can” is about limitless opportunities for scaling, the ability to achieve top results together, and creating experiences unmatched in the industry.
N1 Partners reveals long-awaited event details 👇🏼
Date: January 20, 2026
Time: 20:00
Location: Barcelona, Spain
What highlights are planned for the guests?
- award ceremony for the top 3 and presentation of the grand prize – the Robinson R22 Beta II helicopter
- exclusive prizes raffle among all guests
- a performance show, DJ set and additional surprises
- activity zones (red carpet, photo area, bar, VIP lounge with hookahs, and much more)
And, of course, the long-awaited special guest of the evening… 🥁
Get ready for the unforgettable performance of edgy Estonian rapper and musician – Tommy Cash!
Register now for the N1 Partners show-event via the link: https://n1puzzle.promo/en.html
After all, why drive when you can fly?
And be number one with N1 Partners?
News source: N1 Partners
Latest News
Vegangster Gives Operators Real-Time Jackpot Control and a New Revenue Stream with Sharedluck’s JackpotX
Platform provider Vegangster has completed the integration of JackpotX, a flexible jackpot engine developed by Sharedluck, giving operators a new way to run scalable jackpot campaigns across brands and game catalogues. The integration focuses on player-contribution jackpots, creating an additional revenue stream for operators.
JackpotX provides more granular control than traditional jackpot tools. Operators can configure several jackpot tiers, define custom triggers, and adjust campaign parameters in real time without downtime. This makes it easier to launch targeted campaigns quickly and align jackpots with specific retention or promotional objectives.
With the integration, Vegangster clients can manage jackpots directly inside their existing back office. Campaigns can be linked to selected brands, game groups, or specific player cohorts, with real-time performance insights available through Sharedluck’s dashboards. This helps teams monitor engagement, track contribution levels, and optimise campaigns while they are Running.
For players, jackpot values update in real time across all touchpoints, including lobby displays, game interfaces, and promotional banners, creating visible momentum as prizes grow. This transparency drives catalogue exploration and extends session time, giving operators a practical tool for supporting both short-term promotional bursts and longer-term engagement Strategies.
Michael Oziransky, Chief Product Officer at Vegangster, said:
“Jackpots remain one of the clearest levers for engagement in online casinos. Sharedluck built an engine that offers operators the level of precision and flexibility they expect from modern tools. With JackpotX inside Vegangster, teams can run customised jackpot campaigns at the speed their operations require.”
The partnership brings Sharedluck’s jackpot engine directly into Vegangster’s ecosystem, giving operators a straightforward way to deploy contribution-based jackpots and track performance through real-time analytics.
Chris Scicluna, Co-Founder at Sharedluck, said:
“We are excited to bring JackpotX to Vegangster operators. In successful campaigns, we have seen higher retention, longer session times, stronger conversion from casual to regular play, and clear uplift in VIP-focused promotions. We look forward to seeing Vegangster clients achieve similar results.”
The integration is now available for all Vegangster operators. Existing clients can enable JackpotX through their account manager, with configuration handled inside the Vegangster back office and supported by Sharedluck’s analytics dashboards. New operators can access the module during onboarding as part of their standard setup process.
Operators can get a closer look at JackpotX at ICE Barcelona, Fira Barcelona Gran Via, 19–21 January 2026, with live demos available at stand 1E20.
About SharedLuck
Sharedluck builds engagement infrastructure for online casinos. JackpotX, its flagship product, provides flexible jackpot creation, multi-brand management, real-time analytics, and tools built to increase player retention and overall casino revenue.
About Vegangster
Vegangster provides a full-stack iGaming platform engineered for speed, scalability, and operator control. Its turnkey, white-label, and sweepstakes solutions integrate casino and sportsbook content, payments, CRM, compliance, and social features into a single mobile-first system. With Vegangster, operators can launch quickly and scale with confidence.
Press contact
Romans Kozlovskis
Senior Content & PR Manager
The post Vegangster Gives Operators Real-Time Jackpot Control and a New Revenue Stream with Sharedluck’s JackpotX appeared first on Gaming and Gambling Industry Newsroom.
Registration Open: N1 Puzzle Promo Show & Winner Announcement in Barcelona
Registration Open: N1 Puzzle Promo Show & Winner Announcement in Barcelona
Vegangster Gives Operators Real-Time Jackpot Control and a New Revenue Stream with Sharedluck’s JackpotX
Vegangster Gives Operators Real-Time Jackpot Control and a New Revenue Stream with Sharedluck’s JackpotX
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