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“Impressive is a synonym for efficient” – An exclusive interview with Iryna Kurochkina, Founder & CEO of Digital Choo (DC)
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We managed to catch up with Iryna Kurochkina, Founder & CEO of Digital Choo (DC) for an in detail interview about digital marketing and the creative work behind it.
EG: Let’s begin with a few words about Digital Choo. How did the idea of Digital Choo as a digital marketing company evolve? Who were your first clients? Any interesting stories about the company’s early years? What does the name Digital Choo signify?
Iryna: Looking back at Digital Choo’s first year and compared with what has been accomplished, I am extremely satisfied with our progress. The idea has been growing with 10 key team members for the last couple of years and was conceived from the remnants of some standardized marketing practices that are arcane and unsurprising. We wanted to create, amaze and showcase unique features that would not just inspire but also bring exponentially great results to a client’s business.
The agency’s name makes you think of digital, but it doesn’t indicate our primary direction. We are not only digital; we are a full-range marketing agency, unlimited in our capabilities. But of course, digital is the primary performance media channel of our focus. Our approach fits perfectly with one of our first clients, Parimatch. Other clients supported it too, and the agency grew from 10 people to well over 200 – all of them with the same spark in their eyes and inspiration for unconventionality.
EG: You seem to invest a lot of time and effort in attending conferences. How do you approach conferences? Could you offer any tips to those who are new in the field? What are the things that a participant should do to get maximum leverage out of conferences?
Iryna: Conferences always provide the best opportunities for practice exchanges. They expand our breadth of knowledge through interactions between Product Owners and Service Providers in the gaming industry. This provides a greater understanding of the current capabilities from industry representatives who understand the existing barriers and expanding them through meaningful collaboration. This it is important to DC, as we never rest on our laurels. We are continually working on future trends within the industry and immediately turning them into a general market for customer demand.
The same could be recommended to others – newbies and those who have been in the field for a long time. Productive communication is the key to the development of individual units and the industry as a whole – it’s a synergic process, one that is not possible without the other. To get the maximum from every event, define the most important ones for the development of your business, invest maximum effort in them, and expand gradually.
EG: DC has won a number of awards recently, especially creative awards. Which of these are the most satisfying to receive? How do you handle the pressure of maintaining such high benchmarks in subsequent campaigns?
Iryna: Each award is a win and we don’t get tired of winning. Of course, we are really proud of the international recognition received. Just this year we were named Best Marketing Services Provider by Betting Awards. Last year we received an Effie Award for providing business efficiency to our local clients. International and local awards are important as they confirm our efficiency and pre-eminence not only on a global scale but also within individual countries that have their own distinctive peculiarities.
In regards to stress, I believe it all depends on how you see it. For us, high benchmarks are the average, something that we strive for on a daily basis, which is our starting point. Taking it to another level, we raise the bar by creating trends, not following them. That develops undue pressure which is the norm, a source of inspiration.
EG: DC operates in a number of countries across continents, Europe, North America, and Africa, offering services to betting and gaming companies. The legal frameworks and regulations regarding betting and gaming vary substantially across countries. Isn’t it a challenge to unleash the creativity, while keeping a close eye on the legal aspects? What are your strategies to handle this?
Iryna: It’s like life, everything is very simple. If you can’t make a difference, change yourself and your perception. In fact, in our business, adaptation is a key tactical tool used within the gaming industry. You cannot change regulations that are constantly changing but you can adapt. You can adapt your product to be responsive to these changes in the shortest of possible terms, you cannot avoid or increase the online or offline frontiers but you can create unique ways to break through the clatter of these frontiers by thinking outside the box and observe the performance in your results.
By taking a fresh approach, we strive for the best and brightest solutions. It is the primary approach of every one of our teams and is integrated into our company when providing services to every one of our clients.
EG: The betting and gaming industries are crowded places with a number of companies operating in each segment. What are the primary yardsticks or criteria that you use for making a particular brand stand out among the crowd?
Iryna: In our time, emotion has become a kind of cult and has already turned into one of the fundamental drivers of success for many businesses that have been gradually introduced into each industry. The bolder the clients, the more efficient are the agencies that are not afraid to accept their challenges. In other words, always be ready to make the impossible possible, and do not just use your expertise with rational persuasion factors and logical arguments on customers.
We try to inspire clients with our ideas and deeds and they often come to us just for this emotion. To us, “bucking” the old stereotypes and not proving every new unique decision that in the current world of transformation of the consumer is what works and brings them multiple results. Moreover, this concerns not only creative solutions but also the methods of implementation and distribution, formats and methods of media distribution and delivery to the consumer. We continue to develop this trend. These are the primary tools of self-measurement, to be out of the box.
