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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. 

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.

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. 

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

George Miller (Gyorgy Molnar) started his career in content marketing and has started working as an Editor/Content Manager for our company in 2016. George has acquired many experiences when it comes to interviews and newsworthy content becoming Head of Content in 2017. He is responsible for the news being shared on multiple websites that are part of the European Gaming Media Network.

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Spinomenal launches mythology-themed Majestic Zeus

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Leading iGaming content provider Spinomenal has launched its mythology-themed Majestic Zeus slot.

Set at the foothills of Mount Olympus, Majestic Zeus welcomes players to a Grecian world where the rewards are potentially as large as the mountains themselves. The 5×3 frame is nestled between two towering columns adorned with Grecian goddesses. A thunderous, powerful musical score evokes the might of Zeus and heightens the entertainment.

Players who find three Zeus symbols will launch the Free Spins game. Before entering Free Games, players must take a turn on the Wheel of Fortune to determine the free spins total, between 10 and 40, and the symbol will be doubled for the round.

Three blue lightning bolts will trigger the Bonus feature in Majestic Zeus. Three spins are granted to players instantly, and the mission is filling the metre by collecting Scattered winning symbols. Five Scattered symbols will complete one cell in the metre. Additional spins can be earned with the +1 symbol and once the spins end the final total is paid out calculated by the final filled metre cell.

Majestic Zeus also has Stacked Wilds available where once the reels are spinning, Wild symbols have the ability to appear on the reels to increase the chance of a win. During the base game, Only Double Symbols can come into play, making all symbols appear in their double form.

Spinomenal CO-CEO, Omer Henya commented: “Majestic Zeus is sure to make a lot of noise amongst players thanks to its epic combination of myth, mechanics, and multiplier potential. The game looks and sounds superb — we’re expecting big results from it.”

The post Spinomenal launches mythology-themed Majestic Zeus appeared first on European Gaming Industry News.

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iMP Gaming Makes the Switch to A Smarter Arcade: Introducing the Mini Arcade PRO for Nintendo® Switch™ 1 | 2 and OLED Switch

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Big Arcade Thrills, Living Room Friendly Size and at a Pocket Friendly Price; World Debut at Gamescom, 2025!

iMP Gaming, a leading UK based manufacturer and distributor of quality gaming hardware and accessories, announced today the Mini Arcade PRO, an ingenious new accessory designed to transform the Nintendo® Switch™ 1 | 2 or Switch OLED into a miniature arcade!

Set to make its official debut at Gamescom 2025, the world’s largest consumer and trade video game show, the Mini Arcade PRO is expected to begin shipping in time for Holiday 2025.

Ideal for arcade titles, shooters, fighters, retro and so much more, the Mini Arcade PRO is a high-quality, cost-effective way to recreate the genuine arcade feel of gaming’s golden era, utilizing players’ own Nintendo Switch 1 or 2 (not included), instantly enhancing a chosen game and providing speedy, accurate controls for arcade enthusiasts.

Effortlessly easy to assemble, the Mini Arcade Pro is constructed from robust ABS material and uses the console screen of the Nintendo Switch, slotting into the arcade shell and connecting via a solid, ultra-fast USB-C connection. Shipping with a screen adapter to accommodate either the Switch 1 or 2, once the tablet slots in, gamers have a perfect tabletop arcade, working with the vast majority of Switch 1 and 2 titles, and featuring the traditional arcade feel of a real Ball-Top Joystick with micro-switched, steel shaft engineering, and authentic eight-button configuration Action Buttons.

Further enhancing game compatibility, the Mini Arcade PRO features an integrated switch, dynamically changing the input of the Ball-Top Joystick. Users can instantly toggle between D-Pad, left, or right Thumbstick control, so gamers can enjoy the vast majority of the Switch 1 and 2 game catalogue without breaking a sweat.

An ideal statement piece, thanks to the custom Retro Arcade graphic design, the Mini Arcade PRO looks as good switched off as it does when in action, and players’ favourite games are never far away, as the Mini Arcade PRO even features handy storage for up to 12 Game Cards hidden at the rear of the device!

Struggling with that bullet laden shooter? No problem! The Mini Arcade PRO levels up gamers’ skills thanks to the addition of Turbo +/- Action Buttons, as well as a Home and C button for instant communication with friends or teammates.

Dean Harvey, Managing Director of iMP Gaming commented, “The Mini Arcade PRO is the perfect example of the innovative direction iMP Gaming is now taking with its range of Nintendo Switch 2 compatible accessories. Ingenious, cost effective and effortless to use, the Mini Arcade PRO uses the players’ own Switch or Switch 2 device, perfectly recreating the arcade thrills so many of us grew up with. Gamescom is the ideal opportunity to unveil the Mini Arcade PRO to the world for the very first time and we look forward to receiving media and partners both old and new to the show in order to go hands-on with the next big, small thing in gaming!”

iMP Gaming will be located at Hall 3.2, stand F049-01 in the Shenzhen Pavilion, proudly working alongside their production and manufacturing partners at Gamescom, and they encourage interested parties to reach out should they wish to meet, by contacting: [email protected]

 

The post iMP Gaming Makes the Switch to A Smarter Arcade: Introducing the Mini Arcade PRO for Nintendo® Switch™ 1 | 2 and OLED Switch appeared first on European Gaming Industry News.

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BMM TESTLABS’ TRAVIS FOLEY APPOINTED CHAIR OF IGSA’S EMERGING TECHNOLOGY COMMITTEE

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Appointment underscores BMM’s leadership in advancing gaming innovation

BMM Testlabs (“BMM” or “the Company”), the world’s original gaming test lab renowned for exceptional product compliance and certification services, today announced that Travis Foley, Chief Government and Regulatory Officer, has been appointed Chair of the Emerging Technology Committee (ETC) for the International Gaming Standards Association (IGSA).

The ETC is a specialized committee within IGSA focused on identifying and evaluating transformative technologies likely to be deployed within the gaming industry. As Chair, Foley will lead collaborative efforts to support suppliers, regulators, and operators with clear frameworks, regulatory guidance, and standardization strategies that ensure the safe and efficient implementation of new technologies.

IGSA President Mark Pace said, “We are thrilled to have Travis lead the Emerging Technology Committee at such a critical time in the gaming industry. His deep understanding of regulatory frameworks and new and evolving gaming products and solutions will be invaluable as we work to guide the industry through the safe and practical adoption of groundbreaking technologies.”

Foley said, “The gaming industry is evolving rapidly, with technologies like AI, blockchain, cloud-based systems, and advanced remote gaming platforms reshaping how we think about compliance and innovation. I’m honored and excited to chair the Emerging Technology Committee and to work alongside IGSA’s members and global stakeholders to help see new technologies implemented safely, securely, and with integrity.”

 

The post BMM TESTLABS’ TRAVIS FOLEY APPOINTED CHAIR OF IGSA’S EMERGING TECHNOLOGY COMMITTEE appeared first on European Gaming Industry News.

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