Ana Gaming Names Antonio Guerardi as CMO to Strengthen Customer Strategy
Ana Gaming has appointed Antonio Guerardi as Chief Marketing Officer, adding a senior figure with hands-on experience across marketing, customer experience, and digital operations.
The timing of the hire is notable. Across the iGaming sector, operators are dealing with higher acquisition costs and a more crowded landscape, forcing a rethink of how marketing contributes to long-term growth rather than just short-term volume.
Background Rooted in Integration
Experience across marketing and operations
Guerardi joins from Unidas, where his role extended well beyond traditional marketing. He oversaw customer service and experience functions as well, giving him a broader operational perspective.
Rebrand following merger with Locamerica
One of his more visible contributions came during the company’s rebrand following its merger with Locamerica. That process involved aligning internal teams, customer communication, and brand positioning-something that typically requires coordination across multiple departments, not just marketing.
Alongside this, he worked on strengthening digital channels and improving how data and CRM systems were used to support decision-making.
Moving Beyond Pure Acquisition
Shift in emphasis toward existing customers
For Ana Gaming, this appointment suggests a shift in emphasis. Instead of focusing primarily on acquisition, the company appears to be looking more closely at how it manages existing customers and builds long-term value.
Market shift toward retention and personalization
This reflects a broader change in the market. Paid channels are becoming more expensive, and in some cases less predictable, which has pushed operators to invest more in retention, personalization, and owned media.
Guerardi’s experience points toward a more connected approach, where marketing is not treated as a standalone function but as part of a wider customer strategy.
Likely Areas of Focus
Key priorities
While the company has not outlined specific initiatives, several priorities can be inferred from Guerardi’s track record:
- Improving CRM structure and customer segmentation
- Driving better conversion through owned channels
- Reducing dependence on paid acquisition
- Ensuring brand messaging matches the actual product experience
These areas indicate a move toward tighter coordination between marketing, product, and customer-facing teams.
A Shift in Measurement and Mindset
Change in marketing success metrics
There is also an internal implication to this hire. Marketing success is likely to be measured differently going forward. Instead of focusing heavily on acquisition numbers, there may be greater weight placed on retention, engagement, and overall customer value.
This kind of shift is already visible across the industry, as operators look for more sustainable growth models.
Positioning for What Comes Next
Preparing for a more demanding environment
Although Ana Gaming has not shared details around expansion, the appointment suggests it is preparing for a more demanding environment-one where compliance, trust, and customer experience will matter more than ever.
In that context, Guerardi’s cross-functional background could play an important role in shaping how the company evolves its marketing and customer strategy over the coming years.
Source: Ana Gaming
