In the bustling world of iGaming, where new titles flood the market daily, standing out requires more than just innovation - it demands a compelling voice and
In the bustling world of iGaming, where new titles flood the market daily, standing out requires more than just innovation - it demands a compelling voice and a clear strategy to communicate that uniqueness. Since joining Mascot Gaming in November 2018, Margarita Malysheva, Head of Marketing, has been at the forefront of shaping the company’s brand identity, transforming it from an ambitious startup into a globally recognised provider with a portfolio of captivating games.
Mascot Gaming prides itself on combining “striking design with sophisticated mechanics,” a philosophy that has earned them numerous accolades, including a recent win at the SBC Awards Europe for Game Music/Soundtrack. iGaming Times sat down with Margarita to explore her journey with Mascot Gaming, her approach to marketing truly unique games, and her vision for the future of the brand.
iGaming Times: Margarita, you joined Mascot Gaming in November 2018, a pivotal time in the company’s early growth. What attracted you to Mascot Gaming then, and how has your role and the company’s marketing strategy evolved since your arrival, especially as it grew from its initial game sets to a global provider?
Margarita Malysheva: When I joined Mascot Gaming, it was still a true startup - a small team with big ambitions. I was the entire marketing department at the time, literally building everything from the ground up: branding, website, social media presence, event participation, and PR. Over the years, as the company grew rapidly, so did our marketing strategy. Now, we boast a dedicated team, a clear and consistent brand voice, structured campaigns, data-backed planning, and a strong focus on performance metrics. We’ve evolved from a local ambition to a truly global presence, and I’m proud to say that marketing has played a significant role in that incredible journey.
iGaming Times: Mascot Gaming aims to create games that “stand out from the crowd” with “striking design and sophisticated mechanics.” How do you translate these product qualities into compelling marketing messages that resonate with operators and ultimately attract players in a highly saturated market?
Margarita Malysheva: It all starts with deeply understanding what truly sets our games apart. Our visuals are bold and immersive, and our mechanics are genuinely exciting - we make sure these core differentiating elements are front and centre in all our marketing assets. We leverage storytelling, memorable visuals, engaging short-form videos, and strategic operator campaigns to ensure the unique essence of each game is felt, not just described. Ultimately, it’s about creating excitement and curiosity, which is crucial for both our B2B partners and the end players.
iGaming Times: Mascot Gaming commits to “3 unique games a month” while also stating a “thoughtful and conservative approach… prioritising the quality of our well-received games.” How do you, as Head of Marketing, balance this ambitious release schedule with the commitment to exceptional quality, and how do you leverage new releases in your marketing campaigns?
Margarita Malysheva: It’s definitely a challenge, but a rewarding one. Every game we launch goes through a full-cycle marketing process - we don’t just “release and forget.” This means we meticulously coordinate visuals, messaging, PR, promotional activities with our partners, and robust post-launch support. Crucially, we also collect comprehensive data from each release to better understand what resonates with players and what doesn’t.
Over the years, we’ve built clear internal processes and a strong creative framework that empower us to move fast without sacrificing quality. Discipline plays a huge role here - our workflows are exceptionally well-structured, and we’ve continually refined them through extensive experience. As Mascot Gaming has scaled, these mechanisms have evolved with us, becoming more complex but also significantly more effective.
And of course, none of this would work without the people behind it. I’m incredibly proud to say that my team - and Mascot as a whole - is made up of true professionals. Everyone is committed, focused, and deeply motivated to deliver outstanding results. That shared energy and clarity of purpose make even ambitious schedules achievable.
iGaming Times: With games certified for numerous jurisdictions and over 1,500 partners, how does Mascot Gaming’s marketing strategy adapt to cater to diverse global markets while maintaining brand consistency?
Margarita Malysheva: Our core brand identity remains unified, but we meticulously adapt the way we present it based on the nuances of each market. Different regions have distinct player preferences, unique regulatory requirements, and even varying senses of humour. We work very closely with our local partners to fine-tune campaign formats - but always strictly within the established Mascot Gaming framework. It’s a delicate yet effective blend of maintaining a strong global structure while allowing for essential local flexibility.
iGaming Times: Mascot Gaming has a strong track record of awards and certifications, including the MGA licence, iTech Labs, and numerous “Game of the Month” accolades. How do you strategically leverage these achievements in your marketing efforts to build trust and expand market share?
Margarita Malysheva: Awards and certifications are incredibly powerful tools - they speak volumes about credibility, consistency, and undeniable quality. We prominently highlight them in all our communications with operators, at industry events, within our promotional campaigns, and even integrate them subtly within our games where appropriate. They’re not just decorative badges; they are tangible proof points around which we build and reinforce trust with both existing and prospective partners.
