Calvert said:
As soon as I saw what was possible, CRAIG got my attention very quickly. I’ve written about the trade-offs between machine translation and human expertise before, particularly in iGaming where regulatory language, product terminology, SEO and player expectations give you very little room to get things wrong. What I like here is that we don’t have to pretend the answer is either AI or people. CRAIG can handle volume and speed at a very different cost point, while specialist humans remain involved where their judgement adds value.
Calvert will lead marketing for All-In Global while also working closely with clients and partners on market development and international growth.
That relationship-building side of the role is a natural continuation of his previous work. Calvert has spent much of his career on the industry circuit as a speaker, writer, moderator and podcast host, alongside contributing to events and publications across iGaming, finance and digital marketing.
He added:
iGaming is a dynamic but noisy industry, particularly around the major events, so useful relationships and genuine subject knowledge become more important. I want to spend time with operators, affiliates, studios and platforms understanding where international growth is getting expensive or awkward for them. There is plenty more for All-In to do within gaming, and there are obvious applications for the same technology in other regulated industries too.
As part of RevPanda Group, All-In can also draw on wider expertise spanning SEO, multilingual content, editorial outreach, affiliate marketing, advertising and traffic generation.
Barb Tasci, CEO of All-In Global, said:
Martin already knows this industry extremely well, both from the agency side and through the relationships he has built across events, media and partnerships. We want more people to understand what All-In and CRAIG can do, and we also want to stay close to the real problems operators, studios, affiliates and platforms are trying to solve. Martin is very well placed to help us do both.
Calvert’s first major event in the role will be SBC Summit Lisbon, where he will be meeting existing contacts and new partners across the industry.
To arrange a meeting with Martin at SBC Lisbon, or to discuss CRAIG, localisation or international growth, book a time here.
