There is just one week until the SBC Summit Tbilisi opens. Tereza Tokmajyan, Marketing Director at TotoGaming, shared how the company is preparing for the summit, and what they expect, as well as highlighted regional trends and challenges.
On June 25-26, Tokmajyan herself will speak at the SBC Summit Tbilisi’s panel Winning Strategies: Leveraging Influencer Marketing and Ambassadorships for Major Sports Tournaments at the Sheraton Grand Tbilisi Metechi Palace.
– You are participating in the SBC Summit Tbilisi for the second time. How did last year’s event go for you? What made you decide to return? What strategic objectives or opportunities does Totogaming hope to achieve through participation in the Summit?
– Events like these are really important for both the industry and the region, as gambling is a rapidly evolving field. Professionals need opportunities to meet, share ideas, and exchange experiences, and the SBC Summit is a perfect platform for that. Last years’ experience and the team TotoGaming brought to Tbilisi convinced us to come back this year. Plus, in 2023 I had a fascinating panel discussion with my good friend Dan Alexander Gita (from Rombet), and I’m looking forward to another engaging discussion this year.
– What significance does the SBC Summit hold for the Eurasian region (CIS, Eastern Europe, Central Asia), particularly in terms of fostering growth and innovation in the iGaming and sports betting industries?
– The gaming industry, especially in our region, has its unique characteristics, both in user behavior and industry regulations. That’s why discussions and networking are essential for us. Sharing experiences and talking about both successes and failures with colleagues can spark new ideas. Also, keeping up with legal regulations and discussing new challenges are key to creating a stable business environment.
– What is the specificity of the regional market, in your opinion? How does the global agenda differ from the local one? What are the nuances to consider when working with Eurasia?
– I already mentioned that the behavior of users in our region is different. Furthermore, the behavior of users in each country within this region has its own specific characteristics. In other words, a policy implemented successfully in a European country cannot simply be applied here without adjustments. That’s why TotoGaming takes a personalized approach by creating individualized gaming paths, analyzing user behavior, and offering customized content that matches their interests.
– What do you see as the biggest challenge the iGaming industry is facing in the region and in general, internationally?
– In our region, especially in Armenia, legal regulations play a crucial role. The gambling sector is increasingly regulated in both Armenia and neighboring Georgia. This trend has its advantages and disadvantages. Experience has shown that banning the sector doesn’t achieve the desired outcomes; instead, it often leads to the emergence of a black market. We strongly advocate for legislative frameworks that prioritize a responsible approach rather than outright prohibitions. Responsible gambling fosters a healthy environment and reinforces the idea, as stipulated by law, that gambling is a form of entertainment.
– The panel you will speak on is ‘Winning Strategies: Leveraging Influencer Marketing and Ambassadorships for Major Sports Tournaments’. What is your selection process for ambassadors and how do you work with them? Totogaming ambassadors: What do they mean and how do they help?
– TotoGaming’s recent collaboration featured the legendary Luis Figo as the face of their launch campaign in Romania. This serves as a prime example of how involving a star of such stature in a launch campaign can generate attention for a brand entering a new market.
But our story goes further. In 2021, Toto started its ambassador program. Olympic medalist and wrestler Mihran Harutyunyan was one of the brand’s first ambassadors. Alongside advertising campaigns, we also implemented various social programs, such as providing named scholarships for student-athletes. This illustrates another aspect of working with ambassadors: leveraging their influence to highlight social issues important to the brand and showcase its stance on such matters. For Toto, supporting sports has been a core principle throughout its 20-year history.
– What news shall we expect from Totogaming? Shed some light on new launches, expansions, etc
– We’ve been actively preparing for the Euros, and our latest big promotion, Eurotrip 2024, is a key part of our preparations. During the Euros, Toto users can take part in promotions like BetRace, Billion Cup, and the ever-popular 2 Goals Ahead action, where users win as soon as their team leads by two goals, regardless of the final outcome. Moreover, TotoChat has rolled out a new feature: a copy-betting widget that lets users share their experiences with a simple click and easily replicate trusted strategies from others. In summary, our updates are as plentiful as always.
– What is your expectation for the SBC Summit Tbilisi 2024? As a guest, what panels are you looking forward to attending? Are there any topics or areas you are particularly interested in?
– I’m looking forward to more networking, exchanging interesting ideas, meeting new people, and catching up with colleagues from the past whom I’ve missed. I’m glad this year’s event will span 2 days, ensuring plenty of topics for discussion. I’m particularly interested in some panel discussions like “Cross-Market Strategies for iGaming Operators” and “Navigating the Evolving iGaming Landscape: Regulatory Updates and Compliance Strategies”.
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