An Exclusive Mr. Gamble Interview with Liliya Chatalbasheva, CMCO of Amusnet

In this exclusive interview, Mr. Gamble sits down with Liliya Chatalbasheva, the Chief Marketing & Communications Officer of Amusnet to delve into the brand's strategic positioning within the highly competitive iGaming industry. The conversation spans a variety of topics, from brand differentiation and value proposition to content marketing and overcoming industry challenges.

The iGaming industry is a saturated market. How has Amusnet developed its B2B brand positioning strategy to differentiate itself from competitors?

First of all, thank you for inviting me to share more about Amusnet's brand positioning, such an exciting and complex topic. Building a successful brand in our industry has many layers, and requires consistent efforts and a lot of patience. About two years ago the company went through massive rebranding and repositioning. The main objective was to create a premium international brand in the iGaming industry, by staying authentic to our legacy while growing fast in terms of awareness and recognition.

As a strategic move in this direction, we decided to build upon our distinct and appealing games portfolio, unique players’ experience, and community engagement in all communication channels. It was also vital to win internally all involved stakeholders who might have a high impact on the brand repositioning. For instance, our business teams who collaborate daily with the clients became our informal brand ambassadors.

Together we managed to establish Amusnet as a trusted business partner within the iGaming industry and a leading online casino provider.

Can you give us more detail on achieving the mentioned milestones for successful brand differentiation.
The first one is the Diverse game portfolio: We continuously challenge ourselves by setting ambitious objectives and high standards, evident in our portfolio of 260+ classic and modern online slots available across 31+ jurisdictions, powering 1,500+ live operators’ websites. By continuously enhancing our product lineup with games with captivating themes, we distinguish ourselves as a trusted partner dedicated to delivering quality and variety.

Additionally, our latest Land-based vertical showcases our forward-thinking approach, setting us apart from competitors.

Unique gaming experience: Our gaming experience stands out for its appealing design, interactive features, personalized gameplay, and impressive environment. We are committed to offering players beyond traditional gaming adventure. Highlighting all of this through our signature slots like 20 Golden Coins, Fruits and Gold, Cocktail Rush, Candy Palace, and many more, while maintaining a strong focus on new offerings and customer satisfaction.

Furthermore, we craft a gaming journey that fully captivates players, ensuring they stay engrossed with the one-of-a-kind amusement.

Develop a dedicated community: Community engagement has a pivotal role in brand building. Through social media, closed groups, and industry events we have cultivated an active community that is involved in the games’ portfolio evolution. Social media platforms and streamers also help a lot in expanding our brand's visibility and developing our brand storytelling. For instance, one of our latest releases “Caveman and Dinosaurs” generated its own fan community among players due to the organic support of top streamers who favored the game and engaged a lot with it.

Consistent branding: At Amusnet, we are firm believers that maintaining coherence and simplicity in our branding across all communication channels significantly enhances our brand recognition. This consistency not only reinforces recognition but also cultivates trust and loyalty among our audience. For instance, we apply a unified approach when it comes to positioning our brand at expos and industry events all over the world.

How does Amusnet articulate its value proposition to B2B clients to ensure it resonates with their needs and stands apart from what competitors offer?

Great question! Our value proposition revolves around three core elements: flexibility, reliability, and partnership. Our vast collection of engaging online slots, accessible across various regions, gives our partners plenty of options to draw in and retain players. Plus, our adaptable approach allows us to customize our services to fit our clients’ needs, promoting a spirit of teamwork and mutual support.

By staying in sync with our client's changing needs, we set ourselves apart and show our dedication to supporting our partners’ business goals.

Content marketing is as powerful a tool as ever in B2B marketing. Can you share examples of content strategies that have been particularly effective for you?

Absolutely, content marketing remains a cornerstone of our brand strategy. We aim at further localizing our content in all communication channels in order to offer higher added value to our audiences, and also to be more interesting and engaging. For instance, we started applying AI tools in our product communication in social media when it comes to new game releases.

It definitely pays off through higher organic growth of our channels and also promotes amusement and creativity.

Moreover, our slogan "We Master Gaming" is not just a tagline. This mantra guides our content strategies, ensuring that each piece of content resonates with the specific preferences of our target audiences. Whether it comes to tailoring our messaging to highlight regional specifics or adapting our marketing approach to comply with local regulations, we strive to master the gaming thrill for every market we operate.

What are some of the biggest challenges a company like Amusnet can face in this industry, and how do you address these challenges?

Our industry poses various challenges that demand forward-thinking strategies and proactive, fast actions. Venturing into new markets brings both opportunities and hurdles, such as cultural variations, regulatory complexities, and market saturation. To tackle these obstacles, we engage in comprehensive market research, cultivate strategic alliances, and tailor our products and marketing approaches to cater to diverse markets' needs.

Additionally, the B2B tech sector is fiercely competitive. To meet this challenge head-on, we prioritize differentiation through top-notch product quality and customer service.


Based on your experience, what key pieces of advice would you offer to other B2B companies looking to refine their brand positioning?

Drawing from my experience as a marketer in Amusnet, my advice to companies seeking to refine their brand positioning is simple: Embrace authenticity! Be authentic, transparent, and realistic in your brand communication. Do not overpromise. This not only builds trust but also fosters deeper connections with your audiences. It is crucial that your brand positioning mirrors your company's values, culture, and dedication to providing value to customers.