Latest News
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
Acer UK Levels Up the Game: Win a Brand-New NVIDIA GeForce RTX 50 Series Gaming Laptop and Unleash Hundreds of Titles with Included PC Game Pass!
Acer UK is thrilled to announce an electrifying competition giving gamers the chance to win a state-of-the-art Predator or Nitro laptop, powered by the brand-new NVIDIA GeForce RTX 50 Series GPUs! This grand giveaway celebrates the highly anticipated arrival of Acer’s latest gaming powerhouses and highlights the incredible value of PC Game Pass, now included with all new Nitro and Predator devices.
Enter the Competition Here: gleam.io/PQDpw/50-series-laptop-and-pc-game-pass-competition
The gaming landscape is constantly evolving, and Acer is at the forefront, delivering cutting-edge technology designed to immerse players in unparalleled virtual worlds. The new Predator Helios Neo 16 AI laptop, featuring the formidable NVIDIA GeForce RTX 50 Series GPUs, is now available at leading retailers including Amazon, Box, and Currys. For those seeking even more power, Acer’s official store is now stocking models with the groundbreaking RTX 5070 Ti and RTX 5080, offering next-generation performance and AI capabilities for the most demanding games and creative tasks.
But the excitement doesn’t stop there. Every new Nitro and Predator device now comes with PC Game Pass included, ensuring that gamers have immediate access to a vast library of hundreds of high-quality titles from the moment they unbox their new machine. No more waiting, no more separate purchases – just plug in and play!
To amplify the buzz, this competition will be supported by renowned gaming influencers Two Angry Gamers and Frankie Ward. Their extensive reach and passionate communities will help spread the word, giving more gamers the chance to win and experience Acer’s cutting-edge hardware paired with an incredible game library.
“We are incredibly excited to bring the power of the NVIDIA GeForce RTX 50 Series to our Predator and Nitro laptop lines,” says Mike Newson, Gaming Notebook Business Manager at Acer UK. “These new machines, especially the Predator Helios 18 AI and the Predator Triton 14 AI, represent a significant leap in gaming performance and AI integration. By bundling PC Game Pass and collaborating with beloved gaming personalities like Two Angry Gamers and Frankie Ward, we’re not just offering powerful hardware; we’re providing an instant gateway to an endless world of gaming entertainment and ensuring our message reaches the heart of the gaming community. It’s about delivering the complete, immersive experience our users deserve.”
PC Game Pass: Your Ultimate Gaming Library Just Got Bigger!
Microsoft’s PC Game Pass continues to grow, offering an incredible selection of games for every taste. Recent exciting additions that gamers can dive into include:
- FBC: Firebreak – A cooperative first-person shooter available day one on Game Pass!
- Rematch – A thrilling third-person, team-based football game.
- Warcraft I: Remastered, Warcraft II: Remastered, and Warcraft III: Reforged – Relive the epic beginnings of the legendary Warcraft universe.
- Call of Duty: WWII – Experience intense historical combat.
- Looking ahead, July brings even more to the service with Little Nightmares II and Rise of the Tomb Raider returning to the library.
With new titles added regularly, PC Game Pass ensures there’s always something fresh and exciting to explore on your new Acer gaming laptop.
Don’t miss your chance to win the ultimate gaming upgrade! Enter the competition today and prepare to experience gaming like never before with Acer’s new NVIDIA GeForce RTX 50 Series laptops and PC Game Pass.
Availability: The new Predator Helios Neo 16 AI laptop with NVIDIA GeForce RTX 50 Series is available now at Amazon, Box, and Currys. Models featuring the RTX 5070 Ti and RTX 5080 are available directly from the Acer Store.
Social Media: #Acer #Predator #Nitro #RTX50Series #PCGamePass #GamingLaptop #Competition #Giveaway #TwoAngryGamers #FrankieWard
The post Game On! Win Acer’s New RTX 50 Series Laptop + PC Game Pass appeared first on European Gaming Industry News.
