The year 2024 sets new standards for brands. Today, it’s no longer enough to simply be recognizable — brands must establish deep connections with their audience, build trust, and foster emotional bonds. In the second edition of our “Point of View” series, we engaged with leading iGaming industry experts to explore the critical aspects of brand awareness and media promotion.
Alina Famenok, CEO at Already Media, along with Kulagina Tatyana, PR-manager at Mostbet Partners, shared their strategies and approaches. This discussion highlights the role of media advertising, the importance of brand ambassadors in driving growth, and comprehensive localization strategies and their impact on business performance.
This edition is a must-read for anyone looking to strengthen their brand in a competitive and rapidly evolving landscape.
Why is media advertising important for brand building?
“Media advertising is our way of staying visible and relevant to our audience, which is crucial in the highly competitive iGaming space. It’s not just about showcasing our products; it’s about communicating our values, vision, and aspirations. This helps us build trust and foster long-term relationships, creating a foundation for loyalty. When a brand is recognizable, the audience returns to it—and that’s our ultimate goal.” – Alina Famenok, CEO at Already Media
Why are personalization and brand ambassadors essential for brand awareness?
“Today, audiences want to see real people behind the brand. When you’re not just a company but individuals with clear goals and ideas, it’s easier to earn trust. That’s why we emphasize brand figures: I, along with our team (CMO, COO, CRO), actively participate in events, engage with media, and connect through social platforms. This approach brings us closer to our audience and elicits a warmer response.” – Alina Famenok, CEO at Already Media
How does having an ambassador in a specific GEO impact player growth?
“Introducing an ambassador in a GEO significantly boosts player growth by increasing reach and audience engagement. Ambassadors draw the attention of new users through their popularity and the trust they inspire within the target audience. This drives higher registrations, platform activity, and user retention. We’ve also observed improved conversion rates for the first deposit, indicating not just interest but a willingness from new users to take active steps on our platform.” – Kulagina Tatyana, PR-manager at Mostbet Partners
Why did you choose Murat Kazgan as your ambassador in Turkey?
“We selected Murat Kazgan for his strong social capital and successful sports career, aligning perfectly with our brand values of reliability and leadership. His victories and reputation inspire trust among a wide audience. Additionally, Murat has an engaged and active social media following, which helps us expand our reach and strengthen our connection with users. His personal brand complements ours, driving increases in first-deposit conversions, average deposit size, user retention, and other key metrics.” – Kulagina Tatyana, PR-manager at Mostbet Partners
Building brand awareness requires a strategic approach, leveraging localized campaigns, brand ambassadors, and digital channels. These efforts enable companies to attract new users and strengthen relationships with their existing audience.
What key strategies have been most effective in boosting brand awareness?
“As part of our growth journey, one of our cornerstone strategies has been rebranding, launched this year. We updated our visual identity and concept to make our brand stronger, more relatable, and memorable. We also focus on comprehensive media campaigns, active participation in conferences, winning industry awards, growing our social media presence, and targeting local markets. Moreover, leveraging brand figures has been one of our most impactful strategies. When real people stand behind the brand, it builds trust. I share our news and vision on social platforms, and our team engages with the community across channels—this approach truly drives brand recognition.” – Alina Famenok, CEO at Already Media
What key strategies have been most effective for boosting brand awareness in a rapidly growing company?
“The most effective strategies include focusing on the target audience, utilizing digital channels for wide reach, and running localized campaigns that create positive brand associations. Our ability to make quick decisions and leverage deep regional expertise allows us to adapt our approaches efficiently. Regular analysis of results and competitors further enhances our strategies, driving improvements in conversion rates and first-deposit metrics, which are crucial for achieving business goals.” – Kulagina Tatyana, PR-manager at Mostbet Partners
Effective brand awareness measurement requires a blend of quantitative and qualitative metrics. Companies analyze reach, engagement, media mentions, and branded traffic to refine their strategies and achieve business objectives.
How do you measure brand awareness?
“We focus on reach and engagement on social platforms, mentions in industry media, branded website traffic, participation in awards, and feedback from the community. Understanding what people are saying about us and how we’re perceived is crucial to shaping our strategies.” – Alina Famenok, CEO at Already Media
How do you assess growth in brand awareness across GEOs?
“We measure brand awareness growth through reach, engagement, and improvements in business metrics, using website and app data as well as various internal and external studies. Key metrics include unique visitors, campaign participants, and new user acquisition. Engagement is assessed through time spent on the platform, user activity (registrations, bets), and return frequency. Conversion of unique visitors into registered users and first deposits helps evaluate the effectiveness of our marketing efforts and their impact on business outcomes.” – Kulagina Tatyana, PR-manager at Mostbet Partners
Each region demands a tailored promotional approach. A deep understanding of local characteristics, culture, and audience preferences enables brands to adapt campaigns and effectively engage users in different GEOs.
Do you consider brand awareness in GEOs when choosing offers?
“Absolutely! Brand recognition in specific regions is one of the first things we evaluate. In countries and regions where Already Media is already well-known, audiences are more likely to respond to our offers. This allows us to allocate budgets more effectively, focusing on GEOs where the brand is trusted and valued.” – Alina Famenok, CEO at Already Media
How do you choose ambassadors, and what criteria do you prioritize?
“We approach ambassador selection with precision, focusing on key criteria. They must have strong social capital and a reputation for reliability and success, like Murat Kazgan, Shohjahon Ergashev, Mathira, and others in our roster. Ambassadors should have an active and engaged social media following, which helps us amplify our reach and strengthen user connections. Their alignment with our brand values—leadership, reliability, and ambition—is also critical. This synergy not only increases conversions, particularly for first deposits, but also enhances user retention and overall brand perception.”– Kulagina Tatyana, PR-manager at Mostbet Partners
Media advertising, localized strategies, and brand ambassadors are essential tools for building a recognizable and successful brand. Already Media and Mostbet Partners share best practices that have proven effective in the fast-growing and highly competitive iGaming space.
The key takeaway is that brand success lies in a combination of deep audience understanding, strong positioning, and the use of technology for analysis and adaptation.
We hope these insights inspire you to refine your strategies and discover new growth opportunities. See you in the next edition of Point of View!