Head of Product Marketing at Adjarabet Giorgi Gvenetadze, “We Are Aiming Higher for the Next Few Years”

Head of Product Marketing at Adjarabet Giorgi Gvenetadze, “We Are Aiming Higher for the Next Few Years”

Working as a Head of Marketing in the Ministry of Justice of Georgia, Giorgi Gvenetadze acquired much useful experience but soon understood that he would not be able to realize his full potential there. Willing to grow professionally, accept challenges, and get satisfaction from work, he decided to move on to the gambling industry.

Currently, Giorgi is a Head of Product Marketing at the leading Georgian online gambling company. In Adjarabet, he leads casino marketing in Georgia and is responsible for the marketing strategy of the Armenian subsidiary.

Giorgi shared the story of his professional success and told us about work in Adjarabet.

“I wanted something with higher speed, adrenaline, and opportunities, and I saw gambling sector one of those having potential”

Before joining the gambling industry, I was holding the position as Head of Marketing in the Ministry of Justice of Georgia. It was a great experience, as I had to work with brilliant professionals, learned a lot and developed various beneficial skills for myself.

After a few years in the Ministry of Justice, I decided that it was time to change the field, as the public sector was limited in terms of career development. I wanted something with higher speed, adrenaline, and opportunities, and I saw gambling sector one of those having potential. So, I sent out my CVs to almost all Georgian gaming companies.

I quickly got contacted from Europebet.com (currently owned by Betsson Group) and after several interviews, I was offered a position of Head of Product Development Department there. Later my position changed and became Head of Business Development, where I had to plan and monitor the synergy between various units in my department (marketing, products, CRM, call center, VIP unit, etc.) with total of 200 staff.

“After a few meetings with the CEO, I started working as Head of Casino Marketing in adjarabet.com, together with taking care of marketing side of our brand entering in Armenia as adjarabet.am”

Later I got contacted from adjarabet.com HR, asking that the CEO wanted to meet and discuss some potential collaboration. After a few meetings, I started working as Head of Casino Marketing in adjarabet.com, together with taking care of marketing side of our brand entering in Armenia as adjarabet.am.

The experience was huge as Adjarabet wasn’t having the casino marketing manager before, so we had to develop a whole new structure and work processes for casino marketing operations. Besides, we were entering a new country, with creating all the communication strategies and channel management processes from scratch.

Currently, I am having a position of Head of Product Marketing in Adjarabet. My team consists of highly skilled professional Marketing Managers and each of them is responsible for the particular product of ours (e.g. sports marketer, poker marketer, etc.). Our main mission is to transform business needs into marketing actions, via creating various promotions or activities, brief the execution teams and monitor the overall products marketing performances.

“We did not have much time so we almost switched to 24/7 operations. Finally, we did it and are very proud that the product became one of the most popular gambling products in the Georgian market”

During these years, we had a few interesting cases, one of them was when we had to launch a brand new game, created especially for Adjarabet, called Aviator, and this game wasn’t related to any of existing products, it wasn’t betting, not slot, not live casino and not P2P.

So, we had to create many focus groups and collect lots of insights from test users to create a perfect marketing communication strategy for the product. We did not have much time so we almost switched to 24/7 operations. Finally, we did it and are very proud that the product became one of the most popular gambling products in the Georgian market.

“During my time in Adjarabet, the marketing department has run more than 500 promotions”

It’s already 3 years I am part of Adjarabet and during this period we managed to grow in the market, generate various competitive advantages, became part of PaddyPowerBetfair group, etc. Whole marketing department played its significant role, together with other departments of course, in general company’s success. Our marketing department developed as well, starting from around 15 people when I joined – now with more than 50, accepting every challenge set by the company and finding passion in each and every ad hoc campaign.

We have run more than 500 promotions during this period so each one of them was having unique marketing communications strategy and needed individual approach, so the multitasking and working in super-tight-deadlines became part of our life. That resulted in development of skills like quick thinking, flexibility, time management, etc.

“Adjarabet had enough experience and skills that could be shared with Paddy Power Betfair Group, especially in Casino and P2P games”

As for the deal with Paddy Power Betfair Group, it took place a few months ago and it’s still early to analyze the processes, but the operational part has definitely seen the upgrades, with more attention to reports and planning together with the clear vision of long-term strategies. On the other hand, we clearly saw that we also had enough experience and skills that could be shared with PPB Group, especially in Casino and P2P games.

“Till I feel challenged I am comfortable with being part of Adjarabet”

I feel lucky to be doing and get paid for what I like and still having the passion for this field and company. Various Georgian and international companies started to contact more and more frequently after winning the Cannes Lions Marketing Category in April. But to be honest, till I feel challenged I am comfortable with being part of Adjarabet. We are aiming higher for the next few years, so the challenges will be enough to provide a busy working life, and it’s good.

On September 26, Giorgi participated in the panel discussion on finding the right balance between gambling sectors at the second Kyiv iGaming Affiliate Conference. Besides, the expert will make a presentation at Georgia iGaming Affiliate Conference in Tbilisi on October 18, where he will tell more about the experience of Adjarabet in marketing aimed at customer acquisition for online casino and will share successful case studies.


Read more about Giorgi’s report >>>

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