In the latest episode of iGaming Accent, host Vako Mdivani welcomes Tereza Tokmajyan, CMO of TotoGaming, for a candid and insightful conversation about her journey in iGaming, the challenges of international expansion, and the evolving marketing landscape in the industry.
Tereza begins by sharing her background: “I’m CMO at TotoGaming, working in the industry for almost seven years, and being a CMO for the fifth year. I started my career in iGaming at TotoGaming, and started my journey as a digital marketing specialist.”
She notes that when she joined, TotoGaming was focused solely on the Armenian market, but in recent years, the company has expanded into Romania and is eyeing further international growth.
Reflecting on her transition from digital marketing to the CMO role, Tereza describes it as “quite intensive, I may say, but it was not difficult.” She emphasizes the importance of connecting analytics with creativity: “I’m basically the person in the middle who connects the numbers, translates it to the creative ones, and brings everybody together to come up with the ideas and with the development of the ideas and the launches of that.”
Tereza is frank about the pressures of the fast-paced iGaming industry: “The business wants it to live now, today, with all the marketing campaigns in it yesterday… But we need product marketing. We need creative marketing. We need the brand to step in. We need the art department to make sure that the brand conceptuality is there and the positioning is there.”
She also points out how the perception of marketing has changed: “If you ask some oldies, ‘What is marketing?’ They will tell you it’s an advertisement, right? And it is not. It has changed. Now you have product marketing, which deals with the products and the go-to-market strategy… There is then the creative who frames all of these, the concepts, the development of the advertisement, et cetera. Then you have the art department with the graphics, with the motion, with everything.”
Describing the scale of TotoGaming’s marketing team, Tereza jokes, “We’re a fully developed marketing agency inside the company.” She believes that investing in in-house creative talent is essential: “I do believe that the creative should be in-house 100%. But I do believe that the digital, the media buying, the advertisement communication part can be easily outsourced.”
Discussing TotoGaming’s expansion into Romania, Tereza stresses the importance of local expertise when entering new markets: “You need to have local people. You need to have local experts with you. You need to build the team before launching.”
She describes how TotoGaming’s R&D department researches market insights, and how hiring local marketing agencies and experts was crucial for their Romanian launch: “The important part for me as a CMO was to choose at first the agency, a marketing agency that will guide us and support us to understand the market insights and market overview digital-wise.”
Tereza is proud of TotoGaming’s focus on customer care, sharing, “We earned the prize from the 2025 Casino Inside Awards for Best Customer Care and Best Marketing Campaign. Response time at TotoGaming in 2025 was 16 seconds, while the industry average was 20 seconds. And the chat satisfaction at TotoGaming is 81%, while the industry average is 75%.”
She attributes this to company values: “It’s the values that you adopt… Your customers need to be happy with your services. We’re providing services. They need to be well cared for. You need to answer all of their questions. You need to hear them out to their suggestions or concerns or whatever is there, and you need to be trustworthy.”
Looking ahead, Tereza reveals that TotoGaming is undergoing a major brand transformation: “TotoGaming is also evolving into a broader ecosystem and undergoing an organic brand transformation… This is a huge transformation that we’re having, and it’s gonna be this year, and you’re gonna hear about us in the industry.”
She also responded to a question from betlive’s Giorgi Nadaraia and posed one of her 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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