What Makes a Brand Unforgettable? | Marketing, Campaigns & LinkedIn Strategy | Irina Veselkova

Hello and welcome back to another episode of iGaming Real Talk. I'm with Irina here at Endorphina stand in London at IGB Live and I'm very excited to dive into their concept here. It's called Endorphina Kingdom. So Irina, can you tell us a little bit about the creative campaign? Last time we talked about your cockroach campaign, is it? In Barcelona?

Yes, this is Endorphina Kingdom. This is how we think of how we're embody, let's say. The creative concept is bricks, so you can actually interact with building something, your own kingdom probably, maybe. Yeah, so we have this interactive wall over here, you can build anything you'd like. We have bricks on the sides and also we have a blind game over there at the reception where you assemble the figurine without seeing it, so blind assembly, let's say.

And besides that, I mean, it's just our colors, it's Endorphina Kingdom, you can be the king or the queen.

Okay. Super nice, I think, and interactive. So basically, this is the concept, this is what we have here for London. Super exciting to have this event. Let's see how it goes. Okay, that's quite interesting. Can I remove something from the kingdom?

No, right? You can only build.

Okay, okay, let's see. That's a very interesting concept. When I first saw, I thought like, okay, there's Endorphina and it's Lego, so I thought the campaign name is going to be Lendorphina.

It's nice, but we actually use figurines and bricks.

Okay, cool. So we discussed about the campaign at ICE, it's been about six months. How's the evolution been so far in terms of like, since the time you have taken over the marketing, you've done some creative campaigns? So how's the journey been so far with all these campaigns?

Well, I mean, after ICE, it's been, what, six months, seven months? I think it's going pretty well. We received a lot of public attention, so PR is going good. We had a lot of content, we have a lot of awards. We received actually some awards for the past marketing campaign at ICE, for cockroach. So actually, everything is going really smooth and pretty well for us, which I'm happy about.

This one is actually our second stand, let's say, a year after the ICE, so not much happening. We used to be in Sao Paolo, and now here, next one is Lisbon. So not many events happening. Adding sources of marketing gains and everything, we have a lot coming.

That's good. I mean, I was in Sao Paolo and I saw your stand. You were not there, but the vibe was very, very much Brazilian, you know, very much Latin American kind of vibe. There were dances happening, the music was in sync with how things go in the region. So it was a total LATAM vibe when we were passing through the Endorphina stand. And also, I think a couple of streamers or influencers, they came in and I was there in that moment.

It was a really good vibe, well executed as well. I think that this is a good market fit for LATAM, because they usually go with crazy concepts, but this works well in Europe and, I don't know, our continent, let's say.

In LATAM, we decided to go with a more local theme in order to get the attention of local people and we know how it goes. So we have a local team in there. We consulted a lot about the theme, about the activities. So we think we made a good market fit and it worked for the market.

That's very good to know, as well as you always come up with these creative campaigns that everyone looks up to. It's not always having the biggest stand, but it's about having the idea that will make people remember your company, your brand, your campaign or whatever it may be, right? Let's talk about our B2B marketing, right? We have LinkedIn, which is kind of like the go-to channel in the B2B marketing. So what do you think is happening on LinkedIn?

Are the stats increasing based on the number of posts you're doing or what are you currently seeing that's happening, that's trending on LinkedIn?

I don't know, actually. They recently have changed the algorithm, so we are struggling a little bit, because I see a lot of different bugs in there and even the statistics, it sometimes pushes it and it's got the real numbers. So sometimes I see that the post has like 1 billion likes, which is absolutely not true. There is only 15 there, but LinkedIn shows it. So I don't know what is happening, because they're doing some changes to the algorithm.

But in general, as usual, if you have quality content, which people engage with, it's going to work. For example, it's going to be interviews with good questions and good pictures. It's going to work and perform. I don't know, long reads sometimes work, but I don't know. Actually, you have to try a lot and then you will understand what is going to work for you best. Content with people works.

Yeah.

People like faces, people like people, people do not like to engage with B2B companies with no people's attention whatsoever. So yeah, use people of your company.

Yeah, that's the thing, you know. I was on the expo floor asking people on the expo floor in Manila an interesting question, which is like, do you engage with people's LinkedIn posts because you like the content or because you want to support the person? And you know what? Like 90% of the people said, because I want to support the person. So I think especially in our industry, it's even more true because we are so much like relationship driven.

People kind of support each other and kind of depend on these relationships. So I think that is what is powering the engagement. If someone has a big community, it is easily seen in their engagement on LinkedIn.

I agree, but I believe you should target both audiences. It's great when people support you, you already have some foundation.

Okay, that's great. And when we are looking at the rest of the 2026, what are the plans for Endorphina?

Well, as for the events, we are going to be in Lisbon for SBC. We have huge plans for the event. Our stand is going to be big, massive, again, creative concept, but I cannot reveal it just yet, but it will be amazing. As for the games, we have a roadmap till the end of September, I believe already available for our clients. So games are developed, stands are built, everything is good and smooth.

Great. Thank you for joining me once again and sharing the concept here. We're going to look through the stand and see what's available as well from Irina's side. And then I'll see you on the next one. Thank you for watching.