Clarion Gaming has announced details of London iGaming Week, a program of immersive curated events, seminars and parties centred around iGB L!VE and taking place at iconic London venues.
Confirming the programme, Naomi Barton, Global Portfolio Director responsible for iGB L!VE said: “London iGaming Week is an amazing opportunity for the global iGaming industry to come together for a week of connection, innovation, and celebration.
“Running 1 July – 4 July it features social events such as the iGB Affiliate Awards, the EGR B2B Awards, Welcome Drinks in Canary Wharf, and the Legends by Fire and ICE celebration.
“It also includes unique opportunities to network and learn at the iGB Start-Up Accelerator, the Affiliate and Operator Mixer and Technology in Gaming, the inaugural conference for senior technology professionals sponsored by Pretty Technical on Tuesday 1 July.
She added: “An initiative that we are extremely excited about is our deeper partnership with LatAm Media Group which will see us stage the first ever London LMG Futbol Experience. Taking place on Friday 4th July, the live-streamed 6-a-side football tournament will be played on a state-of-the-art 5G pitch with games officiated by fully qualified referees.
“Delivering a mixture of competition and camaraderie it’s a fantastic milestone which will build on iGB L!VE’s reputation for running the most popular business, networking and social iGaming events of the year.”
London iGaming Week represents a high profile addition to what will be the biggest edition of iGB L!VE on record. The first show to take place in London following its relocation from Amsterdam it will provide attendees with access to over 22,000sqm of product innovation and inspiration.
Connecting igaming operators, affiliates, tech vendors and game providers, iGB L!VE will welcome a projected 15,000 iGaming and affiliate pioneers helping businesses throughout the ecosystem to navigate the iGaming landscape, provide networking opportunities, showcase cutting-edge innovations and share crucial market knowledge.
For more information and to register for iGB L!VE, 2 – 3 JULY 2025, ExCeL London: igblive.com
The post iGB L!VE confirm London iGaming Week program appeared first on European Gaming Industry News.
Latest News
Female Protea Team for the Counter Strike 2 esports title to do battle against Namibia – AEC25
Mind Sports South Africa’s Protea Female CS2 team, led by captain Jess Greeff and featuring Avonique van Rooyen, dominated IESF’s AEC24, and emerged undefeated, and punched their ticket to the world stage. The female Protea Team for the Counter Strike 2 Esports Title are trailblazers in female esports and are already making their mark internationally.
To qualify for IESF’s World Esports Championships 2025 (WEC25), South Africa’s Female Protea Team for the Counter Strike 2 Esports Title will be taking on Namibia at15H00 on 21 June 2025.
South Africa’s Female Protea Team for the Counter Strike 2 Esports Title has never lost to Namibia, and both MSSA and the team are confident that the result will be the same as all previous encounters.
The team has shown a few changes from 2024. Jessica Greeff remains the captain, and Avonique van Rooyen and Megan van der Westhuizen too stay on the team with their vast international experience. The two new additions are Kiera McCullum and Kalee Ludick who further add to the team.
MSSA is of the belief that the 2025 Female Protea Team for the Counter Strike 2 Esports Title is the strongest female Counter Strike 2 team to ever represent South Africa.
The full team to represent South Africa at15H00 on 21 June 2025 is:
| Name | Club | Nick | Province |
| Jessica Eleez Greeff (Capt.) | ZAG Academy | heartjess | KwaZulu Natal |
| Avonique van Rooyen | ZAG Academy | avo | Gauteng |
| Kiera McCallum | ZAG Academy | queen | KwaZulu Natal |
| Megan van der Westhuizen | ZAG Academy | m3gz | Gauteng |
| Kalee Ludick | ZAG Academy | creative | Gauteng |
The post Female Protea Team for the Counter Strike 2 esports title to do battle against Namibia – AEC25 appeared first on European Gaming Industry News.
Game On! Win Acer’s New RTX 50 Series Laptop + PC Game Pass
iGB L!VE confirm London iGaming Week program
Female Protea Team for the Counter Strike 2 esports title to do battle against Namibia – AEC25
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