What it's like to be a trendsetter and never stop. Interview with Tanya, CMO of 1Win

Marketing in iGaming is a dynamic game where it is important not only to keep up with trends but also to set them. 1Win is a brand that has long been dictating the rules of the game in this market. How do they manage to stay ahead of the competition, what does it mean to be a trendsetter in a highly competitive industry, and what marketing approaches help the company maintain leadership?

We talked about this with Tanya, CMO of 1Win. She told us about the main marketing challenges in 2025, the role of the team, creative solutions, and the future of the iGaming market.

How would you describe 1win in a few words?

A leading iGaming brand with ambitious ambitions that dictates the rules of the game in this market

What does it feel like to be a trendsetter?

What does it mean to be a trendsetter in a field where the competition is huge?

I think that we have secured this title for ourselves quite a long time ago. To be a trendsetter is to be the one that the whole market looks up to, even though it sounds very complimentary. This is constant and tireless work on the brand, continuous improvement. The pace at which we work is rapid and we have no room for stagnation.

Are there any specific tools or approaches that help 1Win to stay ahead?

We practice performance marketing, which shows us as a bold and very creative company. Also, an individual approach to each partner allows us to ensure loyalty and strong cooperation. And of course, close communication and constant development of our community.

How often do you test new marketing formats and what were the most successful cases?

As I wrote earlier, stagnation in the company is our red flag. Therefore, constant development and search for new marketing opportunities is the basis of our department. Once a quarter, we review marketing formats (strategies) and improve them. There are a large number of successful cases, but I would like to highlight one, this is the New Year’s Secret Santa campaign, which reached an approximate reach of 10k target audience.

Were there moments when the trend you implemented did not work? How do you react to such situations?

Integration of visual concepts from other markets into ours does not always work with a bang. You need to understand that the affiliate marketing market has a well-established content for the eyes of our audience and something that goes beyond the usual does not always work to attract.

Creativity and team

Marketing, competition, and copying. Have you ever faced the fact that your ideas are quickly copied by competitors? How do you react to this?

We react calmly. I will say more, it is even pleasant. While others are copying what we have done, we are moving on. We are always one step ahead!

What role does the team play in creating trends?

The team plays a key role in any process. A weak team is a weak brand, no matter how strong the leader is. The team is the most important base for any business. Only with a strong team can you do something really great. My team consists only of professionals.

On the future of the industry

What is the boldest forecast of the industry’s future?

Definitely the development of the market and its monopolization. Large brands will absorb small and medium-sized ones. So, if you want to succeed in this market, join the strong ones.

How do you plan to maintain your leadership position in the coming years?

The same way we have done it before: hard work, burning eyes, and the desire to be the best will do everything for us. We do not relax, but only gain momentum despite our success.

And the last thing

If you could give only one piece of advice to aspiring marketers who want to create trends instead of catching them, what would it be?

Be surprised. This is what plays a key role in creating trends. You need to understand what people like in order to hit the target audience.

Imagine that 1Win is a movie. What genre would it be and who would play the main role?

It would definitely be an action movie with thriller elements. The main role would be played by a young ambitious, brave guy who wants to conquer the world.