EG: It is one thing creating amazingly impressive marketing campaigns for a brand and it is another thing bringing in revenue for the brand. these factors may not always go hand in hand. Could you share a particular case where both aspects went exactly as planned?
Iryna: In my opinion impressive is a synonym for efficient.
For example, let’s take a look at our rebranding campaign, the last one we made for our client Parimatch. We had to find a new spirit of true Parimatch customers and develop new communication language with them in order to grow the brand from an online bookmaker to a lifestyle platform for the courageous. Utilizing research and possessing a deep understanding of Parimatch’ typical customers. We have known that in order to create a new concept that is relevant for them it is imperative that their perception of themselves be; bold, adaptive and bright as they are.
The information field is saturated, the audience has become more “muscular”, it is more demanding on the visual presentation of brands.
You need to instill and introduce strong core beliefs into them, and then like a great designer using bead after bead to string up different WOW chips; enriched with non-standard shooting techniques, visual trends, and high-quality sound.
The business goal was to attract the correct audience, to strengthen the connection with the core of the existing one, and eventually to grow profits. To see this connection, you have to look at any task strategically, in the long term. To me, there’s no other way to work. if you want the business to succeed, you have to gain true synergy from a combination of ‘impressive’ and ‘profitable’.
So, returning to the question, if you want to see cases where both aspects have gone exactly as planned, there are plenty on our website.
EG: In several countries, for example, in the UK, advertising watchdogs are increasingly tightening the screws on betting and gaming advertising, especially concerning the impact of these ads on children and problem gamblers. What is your take on this?
Iryna: I believe that bans and creating a stigma on communications regarding these issues won’t solve them. The Forbidden fruit is sweet and never enough.
Let’s consider a TV series for example. It’s a popular, accessible, and joyful product. It’s totally fine as a way to spend your free time occasionally. But binge-watching can become real trouble and harm people’s daily lives, jobs, sometimes even families. Does this mean we have to ban all TV series? The more logical and productive decision is to communicate the risks of binge-watching and promote shows as an entertainment hobby.
This approach applies well on betting and gambling as well. The real question always lies in the area of adequate perception and open discussions. Bans may cause a rise in unhealthy interest towards the industry, while legalization, on the contrary, will promote responsible gaming, introducing it as a totally acceptable hobby.
EG: Finally, let us talk about the future. Any big announcements coming up? How do you see DC developing in the next few years?
Iryna: After the last few years and our ambitious start, we have devoted ourselves to more rapid development. It is our primary driver. There are a lot of plans: it’s like the widening of the DC holding structure as a whole, its expanding by many digital innovation departments, as well as the introduction of new initiatives by our team, both in the scope of branded content projects and media platforms, which will be relevant within a couple of quarters.
We are already working on the next innovative trends of the industry and immediately turning it into a general market for customer demand.
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: “Impressive is a synonym for efficient” – An exclusive interview with Iryna Kurochkina, Founder & CEO of Digital Choo (DC)
Hydro was crowned the tournament’s MVP with 27 finishes, while TraceGod received the TVS Most Wicked Player award for his 113 finishes across the season
The three-day LAN finals garnered over 10 million views on YouTube and more than 500k views on JioHotstar across the Hindi, English, and Gujarati live streams.
The curtains have come down on the OnePlus Android Battlegrounds Mobile India Masters Series (BGMS) Season 4, with Team K9 Esports emerging as the undisputed champions of India’s most-watched esports tournament. After three days of high-octane LAN action at the NODWIN Gaming Arena in Chhatarpur, New Delhi, the champions walked away with the coveted BGMS trophy and the lion’s share of the INR 1.5 crore prize pool.
The grand finals, held from September 12 to 14, brought together the top 16 teams in the country for 12 intense matches and were broadcast live on NODWIN Gaming’s YouTube channel as well as on Star Sports Khel and JioHotstar, making it the only esports tournament in India with a national television presence. On YouTube, the finals drew more than 10 million views across Hindi, English, and Gujarati broadcasts over the three days, while on JioHotstar, they registered over 500k views during the same period, surpassing 200k on the final day alone.
OnePlus K9 Esports, led by in-game leader (IGL) Sahil Jakhar (Omega) and comprising Akshit Kumar (Arclyn), Harshit Yadav (Beast), Tanjot Singh (NinjaBoi), and Raghuraj Singh (Slug), dominated across all three days of competition. After topping the table on both Day 1 and Day 2 with consistent performances, the team carried their momentum into the final day to finish with a total of 107 points and three Winner Winner Chicken Dinners, claiming the BGMS Season 4 championship and securing INR 60 lakh in prize money.
