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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
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
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Reading Time: 2 minutes
SOFTSWISS, an international technology provider with over 15 years in the iGaming sector, has partnered with South African entities for the Responsible Gambling Summit 2025, reinforcing its commitment to safe, sustainable play in one of its key growth regions. The two-day summit, organised by the South African Responsible Gambling Foundation, brings together regulators, operators, and experts to advance harm minimisation and industry collaboration.
The Responsible Gambling Summit 2025 will take place from 13 to 14 November in Johannesburg, South Africa, and will include an awards gala dinner recognising initiatives in safer gambling. The programme spans policy, compliance, innovation, and public education, with sessions on illegal market impacts, regulatory development, and technology’s role in prevention and intervention. A SOFTSWISS representative will join the panel discussion ‘Innovation, Technology, and Responsible Gambling’, which explores emerging risks and mitigation strategies in digital environments.
“Industry partnership is essential to keep responsible gambling and player protection visible, effective, and evidence-based across channels. We greatly value the commitment and partnership of prominent international companies, such as SOFTSWISS, whose support brings expertise and resources to these important initiatives in South Africa,” said Sibongile Simelane-Quntana, Executive Director at the South African Responsible Gambling Foundation.
“South Africa is a priority market for SOFTSWISS, and we are proud to support this summit’s mission to advance safer play through collaboration and technology,” said Miranda Guliashvili, Head of Regional Growth at SOFTSWISS. “We continuously apply responsible gambling best practices in our products to help operators build sustainable, compliant growth.”
Building on this commitment, the SOFTSWISS Anti-Fraud team has delivered measurable results: from January to August 2025, it prevented over 15 million euro in fraudulent transactions, resolved more than 56,000 tasks, and processed 70 player complaints submitted to gaming regulators and forums. As fraud tactics evolve – including attempts to use AI-generated deepfakes during verification – SOFTSWISS is strengthening its tools and processes to help operators maintain a secure, transparent environment.
About SOFTSWISS
SOFTSWISS is an international technology company with over 15 years of experience in developing innovative solutions for the iGaming industry. SOFTSWISS provides comprehensive software for managing iGaming projects. The company’s product portfolio includes the Casino Platform, the Game Aggregator with over 35,000 casino games, Affilka Affiliate Platform, the Sportsbook Software and the Jackpot Aggregator. The expert team, based in Malta, Poland, and Georgia, counts over 2,000 employees.
The post SOFTSWISS Deepens Safer Play as Platinum Partner of Responsible Gambling Summit 2025 appeared first on European Gaming Industry News.
Reading Time: 4 minutes
Here are this weeks latest slots releases compiled by European Gaming
PG Soft, a world-class digital mobile games company, has released its powerful new title, Kraken Gold Rush. PG Soft’s game invites players to embark on the perilous high seas and navigate past The Kraken’s monstrous tentacles, desperate to drag ships into the abyss. Sticky Wilds and multipliers reaching x100 help players hunt down a legendary haul of 10 million gold coins.
Evoplay has launched Velvet Gems, a glamorous slot filled with sparkling stones, seamless gameplay, and high reward potential. The game immerses players in a luxurious realm of shimmering rubies, emeralds, and sapphires, where each spin radiates opulence. Striking visuals and a refined soundtrack create a premium atmosphere, making it a perfect choice for players seeking an elegant, feature-rich experience.
The authorities thought they’d finally locked away The Syndicate, the most notorious crew of fugitives in history. But in Nolimit City’s latest release, Breakout, not even a maximum security prison can hold them. This jailbreak-themed slot adds to the list of this year’s releases; Dead Men Walking, Tsar Wars and Kill Em All.
Think you are brave enough to return to the Castle of Terror? This lab experiment-horror sequel from Big Time Gaming is a bone-chilling adventure packed with electrifying features designed to give you the fright of your life. This is a slot where players find themselves in a spooky lab where they must brace themselves for Bonus Respins that are triggered by landing Scatters.
BGaming brings the party to the reels with the release of its latest slot, Fiesta Clusters. This vibrant, highly volatile slice of action combines the celebratory spirit of Cinco de Mayo with the expressive artistry of Día de los Muertos, delivering vibrant thrills for players and a seasonal spike potential for operators around Halloween.
Push Gaming is set to deliver twice the thrills this Halloween with the release of two new seasonal titles, Tarot Treasures and Tricky Treats. Both games highlight the recent launch of Push Gaming’s new product segmentation. Push Action delivers titles with enhanced layers of mechanics and player interaction, a category which Tarot Treasures proudly joins.
Spinomenal has launched Buffalo Rampage – Hold & Hit 3×3, a 3×3 reel, 5 lines video slot. Buffalo Rampage – Hold & Hit 3×3 unfolds across a sun-scorched desert at dusk, framed by towering cacti and brought to life with a slow-paced and Western-inspired soundtrack that immerses players in the action.
TaDa Gaming, has added some dark magic to its TriLuck slots series with its five reels, three rows and 50 fixed paylines new game, 3 Witch’s Lamp. Green, Purple and Blue Potion Pot Scatters can trigger the bonus game’s free spins, five fixed jackpots, ignite coins for wins and increase the bonus prizes.
Blueprint Gaming has introduced a new four pots mechanic and enlarged 5×3 grid to its latest release, Cash Strike Power Force 5, marking an innovative double debut for the internationally recognised series. With various iterations from the Cash Strike family consistently ranking in the supplier’s top 10 revenue-generating markets, the new title builds on the impressive momentum from its predecessors.
Play’n GO invites players underwater in Bubblin’ Riches, a 6×4 slot where golden coins and greedy fish collide for submerged surprises. Set in a playful underwater reef, Bubblin’ Riches brings a burst of colour and charm to the reels. At the heart of the action is a bloated Goldfish with a hoarding habit – every Coin Scatter that lands could feed its fortune, or set off a surprise payout.
Playson turns up the heat in its scorching new release Flaming Bells: Hold and Win, where nostalgic gameplay is reinspired with a 5,000x Grand Jackpot, Extra Bonus Game and valuable Multipliers. Collect symbols gather all visible cash values from the reels, including other Collect icons and the three in-game Jackpot symbol values.
ELA Games beckons players to step into a shadowy realm of sorcery and mystery with its newest release: Witches’ Book. Bathe in the magic as a powerful coven of three witches conjures their spells across the reels, revealing mysterious rewards and surprises. Each spin is a step toward ultimate strength, where massive riches and bubbling magic await.
Amusnet has released its latest online video slot, 27 Wild Shots. This vibrant slot game blends the style of classic fruit games with the charm of a fairytale twist, led by none other than the Little Red Riding Hood herself. The three reels burst with familiar symbols of juicy fruits, reimagined in a lively forest theme.
The post Week 42/2025 slot games releases appeared first on European Gaming Industry News.
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