Mr. Gamble Q&A: Exploring iGaming Strategies, Insights, and Vision with Magda Klimko-Aydin, CMO of Ace Alliance

In this edition of Mr. Gamble Q&A, we sit down with Magda Klimko-Aydin, Chief Marketing Officer at Ace Alliance, to explore the strategies, insights, and vision driving one of the iGaming industry's emerging powerhouses.

With a career spanning global markets and a passion for innovation, Magda shares her perspective on the never-stopping evolution of digital marketing, brand building in a competitive space, and how Ace Alliance is positioning itself for long-term success.

Magda, let’s start from the beginning. What’s your story? How did your journey lead you into the iGaming industry?

I’ve been working in marketing for over 10 years now and wore many hats. You could say I’ve done it all: PR, events, content creation, social media, email marketing. All those experiences gave me a good overview of marketing as a whole.

I’ve been supporting my husband’s company, Revpanda, with their marketing efforts. It was a part-time gig at first, but last year I decided to join the company and develop Ace Alliance. Even though I’ve been in the industry for only 1.5 years, it’s definitely the most exciting one!

Before stepping into your role at Ace Alliance, what were some defining milestones in your career that shaped how you approach marketing and leadership today?

At first, I was pretty much a lone wolf and had to learn so many things on the go. A few years later, I felt completely burnt out and needed a short break to recharge and think about my priorities. I carefully picked the companies I applied to, as I was determined to join a great team.

Luckily, I was given a chance at a large Polish software company and this is where I realized how well marketing can perform when you work hand-in-hand with experts. I felt motivated to better myself, plus my team members have been supporting each other from day one. This was the moment I became so much more aware of how good leadership can improve a team's work.

What personal values or experiences have had the greatest influence on how you lead marketing strategy in such a competitive and fast-evolving industry like iGaming?

For me, it’s always about clarity, connections, and credibility. It’s so easy to get lost when the industry moves so fast. But I’ve learnt that cutting through this noise starts with taking a step back, understanding your audience, and respecting their attention.

When you’re in marketing for this long, you really notice how people’s behaviors change. And one thing that always remains is they want to be heard. Whenever I’m creating content, such as the Ace Alliance Insights podcast, I focus on making my guest comfortable and heard and, at the same time, I make sure the audience receives meaningful actionable insights.

What’s one misconception people outside the industry have about the iGaming world that you wish they understood better?

I wish more people understood how much structure and professionalism goes into iGaming. From the outside, it’s a very flashy industry with fast money and lots of entertainment. But behind each success, there’s serious work happening in all aspects: data, technology, marketing, compliance, operations, responsible gaming, to name just a few.

We’re actually working in a tightly regulated environment and transparency, trust, and long-term strategies are essential to even speak about success.

Ace Alliance promises to “redefine iGaming one innovation at a time.” Can you walk us through how that mission translates into your day-to-day work as CMO?

For me, “redefining iGaming one innovation at a time” isn’t just a tagline, it’s also a daily filter to how we show ourselves as a brand. In our case, it means providing the best possible experiences for the iGaming community, whether through podcasts, video content, or events.

Our upcoming event, Ace Alliance Riga, will be just about that: creating a different experience that people want but don’t talk enough. Our goal is to create a perfect space for building meaningful partnerships without giving attendees any event fatigue.

You talk about building bridges and unifying visions. What does that look like in practice when you're working with iGaming clients?

For us, building bridges and unifying visions isn’t just about hosting another networking event or putting people in the same room. We think about how to get them into the right conversations, with the right people, in a way that feels natural and valuable.

We asked many iGaming professionals about their opinions on events and the networking opportunities. We saw a gap to be filled and Ace Alliance Riga is the answer to people’s requests for a laid-back setting and networking that won’t feel forced.

Your services range from video podcasts to iGaming reviews. What makes Ace Alliance's approach to boosting brand visibility stand out from the rest in the field?

I feel like Ace Alliance stands out because everything we do is designed with the iGaming industry in mind. It’s not just about showcasing most prominent casino brands, but rather connecting them with the right audiences through the right channels.

Our services are tailored to real business goals: whether it’s visibility, credibility, or deeper partnerships. We focus on quality content that builds trust.

