18Peaches Head of Marketing Elen Atanesyan Shares Value-Driven Branding Strategy in Marketing Decoded Interview at ICE Barcelona 2026
18Peaches, the dynamic B2B iGaming provider founded in 2022, continues to stand out in the industry through its bold, community-focused marketing approach.
In a new episode of the Marketing Decoded interview series recorded at ICE Barcelona 2026, Head of Marketing Elen Atanesyan outlined the core principles driving the company’s rapid brand growth and authentic industry presence. The discussion, hosted as part of the ongoing series spotlighting top B2B iGaming marketing leaders, highlighted how fresh energy and genuine value creation set 18Peaches apart in a fast-evolving sector.
Elen Atanesyan, an experienced marketing professional with a strong track record in iGaming, leads the brand’s strategy at 18Peaches. She is also recognized in the industry for her contributions to platforms such as iGaming Real Talk and iGaming Republic, where open conversations about trends, challenges, and innovations help shape forward-thinking perspectives across the sector.
Established only three years ago, 18Peaches has built impressive brand awareness without pursuing aggressive market dominance. “We did not set out to take over the market,” Elen explained. “The real key is to identify gaps, fill them with real value, and approach everything with fresh perspective and energy.” She stressed that the industry often feels tired of standard formats, creating an opportunity for brands that deliver memorable, different experiences.
The company’s slogan “Juicing Up the Industry” serves as the guiding thread for all activities. Originating early in the company’s vision, the phrase now directs game development, design choices, event activations, signature cocktails, and consistent messaging across every channel. This unified approach ensures every interaction feels cohesive and vibrant.
The brand name “18Peaches” carries intentional symbolism. The numbers 1 and 8 represent widely recognized lucky figures in many cultures, while their sum (9) reinforces themes of good fortune. “Peach” captures the essence of juiciness, freshness, and vitality that 18Peaches aims to bring to iGaming.
A major highlight of the interview was the Peach Marathon campaign, a community-driven video series featuring honest, unfiltered discussions among industry leaders. Designed for engagement rather than polished promotion, the format encourages bold opinions, personal stories, humor, and transparency. The inaugural edition concluded with audience-voted winner Colin Thompson from Kingbit, decided purely through comment engagement. Elen confirmed that future editions are already scheduled for 2026 and beyond, tied to key industry events.
The conversation wrapped with a quick “this or that” round, where Elen revealed preferences aligned with the brand’s philosophy: creative storytelling over purely data-driven methods, video content over static demos, player retention over acquisition, and influencer voices (for now) over operator testimonials. These choices reflect a focus on emotional connection and standout creativity in an era increasingly shaped by AI tools.
Marketing Decoded, presented in partnership with Excellent Expo, continues to decode the strategies and execution behind the most impactful B2B iGaming marketing teams at major global events.
About 18Peaches
Founded in 2022, 18Peaches is a creative B2B iGaming provider committed to delivering fresh, high-quality content and experiences that energize the industry with consistency, innovation, and community focus.
About Marketing Decoded
Marketing Decoded is a dedicated interview series launched to explore and reveal the marketing strategies powering leading B2B iGaming brands. Produced by iGaming Real Talk, in collaboration with iGaming Republic, with support from Excellent Expo, a trusted partner for exceptional exhibition stands and presence.
WATCH THE FULL EPISODE HERE