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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)

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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Goldex Casino by N1 Partners: a new brand tailored for top GEOs

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N1 Partners continues to strengthen its position in the iGaming market by expanding its portfolio with the launch of a new brand — Goldex Casino.

Goldex Casino is strategically focused on key Tier-1 GEOs, including Australia, New Zealand, Canada, Germany, Austria, Switzerland, Norway, Ireland, Denmark, and Slovenia. The product supports eight languages with localised content, ensuring broad reach and engagement.

Goldex Casino features a portfolio of over 5,000 games, while its unique Journey Map system transforms gameplay into a personalised adventure with rewards of up to €/$5,000 and 1,000 free spins. VIP players benefit from an exclusive program offering tailored bonuses, higher limits, dedicated account management, and a final prize — a Rolex Sky-Dweller or its cash equivalent of €20,000.

Special attention has been paid to adaptive design across devices, an intuitive interface, and a suite of features that enhance the user experience and drive player retention. Fully licensed, the brand guarantees a high level of transaction security.

With Goldex Casino, partners gain a robust tool to scale traffic across top GEOs and secure long-term profitability. Join N1 Partners and achieve top-tier results together.

On a related note, N1 Partners is currently running its large-scale N1 Puzzle Promo. All registered teams earn puzzle pieces for driving traffic to N1 brands, including Goldex Casino, with the most active participants competing for luxury prizes. The ultimate reward – a private Robinson helicopter, awarded to the winning team at the end of the promo. The campaign runs until the end of the year.

Learn more about opportunities with N1 Partners

The post Goldex Casino by N1 Partners: a new brand tailored for top GEOs appeared first on European Gaming Industry News.

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Latest News

Goldex Casino by N1 Partners: a new brand tailored for top GEOs

Published

on

N1 Partners continues to strengthen its position in the iGaming market by expanding its portfolio with the launch of a new brand — Goldex Casino.

Goldex Casino is strategically focused on key Tier-1 GEOs, including Australia, New Zealand, Canada, Germany, Austria, Switzerland, Norway, Ireland, Denmark, and Slovenia. The product supports eight languages with localised content, ensuring broad reach and engagement.

Goldex Casino features a portfolio of over 5,000 games, while its unique Journey Map system transforms gameplay into a personalised adventure with rewards of up to €/$5,000 and 1,000 free spins. VIP players benefit from an exclusive program offering tailored bonuses, higher limits, dedicated account management, and a final prize — a Rolex Sky-Dweller or its cash equivalent of €20,000.

Special attention has been paid to adaptive design across devices, an intuitive interface, and a suite of features that enhance the user experience and drive player retention. Fully licensed, the brand guarantees a high level of transaction security.

With Goldex Casino, partners gain a robust tool to scale traffic across top GEOs and secure long-term profitability. Join N1 Partners and achieve top-tier results together.

On a related note, N1 Partners is currently running its large-scale N1 Puzzle Promo. All registered teams earn puzzle pieces for driving traffic to N1 brands, including Goldex Casino, with the most active participants competing for luxury prizes. The ultimate reward – a private Robinson helicopter, awarded to the winning team at the end of the promo. The campaign runs until the end of the year.

Learn more about opportunities with N1 Partners

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HIPTHER Community Voices: Interview with CEO of Media 24 Martins Lasmanis

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From his early days in digital marketing to leading one of the most dynamic affiliate networks in iGaming, Martins Lasmanis brings nearly two decades of hands-on experience and strategic insight to the table. In this edition of Community Voices, Martins reflects on the evolution of the industry, the bold moves that shaped Media 24’s growth, and how the company is embracing AI and a product-first mindset to stay ahead. Dive into his story of resilience, speed, and smart risk-taking — and what it takes to build a future-ready affiliate powerhouse.

 

Can you tell us about your journey into the iGaming industry, how your role and experiences have grown over the years, and what key lessons you’ve learned along the way?

I started in digital marketing about 18 years ago, focusing on SEO. I remember spending my first two weeks just reading everything I could find online. A lot of it turned out to be useless, but it gave me the basics. From there, I worked at a few companies, launched and sold my own digital marketing agency, and later became a freelancer.

