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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)
GGPoker, the World’s Biggest Poker Room, today announced the launch of WSOP Express, a revolutionary new series of online qualifier tournaments designed to give every player the chance to win their way into the most prestigious live poker events on the planet.
WSOP Express utilizes a simple ‘steps’ format, allowing players to embark on their journey to glory from tiny buy-ins:
- Step 1: All-In or Fold 4-max Sit & Go – $0.50 or Step 1 ticket buy-in – Step 2 ticket prize
- Step 2: Spin & Gold 6-max Sit & Go – $2 or Step 2 ticket buy-in – Step 2-4 ticket or WSOP Pass prize
- Step 3: Turbo Tournament – $10 or Step 3 ticket buy-in – Step 4 ticket prize
- Step 4: Regular Tournament – $150 or Step 4 ticket buy-in – Ring Pass or Bracelet Pass prize
Players can start at Step 1 or buy directly into any step, making the path to live tournament poker accessible to all.
GGPoker will also host special step tournaments, which participants can play to win the bigger WSOP Express passes:
- Bracelet Step: Regular Tournament – $1,000 buy-in or ticket – Bracelet Pass prize
- Super Step: Regular Tournament – $2,500 buy-in or ticket – Super Pass prize
Free WSOP Express tickets can be claimed through various exciting promotions, including cash game challenges and more.
The available WSOP Express passes are:
- $5,000 Ring Pass: Your ticket to WSOP Super Circuit Live Events, this pass includes event buy-in plus expenses
- $10,000 Bracelet Pass: Grants entry to $10,000 WSOP bracelet events, such as next year’s iconic WSOP 2026 $10K Main Event in Las Vegas
- $30,000 Super Pass: The ultimate package for the WSOP Paradise Super Main Event, including your $26K entry, discounted accommodation at the exclusive Atlantis Paradise Island resort, and more
A key focus of WSOP Express is to open the doors to the newly announced WSOP Paradise 2025 Super Main Event. Taking place this December at Atlantis Paradise Island in the Bahamas, this monumental tournament boasts a record-breaking $60,000,000 prize guarantee, making it the largest live poker guarantee in history, shattering last year’s impressive $50,000,000 Super Main Event guarantee.
Sarne Lightman, Managing Director of GGPoker, shared his excitement: “This is a game-changer for the GGPoker community, literally. Imagine starting with a tiny buy-in and winning your way into the biggest live poker events on the planet, including the record-breaking $60,000,000 guaranteed WSOP Paradise Super Main Event in the Bahamas! WSOP Express is designed to turn dreams into reality, making the pinnacle of poker truly accessible for everyone – play WSOP Express and take the fast track to the WSOP!”
The WSOP Express journey is straightforward: complete steps, earn your pass, and enter the WSOP experience. This streamlined process ensures that players can easily track their progress towards their desired live event.
Visit GGPoker today to start your WSOP Express journey and take aim at poker’s biggest prizes: ggpoker.com/tournaments/wsop-express/
The post GGPoker Launches WSOP Express: Your Fast Track To Poker’s Biggest Live Events! appeared first on European Gaming Industry News.
Here are this weeks latest slots releases compiled by European Gaming
Spinomenal has rolled out the latest addition to its iconic Demi Gods Series: Demi Gods VI Hold & Hit. In this new release, players are transported to a mystical realm surrounded by ominous mountains and swirling mists. The adventure unfolds within a 5×3 reel frame, where electric anticipation crackles around each spin. Atlas, Selene, Helios, and Hera are once again the main protagonists on a mission through ancient Greece in the hunt for glory.
Million Games is thrilled to announce the launch of Fortune Fairies, an enchanting new video slot that takes players into a mystical forest filled with magic, rewards, and a jackpot. This 5×3, high volatility slot invites players into a world, where ethereal fairies, shimmering orbs, and hidden treasures await. Designed for players who love immersive storytelling and rewarding gameplay, Fortune Fairies features two captivating bonus rounds.
GAMOMAT, one of the leading independent German software developers for slot games, has released Roman Legion Flaming Link, the latest addition to join the line-up of its hugely successful Flaming Link series. This imperious 5×3 slot marches players straight to the heart of the Roman Empire, where legionnaires must vie for victory.
PG Soft has unveiled its fantasy-fueled video slot, Dragon’s Treasure Quest. The game is presented within a 5-reel, 3-row frame and features expanding reels and multipliers. Players must track down hidden treasures while navigating through legendary lore to find Wilds and Scatters, represented by a dragon eye and treasure chest respectively.
BC.GAME is adding a dark twist to its slot lineup with the launch of Symbiote, a high-volatility crypto slot developed by Croco Gaming. Inspire by the cult comic Venom, the game invites players into a battle for control — where fusing with an alien parasite brings incredible power, but always at a cost. Symbiote draws heavy visual influence from comic book aesthetics, particularly from the Venom universe.
Get ready to don your sombrero and put your piñata smashing arm to the test in Piñateros – the brand-new Premium release from popular software provider, Swintt, where collecting six or more flaming chilis can unlock fiery rewards or one of four red-hot local jackpots. Boasting a colourful collection of symbols that serves up sugar, spice and all things nice, this exciting 5×3 reel, 50-payline slot includes fresh fruits, thirst-quenching beverages and Mexican musical instruments among its unique icons, with expanding wilds helping to create further wins.
Saddle up, slot fans! TaDa Gaming’s latest release, Bounty Frenzy, is here to ignite the reels with wild west energy, gold-studded features and nonstop action. Packed with cascading wins, dynamic multipliers and transforming Gold Frame Wilds, this medium-volatility slot delivers thrilling gameplay with a 5000x max win potential.
