crash game’s “high-risk, high-reward” dynamic fits right in. Western markets, on the other hand, have a more slot and casino tradition, so crash games were a newer concept that took a bit more education for widespread adoption. Over time, as Western audiences become as familiar as Eastern ones, this gap is closing. But in the early days we definitely noticed Eastern European users pushing the limits of the game mechanics.
Another aspect is the device and setting in which people play. In Eastern Europe, many players access games like Aviator on mobile phones (often Android devices) and often learned about the game through social apps. Te game’s lightweight, mobile-friendly design resonated perfectly with those usage patterns.
In Western Europe, that’s less common – slots still dominate the top positions on many sites, with maybe one crash game in the mix. Tis tells me that the mass appeal and familiarity of the crash mechanic is higher in the East right now.
Which approaches to marketing have proven most effective in Eastern Europe – influencer partnerships, sports sponsorships, social media?
Based on my experience, in Eastern Europe, local influencer and sport ambassador partnerships along with social media- driven campaigns tend to be the biggest driver of the brand lift. Traditional advertising channels (TV, billboards, etc.) are often restricted by law or less effective with the younger demographic that dominates online gambling here. Influencers and building the community around your brand with the help of those influencers, on the other hand, provide a way to build trust and excitement within communities.
For example, in the CIS and Balkan regions, there are popular YouTubers and Twitch streamers who focus on casino or betting content – partnering with them to play your game or mention it has tend to have fantastic results. Teir followers are exactly the target audience: young adults who are already interested in gaming. When they see a trusted personality have fun with the game (and maybe even win big), it creates immediate interest and social proof. Tis kind of word-of-
mouth marketing spreads quickly on platforms like Telegram, YouTube, and TikTok in Eastern Europe. Social media marketing in general is crucial.
Posting short video clips of exciting high multiplier rounds, running contests or challenges (like “How high can you fly?” where users share screenshots of their best cash-out) and engaging with memes or local pop culture – these all helps brands like us to be the part of the social media conversations. At the same time, user-generated content is gold in Eastern European markets where people rely on peer recommendations.
One approach we’re now seeking to work regionally is affiliate marketing with localised content. Many Eastern European players discover online casinos through affiliate websites that do reviews, comparisons or even Instagram casino-tip pages.
We want to assure that those affiliates have the information and assets to highlight Aviator – whether it’s providing demo versions they can embed or giving them exclusive mini-bonus codes for Aviator. Tis way, affiliates essentially become micro-influencers driving traffic to our operator partners with Aviator as a highlight.
Can personalisation be automated at scale or does it require deep local market knowledge?
It’s a bit of both – automation can take personalisation a long way at scale, but to truly hit the mark you need deep local market knowledge. On the one hand, modern AI and data analytics allow us to automate personalised recommendations and offers on an individual level.
We can track a player’s behaviour and have algorithms automatically present let’s say, more crash games to a user who enjoys Aviator or customise bonus offers based on their play patterns. Tese systems can even detect what time of day a user plays and send well-timed notifications or adjust the game lobby dynamically for each user.
In fact, many large operators are now using personalisation engines that handle this in real-time across hundreds of
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