Mary Ivanova: “The market moves quickly, but we are quicker”

Today, Casino Guru News speaks with Mary Ivanova, Affiliate Director at Medier Agency, whose company is also a sponsor for the upcoming Casino Guru Awards. Medier has carved out a strong reputation as a leader in iGaming marketing, known for its dynamic approach, deep industry knowledge, and commitment to innovation.

In a highly competitive space where trends evolve rapidly, Medier stands out by blending strategic insight with cutting-edge technology and genuine partnership values. We spoke with Mary to find out what drives their success and where the future of iGaming marketing is headed, touching of course on the upcoming Casino Guru Awards.

Q: Mary, thank you for joining us. Medier is a leader in iGaming marketing, leveraging powerful tools, best practices, and emerging trends to craft successful campaigns tailored to your clients’ unique needs and expectations. Can you share what sets Medier apart in this competitive landscape?

Mary Ivanova: Thank you — it’s a pleasure to be here! I’d say what really sets us apart is how we bring everything together — strategy, creativity, technology, and a real understanding of the iGaming world. It’s sort of a one-stop-shop approach to marketing where we’re not just ticking boxes but working closely with our partners to figure out what really works for them. And we’ve got all the tools. The biggest one is our team, of course. I’m proud to say that we’ve managed to build a collective of true experts who are in love with what they’re doing. The market moves quickly, but we are quicker. Our people consistently evolve as professionals and position Medier to stay ahead of the curve. On our site, we highlight that we’re not justa marketing agency — we’re your strategic partners who care deeply about long-term growth and sustainable, scalable success.

Q: Consumer expectations are evolving, driven by generational differences and changing digital behaviors. How is Medier adapting to these shifts, and what strategies do you use to create marketing solutions that resonate with diverse audiences?

Mary Ivanova: We know that what works for one audience might totally miss the mark with another, so we don’t go for a one-size-fits-all approach. Instead, we start with data — looking at behaviours, preferences, trends — and then we layer in creativity to make campaigns feel fresh and relevant. Our team is super diverse, which really helps when you’re trying to speak to different types of players across the globe. We create short videos, connect with people on social media, and work with influencers — but most importantly, we make sure our stories feel real and are backed by smart data. And we’re constantly testing and adjusting — because what worked yesterday might need a different approach tomorrow.

Q: In addition to evolving consumer preferences, regulatory requirements have also undergone significant changes. Does Medier view these shifts as new opportunities for innovation, or do they present challenges that require strategic navigation?

Mary Ivanova: Challenges that bring new opportunities, I would put it like that. It’s especially true when it comes to regulation. At Medier, we actually welcome new requirements because they usually push the whole industry in a better direction. Things like responsible gambling, transparency, and fair treatment of players are all part of building a stronger, more sustainable future. For us, regulatory changes are a chance to rethink our approach, bring in new ideas, and stay ahead of the curve. The iGaming space moves quickly, and we’re focused on helping our partners move forward with clarity and confidence.

Q: Medier is sponsoring the upcoming Casino Guru Awards, set to take place at the Hilton Malta on June 6. What motivated your decision to support this event, and what do you hope to achieve through this partnership?

Mary Ivanova: We’re genuinely proud to be part of the Casino Guru Awards this year. The platform stands for something we truly believe in — making the iGaming space safer, fairer, and just better overall. It’s not just about who has the flashiest product or the biggest numbers — it’s about recognising the people and teams who are doing things right. Supporting that mission feels like a natural fit for us. Plus, the event brings together such a forward-thinking community, and it’s the kind of energy we love to be around.

Q: Are there any specific categories at the Casino Guru Awards that Medier is particularly excited about or closely aligned with?

Mary Ivanova: It’s hard to pick just one. Honestly, all the categories matter because each one helps move the industry forward. I’m talking about things like responsible gambling, transparency, and fair treatment of players — each one deserves recognition. And you don’t just get nominated for these awards by doing the bare minimum. They set a high bar, and that inspires all of us to keep striving for better.

Q: What major marketing trends do you foresee shaping the casino and sports betting industry in 2025? Are there any technological innovations already driving these changes?

Mary Ivanova: We’re already seeing a big shift toward hyper-personalised campaigns. Thanks to AI and machine learning, we can now tailor offers, bonuses, and even game suggestions based on individual player behaviour. And that’s just the beginning. There’s also a lot of exciting stuff happening with gamified affiliate marketing, where the experience becomes more interactive and engaging. At the same time, there’s a much stronger emphasis today on ethical marketing and promotion of safe play. And I can’t not mention influencer collaborations — platforms like Twitch and YouTube Shorts are playing a bigger role in how brands connect with players. Overall, it’s a very dynamic time to be in this space.

Q: As we look ahead, what do you think will be the biggest challenges and opportunities for iGaming marketing in the next few years, and how is Medier preparing to tackle them?

Mary Ivanova: I think the biggest challenge will be keeping up with how quickly everything is evolving — but that’s also the most exciting part. With AI, we can now personalise marketing in ways that weren’t possible just a few years ago. But it also means we have to be really smart with how we use those tools — making sure we’re not just automating, but still staying human and ethical in how we connect with players. At Medier, we’re very focused on building for what’s next. We invest in the tech, yes — but we also put a lot of effort into planning ahead, training our teams, and staying curious. That’s how we stay ready.

Q: Do you believe the Casino Guru Awards could play a role in addressing the evolving marketing needs and shifting consumer demands in the iGaming industry?

Mary Ivanova: 100%. Casino Guru has become such a trusted resource in the industry, and these awards are an extension of that mission. They spotlight the companies that are doing things right, and that’s exactly how you set new standards in the industry. When the bar is raised, everyone levels up. That’s the kind of progress we’re proud to support.

Image credit: Casino Guru News