We had a chance to talk to Andryi Liulko, Chief Sales Officer at Epom, one of the leading ad tech companies in the iGaming industry. Read on to learn more about advertising trends in the industry, what Epom offers to its clients, and what sets the company apart from the competition.
Hi Andryi! Thank you for taking the time to talk to us today. Could you please start by introducing yourself and Epom to the AskGamblers readers?
Hi! My name is Andryi Liulko, and I am the Chief Sales Officer at Epom, an ad tech company specialising in iGaming. Our Epom ad server offers a privacy-first, scalable, and autonomous solution tailored to betting operators’ needs. The platform provides full control over advertising data and activities to empower betting and iGaming brands.
What is your focus when designing tools and features for advertising in the iGaming industry? How do you manage to keep both operators and players in mind?
Our focus at Epom is to provide an ultimate ad tech solution that solves the advertising needs of the iGaming industry.
For operators, we prioritise features that enhance performance and maximise targeting effectiveness. It includes robust ad-serving capabilities, advanced targeting options, and analytics tools to measure ad campaign effectiveness.
Due to the industry regulatory environment, we prioritise features that help operators comply with iGaming regulations. The Epom ad server provides geotargeting, age verification, and other regulatory compliance measures that help target ad campaigns for different geos and policies and stay compliant.
If we speak about the players, we realise that creating a positive ad experience is vital. We focus on delivering relevant ads that improve this experience without being intrusive. The advanced targeting algorithms ensure that players see only relevant ads.
And, of course, we are committed to promoting responsible advertising. Our features include frequency capping, which prevents overexposure of gambling-related ads and allows operators to control the number of times a specific ad is shown to an individual user within a defined time, contributing to a more balanced and responsible advertising approach.
What makes Epom stand out from the competition in the very crowded advertising market?
Epom provides 30+ rich media ad templates, allowing advertisers in the iGaming industry to create engaging ads easily. A recent update to the Epom ad server's ad templates makes them better suited for betting advertising campaigns across various platforms, including apps and streams. Updates aim to reduce ad blindness and increase viewer engagement.
For instance, the last update of the in-app playable interstitials makes them more interactive and 100% viewable, potentially providing the highest conversion rate and a more satisfying user experience.
The banner blindness issue can be solved by an Interscroller that takes over the screen after users scroll to reveal 85% of ad placement. This format gives a native-like experience and is more engaging than banners.
Talking about long session durations, like football matches, we provide an auto-refresh custom code ad template, which means adding a custom code with a sequence of images and setting a time after which they will change one another. It is the same as a simple banner, but one creative changes another in a specified timeframe and is suitable for most inventory slots.
Tell us a bit about the innovations you have recently introduced to the advertising formats and what they bring to operators.
We understand that operators have unique requirements. With the Epom ad server, operators can customise their advertising experience based on their needs and integrate it easily into existing systems.
During our recent updates, we focused on offering custom template features tailored to meet betting operators’ requirements. Depending on it, we can develop a custom ad template on a request. You don't have to cut back on your requirements when you use Epom. You will be able to serve different ads according to your preferences. Our client recently requested a native responsive carousel, so we developed it. If you have a wild idea for a super-engaging ad to drive more clicks, the Epom ad server will help you make it real.
We have a client’s case, Adera, which increased its CTR by 34% using Epom's custom ad templates. Betting brands with peaky audiences oversaturated with standard ad offers will benefit most from custom ad template development.
What, in your opinion, is the future of advertising in the iGaming industry? What should operators focus on when planning their advertising activities?
Personalised advertising experiences will still be critical. Operators should leverage data analytics and AI to understand user preferences, behaviours, and gaming patterns.
Tailoring ads based on individual player interests will enhance engagement and increase the effectiveness of advertising campaigns.
It’s important to take a mobile-first approach. Operators should prioritise mobile-friendly ad formats and platforms to reach the growing audience of players who prefer gaming on smartphones and tablets. Responsive design and innovative mobile ad units will be essential.
Also, I highly recommend paying attention to the gamification of advertising. Ads incorporating game-like elements, challenges, or rewards can enhance player engagement and create a more enjoyable advertising experience, blurring the lines between entertainment and promotion.
And, of course, the future will see a rise in interactive and immersive ad formats. AR and virtual reality VR may be increasingly incorporated into advertising strategies to provide players with captivating and memorable experiences beyond traditional static or video ads.
Thank you for your time, Andryi! We wish you the best of luck with your future projects at Epom.
