Human‑centric marketing has become a favourite buzzword in iGaming, but very few brands manage to turn it into something real. In this episode, Diana Larina, Head of Marketing at Evoplay, broke down what human‑centric marketing actually looks like when it’s done properly — not as a slogan, but as a working system that shapes products, campaigns, and long‑term player relationships.

Her approach is grounded in one principle: listen first, create second.

According to Diana, the biggest mistake marketers make is assuming they already know what players want. They assume players want bigger bonuses, louder visuals, or more features. But assumptions disconnect brands from reality.

“Human‑centric marketing is about listening,” she said. “Not every company is ready for that shift, but it’s necessary if you want products that resonate today and years from now.”

Listening at Evoplay begins before a game even exists. The team interviews players, tests hypotheses, and validates ideas before production starts. If feedback contradicts the original concept, they adjust early — instead of launching a game that misses the mark.

This continues after launch. Influencers, streamers, and community members participate in one‑to‑one sessions to share honest reactions. Major gaming outlets provide feedback on mechanics and characters. If players highlight issues, the team updates the product — even post‑release.

Human‑centric marketing is not a campaign style. It’s a continuous loop.

Player expectations have shifted dramatically. A few years ago, bold visuals and big bonuses were enough. Today, players want something more personal and more honest.

Diana sees three major shifts shaping modern campaigns:

1. Simplicity — fewer steps, fewer buttons, fewer barriers.
2. Authenticity — players want to feel understood, not targeted.
3. Personalisation — not generic segmentation, but real tailoring.

This applies to both B2C and B2B audiences. Casino managers want promotions that are easy to implement and genuinely valuable. Players want campaigns that feel designed for them, not recycled across dozens of brands.

Technology makes this possible. Discord, TikTok, Instagram, and community‑driven formats allow marketers to listen in real time and adjust quickly. Social listening is no longer optional — it’s where the most honest insights live.

Some of the strongest campaigns Diana has worked on were built around emotional resonance. Star Guardians created a long‑lasting buzz because players felt part of something bigger than a game release. Adrenaline Rush was designed specifically for millennials and Gen Z, and the marketing reflected their culture and pace.

One standout example was a racing‑themed event in Malta — a full B2B experience built around a single game concept. Over 200 industry guests attended, and the campaign generated millions of impressions, extensive media coverage, and multiple awards.

Emotional connection isn’t abstract. It’s measurable — in engagement, retention, and revenue.

In a market full of aggressive promotions, authenticity stands out. Diana’s team shows the real people behind the brand — the ones who build the games, test ideas, and respond to feedback.

Players check social media to see who stands behind the products they enjoy. They want to know the humans behind the brand. Showing real faces and real moments builds trust — and trust builds loyalty.

Diana is clear about the role of AI: it accelerates production, but it cannot replace human judgment. Her team uses AI to scale content, analyse data, and support AB testing — but every piece of content still goes through human review.

“We used to have banner blindness,” she said. “Now we have AI blindness.”

Players instantly recognise content created without intention. AI helps only when guided by a strong idea and a human voice.

Collecting feedback takes time and money. It can delay launches and increase costs. But Diana sees it as an investment, not an obstacle.

She shared a recent example: a new game underperformed after launch. Instead of pushing forward, the team conducted multiple rounds of feedback with players, employees, streamers, and partners. They identified three core issues, implemented changes overnight, and saw immediate improvements in churn, session length, and return visits.

Fixing problems early saved far more money than ignoring them.

Diana’s final message is simple: talk less, listen more.

Her team dedicates time every week to reading forums, chats, support tickets, and social media comments. They watch streams, analyse reactions, and study what excites or frustrates players.

Insights come from real conversations — not guesswork.