The chaos-loving Joker returns in Cashin’ Joker, a vibrant 3-reel slot from Play’n GO that doesn’t play by the rules. As numbers tumble onto the reels and transform into powerful multipliers, players are thrust into a fast-paced experience full of surprises and dramatic shifts in momentum. Every time the Joker symbol appears, the game shifts into another gear.
Red Rake Gaming has released Super 60 Stars, the latest addition to its acclaimed Super series, now available to all partner operators. This new release retains the fast-paced gameplay and wide variety of features that have made the series one of the most popular in the iGaming industry, while also introducing an exclusive new addition that adds even more excitement to the game. The new feature in Super 60 Stars is the “Super 60 Stars” symbol, which can appear anywhere on the reels and trigger the brand-new “Super 60 Gold X” minigame.
The post Week 29/2025 slot games releases appeared first on European Gaming Industry News.
International stars of the football world are coming together in Lisbon this September for the Legends Charity Game in order to raise funds for communities suffering from the effects of war and local tensions around the world.
Timed to coincide with the SBC Summit in Lisbon, the Legends Charity Game on Monday 15 September is a highly anticipated match between Portugal Legends vs. World Legends, featuring some of the biggest names in the history of football. The Legends will compete in front of 60,000 Fans, and in front of millions of people that will watch the game online / on TV.
With strong support from the Portuguese Football Federation (FPF), the match will see Portuguese legends playing against footballing royalty from the Rest of the World in an event that aims to raise over €1,000,000 for selected charities in the support of communities and families experiencing extreme hardship.
Luis Figo, who won trophies across Europe as well as the Ballon d’Or in 2000, will be captaining the Portugal Legends side. He comments: “It’s always a pleasure to come back to my country and play football, especially when wearing the national team colours! Hope to see a full stadium in my hometown Lisbon for this amazing Legends Charity Game and raise funds for important charity causes.”
Joining Figo from the triumphant Euro 2016 winning squad are Ricardo Quaresma, Eliseu and Ricardo Carvalho. Champions League winners Fábio Coentrão, Maniche, Hugo Almeida, Vitor Baia, José Bosingwa and Deco will also play on the night as well as other famous Portuguese legends include Beto, Jorge Andrade, Dani, Tiago Mendes, Hélder Postiga, Nuno Gomes and Simão. They will be managed by another Champions League winner – Costinha.
They will be facing stiff competition from the World Legends squad that includes legends such as: Peter Schmeichel (Denmark), Cafu (Brazil), Javier Zanetti (Argentina), Diego Lugano (Uruguay), Leonardo Bonucci (Italy), Gaizka Mendieta (Spain), Youri Djorkaeff (France), Christian Karambeu (France), Marek Hamsik (Slovakia), Giorgos Karagounis (Greece), Krassimir Balakov (Bulgaria), Gheorghe Hagi (Romania), Edwin van der Sar (Netherlands) Henrik Larsson (Sweden), Shota Arveladze (Georgia), Javier Saviola (Argentina), and Ronaldinho (Brazil).
The match will be played in front of 60,000 fans at either Estádio da Luz (Benfica Stadium) or José Alvalade Stadium (Sporting Lisbon Stadium), which will be part of a big and exciting reveal in August when the Champions League schedule is released.
The Legends Charity Game aims to raise over €1,000,000 for a number of good causes based both abroad and in Portugal as the Football Family aims to give back to the families of the world. Funds will be raised for both international and national charities who help families and communities in need.
One of the international organisations that The Legends Charity Game will be raising funds for is the Ukrainian Red Cross Society (URCS). Every day, the Ukrainian Red Cross teams provide evacuation support, psychosocial and first aid, provide essential humanitarian relief, support temporary shelters, help with housing restoration, and spread awareness about unexploded ordnance risks. Ukrainian Red Cross volunteers and staff work in all regions of the country to support those who need it most.
Maksym Dotsenko, Director General of the Ukrainian Red Cross, comments: “The war in Ukraine continues, and unfortunately, millions of people still need support every day. We have no right to stop. Initiatives like the Legends Charity Game are not just about the funds raised. They are about compassion, and the understanding that the world stands by us. They are about solidarity that transforms into real help for those going through the toughest times. We are grateful to everyone who takes part.”
The Lisbon-based Cáritas Portuguesa, which offers critical support to marginalised communities fighting issues such as poverty and inadequate emergency relief, is also a charitable partner for the Legends Charity Game.
SBC Founder & CEO Rasmus Sojmark explains: “We are taking our charitable endeavours up a notch this year with the spectacular football match in order to raise a lot of money for some very worthy causes. By tying the match in with the SBC Summit in Lisbon the same week, we have found a way for the communities around football and business to help other communities that are facing unimaginable hardships.”
Tickets are available to purchase via the official website www.legendscharitygame.com. See Tickets will handle ticket management of the event.
Sponsorships and Hospitality are still available in support of the event and the charities. Some of the sponsors already confirmed include iGP, Soft2Bet, Sportingtech, Vegas Legends, Spribe, SmartSoft and Alea.
Sport Global Charitable Foundation is a restricted fund under the auspices of Prism the Gift Fund (UK registered charity with charity number 1099682). All of the profits from the Legends Charity Game will support the Sport Global Charitable Foundation’s beneficiary charities across a range of causes including the Ukrainian Red Cross Society and Caritas Portugal.
The post Legends Charity Game in Lisbon to raise millions for charity appeared first on European Gaming Industry News.
GGPoker Launches WSOP Express: Your Fast Track To Poker’s Biggest Live Events!
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