On this week’s episode of Footprints in the Market | Influencing iGaming, we’re delighted to welcome MConverts CEO Manik Kochian. Joining Digital Footprints Managing Director Sharon McFarlane, Manik shared her journey from a 15-year marketing career into the iGaming space, as well as how MConverts is helping brands stand out through AI-powered video, cinematic storytelling and emotionally driven campaigns.
Standing Out in a Saturated Market
The iGaming industry is more competitive than ever. Whether you’re an operator or affiliate, standing out from the crowd has never been so difficult.
Speaking about how MConverts helps iGaming brands differentiate themselves, Manik said:
“The issue begins when brands start copying each other in marketing. So it’s the same banners, the same posts, the same copy-paste text. The power of marketing is making it stand out. You cut through the noise, you make it emotional, you create memories, you create emotions.”
It’s this emotional aspect that often separates good marketing from bad, and it can be the difference maker when it comes to making a real impact.
Video Content on LinkedIn
Video content has changed the way products are marketed, and its impact can be felt across everything from consumer products to B2B sales. Nowhere is this more evident than on LinkedIn, where video content has become essential for brand exposure.
Manik said:
“For many years, LinkedIn was text and image-focused. So marketers and brands worked around that. Last year, the LinkedIn CEO posted a video saying that LinkedIn was now going to focus on video content. We’re seeing many brands already starting to adapt, but there’s still some way to go.
“If you have a B2B product, it’s pretty challenging to market. You need to have a team that thinks strategy. Not about a post or a video or a piece of content, but about what you’re going to achieve six months from now, and build a story around that.”
This storytelling-first approach is particularly powerful in iGaming, where product-led messaging can often dominate at the expense of emotional engagement, and is the ideal approach for video content.
AI Video: Fast Doesn’t Mean Easy
One common misconception about AI-generated content is that anyone can do it. With video content in particular, using AI tools doesn’t necessarily make it any easier to create a polished, effective piece of content.
Manik explains:
“There is nothing, and I mean nothing, you can do with one click. Anything which looks good, which tells the story, which is on brand, which is getting the viewer to feel something or to learn something, takes knowledge, time and understanding not only of AI tools, but also of how video works and how storytelling works.”
This is a critical point for brands experimenting with AI tools and services. AI may speed up production, but it does not replace the fundamentals of great content: concept development, storytelling, editing, music, sound design and brand alignment.
Manik and Sharon also discussed:
Storytelling in B2B Marketing (jump to 06.26)
Cinematic Storytelling (jump to 15.55)
The Role of Emotions in iGaming Content (jump to 17.35)
A massive thanks to Manik for joining us on Footprints in the Market | Influencing iGaming. Watch this space for the next episode.