They were followed closely by Sinewy Esports, who had qualified through the Battlegrounds Mobile India Challenger Series (BGCS), finishing second with 96 points and earning INR 22.6 lakh. iQOO SouL also ended with 96 points but were placed third on tiebreakers, recording 53 finishes compared to Sinewy’s 54. Infinix True Rippers and iQOO Revenant XSpark rounded off the top five with 93 and 89 points, respectively.
The MVP of the tournament was awarded to TRHydro of Team True Rippers, whose 27 finishes stood out as the highlight of the grand finals. The TVS Most Wicked Player award went to Joel Thomas (TraceGod) of Team Revenant XSpark for his remarkable tally of 113 finishes throughout the tournament.
When asked about their hard-fought victory, Sahil Jakhar, aka Omega, IGL of OnePlus K9 Esports, summed up the team’s emotions perfectly: “One in the bag, more to go!”
Organised by NODWIN Gaming, South Asia’s leading gaming and esports company, the fourth season of BGMS spanned over 28 days in its innovative dual-format structure. This season marked a significant evolution with the introduction of the BGCS as the official feeder league, giving grassroots talent the chance to rise to the professional stage. Through partner-led qualifiers such as OnePlus Campus Dominate and TVS Raider Wicked Battles, new teams and young players earned the opportunity to compete alongside India’s top-tier squads. In a historic step towards inclusivity, all-women rosters also took part in BGCS, breaking barriers and inspiring a new generation of female gamers to envision a future in competitive esports.
“BGMS Season 4 has truly set new benchmarks for esports in India. From the introduction of the dual-format league and the inclusion of all-women teams to welcoming new brands into the fold, this season has been about opening doors and broadening horizons for the entire ecosystem. Congratulations to K9 Esports for delivering an outstanding performance that defined this season. What makes me especially proud is that we continue to bring this action into Indian homes on national television and OTT platforms, ensuring that the very best of esports reaches the masses and cements its place in the mainstream. This journey was also strengthened by the trust and commitment of our Title Sponsor, OnePlus, along with all our partners whose support has helped BGMS evolve from a tournament into a movement that truly resonates across the country,” commented Akshat Rathee, Co-founder and Managing Director, NODWIN Gaming.
BGMS Season 4 was powered by an exceptional lineup of partners, each playing a vital role in making the tournament a success. OnePlus returned as the Title Sponsor and Official Smartphone Partner, while Android continued its association as the Co-Title Sponsor.
TVS Motor Company marked its third consecutive year of partnership, and Red Bull returned for the second year to energise players throughout the competition. Duolingo English Test made its debut as the Official Learning Partner, promoting accessibility and global opportunities for India’s youth. Swiggy came on board for the first time as the Official Food Delivery Partner, keeping players and crew fuelled, while Bisleri joined as the Official Hydration Partner. In a landmark moment, Tesla also made its esports debut in India by showcasing its Model Y cars at the BGMS Grand Finals.
With BGMS Season 4, NODWIN Gaming has not only redefined the scale of competitive gaming in the country but also cemented the tournament’s status as a cultural phenomenon that embodies the energy and aspirations of India’s youth.
The post Team K9 Esports crowned champions of BGMS Season 4; secure INR 60 lakh in prize money appeared first on European Gaming Industry News.
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Rocket League World Championship concludes in Lyon: NRG Esports crowned champions in front of nearly 10,000 fans; Major 2 comes to Paris La Défense Arena next year
- Record-breaking Rocket League World Championship 2025 concluded yesterday with around 10,000 fans per day at LDLC Arena
- NRG takes home the $300,000 prize as this year’s Rocket League World Champions
- Paris La Défense Arena (25,000 capacity) confirmed to host RLCS Major 2, May 20-24, 2026
After two landmark weekends for global esports with the Fortnite Global Championships and the Rocket League Championship Series in France, Rocket League is set for an even bigger arena in 2026.
Following a record-breaking World Championship in Lyon, the Rocket League Championship Series (RLCS) Major 2 will take over La Défense Arena in Paris from May 20-24, 2026, marking the largest venue to host a Rocket League event in history.
The Rocket League World Championship 2025 came to a thrilling close on Sunday evening as NRG Esports lifted the trophy in front of nearly 10,000 fans at the LDLC Arena in Lyon-Décines, France. Taking in the glory, the champions secured $300,000 and were declared Rocket League World Champions!
