Cracking the code to an emerging gambling market has proven in the past to be the golden ticket. With the onset of COVID-19 pandemic, establishing a brand foothold in Asia, Africa and Latin America will be one of the stepping stones to help the gaming industry recover globally. Parimatch CMO Dmitry Belianin sat down with our own Becky Liggero Fontana to offer some insights on how brands can build a marketing strategy for emerging markets.

Understanding the role that brand building and being prepared to play the long game, is the key to success in any new emerging market. “Understanding your audience in an emerging market is key,” Belianin told us. “We do segmentation to ensure the right brand propositioning and positioning into the selected target segments. As for the emerging markets its very important to invest in the brand building to find the right channels to communicate your brand’s values.”

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“My biggest tip is that you should find your own brand proposition before entering those markets to segment the market and to understand the channels. I’m a big fan of integrating marketing so it’s really important to have various channels combined at the same time. Be sure to concentrate people’s attention around your brand values,” Belianin said.