In 2016, an affiliate marketer reached out to me through a mutual connection who recommended me based on previous work. I joined his company in 2017 as an employee. That move felt like a risk, but I saw potential.

I spent about four and a half years there. Over time, I started to see big opportunities in markets the company wasn’t willing to explore. Eventually, I decided to leave, sold my shares, and took a break. In May 2022, I joined Media 24.

One key lesson I’ve learned is that long-term consistency often matters more than one brilliant idea. And when you’re scaling fast, being agile and willing to adapt quickly is sometimes more important than being perfect.

 

After 8+ years in iGaming, what are the biggest changes you’ve seen in the industry, and how has Media 24 kept up with them? What key things have helped Media 24 stay strong?

Even though the industry never stops evolving, the fundamentals of affiliate marketing haven’t changed much. What has changed is the pace of Google updates. They are a constant source of stress for many SEO-focused affiliates. They now come one after another and sometimes have a big impact.

And now when AI begins to reshape how people search, affiliates will need to rethink how they attract organic traffic. In some cases, we’ve already seen that AI-driven results take away up to 30% of traffic from organic searches. Its growing impact means we should prepare for fundamental changes coming ahead.

What’s helped us most is staying extremely focused. We ran at a loss for almost two years after starting the company. It is often the reality when you are starting a SEO based business. It was incredibly stressful, we nearly ran out of money for salaries at one point. But we kept going with one plan — to make it work.

Now we have grown to 60+ websites, 300 partners and a team of over 50 people. And we didn’t aim for perfection, we aimed for progress. That speed-first mindset helped us significantly.

 

In a competitive industry like iGaming, looking back, can you think of an idea or plan that felt very risky at first but ended up being a big success for Media 24? What did you learn from that?

One of the riskier moves was our “plant seeds everywhere” strategy. We decided early on to enter almost every market where sports betting was popular. Around 90 GEOs in total. In some cases, the numbers said we shouldn’t bother doing that. But we trusted our instinct.

In that way we were able to quickly identify promising markets, then double down where the data started to make sense. It taught us that data is crucial, but so is intuition. Especially in an industry where emerging markets can surprise you.

It also helped us distribute risk. With presence on so many markets, external factors like Google updates or website blocking had a much smaller impact on the overall business. That made Media 24 much stronger and agile in the long run.

 

Does Media 24 use new technologies like AI? If so, how does using these technologies help the company get stronger or better at what it does?

Definitely. AI-powered tools have already helped us a lot. For example, we noticed a content formatting task that took our managers hours every day. It was repetitive and added up to dozens of lost hours weekly. So, we built an AI-powered algorithm to automate it. Now it takes just minutes, saving our team days and weeks of work each year.

We’re watching AI closely and see a lot of potential. A few months ago, we started developing an AI-first mindset across the team, setting up bi-monthly meetings and workshops to explore how we use these tools and what’s possible. It’s already changing how we work, and we hope to build up on that. The goal is to figure out how we can optimize our work processes and eliminate as many routine, repetitive tasks as possible. We want to free our employees as much time as possible to think, to create, to be proactive, and to create value.

 

If you could give one piece of advice to someone wanting to build a successful company in iGaming today, what would it be?

Focus on building something future-proof. That means strong partnerships, transparency, and a long-term mindset. In affiliate marketing, a lot of your success depends on trust. Both with users and with operators.

Also, don’t wait for everything to be perfect before launching. Start fast, learn fast, and improve as you go. The ability to move quickly is still one of the biggest advantages you can have in this space.

 

What are the main future plans for Media 24, and what kind of impact do you hope the company will have on the iGaming world in the years to come?

Our focus is on becoming a product-driven company. We’re seeing a shift in the industry, many affiliates are building tools and user experiences that go far beyond what was considered enough a few years ago. That’s the direction we’re heading as well.

The new generation of players wants better experiences. We hope Media 24 can play a leading role in creating what the future of affiliate marketing looks like. Agile, technological, and always focused on the user.

The post HIPTHER Community Voices: Interview with CEO of Media 24 Martins Lasmanis appeared first on European Gaming Industry News.

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