20 of the best Rocket League teams and 60 players from across the globe were onstage all together, representing every major region. North American team NRG’s Massimo “Atomic” Franceschi, Landon “BeastMode” Konerman and Daniel “Daniel” Piecenski dominated through the Group Stage before delivering a statement performance in the Grand Final, with a decisive 4-1 victory over Raleigh Major winners and RLCS 2025’s highest-scoring LAN team, Team Falcons.
Esports has dominated the French spotlight these past two weekends – with the Fortnite Global Championship and the Rocket League World Championship 2025 drawing record crowds and combining to deliver $50 million in economic impact for the city of Lyon.
Spectators from across more than 26 different countries travelled to France to watch 20 of the world’s best Rocket League teams compete for the title of World Champion. The energy of the Lyon crowd confirmed France’s status as one of esports’ true global homes, setting the stage perfectly for next year’s RLCS Major 2 in Paris.
Looking ahead to the 2026 season, the RLCS will scale up once again as La Défense Arena – Europe’s largest indoor venue and a regular home for large-scale sporting events – will welcome an expanded three full days of live audience action next May. With a capacity of 25,000, the arena will be one of the biggest venues in Europe to host an event in esports.
Additional details of the 2026 season were also revealed in Lyon, with the new season set to kick off this November with online Opens, followed by a brand-new Kick-Off LAN studio event in Copenhagen, Denmark this December. The RLCS Major 1 will take place in North America with further dates and locations for the first Major of the year and the Rocket League World Championships to be announced in the coming months.
For more details on the 2026 Rocket League Championship Series, including sign-up information and full schedules, visit the Rocket League Esports official site.
In case you missed it, Rocket League also announced Season 20 this weekend, which will be live on September 17 – check out the blog for more details on the new season.
The post Rocket League World Championship concludes in Lyon: NRG Esports crowned champions in front of nearly 10,000 fans; Major 2 comes to Paris La Défense Arena next year appeared first on European Gaming Industry News.
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Infront Bettor expands tennis portfolio through exclusive Australian Open video and data rights partnership
New agreement with Tennis Australia (TA) includes top grand slam event, Qualifying and TA tournaments
Infront, through its dedicated division Infront Bettor, has significantly broadened its footprint in tennis after being named the data and video streaming partner for Tennis Australia.
The multi-year agreement includes the Australian Open, one of tennis’s four grand slams, and will provide licensed sportsbooks access to high-quality live content and reliable data thanks to market-leading strategic partners for streaming and data distribution. It marks the latest step in Infront Bettor’s growing presence in top-tier tennis, building on the five-year Official Data partnership with the International Tennis Federation (ITF).
In addition, Infront Bettor will collaborate closely with Tennis Australia’s Game Insights Group, focusing on exploring opportunities in data innovation and commercial data strategy.
Drawing on experience from its ITF partnership, Infront Bettor will also bring an emphasis on data harmonisation across the sport. This allows consumers of data to have consistent definitions regardless of the tennis competition and supports Tennis Australia’s ambition to create products and platforms that enhance the way fans and partners experience tennis.
Tennis Australia’s Chief Commercial Officer Cedric Cornelis said: “Partnering with Infront Bettor ensures we can deliver the highest standard of content to audiences globally, while maintaining a strong commitment to integrity and innovation. Their platform and experience in the sport will help us identify, reach, and delight new markets.”
Chris Catling, Head of Infront Bettor, added: “This is a landmark addition to our tennis offering and a major step in strengthening our global footprint in the sport. The Australian Open sits at the very top of the calendar and complements our existing partnership with the ITF by extending our reach across both elite and grassroots levels. We’re proud to be trusted by Tennis Australia and look forward to delivering value through reliable content, integrity-led operations, and a truly global distribution network.”
The partnership will also see Infront work closely with Tennis Australia’s Integrity Unit, combining best-in-class monitoring tools, risk assessments, and global market analysis to help uphold the integrity of all covered matches.
Infront Bettor is part of the Group’s Media, Betting and Technology unit led by Amikam Kranz as Senior Vice President. This combination of Infront’s media rights business with betting and technology provides more holistic commercial opportunities to rightsholders and innovative technology solutions to the betting industry.
The post Infront Bettor expands tennis portfolio through exclusive Australian Open video and data rights partnership appeared first on European Gaming Industry News.
Team K9 Esports crowned champions of BGMS Season 4; secure INR 60 lakh in prize money
Rocket League World Championship concludes in Lyon: NRG Esports crowned champions in front of nearly 10,000 fans; Major 2 comes to Paris La Défense Arena next year
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