SBC SUMMIT INTERVIEW Spayz.io at SBC


GIO: What makes marketing of Gaming payment provider different, and what does a strong marketing strategy look like in 2026?


Tatiana Sokolova: Payments are a very specific B2B product because trust comes before promotion and that’s why. Merchants looking for new payment solutions is a very specific vertical for us and behind the marketing we are always looking at payment provider reputation and the real business value that we can offer to our clients.


Tatiana Sokolova, Chief Marketing Officer, Spayz.io shared how the payment provider market is changing and how it can best be further amplified throughout the iGaming industries.


GIO: What are operators actually looking for when they evaluate a payment provider? TS: I think coverage, geographical coverage and speed of payments matters. But of course merchants, they’re looking deeper to conversion rates, payout speed, compliance, chargebacks. And payment provider should be adopted to this thing as soon as possible.


GIO: Payment providers are everywhere in iGaming. Have PSPs become too noisy as a category? TS: I really understand this frustration around the payment providers. The industry doesn’t need more payment providers speaking exactly the same things. They need a specific provider who can solve merchant problems, who understand payment, local payment infrastructure, and some questions that we have to solve urgently.


GIO: Is thought leadership becoming more important for fintech brands in Gaming? TS: Market insights specific research are very important around payments. And I think that our experts can be truly heroes, because it is a great chance to let merchants look at our brand and make a deeper connection with PSP.


30 NOVEMBER 2026 GIO


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