She is confident the company will maintain its leadership and redefine what success looks like in the Bulgarian gambling market. By Damian Martinez, journalist at G&M News.
Over your nine years of experience, what have been your most significant professional milestones or accomplishments?
Over the past nine years, I’ve been fortunate to experience a career full of transformative milestones. One of my proudest accomplishments was in my previous role, where I started as part of a five-person team (I was the only one marketing person) in a company that grew into a public powerhouse, with a market valuation exceeding USD 200 million. Watching that journey unfold, from scrappy beginnings to ringing the metaphorical bell, was like watching a startup dream come true in real-time. At ELITBET, I’ve had the opportunity to channel that same growth-oriented mindset, building a talented marketing team and driving campaigns that truly connect with our audience. It’s been about creating strategies that don’t just follow the trends but set the pace. Each milestone, whether big or small, reminds me of why I love this industry. And the cherry on top? Helping the brand grow and strengthen its reputation in a highly competitive market. It’s like running a marathon: you keep pushing forward, and every milestone feels like crossing a finish line with a cheering crowd.
The operator has a strong presence in Bulgaria and recently launched its online platform. How do you see the brand’s evolution impacting the gambling market in the East European region?
ELITBET has been a trusted name in Bulgaria since 1997, with the largest retail network in the country, a legacy that speaks volumes about our deep connection with players and the local market. This strong foundation has now paved the way for our expansion into the online space, where we’ve partnered with UltraPlay to bring a fresh, seamless experience to our users. The gambling market in Bulgaria is becoming increasingly competitive, with three global operators entering this year. This only reinforces the need for ELITBET to stand out, and that’s where our strategy comes into play. We’re not just aiming to be another online operator, we’re building a sustainable, distinctive brand that prioritizes innovation, personalization, and a strong commitment to our players. Our vision is to leverage our unmatched local expertise while embracing the best online trends, creating an experience that not only attracts players, but keeps them engaged and loyal. By staying true to who we are and consistently innovating, we’re confident ELITBET will maintain its leadership and redefine what success looks like in the Bulgarian gambling market.
With the company’s offerings spanning casino, sports, Esports, and virtual entertainment, how do you tailor marketing efforts for such diverse segments?
For our casino players, we’ve developed target personas that align with their love for shiny, aspirational campaigns. Instead of focusing solely on offers, we highlight the excitement of big wins through compelling video content and storytelling. By showcasing the success of others and featuring top-performing slot games, we create an atmosphere of possibility and excitement that keeps them engaged and coming back for more. For sportsbook players, our focus shifts to more socially driven content that sparks conversation and keeps them informed. We create engaging posts around stats, head-to-head comparisons, and fun facts that not only entertain, but also add value to their betting experience. It’s about making them feel part of a community that shares their passion for sports. For the Esports audience, authenticity and connection are at the forefront. These players value creativity, so we collaborate with influencers, produce behind-the-scenes content, and develop campaigns that speak their language, emphasizing their love for competition and the thrill of gaming. Finally, for our virtual entertainment segment, the key is to emphasize innovation and accessibility. We showcase the cutting-edge nature of these products through immersive visuals and clear messaging about their unique appeal, making it easy for new and seasoned players alike to explore. By tailoring campaigns to each product’s unique audience, we ensure that our messaging is relevant and impactful. This targeted approach, combined with a commitment to constantly evolving based on player feedback and market trends, allows us to keep our diverse player base engaged while staying true to ELITBET’s brand identity. Moreover, we adapt our content strategy not just to our products, but also to the channels we use. Just as we define target personas for each product, we also identify distinct personas for each channel, ensuring that our messaging resonates with the specific audience engaging with it. This channel-specific approach ensures that each campaign feels relevant and authentic to the audience its targeting. By carefully tailoring our strategy to both the product and the platform, we maximize our reach and impact while staying true to ELITBET’s vision of being a brand that understands its players.
As you prepare for ICE Barcelona 2025, what are the top priorities for ELITBET at this trade show? What kind of partners and solutions are you looking to connect with at ICE, and how will they contribute to ELITBET’s growth?
ICE Barcelona 2025 is like the Olympics of the gambling industry, and ELITBET is suited to bring its A-game! Our top priorities? Think of it as a mix of speed dating and treasure hunting. We’re on the lookout for partnerships that spark innovation and solutions that elevate the player experience to the next level. In short, ICE Barcelona is our stage to network, learn, and inspire, all while planning our next big moves. It’s about finding partners who aren’t just vendors, but visionaries, those who can help ELITBET grow bigger, bolder, and even more innovative in the years to come. Let’s make some noise and have some fun while we’re at it!
