AffPapa interviewed Aleksandra Arsic, Marketing Manager at Popiplay, who shared her perspective on the company’s vision, marketing strategy, and community-building efforts. Yeva: Aleksandra, let’s begin with your role at Popiplay. You have an impressive background in digital marketing and international economics, how did it shape the way you approach your work at the company today?
AffPapa interviewed Aleksandra Arsic, Marketing Manager at Popiplay, who shared her perspective on the company’s vision, marketing strategy, and community-building efforts.
Yeva: Aleksandra, let’s begin with your role at Popiplay. You have an impressive background in digital marketing and international economics, how did it shape the way you approach your work at the company today?
I could say I look at marketing through both a logical and emotional lens. My economics background helps with identifying trends and behavior patterns, while my digital marketing experience fuels the storytelling and brand engagement side. At Popiplay, this mix helps me stay focused on what matters: creating a brand that feels exciting and relevant globally.
Yeva: With so many new providers entering the iGaming market, how would you describe what makes Popiplay different? Is it the games or the company’s overall vision of its brand?
It’s a combination, but I’d say the strongest differentiator is our vision and how consistently we commit to it. Popiplay is about energy, entertainment, and pushing the boundaries of what a slot game experience can be, especially for newer generations of players. Yes, the games are visually bold and mobile-first, but it’s our personality as a brand: playful, daring, and community-focused, that really sets us apart.
Yeva: Popiplay is commonly known for being streamer-friendly and mobile-first. Do you put a lot of emphasis on the same elements in your marketing strategy, or are there other key selling points as well?
Absolutely! Streamer-friendly and mobile-first design are part of our DNA. Personally, I love watching streamers play our games because it’s one of the best ways to see how players truly interact with our content. Their feedback is incredibly valuable and often helps guide us in improving both the games and the way we market them. But beyond that, we also emphasize strong branding, innovation in design, and building real relationships with partners. It’s about being visible, yes — but also memorable.
Yeva: The Popiplay games are developed for a global audience. What’s your approach localizing your marketing strategies to appeal to players from different regions and maintain a consistent brand identity?
Localization is crucial. We never just translate, we adapt. That means aligning visuals, tone, messaging, and even campaign timing with local trends and cultural nuances. But while the message may shift slightly, the Popiplay brand voice: bold, modern, and fun – remains consistent. It’s about being globally recognizable, but locally relevant.
Yeva: How important is community building for Popiplay as it grows and what does an engaged community look like to you?
Community is everything. In today’s landscape, players don’t just want to play—they want to connect, participate, and be heard. For us, an engaged community is one where streamers, players, and partners feel like they’re part of something dynamic and evolving. We listen, we interact, and we build our content and features based on real feedback. It’s a two-way street, and that’s where the magic happens.
Yeva: Taking a glimpse into the future, can you share an upcoming project or campaign your team is most excited about?
I’m personally really excited about a few upcoming titles we’re developing—they have fresh themes and some unique gameplay twists we haven’t explored before. We’re also planning to expand our collaboration with influencers and organize more interactive streamer tournaments, which not only build hype but create moments that live well beyond the launch. It’s a direction that feels very Popiplay: fast, fun, and full of personality.
Yeva: Final question—what’s one marketing tool or platform you can’t live without?
Honestly, it’s a mix—Google Analytics keeps me grounded in reality, Canva keeps things pretty, and Discord keeps things real. That trio covers data, design, and direct feedback.
Company: Popiplay
Interviewee: Aleksandra Arsic
Date: 01.09.2025