As part of the #Peachmarathon series, 18Peaches continues its conversations with industry leaders by turning attention to Africa’s iGaming landscape. In this episode, Maria...
Galust Stepanyan joins 18Peaches #Peachmarathon
In the #Peachmarathon series, 18Peaches shifts the spotlight toward how marketing thinking is changing inside modern gaming businesses. The format brings together industry professionals to examine how strategic focus, positioning, and clarity influence long-term performance in increasingly saturated markets.
In this conversation, Maria Vartanians speaks with Galust Stepanyan, Chief Marketing Officer at Lynon. Galust brings a perspective shaped by working at the intersection of brand, market positioning, and commercial strategy, where visibility alone is no longer a competitive advantage.
Marketing After the Noise
One of the central ideas raised is how marketing has moved beyond awareness-driven tactics. Galust reflects on the shift toward clarity and relevance, particularly in an environment where audiences are exposed to constant messaging and similar value propositions.
The perspective shared suggests that effective marketing today depends less on volume and more on precision. Positioning, consistency, and a clear understanding of what a company stands for become critical once markets reach a certain level of maturity.
On leadership in high-speed markets, Galust said, “The next generation of leaders will be defined by adaptive intelligence.” He added, “Make decisions based on real data, not the ego,” emphasizing clarity under pressure and disciplined execution.
Navigating a Crowded Market
Another key topic is the challenge of standing out when differentiation becomes increasingly difficult. Galust shares observations on how market saturation has reshaped growth strategies, pushing teams to rethink not only how value is communicated, but why it should matter to the audience.
Rather than chasing short-term traction, the focus turns to understanding market context and audience expectations more deeply. Meaningful growth, from this perspective, often comes from restraint, focus, and relevance rather than expansion alone.
Discussing B2B competition, Galust said, “Most platform problems happen because companies focus on selling, not building.” He noted that durable growth comes from solving operator pain points, not from short-term positioning.
Aligning Marketing with Business Reality
The interview also highlights the relationship between marketing strategy and broader business objectives. Galust reflects on why alignment between marketing, product, and commercial teams becomes essential as markets mature and resources remain finite.
Reflecting on business fundamentals, Galust said, “Honesty and hard work are the two ingredients in business.” He reinforced this point with a direct rule, “Be honest with your partners, be honest with everyone,” framing trust as the core of long-term partnerships.
This alignment plays a key role in ensuring that marketing efforts support sustainable outcomes rather than short-lived traction. The themes raised invite reflection on how success is measured and how strategy evolves as market conditions change.
Watch the Full Interview
This episode adds a marketing-focused perspective to the #Peachmarathon series, highlighting how strategic clarity and focus influence long-term positioning in competitive markets. The full interview expands on these themes and provides deeper context behind the viewpoints shared. Watch the complete interview on YouTube.
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