SPRIBE CCO Giorgi Tsutskiridze explains how bold marketing stunts, cultural relevance, and calculated risk-taking drive long-term brand growth in iGaming marketing.
What do you believe makes a marketing stunt or activation truly memorable in iGaming?
The SPRIBE team, with all its years of diverse experience, is fully aware that a truly memorable campaign will connect with a player emotionally and culturally, and not just in a visual sense.
It’s no secret that attention spans in iGaming, like many other areas of modern-day life, are short. So, we believe the key to success lies in authenticity and storytelling – that’s how you can best grab people’s attention, and then keep it.
This means SPRIBE doesn’t create campaigns for the sake of visibility. We create moments that mean something.
When we partnered with global icons like AC Milan or the UFC, the goal wasn’t just exposure. We wanted to align Aviator with the thrill, courage, and community spirit those brands represent.
The best marketing campaigns create shared experiences, something players talk about long after the campaign ends. That’s when it becomes part of pop culture, not just marketing.
How important is risk-taking in building a brand in such a competitive industry?
The iGaming world rewards brands that challenge convention and dare to redefine categories, so risk-taking is essential if you want your products to stand out.
Believe it or not, Aviator itself was once a massive risk. It was a new game concept that broke away from traditional slots and reshaped the entire crash vertical, eventually flying high to become the most popular game of its kind in the world.
The same mindset applies to marketing. Safe campaigns might check boxes, but bold ideas change perception, and they can reach for the skies too.
At SPRIBE, we see every campaign as an opportunity to innovate, whether it’s reimagining fan engagement in sports or transforming how audiences interact with our content.
It’s important to keep in mind that risk doesn’t mean being reckless. It just means being creative in a calculated, planned way. That’s where the brand magic happens.
Have you experienced any cultural or regional differences in how bolder, off-the-wall campaigns are received in different markets?
Absolutely. Cultural context defines the line between bold and excessive.
In Latin America, for example, audiences embrace passion, spontaneity, and emotion, which is why our collaborations with local sports icons thrive on that energy.
Now in Europe, creativity tends to be more design and concept-driven, while in Africa, community-driven activations perform best.
The secret is understanding the emotional pulse of each market and tailoring the message without losing the brand’s DNA.
SPRIBE’s success across 6000+ operators and 150+ countries comes from this balance. We always aim for local relevance, paired with global consistency.
How useful can a bold marketing campaign or brand activation be for a smaller company?
For smaller brands, bold marketing can be the ultimate equaliser.
When done strategically, one powerful stunt can achieve what years of incremental growth cannot. It’s not about budget, but more about creativity and timing.
A disruptive idea can make you look ten times bigger than you are. The key is to have substance behind the spectacle, because if your product delivers, the attention converts into loyalty.
We’ve seen smaller studios use guerrilla-style campaigns to gain instant recognition, for example. But we believe that the trick is to align boldness with brand identity, and not just create noise.
What metrics are you measuring when it comes to the success of a brand launch?
Beyond reach and impressions, we focus on resonance.
Metrics like engagement duration, shareability, and user-generated content tell us whether people genuinely connected with the story we told them.
For brand activations, we also measure uplift in active users, retention rates, and traffic spikes from new demographics.
But the ultimate KPI is sustained recall, tracking whether players still associate excitement and authenticity with the brand months later.
That’s why every SPRIBE product or marketing campaign is tied to clear, measurable objectives, from growth in monthly players to expansion across new territories.
How do you ensure that an off-the-wall marketing stunt translates into long-term success, and isn’t just viewed as a novelty?
Good question! This is what everyone wants to achieve, but it’s not easy.
We think the secret is achieving alignment between the stunt and the brand’s long-term narrative.
A one-off gimmick will eventually fade, but a campaign that reinforces core values endures. You’d think that’s a pretty simple idea, but not everyone gets it.
At SPRIBE, our activations always connect back to innovation and experience.
Whether it’s Aviator appearing on stadium LED boards or being promoted through influencer-led challenges, each touchpoint strengthens our reputation for creativity and reliability.
We also extend campaigns digitally, turning stunts into ongoing engagement loops through social content, tournaments, and gamified rewards.
A bold activation should spark curiosity, but the ecosystem behind it should keep that fire alive.
Looking ahead, what new formats or technologies have the greatest potential to disrupt iGaming marketing?
We’re entering an era of immersive, interactive marketing powered by AI, AR, and live data integration, so there are exciting times ahead.
Personalisation will go far beyond targeting. Instead, it’ll be more about experiential marketing at scale. Imagine campaigns where players not only see but participate in real time, in an experience that blends entertainment, sport, and gaming.
The SPRIBE team is already exploring tech that bridges digital and physical engagement. We want to bring Aviator experiences to fans inside stadiums and beyond screens, for example.
The next disruption will belong to brands that merge creativity with technology seamlessly. Expect to see a glimpse of that at ICE 2026 – we’re preparing something bold that people are sure to be talking about when we launch it.
The post SPRIBE: Off-The-Wall iGaming Marketing Stunts appeared first on G3 Newswire.
SPRIBE CCO Giorgi Tsutskiridze explains how bold marketing stunts, cultural relevance, and calculated risk-taking drive long-term brand growth in iGaming marketing. What do you believe makes a marketing stunt or activation truly memorable in iGaming? The SPRIBE team, with all its years of diverse experience, is fully aware that a truly memorable campaign will connect…
The post SPRIBE: Off-The-Wall iGaming Marketing Stunts appeared first on G3 Newswire.