Inside Novibet’s Digital Marketing Strategy: Scaling Across Global Markets and Driving Efficient Growth

In the iGaming market people often talk about growth. Few explain how to achieve it. The key to success for iGaming operators working in regulated areas is execution. iGaming News Today had a chance to talk to Stavros, who leads marketing at Novibet. We wanted to know how Novibet is growing its presence. Stavros has a background in engineering, business and digital transformation. This mix of skills helps him understand what modern iGaming companies need to do. Novibet operates in 10 countries across three continents.

The company aims to grow but also efficiently and sustainably. Novibet faces challenges in markets like LATAM. The company is also using AI in its marketing. This conversation with Stavros shows what it really takes to succeed in today’s iGaming environment. Novibet’s growth strategy is about finding a balance. The company wants to grow but also make sure it can keep going in the long term. Stavros shares his insights on how Novibet achieved this balance.

Below is the full interview:

Q1. Could you share your background and how you arrived at your current role at Novibet?

Stavros :

My background is technical, coming from engineering, but throughout my career I noticed a significant gap between technology, marketing, and commercial success. I realized that businesses need professionals who can combine technical skills with marketing expertise to deliver meaningful results. Today, my teams reflect this philosophy, they are a blend of technical and marketing talent, which is essential in a fully digital industry like iGaming.

Q2. What major experiences shaped your strategic perspective before joining Novibet?

Stavros :

One key experience was working for a leading sports fashion retailer in Greece, where the company grew from $30 million to $100 million in revenue before being acquired by JD Sports. I had the opportunity to witness the full acquisition process, including strategic partnerships and financial planning. Another important experience was leading digital transformation initiatives at Public Group, a major consumer electronics retailer, where digital sales grew from below 20% to about 30% of total revenue, significantly increasing the company’s valuation.

Q3. What are your responsibilities at Novibet?

Stavros :

I joined Novibet about five months ago and lead digital marketing initiatives across all operating countries. Novibet operates in 10 countries across three continents. My team of around 25 professionals handles customer acquisition, content creation, and organic growth channels such as SEO and blogging. Our mandate is to deliver strong triple-digit growth in key markets like Brazil, Mexico, Chile, and Ecuador while maintaining efficiency and profitability.

Q4. What are the biggest challenges facing Novibet and the iGaming industry today?

Stavros :

The primary challenge is intense competition, especially in high-potential markets such as LATAM. Many operators are entering these regions aggressively. The second challenge is rapid technological advancement, companies must continuously adopt new technologies like AI to remain competitive. The third challenge is the shortage of skilled talent to support fast industry growth, which forces companies to recruit professionals from other sectors.

Q5. How does regulation impact your operations?

Stavros :

Novibet operates in regulated markets and prioritizes compliance. However, unregulated operators often capture significant market share using aggressive or non-compliant tactics, which can inflate costs and distort competition. While following regulations may limit short-term growth, we believe it is essential to operate responsibly and sustainably.

Q6. How is AI transforming digital marketing within the industry?

Stavros :

We are already implementing AI to improve productivity, automate processes, and focus more on creative and strategic work. While automation tools from major platforms promise efficiency, they are not yet reliable enough to replace human oversight entirely. One area with strong potential is agentic AI, which can automate complex multi-step processes that previously required significant manual effort.

Q7. What skills should modern marketing professionals develop to succeed?

Stavros :

Marketing today is deeply intertwined with technology. Professionals must understand technical concepts such as tracking, tagging, data flows, and digital platforms. Continuous learning and upskilling are essential. However, despite technological advances, marketing ultimately remains human-centric, we communicate with people, emotions, and needs, so the fundamentals of value creation still apply.

Q8. What motivates you personally in your role?

Stavros :

I genuinely enjoy my work and believe motivation should come from within rather than external sources. I focus on maintaining a positive mindset, creating value, and supporting my team. Seeing colleagues invest effort to achieve meaningful results inspires me to contribute even more. At the end of each day, I reflect on whether I made a positive impact.

About Novibet

Novibet is an online gaming company that operates in many countries. It uses technology and data to develop marketing strategies and adapt to each country’s regulations. This helps the company grow sustainably.

Novibet operates in 10 countries across three continents. It continues to invest in digital innovation, train its staff, and promote responsible practices. This enables Novibet to remain competitive in the evolving gaming industry.