All-In Global appoints Martin Calvert as Marketing Director

Former ICS-digital marketing lead joins on 14 September as All-In Global pushes CRAIG AI localisation and post-Revpanda growth plans.

All-In Global has appointed Martin Calvert as Marketing Director, effective 14 September, as the multilingual marketing agency increases investment in its CRAIG AI localisation platform and targets international growth.

Calvert joins from ICS-digital, where he spent seven years as Marketing Director and worked across international markets with operators, global affiliates, game studios and platform providers.

The hire follows All-In Global’s acquisition by international marketing group Revpanda Group, alongside increased investment in CRAIG. According to the company, CRAIG’s development began in 2018 and the platform is designed for regulated industries, connecting with translation tools including memoQ and using a human-in-the-loop model for post-editing, quality assurance and optimisation.

Calvert said: “My goal is to support All-In Global’s mission to be the default AI localisation choice for brands working in highly regulated industries.

“CRAIG was a major part of what attracted me to the business. There is plenty of noise around AI, but this is technology developed for a very specific problem, drawing on years of subject-matter knowledge and retaining specialist humans where their expertise adds value.

“The applications go well beyond traditional translation teams. Product and platform teams need to localise interfaces and large volumes of content, studios need to take games into new markets, and marketing and SEO teams increasingly need to operate internationally without allowing costs to spiral or quality to fall.

“There is still huge scope to grow within iGaming. I could also see almost immediately how the same approach could apply in other highly regulated industries where terminology, accuracy and local understanding really matter.”

“After seven years at ICS-digital I wanted the next role to give me something genuinely interesting to get my teeth into, and CRAIG did that very quickly.

“Operators, studios, affiliates and platforms increasingly need to move quickly across markets, but regulatory language, specialist terminology, SEO/AI performance and basic quality leave very little room for shortcuts.

CRAIG genuinely changes the cost and speed equation while keeping specialist human expertise in the process. There is a lot more opportunity within iGaming, and I’m looking forward to making more noise about what the team has built.”

Barb Tasci, CEO of All-In Global, said: “Martin has long been one of the strongest voices in this industry, and his decision to join us says a great deal about our ambition to become the go-to localisation partner for iGaming.

With decades of marketing expertise behind him, we have complete confidence in his ability to make our name the first one this industry thinks of for localisation, and to put CRAIG where it belongs as the ultimate AI localisation software for the industry.”