for early access to the latest igaming videos!
and get the latest igaming news first!
In an industry where the number of iGaming events is growing rapidly, it’s no longer enough to just be the loudest voice. The events that truly stand out are the ones with a clear “why” – those that can communicate real value, relevance, and authentic stories.
Irina has been involved in several high-profile PR campaigns for iGaming events across Europe. With a mix of strategic thinking and a people-focused approach, she has helped projects like Gaming in Europe become meaningful meeting points for the industry.
In this conversation, she shares her thoughts on what makes an event stand out, how to build strong relationships with media and influencers – and why great PR always starts by asking: Why should this event exist at all?
1. Irina, you’ve been behind some of the most talked-about press campaigns for iGaming events like Gaming in Europe. What’s your secret to creating buzz in such a saturated market?
I think the real secret is not trying to be louder – it’s about being relevant and meaningful.
That means not just promoting an event, but clearly communicating the value of being part of it – what someone will take away and what problem it might help them solve.
It also means listening to your audience and understanding what matters to them right now. Instead of just putting out content, focus on real stories, personal experiences, interviews, and insights that might genuinely help someone. People connect with people.
Speaking of Gaming in Europe – the PR campaign definitely brought visibility and strong media interest. But a big part of the success comes from the conferences themselves. They’re a real gem in the iGaming industry.
These events bring together people who are actually shaping the future of the industry – always focusing on growth, but within a strong framework of ethics and regulation. That’s what makes them stand out.
And of course, having someone like Willem van Oort behind the project makes a difference. His ability to connect the right people at the right time, his deep understanding of the European market, and his human approach – all of that matters.
I’m proud to be part of this project.
2. There are more iGaming events now than ever before. What do you think makes one stand out from the crowd – and how can PR play a decisive role in that?
It’s not about having the biggest stage or the most impressive speaker lineup anymore. What really stands out is a clear message – a position.
Why are you doing this event in the first place? Who is it for? What are you trying to change?
PR helps shape and amplify that “why” through the right stories, angles, and media.
3. You’ve worked across multiple iGaming brands and events. What would you say are the biggest PR mistakes event organizers tend to make in this space?
One common mistake is starting the PR campaign too late. If you begin just a few weeks before the event, there isn’t enough time to build real interest.
Another is focusing only on announcements without offering real value to the media. Journalists are looking for relevant stories, expert insights, and strong angles.
Post-event storytelling is also often overlooked. But it’s a great opportunity – your audience is still engaged, you have real stories and data, and you can start shaping the narrative for what’s next.
4. Let’s talk strategy. How far in advance do you start preparing a PR campaign for an event, and what are the most critical early steps?
Ideally, three to four months in advance – especially if the event is new or entering a competitive space.
The first step is clear positioning. It’s not just about asking, “What’s our message?” – it’s about finding the overlap between what your audience cares about and what your event truly offers that others don’t.
Next, I analyze the market. This helps shape the narrative and uncover media angles that are timely and relevant.
At the same time, I build the media list and select the right formats – where interviews work best, where a short story or expert quote is enough. It’s also important to segment contacts by interest and relationship strength. Some journalists focus on innovation, others on regulation, leadership, or broader trends.
Finally, I create a content plan – but with flexibility. Things can change quickly in this industry, and you need to be able to adapt fast.
5. Many iGaming companies now rely on LinkedIn and owned channels for promotion. How do you balance traditional press outreach with owned or social media strategies?
It works best when everything is connected.
PR creates the first wave through the media.
Social and owned channels keep that wave going, building on the momentum.
One shouldn’t replace the other – they should work together.
6. What are some specific PR tactics that worked particularly well in 2024 and still seem effective in 2025?
Traditional media outreach is still the foundation – targeted, personalized pitching to the right journalists continues to deliver strong results.
Combining earned media with influencer partnerships has also proven effective. Influencers bring authentic voices that connect on digital and social platforms, and their audiences genuinely trust them.
Multimedia content – video interviews, expert clips, or podcast features – helps boost engagement and makes stories more shareable.
Finally, being agile and responding quickly to trends or breaking news helps brands stay relevant and earn extra coverage.
7. As AI becomes more common in content creation and distribution, do you see it as a threat or an opportunity in PR for events?
For me, it’s a tool – not a threat.
AI can help with structure, speed, and idea generation. But it can’t write with soul.
So I’m all for using AI as a smart assistant, while keeping the real human voice.
8. You’ve clearly built strong relationships with journalists, media, and influencers. How important is the human element in successful event PR today?
In my opinion, it’s everything.
PR is about relationships. People work with people. A real connection will always work better than a cold pitch.
When you take the time to understand someone – their audience, their voice, their interests – that’s when PR becomes more than outreach.
9. For iGaming brands or organizers launching a new event – what’s the single most important piece of advice you would give them when it comes to PR?
Start with this question: Why should this event exist at all?
Find your unique angle – even if it’s small. That will be the heart of your entire PR strategy.
Then don’t be afraid to be bold and human.
10. Finally, beyond PR, are there any unconventional or less obvious PR channels you’ve found effective recently?
Actually, yes. One area I’ve been working on is athlete partnerships.
I connect professional athletes with brands that align with their values and identity.
Today, athletes aren’t just sportspeople – they’re influential voices with loyal, engaged audiences. And when there’s a genuine match between the athlete and the brand, these collaborations can be incredibly powerful.
These partnerships work especially well for lifestyle, sportswear, wellness, fashion, and even financial brands – basically, any brand looking to build trust and visibility through authentic, relatable voices.
It’s a different kind of PR – not driven by press coverage, but by people.
For more information – or to get in touch with Irina – connect with her on LinkedIn or visit www.adngel.com.
