In an exclusive interview, Alex Gitsik, the Chief Marketing Officer at Soft2Bet, shared insights into his role at the leading iGaming company. At Soft2Bet, Gitsik oversees the global marketing strategy, focusing on brand growth and player engagement. With over ten years in marketing leadership, he prioritizes sustainable expansion through performance marketing and data-driven campaigns.
Gitsik discussed the significant Betinia × Diego Simeone campaign, emphasizing the need for the partnership to extend beyond just celebrity endorsement. He remarked, "The key insight is to make sure this partnership landed as more than a headline and a famous face." The campaign aimed to align brand, product, customer relationship management (CRM), and media, with a focus on retaining players. This involved connecting Simeone’s persona to MEGA—a new football manager gamification engine—ensuring clear metrics for success and maintaining consistency across all assets.
When asked about the rationale for selecting Simeone as Betinia's brand ambassador, Gitsik explained, "Simeone’s 'match-by-match' approach fits our core message that progress is earned step by step." Simeone's career, characterized by discipline and relentless improvement, mirrors the gaming experience offered by MEGA, where players advance through levels and tackle challenges. Gitsik also emphasized Soft2Bet’s player-first mentality, stating, "We always try to walk an extra mile in order to offer players something extra."
He noted that after debuting the partnership in Sweden, there are plans to expand into Ontario, Canada, allowing a broader audience to engage with both the Simeone partnership and MEGA11 in the future. Gitsik clarified that choosing Simeone was not about celebrity for its own sake; rather, his mentality aligns with the product’s objectives.
Addressing Simeone’s public image, Gitsik described him as tenacious, focusing on details and strategy, qualities that fit the Betinia brand. He detailed, "We want players to feel they’re building momentum through smart decisions and steady progress, and MEGA is designed to support that climb."
Market research played a pivotal role in shaping the campaign concept. Gitsik revealed, "It influenced almost everything. We didn’t pick Simeone on gut feel. We pressure-tested the idea with research to understand how strongly our audiences recognized him and trusted him." This data-driven approach aimed to resonate with the football fan narrative, especially with the upcoming 2026 World Cup, pushing for an authentic connection to the sport.
He acknowledged the challenge of translating fan psychology into effective messaging while maintaining clarity across channels, saying, "The tricky part was capturing that matchday intensity while still feeling simple once you land in the product."
Gitsik elaborated on MEGA11, describing it as a dynamic stand-alone football manager gamification engine. Players manage their own fantasy teams, make tactical choices, and progress through defined levels. He explained that MEGA11 is distinct from a typical loyalty program, providing continuous rewards and a strategic layer that enhances the betting experience.
He also highlighted key performance indicators when assessing the success of the campaign. While initial engagement metrics matter, Gitsik emphasized the importance of retention rates. "True success is judged by what happens after the first visit. Day 7 and day 30 retention, return frequency, and session quality tell us if people actually want to come back," he stated.
Finally, Gitsik offered advice for brands pursuing personality-driven marketing in sports betting, urging them to choose ambassadors that resonate authentically with the audience. He concluded, "A big name can attract attention, but the experience is what keeps people coming back."