You mention creating “immersive experiences” . Can you share some numbers or metrics from a recent event that illustrate the impact or ROI of this philosophy?

Back in 2023, we organized a few side events, and one of the standout moments was our party in Valletta, Malta. It ended up attracting over 700 attendees, with people literally queueing up outside and waiting to get in. We would even serve champagne to people standing in the line because almost the whole street was packed.

This showed there is a strong appetite in the iGaming industry for more meaningful networking, something beyond the usual expo rush. It was a clear signal that immersive and well-curated experiences make a difference, and it gave us the confidence to keep scaling this approach.

Who are the typical clients of Ace Alliance, and what kind of partnerships yield the best results? Can you give us an example of how a client benefited from teaming up with you?

At Ace Alliance, we work with a wide range of clients, including operators, affiliates, game studios, service providers, and consultants. With each one, we look for a long-term partnership and these really yield the best results. It’s also super important to be aligned on the same goal.

In our case, it’s boosting brand’s authority through podcasts, reviews, interviews, or dedicated video content. We’ve already become quite recognizable, but this visibility didn’t happen overnight. It’s the result of building trust and delivering value through every piece of content we put out.

We’ve also seen our video podcast, Ace Alliance Insights, used by guests to build trust with new partners or reinforce their positioning within the industry.

Let’s dive into your upcoming event in Riga on August 14–15. What can attendees and participants expect from Ace Alliance’s involvement? Any standout features or surprises we should know about?

Absolutely! Ace Alliance Riga is going to be something special. On August 14-15, we’re bringing hundreds of iGaming professionals to Riga, and we’re doubling down on what people loved most: meaningful networking in a relaxed, memorable setting. This is really where networking meets your perfect summer getaway.

You can expect a mix of curated events, like an executive brunch, keynotes featuring top iGaming names, an iGaming networking cruise, Old Town tours, plus a few fun surprises along the way.

I’d love to invite everyone to join this experience as it’s going to be something to remember. All details can be found on the Ace Alliance website.

Looking ahead, what do you see as the three biggest shifts shaping the iGaming industry in the next 3–5 years—and how are you preparing for them?

First of all, we’re seeing a growing demand for high-quality content. Flashy marketing alone won’t cut it anymore as people want transparency, credibility, and real value. That’s exactly where we position Ace Alliance, by focusing on expert-led content, reviews, and meaningful industry conversations.

Secondly, the growing emphasis on player protection and wellbeing. It’s no longer just about sticking to the regulations. Brands that treat players’ wellbeing as a core part of their identity will stand out. This includes things like responsible gameplay tools, transparent communication, and building trust with the audience.

And last but not least, the shift from acquisition to retention. This is not to say that acquisition doesn’t matter anymore. However, with rising marketing costs and more saturated markets, iGaming brands are forced to rethink their strategies of keeping players engaged long-term. This is where content, like the one we create at Ace Alliance, becomes so helpful.

With increasing attention on sustainable practices and tech integration at events, how is Ace Alliance adapting its strategy to align with these trends? Any figures to demonstrate this shift?

I’ve been involved in event organization since 2016 and I’ve definitely noticed how much the expectations around sustainability and technology have evolved. With the upcoming Ace Alliance Riga, we’ve moved fully to digital registration and communication plus limited single-use materials. Instead of producing only one-time printed assets, we are focusing on how we can reuse some of them.

We’re also using technology to keep the value of the event going well beyond the actual dates. The content we create is aimed at engaging people weeks after. It’s a more sustainable approach in every sense: environmentally, financially, plus it’s great for community-building.

If you had to pitch Ace Alliance’s impact using just one statistic that captures your value in the iGaming ecosystem, what would it be and why?

Like with most PR and brand-building work, the real value shows up in recognition, or word of mouth. Even during the recent iGB event in London, we heard from people that they were getting attention because of their appearance in our podcast. This is a great achievement as Ace Alliance has become a name people associate with quality content, meaningful conversations, and strong community ties. But apart from this, I’m proud to say our website and social media impressions are growing by up to 50% month-to-month!

Lastly, what’s your favourite online slot and why?

OK, it might sound funny being part of the iGaming industry but I’m more into traditional gaming than online slot games. Maybe you could suggest one to start with!