How to Succeed in the iGaming World: An Interview With CMO of Mr. Gamble

Today we welcome Paul Puolakka, Chief Marketing Officer at Mr. Gamble. Thanks for joining us, Paul! As the CMO, how do you differentiate your services in such a competitive market?


Thanks for having me! Our primary focus is on understanding player behavior. We use data analytics and player feedback to tailor our offerings, ensuring a unique and personalized experience for each user.


This may sound like a typical answer from your average affiliate but we truly take our job seriously. When engaging in any new market or exploring brand new casinos to partner with, we first take it upon ourselves to understand the ins and outs of it. Players depend on us being experts – it’s a huge responsibility, but also a nice excuse to learn something new every day.


With the rise of digital platforms, how do you decide where to allocate your marketing budget?


It’s a mix of data-driven decisions and experimentation. While we invest heavily in proven channels (for example, our Twitch channel and other social media), we also allocate a portion of our budget to explore emerging platforms, ensuring we’re always ahead of the curve.


How do you handle the challenges posed by changing regulations in the online gambling industry?


There’s no secret ingredient here. Staying informed is key. We have a dedicated legal team that monitors regulatory changes and shares this knowledge across all of our departments. We then adapt both our development and marketing strategies to ensure compliance.


What role does content marketing play in your strategy?


Saying “content is king” is a bit of a cliche but hey, it still rings true. The only thing that has changed since this phrase was first coined is the channels through which marketers feed content to their audience.


Back in the day, the most prevalent channels were blogs and forums. Nowadays, you are required to engage with customers directly and react instantly to any social media trend to stay relevant.


We tend to focus on creating high-quality, engaging content that educates and entertains our audience. It’s not just about promotions; it’s about building a community and establishing trust.


How do you measure the success of a marketing campaign?


Beyond the obvious metrics like ROI and conversion rates, we look at player retention, feedback, and brand sentiment. A successful campaign not only drives numbers but also fosters loyalty. Judging by our accomplishments – most recently, we received the Branding of the Year award at AffPapa iGaming – we’re on the right track there.


With the rise of mobile gaming, how has your marketing approach evolved?


Mobile is certainly a game-changer, though it’s an umbrella term for an entire series of different devices, from iPhones to tablets. We’ve optimized our platform for mobile users and shifted a significant portion of our content efforts to mobile-centric campaigns. It’s all about being where the players are.


How do you handle negative feedback or criticism online?


I’m not going to pretend that seeing criticism doesn’t hurt. It almost always does. But you must ignore your first instinct and not rely on empty excuses or shift blame on someone else. Every piece of feedback, positive or negative, is an opportunity to improve and from my experience, negative feedback sometimes results in much more positive changes.


How do you foresee the future of casino affiliate marketing?


I see a shift towards more personalized, AI-driven campaigns. It’s already happening now, but the adoption will be industry-wide in the future. As technology evolves, our ability to understand and cater to individual player preferences will redefine the iGaming sector.


Lastly, any advice for budding marketers in the casino affiliate space?


Stay curious and never stop learning. Passion is everything. To succeed in the casino industry, you have to love the game (pun intended).

About Mr. Gamble

Mr. Gamble is an award-winning and trusted casino comparison platform that operates in multiple markets and gambling jurisdictions. Our experts bring industry expertise and experience to help our partners convert visitors into players.


With several nominations in 2022 and 2023, including the Bonus Comparison Affiliate of the Year and Branding of the Year, Mr. Gamble provides reliable and up-to-date information and helps players compare online casino sites to make informed choices.