Lyudmila Milenina – visionary and marketing expert

In a high-stakes world of iGaming, Lyudmila Milenina stands at the forefront as a visionary leader and digital marketing expert. As the CEO of First Sport Media, she has carved a niche in delivering cutting-edge advertising solutions for a global clientele, navigating the complexities of an ever-evolving industry.

Today, we dive into her journey, insights, and strategies that are shaping the future of digital marketing in iGaming.

1. iGaming faces strict regulations (e.g., GDPR, ad bans). How do you design campaigns that comply with rules while still driving user acquisition and engagement?

One of the biggest challenges in iGaming marketing is overcoming customer ad fatigue while staying compliant with strict regulations like GDPR and advertising bans. To navigate this, we prioritize creativity in our campaigns, focusing on engaging storytelling, interactive content, and personalized messaging that resonates with the audience. Compliance is embedded into the creative process, ensuring all marketing materials meet regulatory standards while remaining appealing. Additionally, we leverage first-party data and contextual targeting to optimize reach without violating privacy laws. By blending compliance with innovation, we ensure that marketing efforts remain effective without crossing ethical or legal boundaries.

2. What are the most effective digital marketing channels for iGaming brands today, and how do you see this evolving with emerging technologies like AI or blockchain?

Brand marketing and search engine marketing (SEM) are currently the most efficient channels for iGaming because they create a stable foundation for long-term growth. While performance marketing can generate quick wins, its results fluctuate, making it less reliable in isolation. Emerging technologies like AI are already transforming customer segmentation, ad personalization, and predictive analytics, helping brands optimize campaigns in real time. Blockchain, on the other hand, is enhancing transparency in affiliate partnerships and payment processing, reducing fraud risks. Over the next few years, we expect AI-driven automation and blockchain verification to play an even greater role in ensuring efficiency and trust within the industry.

3. How do you approach localization—e.g., tailoring content for markets like Africa vs. Europe—to resonate culturally while maintaining brand consistency?

One advantage of marketing to both African and European audiences is that they share similar time zones, meaning sports betting campaigns can be synchronized efficiently. However, localization goes beyond language—it’s about adapting creatives, calls-to-action, and promotional structures to fit cultural expectations. In Africa, established brands have already set a standard for how promotions and offers should look, and new entrants need to align with those expectations while differentiating themselves. The key is to balance cultural relevance with brand consistency, ensuring that while visuals and messaging are tailored, the brand identity remains intact across all regions. By taking a data-driven approach, we refine localization efforts based on user engagement and behavioral insights.

4. How do you stay ahead of industry trends, and what skill sets do you believe will be critical for digital marketers in iGaming over the next 5 years?

Staying ahead in iGaming requires a willingness to take calculated risks and embrace emerging technologies before they become mainstream. Marketers need to be agile, constantly testing new channels, automation tools, and creative formats to see what resonates with audiences. Over the next five years, critical skills will include data analytics, AI-powered campaign management, and an in-depth understanding of compliance frameworks. Additionally, adaptability will be key, as regulations and platform policies continue to evolve. Those who can blend creativity with technical expertise will have a competitive edge in shaping the future of iGaming marketing.

5. iGaming often faces scrutiny over responsible gambling. How do you ensure marketing campaigns promote entertainment without encouraging harmful behavior?

Responsible gambling is a priority in our marketing strategies, and we ensure that campaigns promote entertainment rather than reckless behavior. First, we make sure that all ads are transparent and not misleading, clearly stating the terms and conditions of any offer. We also avoid messaging that creates urgency or unrealistic expectations, ensuring that players make informed decisions. Ethical marketing is not just about compliance—it’s about building trust and long-term customer relationships.

6. As a female leader in a male-dominated industry, what advice would you give to women aspiring to leadership roles in iGaming or tech?

The best approach is not to view the industry as male-dominated but rather as an evolving space where diversity is still catching up. Many of the barriers that exist are often based on outdated perceptions rather than real limitations. My advice to women aspiring to leadership roles is to focus on expertise, confidence, and networking—build your skills, speak up, and create strong professional connections. The industry needs more female leaders, and the best way to change the landscape is by stepping into leadership roles and proving that capability knows no gender. Change happens when we actively participate in shaping it.

7. How has the rise of influencer marketing and affiliate partnerships reshaped iGaming strategies? What pitfalls should brands avoid?

Influencer marketing and affiliate partnerships have become crucial in iGaming, providing brands with direct access to engaged audiences. These channels offer credibility and trust, especially in markets where traditional advertising is restricted. However, the biggest challenge lies in evaluating traffic sources—some affiliates and influencers may drive low-quality or even fraudulent traffic, leading to compliance risks and wasted budgets. To avoid this, brands must implement strict vetting processes, use data analytics to track performance, and ensure transparency in contracts. When managed correctly, these partnerships can be powerful tools for sustainable growth and user acquisition.

About Post Author

Iwo Bulski

Issues related to the gambling business is engaged in more than 30 years. My empirical experience gives me the opportunity to present events and companies from this business with full knowledge and industry knowledge.

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Iwo Bulski

Issues related to the gambling business is engaged in more than 30 years. My empirical experience gives me the opportunity to present events and companies from this business with full knowledge and industry knowledge.