Diana Larina

From your experience at Evoplay — what do you wish more affiliates understood about working with providers?

What I wish more affiliates understood is that providers aren’t just game factories. We’re deeply invested in player experience, we track engagement patterns across geos, and we’re constantly testing mechanics that shape the future of the industry. When we connect with affiliates early — and share audience insights, campaign goals, even creative angles — we can co-create not just better exposure, but better entertainment.

This collaborative approach also helps us collectively fight promo fatigue and banner blindness. Players don’t just want “offers” anymore — they want stories, immersion, and a sense of belonging. When a bonus is framed within a user journey, not just a pop-up, conversion follows naturally.

That’s the mindset shift we’re pushing for at Evoplay: from performance marketing to performance storytelling — with 3 parties: affiliates and casinos involved.

You recently talked about “Human-Centric Marketing” in your podcast — how do you personally keep it human in an industry full of bonuses, banners, and buzzwords?

For me, it always comes down to making people feel seen — not just targeted. That starts at the product level. At Evoplay, we’re now building games with player feedback in mind from day one.

We ask players what they want before we start, and we ask again after release — then we adjust. Human-centric marketing begins with a human-centric product. But it doesn’t stop there.

The way we speak to players matters just as much. Our marketing only works because we collaborate closely with partners — media, affiliates, operators — who help us amplify that voice, not dilute it. They are part of the emotional journey we create around every release.

In an industry full of noise, what actually cuts through is warmth, relevance, and the feeling that someone — somewhere — made this for you.

You’ve led booths at ICE, SiGMA, and private B2B events — what’s one underrated soft skill that truly makes or breaks business development at these conferences?

Attitude. Not the pitch. Not the booth design.

Not the size of the swag bags. Your attitude toward the product, the partner, the conversation — that’s what people actually remember. A lot of people treat conferences like a numbers game: collect as many leads as possible, hit the KPI, move on.

But the truth is — people aren’t numbers, and deals aren’t numbers either. This obsession with quantity kills depth. And depth is what drives business.

What really works is showing curiosity. Being human. I’ve seen huge deals fall apart because people were treated like leads not humans.

And I’ve seen unexpected partnerships grow just because one person actually cared and listened. In this industry, attitude doesn’t just influence deals — it defines them.