Ana D’Arrigo, Head of Marketing at AvatarUX, discusses how the iGaming industry is adapting to changes in player behavior, including the demand for faster gameplay and personalized experiences. In this interview, she covers the challenges of marketing within a regulated environment, the role of authentic storytelling, and the importance of clear communication when introducing new game mechanics.
Ana also touches on key topics like short-form content, player-focused strategies, and the concept behind Captain MoreGain, providing insight into how AvatarUX approaches marketing in a competitive market.
As Head of Marketing at AvatarUX, you’re navigating a rapidly evolving iGaming space. What are the biggest shifts in player behavior or marketing challenges you’ve seen in the last year?
Ana D’Arrigo: If I had to highlight one standout trend, it’s the dramatic shift toward faster consumption. From a player’s perspective, this translates into a preference for quicker bets, instant cashouts, and an overall demand for faster-paced gameplay. This has driven the rising popularity of instant games and new slot mechanics designed to meet that need.
From a marketing point of view, it requires us to create content that aligns with this pace (think short-form videos and channel-appropriate messaging). The challenge lies in conveying complex ideas or product features within these tight timeframes.
Marketing in iGaming must strike a balance between regulation, entertainment, and creativity. How do you approach brand storytelling in such a highly competitive and regulated environment?
Ana D’Arrigo: The key is for each brand to define and embrace its unique identity. In a saturated space, storytelling that’s rooted in authenticity is far more powerful than generic messaging.
Once a brand understands its voice, values, and positioning, that narrative becomes much easier to express creatively, even within regulatory constraints.
With increasing emphasis on gamification, personalization, and player retention, where do you see marketing making the most impact in the player journey today?
Ana D’Arrigo: You’ve already hit the key point—tailoring game experiences to individual players is absolutely critical. With so much choice out there, players won’t stick around for a one-size-fits-all experience. If we don’t tailor content to their preferences, they’ll simply move on to the next option.
That’s where marketing can make a real impact: by creating player-centric, relevant experiences that make each individual feel seen and understood. In such a competitive space, it’s one of the most effective ways to drive retention.
AvatarUX is known for pushing the envelope with game mechanics like PopWins™. From a marketing perspective, how do you convey technical innovation to a broad player base?
Ana D’Arrigo: I’m a big believer in the power of education. When introducing innovation, it’s crucial to communicate it clearly and effectively. New mechanics can be exciting, but if the message is unclear, we risk confusing or alienating the audience.
In our effort to stand out creatively, we must not lose sight of clarity and simplicity. A well-crafted explanation—whether through visual storytelling, tutorials, or short-form video—helps players quickly understand what makes a game different and why it matters to them.
How do you differentiate AvatarUX’s identity in a sea of studios? What makes your brand voice stand out across campaigns, launches, and partner collaborations?
Ana D’Arrigo: From day one, we had a clear sense of who we are and what we stand for. We’ve never tried to follow trends or replicate what others are doing, because we knew that wouldn’t reflect AvatarUX’s strengths or vision.
Our differentiation comes from that commitment to originality. We focus on creating unique mechanics and experiences rather than chasing what’s already out there. That authenticity is what helps our brand voice resonate across all touch points.
The iGaming ecosystem is diversifying—crypto casinos, streamers, mobile-first markets. What areas is AvatarUX actively exploring or investing in from a marketing strategy point of view?
Ana D’Arrigo: Everything we do—whether in product development or marketing—starts with the player. That’s our foundation. We’re actively involved in player communities, including our own Discord, where we gather feedback and spot opportunities to improve.
This player-first mindset drives both our content and strategy. We listen, we adapt, and we focus on creating long-term engagement through relevance. It’s not just about visibility; it’s about staying genuinely connected to the people who play our games.
Captain MoreGain is visually bold, and pirate themes always seem to spark interest. What’s the story behind this game? What kind of player experience did your team aim to capture here?
Ana D’Arrigo: Interestingly, the development started with the mechanic rather than the theme. The game is built around Fortune Arrows, which drive a feature called Fortune Collector—where players accumulate wins and prizes. When this mechanic came to life, it felt like a natural fit for a pirate and treasure-hunt theme.
The arrows act like a guiding compass across the grid, which we imagined as a treasure map. The result is a fun, light-hearted experience—even our main character is a more modern, quirky take on the classic pirate trope. The whole design aims to blend playful visuals with engaging gameplay.
Let’s say Captain MoreGain joins your marketing team. What role would he take, and how would he handle tight deadlines and feedback rounds?
Ana D’Arrigo: That’s a fun one! Judging by his build, 100 push-ups are probably just a warm-up, so he could definitely be our marketing team’s motivational coach! With that energy and determination, I imagine he’d tackle deadlines with a grin and take feedback like a true captain—steering the ship forward, no matter the storm.
