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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
Reading Time: 4 minutes
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.
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?
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.
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.
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!
Source: Latest News on European Gaming Media Network
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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James O’Kelly Appointed Head of Corporate Development at SolutionsHub
SolutionsHub is pleased to announce the appointment of James O’Kelly as Head of Corporate Development, a newly established role that underscores the company’s commitment to strategic growth, innovation, and excellence in client service.
Since joining SolutionsHub, James has been instrumental in driving key initiatives across the organization. Over the past 18 months, James has headed high-impact growth intiatives, managed treasury and led sucessful licensing for clients. His contributions have also extended to representing SolutionsHub on the international stage, enhancing the company’s global presence.
In his new role, James will take the lead on a range of high-impact strategic initiatives in close collaboration with the Board of Directors. His primary focus will be on identifying and cultivating key partnerships, as well as spearheading the development of innovative product lines that align with the company’s long-term vision. To fully dedicate his efforts to these forward-looking priorities, James will be transitioning responsibility for day-to-day operations and compliance to other senior members of the leadership team. This shift will enable him to concentrate on shaping the company’s future growth trajectory and ensuring its continued success.
“James has consistently demonstrated outstanding leadership and a deep understanding of our business and industry,” said Lee Hills, CEO of SolutionsHub. “His appointment as Head of Corporate Development is a natural evolution that aligns with our long-term strategic goals and further reinforces the strength of our leadership team.”
James will continue to play a pivotal role in advising and supporting clients through increasingly complex regulatory, licensing, and jurisdictional considerations. Leveraging his extensive experience and strong track record of delivering innovative, compliant, and forward-thinking solutions.
The post James O’Kelly Appointed Head of Corporate Development at SolutionsHub appeared first on European Gaming Industry News.
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Week 19/2025 slot games releases
Here are this weeks latest slots releases compiled by European Gaming
CryptoSlots, a leading cryptocurrency casino, is celebrating its 7th birthday this May with exciting new game launches and player rewards. To mark the occasion, CryptoSlots is unveiling a brand-new slot: Safari Sunsets, taking players on a breathtaking journey through the African savannah at golden hour. With swaying acacia trees, and a sky glowing in sunset hues of orange and purple, the game immerses you in the wild beauty of the grasslands. Majestic animals like zebras, lions, buffalos,and the powerful elephant Scatter symbol bring the reels to life!
PG Soft has unleashed its latest big-hitting title, Knockout Riches. The new addition is a 5-reel (1 to 3 rows in reel 1 and 5, 4 to 20 rows in reels 2, 3 and 4) slot that delivers an action-packed slot experience with grit, determination, and big rewards. Ruby, known as the ‘Flaming Rose’, steps into the ring as a rising star in the boxing world whose fists must do the talking.
Relax Gaming, the iGaming aggregator and supplier of unique content, is challenging players to tame Fang the dragon in its fiery new release, Fang’s Inferno. The dragon with an insatiable appetite for riches returns in this 5×4 slot where big wins can come via Blazin’ Wilds, Flamin’ Respins, Fang’s Bonus Picks, Fiery Free Spins and Fang’s Bonus Picks.
FBMDS is thrilled to announce the launch of its newest slot game of Asian inspiration – “Panda Treasure – Sublime Series”. This is the inaugural title in its ambitious plan to reinvent its slots portfolio with new, rewarding online casino game releases throughout the year, that speak to different players’ profiles and competitive operator’s demands. The release of a new slot game aligns with FBMDS’s 2025 narrative, focusing on market expansion, innovation, and leadership in key iGaming segments.
Spinomenal has released its latest game to join the Wildlife series, Majestic Silverback. Players are welcomed to the untamed, lush jungle for an adventure. Verdant fauna surrounds the 5×3 reel frame, brought to life by an array of jungle animals, including jaguars, parrots, crocodiles, and iconic silverback gorillas.
Push Gaming has launched Olympus Unleashed, a futuristic take on a mythological-themed slot that combines the timeless appeal of classic slots with bold, modern gameplay. Created for players who enjoy the familiar rhythm of traditional titles but crave something fresh, Olympus Unleashed delivers a compelling blend of nostalgia and innovation.
Play’n GO’s latest 6×4 slot, Crabby’s Gold, washes ashore with gold-grabbing mechanics, evolving Wilds and a crustaceous companion who’s got more attitude than treasure maps. Set in a sun-bleached pirate cove where coins glint beneath the waves, Crabby’s Gold brings comic chaos to the high seas. With its curmudgeonly mascot Crabby hoarding multipliers and heckling from the reels, this 4096-ways slot isn’t just another maritime theme – it’s a tidal wave of personality.
Inspired Entertainment, Inc., a leading B2B provider of gaming content, systems, and solutions, is thrilled to announce the release of Piggy Winner™ – a pig-themed descendant of Inspired’s popular omni-channel slot Gold Winner™. This 10-win line slot game is packed with thrilling features including Wild Symbols, Cash Collecting Free Spins, a gamble option and Fortune Spins mode, designed to deliver slick gameplay and endless excitement.
Booming Games turns up the temperature with Inferno Fortune Power Hit, the explosive first title in the brand-new Power Hit Series. Set on a blazing 6×4 grid with 4096 ways to win, Inferno Fortune Power Hit is designed for players who crave nonstop action and high win potential. At the core of the game lies the powerful Power Hit feature, which can be triggered in both the base game and Free Spins.
The post Week 19/2025 slot games releases appeared first on European Gaming Industry News.
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ELA Games Receives Key Nomination at EGR Marketing & Innovation Awards
The studio is shortlisted for the “Brand of the Year – B2B” category
ELA Games, an innovative game development studio, has been shortlisted for the “Brand of the Year – B2B” category at the upcoming EGR Marketing & Innovation Awards 2025.
The EGR Marketing & Innovation Awards is an event that celebrates key figures and innovative brands within the iGaming industry. The ceremony recognises companies that demonstrate commercial success through game-changing creativity and contributions to the improvement of the industry. It gathers the brightest and most influential minds to reward those who have helped the online gaming sector grow.
ELA Games’ nomination for the “Brand of the Year – B2B” category highlights the company’s efforts in creating a portfolio that balances operator-centric growth with player-friendly gaming experiences. The studio has demonstrated a commitment to helping operators improve player acquisition and retention metrics through data-backed performance, making it a beneficial partner.
Marharyta Yerina, ELA Games’ Managing Director, commented on the nomination, “The ELA Games team is proud to receive a nomination for a significant category at a prestigious event. We’ve made considerable strides in 2025 to develop our portfolio and create games that both help operators grow and provide fun for players. We look forward to networking with all our peers at the ceremony, and congratulations to all nominees!”
The EGR Marketing & Innovation Awards 2025 will take place on June 19, 2025, at The Mermaid, London. The ELA Games team will attend the ceremony for a night of excitement, networking, and celebration.
The post ELA Games Receives Key Nomination at EGR Marketing & Innovation Awards appeared first on European Gaming Industry News.
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