Parimatch: The Premier Site For Indian Casino Gaming – “iGaming in India has experienced impressive growth since the start of the pandemic”: Parimatch International CMO Dmitry Belianin

The COVID-19 pandemic has been devastating for the global sports business industry. This may be even more true in the case of India’s relatively nascent sports industry. Major sporting events have been forced to postpone or cancel and many sectors of the industry have taken a hit under strict lockdowns at the height of the pandemic.

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However, as many observers have observed during this time, the pandemic has also led to the growth of gaming industries such as casual games, eSports or iGaming. During this time, the iGaming industry in particular has grown tremendously.

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Parimatch International (PMI) Chief Marketing Officer Dmitry Belianin confirmed this in an exclusive interview:

“The sports betting and iGaming market, both online and offline, has seen a huge and impressive growth rate in India, especially since the start of the pandemic in 2019.”

A seasoned marketing strategist and leader in the sports betting industry with over 13 years of experience in both marketing and gaming, Dmitri has knowledge of consumer behavior. It has partnered with companies such as DAOBet, ​​iGaming, PokerArt and Hilead, a B2B platform based on a decentralized blockchain protocol.

Stating that Parimatch is one of the most popular sports betting sites among the Indian audience, he elaborated on what the brand stands for and added:

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“The company is culturally diverse because it operates in many regions, but our will to win helps bridge any differences. The Parimatch brand is very innovative. It combines high technology with an exceptional team of professionals. It offers a wide range of technology, marketing and communication services in iGaming and betting. Thanks to our brand promotions, the number of people who enjoy iGaming and sports betting is constantly increasing. To enhance brand development, we (also) sign a partnership agreement in iGaming and cover all major sporting events.

Given the high growth market for iGaming in India since the outbreak of the pandemic, there are a number of brands that have taken advantage of this time to enter this market or have made efforts to establish their brand in the country. Commenting on how the brand differs from its competitors and its vision, Dmitry explained:

“We believe that the difference between Parimatch and its competitors should be based on high-quality content, they should create a community of sports fans and enthusiasts who want to be in the same environment, who like to exchange ideas and freely talk and discuss different materials with our company. authors. Today’s sports media should be a communication-oriented project, not just a voice. We want to create a platform where users can practice their favorite sport and find other enthusiasts for communication.

Any iGaming or technology product that requires users to interact and interact with it should be intuitive and have all the support needed to have an overall positive experience on the platform. Diving into the platform’s competitive product features, Dmitry noted:

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“Parimatch is a legitimate international betting site that offers competitive odds and has an intuitive and easy-to-use interface. It offers real-time and virtual sports betting. The platform offers its Indian fans the best and most engaging gaming experience to place bets (single or multiple bets) on their favorite sports. Our customers have the opportunity to bet while watching sports live.”

“You can also watch several matches at the same time. There are no ads or promotions, so customers can bet without worry. Parimatch is a legal, transparent and safe (licensed by Curacao eGaming) international betting platform. .

Noting that PMI is a fast-growing technology company, Dmitri highlighted some of the brand’s favorite marketing tools, noting:

“Parimatch outperforms its competitors in many aspects, especially in reaching our audience. Its efforts are focused on expanding and spreading its presence worldwide, building a strong brand, attracting new customers and retaining existing ones. The main goal of our brand is to build trust. We reach our millions of Indian fans through multiple marketing channels (social networks, influencers, websites and various sponsorships).

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No marketing campaign conversation is complete without understanding the metrics used to measure its success. Speaking about what the key performance indicators (KPIs) are for brand marketing campaigns, Dmitry added:

“Our marketing campaigns have different goals and KPIs; reach a certain number of people on social networks, encourage betting on various sports, attract new users who are interested in betting, increase betting, create a large community of sports users who are deeply engaged and interested in iGaming and sports, the basis of increasing user income, [and] new increasing the activity of consumers in sports and categories”.

Delving deeper into the brand’s marketing channels and strategies, Dmitri recognized that affiliate marketing is becoming more and more popular in the iGaming industry because it delivers promising results and adds value immediately, while also being low-cost. Acknowledging that affiliate marketing is one of the most convenient and effective marketing tools for a brand, he said:

“Affiliate marketing can be considered to have a faster ROI than other business models. Parimatch’s high-quality product and ability to stand out from the competition, combined with a highly effective and strong marketing team, ensures that it becomes easier to capture partnership value and attract more potential partners. We use affiliate marketing to introduce products to new markets with new target audiences.”

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“Local partners allow us to get the most effective traffic and collect feedback about advertising campaigns and new products. All of the above gives us added value for the product and its funnel. Parimatch offers the best betting quality, risk free affiliate programs, winning affiliate format “.

Focusing on the Indian market, Dmitry said that the organization has been working in India for two years, supporting sports, and that this is an important market for the brand.

“Parimatch is a trusted company with a history of 26 years and is growing rapidly with a growing customer base worldwide. We are currently working on creating a dedicated section to attract a new target audience: people who want to improve their viewing experience. These fans can stream sports matches and then visit the Parimatch News website to get the required sports analysis and reviews and discuss them with other customers.

While it is often difficult for iGaming operators to promote their brands in India’s current legal landscape, brands have been known to use ersatz advertising for their promotional efforts in the past. When asked about the brand’s approach to marketing itself in India and what are some of its KPIs for its India-focused marketing campaigns, Dmitry said:

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“In fact Parimatch does not use surrogate brands to attract new audiences to its betting brand. Our primary mission is to help develop the sports community in India. We have a wide range of metrics that we use for our website. This includes accessibility, number of unique visitors, customer retention rate, etc. The Parimatch News website contributes to the development of sports in India and allows its fans to feel a part of the larger sports community and engage in sports more deeply.

Parimatch News has created a stir in the Indian sports industry by signing a three-year sponsorship deal in December 2021 to become the official sponsor of the Pro Kabaddi League. Discussing how the brand approaches sponsorship and how it measures its success, the chief marketing officer noted:

“The Vivo Pro Kabaddi League is working at the highest level in professional and sports development, thus gaining huge coverage before signing a three-year official sponsorship deal with Parimatch in 2021. It is designed to further promote the sport and support the brand. We share the ideology, vision, standards and other attributes embedded in the brand.”

“Our target audience has the same preferences when it comes to the content they want. The Parimatch News brand and the Pro Kabaddi league brand are a good match as both brands share the same vision of promoting the development and interest of the national sport in India. to increase the number of young fans in sports as well as in the iGaming arena”.

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Apart from its current association with the Pro Kabaddi League, Parimatch News has also been involved in sponsorship activities with Indian Super League (ISL) clubs Kerala Blasters and Northeast United as associate sponsor and title sponsor respectively.

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