In the latest episode of iGaming Accent, host Vakho Mdivani sits down with Giorgi Nadaraia, CMO of betlive, for an open and insightful conversation about the evolution of iGaming marketing in Georgia, the impact of regulation, and the importance of community engagement.
Giorgi’s journey into the industry began more than a decade ago, sparked by a simple curiosity about sports betting. “It started with just interest, and just for the fun of going to a betting shop and to have a small bet on football matches,” he recalls.
What began as a hobby soon turned into a career: his first industry role was with a Georgian poker magazine, where he focused on player communication and strategy content. From there, Giorgi moved into acquisition and retail marketing roles at one of Georgia’s largest operators, eventually becoming CMO at a leading Georgian company.
Transitioning from product marketing to the CMO role was a real challenge for him. “When you become CMO, you need to look at things from another perspective… you look at them as a whole ecosystem,” he explains.
The main difficulty, he says, is managing teams and building connections between different departments: “While you are sleeping, you are also thinking about some strategies… it never leaves you.”
When it comes to building a team, Giorgi prioritizes motivation and creativity over experience. “I always look at how keen the person is to achieve something and how motivated they are… If I see this sparkle, I’ll definitely try to give them a chance.”
For him, a passion for entertainment and an understanding of the customer’s perspective are more important than a long CV: “The person who wants to achieve success in this industry should be happy inside. They should have an inside motivation to bring this happiness and entertainment to the customers.”
A significant part of the discussion focuses on the dramatic changes in Georgian iGaming marketing following a sweeping advertising ban. Giorgi describes how the industry shifted from mass media campaigns to highly personalized, creative outreach:
“When the regulation came, as marketers, we started thinking more creatively to find the ways and the little gaps to reach the customers on the right platforms.”
With traditional advertising channels restricted, brand and ambassador work have become especially important. “Brand should have really nice touchpoints with the customers… and the brand-building process is really important for every operator who wants to survive in a competitive market.”
Giorgi shares examples of successful sports sponsorships and collaborations with well-known athletes like Giorgi Mamardashvili and Sandro Mamukelashvili: “Our goal is also that we push people to achieve more and be successful, and we want it to be the model for the young generation to never give up and give themselves a chance, even if it’s very difficult.”
Giorgi is also passionate about regional initiatives: “Our aim was to go to the regions and put the celebration of sports in different places, where people really don’t have much opportunity to be involved in this type of thing.”
This approach not only builds brand awareness but also strengthens community ties.
Looking to the future, Giorgi believes that personalization and people skills will become even more important for CMOs: “Brand management will still be playing with the emotions, resonating with the customers and having a rent-free living in their heads.”
Even as technology like AI and VR develops, he emphasizes that the real key is building a strong team and earning customer loyalty.
Нe also responded to a question from Optimove’s Adi Dagan and posed one of his own for the next guest.
To hear the whole conversation and gain even deeper insights, listen to the complete podcast episode of iGaming Accent.
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