Gentoo Media Strengthens Executive Team with Key Promotions
Gentoo Media promotes Micha Leth Hellerøe to CPO and Dijana Radunović to Senior Director of Sales, reinforcing its people-first, growth-driven vision.
For the past seven...
Interview with Frank – Head of Marketing at BETANDYOU
In a recent interview with AffPapa, Frank, Head of Marketing at BETANDYOU, discussed personal journey, marketing strategies, future campaigns, and more.
Yeva: Let’s start with your journey – can you walk us through how your career evolved to the point where you’re now leading marketing at BETANDYOU? Were there any crucial moments or surprising turns along the way that shaped your path?
I’ve been in the iGaming niche from day one of my career. I started out as an affiliate manager and learned everything hands-on, testing different approaches, making mistakes, and growing through them. Over time, I moved up to become Head of Marketing. It all began with traffic, and from the very first campaigns, I knew this was my thing. The pace, the constant change, the need to always stay one step ahead, it really clicked with me. I’ve worked on gambling projects across major markets, and now I’m part of BETANDYOU. It’s definitely the biggest and most exciting challenge so far, and I’m fully in and ready for whatever comes next.
Yeva: The iGaming industry is fast-paced and unpredictable. What initially attracted you to this space, and what has kept you excited about it over the years?
I guess I’m just an adventurous person, and iGaming turned out to be a perfect fit for me. I enjoy the fast-paced nature of marketing, testing hypotheses, and seeing results. Early on, it was more intuitive, we’d create ads, test them, and get different results. Over time and with experience, I’ve learned to build strategies based on data and numbers. That’s what drives me, knowing that I can take what I’ve learned and apply it in creative ways. Plus, like you said, the industry is fast and unpredictable, but that’s actually the fun part, right? It’s never boring here.
Yeva: BETANDYOU has become a recognizable name in multiple markets. In your opinion, what are the core elements that define the brand and distinguish it from other iGaming companies?
What makes us different is our personal approach, focus on key markets, and always trying to understand players so we can give them what they really want. We’re always researching cultural differences across our geos and shaping our product so it becomes a place where players can enjoy their time comfortably. As for marketing campaigns, we’re detail-oriented — we want everything to work smoothly. That’s our thing.
Yeva: With a wide offering that includes both sportsbook and casino, how do you ensure that each product line gets the marketing attention it deserves without cannibalizing the other?
Sports betting and casinos attract different audiences, so we use different strategies for each. For sports betting, we focus on the analytical side, while for casinos, it’s more about entertainment and intuition. Since these groups have different interests and preferences, we don’t struggle with dividing attention. Plus, we sometimes overlap with cross-promotions that can interest both groups, but without internal competition.
Yeva: How much of your strategy is built around customizing campaigns to different regions? Could you give us an example of how marketing in, say, LatAm differs from what you’d run in Eastern Europe?
We really focus on making everything local. Our website is available in over 30 languages, and our promotions are tailored to each language for our players. Additionally, when launching big promotions, we do extensive research into the cultural nuances of each geo and adapt our creatives and messages accordingly. We have an international team with representatives from key geos, ensuring we don’t miss any local details.
In LatAm, we focus on emotions and passion, especially around football, using local influencers and informal tones to connect with the audience. In Eastern Europe, it’s more about data and precision, with a professional tone and a focus on performance-based marketing. We adjust our messaging and strategies based on each region’s mindset and preferences.
Yeva: Without revealing any top-secret plans, are there any upcoming campaigns, product launches, or market entries you’re especially excited about?
We’ve been looking at the East for some time and are now exploring opportunities there. We’re also about to launch a new project that we think will be a game-changer. Stay tuned for our updates!
Yeva: And finally, Frank, what’s the best piece of advice you’ve ever received, personally or professionally, that’s stuck with you throughout your career?
Work hard, play hard. That’s something I truly believe in. Your inner resource is everything, and maintaining a healthy work-life balance isn’t just a nice-to-have. It’s essential. I really value my time and the team’s time because quality rest directly impacts how we perform professionally. When you’re well-rested and in the right headspace, you make better decisions, stay sharp, and actually enjoy what you do.
Company: BETANDYOU
Interviewee: Frank
Date: 14.05.2025
mr.Booster – iGaming Reviews by AffPapa
AffPapa's latest episode of the iGaming Reviews series covers mr.Booster's website, delivering a detailed overview of their offerings.Our review takes a closer look at...
