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Interview with Margo Redko – Account Manager Team Lead at Endorphina
Today, AffPapa would like to spotlight someone many industry professionals have likely seen at conferences, partner events, and international exhibitions: Margo Redko, the Key Account Manager Team Lead at Endorphina. Her journey in iGaming, as well as her role in shaping partnerships with major operators, makes her one of the key figures behind the company’s continued growth.
In this exclusive AffPapa interview, Margo shares what stands behind successful account management, how her team works with major operators, and why strategy, relationships, and a deep understanding of players shape everything they do.
Yeva: What mistakes do teams usually make at the very first stage of working with an operator?
Many teams rush into the first call without a clear strategy. They come with a list of features but no real value behind them.
For us, the flow is very different. Before we even contact a project, we analyze everything: traffic data, UX, promo structure, the top providers displayed, what the players click on, and how the casino attracts new users. A proper entrance strategy must include a strong offer for the operator and something that will genuinely interest their players. Skipping this part is the biggest mistake.
Yeva: What makes a “strong and tasty offer” from a provider’s side?
A good offer stands out. Sometimes it’s a more attractive discount, sometimes a unique mechanic, an unusual campaign, or a promotional idea nobody else is doing.
For example, some crypto casinos set 100% RTP on a few games, not for profit, but as a marketing hook. Something that makes players say, “I’ve never seen this anywhere else.”
But the offer must always match the operator’s audience. You can’t treat every project the same; that’s what separates a strategic approach from a template.
Yeva: You mentioned the importance of understanding the player. What exactly do you analyze?
Everything that reflects real player behavior: how much they bet, when they play, what themes they prefer, and which categories perform best. We also check what the casino highlights, “hot/cold” slots, online counters, and trending categories, are. Sometimes, even the number of banners and the diversity of promos tell you a lot.
This helps us choose the right games and the right promo activities from day one.
Yeva: How is the work structured inside the team? Who handles what?
Sales and partnership managers integrate new projects. Success managers take care of smaller casinos that have just joined. Account managers handle mid-level and certified markets. And my team, Key Account Management, takes care of the biggest partners, where competition is highest, and the strategy needs to be the strongest. Sometimes we also pick up high-value newcomers, depending on their potential.
Yeva: What signals tell you that a project might be weak or problematic?
The biggest signal is very little promo. If a casino has only a couple of banners and almost no bonuses or tournaments, it’s a sign they don’t work with new traffic at all, only with whatever old audience they have left.
Another signal is the lack of new categories and an outdated version of the website, since players today expect constant content updates, meaning bonuses and visuals.
Yeva: What misconceptions about the market most often distort the real picture?
First, blind trust in statistics. Some indicators can be bought, inflated, or simply outdated. We never rely on one source.
Second, not following how fast markets change. A grey market becomes regulated overnight; rules shift, and limitations appear. You must stay updated constantly.
Third, underestimating competitors. Every day, a new provider appears. Any of them, with the right strategy, can grow fast. That’s why we regularly analyze competitors’ campaigns and updates as a team.
Yeva: Endorphina has been on the market for many years now. Is this more of a benefit or a burden?
A huge benefit. Operators know us, players recognize our brand, and we are often among the first providers considered for connection. But that doesn’t mean growth stops; the market is always expanding. Existing operators bring in new traffic; new casinos launch daily. There is always room to grow and to strengthen relationships.
Experience equals stability. And I’m proud we have both.
Yeva: How much can a provider really influence the operator’s success?
A lot. The company and the operator always share the same goal: growing numbers together. Today, the provider’s job goes far beyond supplying games. We run promos, deliver tournaments, send merch to streamers and VIP players, collaborate on external advertising, and even support partners at offline events. When the provider’s brand is strong, and players want to play our games, the operator grows too.
Yeva: Why can integration sometimes take so long?
It’s always a complex technical process with many teams involved on both sides. Testing, documentation, and compatibility each step requires time and resources. Reverse integrations (when the operator integrates the provider) are even harder because their platform may limit promo mechanics or require custom solutions. It has nothing to do with the license or jurisdiction – delays are almost always technical.
Yeva: What mistakes do providers often make while trying to compete?
Trying to copy industry giants. You can copy the mechanics, but you won’t copy the results; the original is always the one. Only a few studios on the market do something truly unique, and their examples prove that authenticity always wins. At Endorphina, we keep evolving our own style, from classic to modern, but we never try to imitate someone else.
Yeva: What advice would you give to junior account managers?
Build relationships. And be patient; good partnerships take time. Always come with a strategy: one for the operator, one for the player. Ask questions, understand the partner’s goals, work with objections, and always stay updated on the market and competitors. And most importantly, never stop learning. Our industry changes daily.
Margo’s journey shows how much strategy, creativity, and human connection stand behind successful partnerships. For her, account management is not just about promoting games; it’s about understanding the market, reading players, building trust, and finding solutions that help both sides grow.
Her work continues to shape Endorphina’s biggest collaborations.
Company: Endorphina
Interviewee: Margo Redko
Date: 31.03.2026
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