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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
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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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TEAM VITALITY AND SKIN.CLUB SUPPORT THE SECOND EDITION OF THE ELITE FE TOURNAMENT ON CS2
Team Vitality is proud to announce its support for the second edition of the Elite FE tournament, organised by streamer and Elite FE founder, Minaleyy.
The women’s Counter-Strike 2 (CS2) event, is organised in collaboration with Skin.Club, and brings together the world’s top players to participate in tournaments for a €1000 cash prize.
With only 6% of women in professional esports, the Elite FE tournament aims to promote female talent within the CS2 scene and strengthen their visibility. This initiative is part of an overall effort to encourage more diversity and inclusion in the esports industry.
A SPRINGBOARD FOR WOMEN’S CS2 TEAMS
The Elite FE tournament will bring together 16 international women’s teams, including 4 selected by Minaleyy in collaboration with Team Vitality and Skin.Club, to compete on the FACEIT platform. In each tournament, the winning team will be awarded €1000 as well as various prizes, including Team Vitality merchandising and gaming equipment.
From 23rd February, the entire tournament will be broadcast live on Twitch and hosted by Minaleyy, who will be accompanied by various casters. Debriefs, game analysis, and engaging video content will be produced to contribute to the visibility of the participating teams and encourage conversations on social media.
Designed as a warm-up for professional teams ahead of the upcoming ESL Impact season, the Elite FE tournaments will be held every two months starting in February 2025, with matches scheduled on Sundays to maximise participation and viewership. By aligning with major esports events, Elite FE aims to be a key tournament for player development and a training ground for teams aspiring to reach the professional level.
This tournament represents a competitive, positive and inclusive vision for diversity in esports. By regularly hosting events, Elite FE aims to become an essential platform for CS2 players, while actively showcasing emerging talent.
TEAM VITALITY CONTINUES ITS COMMITMENT TO WOMEN’S ESPORTS
By supporting the Elite FE tournament, organised by Minaleyy, Team Vitality reaffirms its strong commitment to developing women’s esports. The competition provides semi-pro and amateur players with a unique platform to enhance their skills, increase their visibility and integrate into a scene moving towards greater diversity.
This initiative builds on Team Vitality’s ongoing efforts to promote inclusivity in esports, which to date has included the creation of its women’s League of Legends team, the Rising Bees, and its women’s Mobile Legends: Bang Bang team. These initiatives reflect the club’s commitment to actively supporting the emergence of leaders both in the competitive field and at a community level. Team Vitality and Minaleyy are also thrilled to welcome Skin.Club to the project, ensuring the best conditions for the project’s success and maximising visibility for players within the CS2 ecosystem.
The post TEAM VITALITY AND SKIN.CLUB SUPPORT THE SECOND EDITION OF THE ELITE FE TOURNAMENT ON CS2 appeared first on European Gaming Industry News.
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ESL FACEIT Group Names Acer Official OEM Partner
Partnership Brings Cutting-Edge Technology to Esports Athletes Throughout 2025 ESL Pro Tour Circuit
ESL FACEIT Group (EFG), the leading esports and video game entertainment company, today announced Acer as its Original Equipment Manufacturer (OEM) Partner throughout EFG’s premier Counter-Strike ecosystem, ESL Pro Tour – including flagship tournaments, pro circuits, and amateur scenes.
“Our partnership with Acer arms top Counter-Strike competitors with the industry-leading technology they need to play at their best,” said Bastian Veiser, Director Partner Management, EFG. “This comprehensive collaboration provides year-round access to top-of-the-line gear that will empower not only the pinnacle of competition, but also rising talent, for years to come.”
EFG and Acer’s collaboration extends to several tiers of competitive play, including ESL Challenger League, ESL Pro League, and Intel® Extreme Masters (IEM) tournaments. EFG and Acer will celebrate the deal during IEM Katowice on February 7-9, with a hands-on, immersive activation alongside a product announcement at one of the biggest Counter-Strike 2 events of the year. Beyond IEM Katowice, Predator gaming products will also be featured at both online and offline EFG competitions and on-broadcast in multiple languages.
“The esports audience is at the heart of our Predator product line, and EFG offers unprecedented access to these dedicated fans through its premier events, both in-person and online,” said Vincent Lin, Associate Vice President, Global Product Marketing and Planning, Acer Inc. “Counter-Strike esports presents a unique opportunity to connect with one of the longest-standing competitive titles and a vast fan base seeking the precision, intensity, and performance that our Predator gaming technology delivers.”
For more information on ESL FACEIT Group, visit eslfaceitgroup.com and follow EFG on LinkedIn.
The post ESL FACEIT Group Names Acer Official OEM Partner appeared first on European Gaming Industry News.
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Full House – UK’s biggest bingo operator to undergo wireless network transformation across UK bingo venues
Principle Networks wins five-year Buzz Bingo partnership
Network services provider Principle Networks announces a new partnership with Buzz Bingo, Britain’s biggest omnichannel bingo operator, to upgrade the Wi-Fi networks across its 80 bingo clubs in England and Scotland.
The project, which will be co-managed by Principle Networks and Buzz Bingo’s IT team over a five-year term, will see the implementation of Cisco Meraki wireless access points. These enterprise-grade cloud-managed access points are designed to connect IoT devices and security solutions and will enable Buzz Bingo to offer a range of new services and improve customer experiences across its clubs.
Buzz Bingo is part of Buzz Group Ltd, which comprises Buzz Bingo, Buzz Casino, BADA Bingo, The Slots Room at Buzz Bingo and Buzz Presents. It has over one million members, and last year welcomed 200,000 new visitors. Its award-winning website, buzzbingo.com, enables people to play together anywhere via their mobile, tablet, desktop and connect to omnichannel games via touchpads in its bingo clubs.
David Cutts, Chief Technology Officer at Buzz Bingo, said: “A key part of our growth will be driven by enhancing customer experiences through investments in our clubs and the latest technologies. The concept of bingo has evolved. Today, customers have a wide range of choices of how they want to play – and our omnichannel approach is unique – with technology sitting at the heart. Principle Networks demonstrated a deep understanding of our objectives and have the expertise required to deliver them. We’re excited about this partnership’s possibilities and look forward to working with the team.”
Principle Networks specialises in implementing and designing scalable, agile and future-proofed cloud-based networks for mid to large enterprises across all sectors, including retail, legal, logistics, social housing, automotive, financial services, local government and IT.
Over the course of the agreement, Principle Networks will work with Buzz Bingo’s IT team to constantly evolve how Buzz Bingo serves its customers and support the organisation’s long-term digital strategy.
Russell Crowley, co-founder at Principle Networks, said: “A secure and reliable network infrastructure is central to delivering the best possible customer experience, whether online or in a club. As the UK’s biggest bingo operator, Buzz Bingo is continually looking for innovative ways to enhance its offering, and we’re very proud to have been chosen as its IT partner for the next five years.”
The post Full House – UK’s biggest bingo operator to undergo wireless network transformation across UK bingo venues appeared first on European Gaming Industry News.
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