Just recently, in June, we had an incredibly special moment when we won the SBC Awards Europe in the Game Soundtrack category. This was a moment I had personally dreamed of for a very long time. I’ve always believed that the music in our games is something truly special and unique, and this award definitively proves it. For us, it’s not just about industry recognition - it’s about demonstrating to both players and partners that we deeply care about every single detail that goes into crafting our gaming experiences.
iGaming Times: The “Risk & Buy” mechanic, showcased in flagship games like Riot, is a notable innovation. How do you market and promote such unique gameplay features to both operators and players to maximise their impact and drive engagement?
Margarita Malysheva: Innovative mechanics like “Risk & Buy” are fantastic conversation starters - especially when we clearly explain how they enhance player engagement and improve retention. We utilise a variety of tools: dynamic demos, concise video explainers, clear visual guides, and integrated in-game tutorials. These resources help both operators and players fully understand how the feature works and, crucially, why it matters to their experience.
What makes this mechanic especially powerful is the genuine sense of control it gives to the player. They can choose to buy the bonus round at any moment or take a calculated risk with their winnings - this creates a feeling of agency that’s quite rare in traditional slots. And that’s precisely what keeps players coming back: when they feel confident and in control, they tend to stay longer and return more often. For operators, that increased player confidence directly translates into higher engagement and better performance metrics. It’s truly a win-win - a feature that profoundly enhances the player experience while delivering clear, measurable value to our partners.
iGaming Times: Mascot Gaming has expanded its portfolio to include crash games and recently launched “Tic Tac Toe Games.” How does your marketing approach differ for these diverse game types compared to traditional slots, and what specific opportunities do they present?
Margarita Malysheva: These newer game types tend to attract a slightly different audience - often younger, mobile-first, and those looking for quick, highly engaging gameplay experiences. As a result, our marketing approach shifts accordingly: we focus on shorter, more dynamic videos, faster-paced messages, and a greater emphasis on social media formats. It’s also a fantastic way for us to reach burgeoning markets where instant games are experiencing a significant boom. This strategic diversification keeps our overall game portfolio fresh and makes our marketing efforts significantly more versatile.
iGaming Times: Dmitry Malyshev (CTO) and Angela Kasyanova (Head of Art) speak about collaboration and visual excellence. How do you, as Head of Marketing, collaborate with these key internal stakeholders and the wider team to ensure a cohesive brand voice and creative marketing campaigns that truly reflect Mascot Gaming’s unique identity?
Margarita Malysheva: We operate very much as a central “triangle” - tech, art, and marketing - and that constant collaboration is absolutely essential. Angela and I are in continuous sync on visuals, overall branding, and the tone of our creative assets. With Dmitry and the wider product team, we ensure that all marketing materials accurately reflect the actual gameplay and underlying mechanics. Everyone brings their specialised expertise to the table, and together, we ensure that the Mascot Gaming brand speaks with one clear, consistent voice across all touchpoints.
iGaming Times: In a fast-paced industry, data is crucial. How does Mascot Gaming use marketing data and player feedback to inform future game development and marketing strategies, ensuring new releases align with player preferences and market trends?
Margarita Malysheva: Data is everything to us. We meticulously monitor which games perform best and, more importantly, why - delving into metrics like engagement times, player drop-off points, and even granular visual preferences. We take those critical insights directly into our new product planning phase, and we also continuously refine our marketing approach based on what truly resonates with our audience. It’s a dynamic, interconnected loop: marketing insights inform game development, and successful development, in turn, enriches our marketing strategies.
iGaming Times: Given your passion for Mascot Gaming’s growth, what is your long-term vision for the brand’s positioning and reputation within the iGaming industry? What marketing trends do you anticipate will be most impactful in the coming years, and how is Mascot Gaming preparing for them?
Margarita Malysheva: Mascot Gaming has always been about doing things differently - and that’s precisely what I want to keep pushing. Our long-term vision is to be seen as a provider that is bold, consistently creative, and unfailingly reliable within the iGaming industry. Looking forward, I anticipate that hyper-personalisation, AI-based targeting, and even deeper, more collaborative relationships with operators will play a major role in marketing. We are already actively working on developing the tools and strategies to stay ahead in these areas - our goal isn’t just to follow trends, but to set them and lead the market forward.
Margarita Malysheva’s journey with Mascot Gaming underscores a powerful narrative of strategic growth and unwavering dedication. Her insights reveal a marketing philosophy deeply intertwined with product excellence, driven by data, and infused with a genuine passion for creating captivating player experiences. From meticulously balancing a high-volume release schedule with uncompromising quality to leveraging diverse game types and embracing cutting-edge technology like AI, Mascot Gaming, under Margarita’s guidance, is clearly positioned not just to adapt to the future of iGaming, but to actively define it, cementing its reputation as a truly unique and influential game developer.
