Episode 19·11:00·5 Feb 2026

ICE 2026 Marketing Decoded x 18Peaches: Community and Social Media Brand Building

Surya Palli

Founder of iGaming Real Talk.·5 Feb 2026

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Welcome to the first episode of Marketing Decoded, our special series from ICE Barcelona 2026!

In this episode, Elen Atanesyan, Head of Marketing at 18Peaches, reveals how they built exceptional brand awareness in iGaming through community-driven campaigns and social media engagement since their launch in 2022.

Key Points

Community-first marketing that drives real engagement
Pitch Marathon: bold video series featuring industry leaders
"Juicing Up the Industry" - maintaining consistency across all touchpoints
Why player retention beats acquisition
Creative storytelling in the age of AI

Quick takeaway: Build WITH your community, not just FOR them 💡

Key takeaways

Community-Centric Growth. Successful brand building in the iGaming space requires working directly with your community rather than just marketing to them.
Innovative Content Series. Utilizing bold video formats like the Pitch Marathon allows brands to engage effectively with industry leaders and maintain high visibility.
Prioritizing Retention. The episode highlights that sustainable success in the industry is often driven more by robust player retention strategies than by acquisition alone.
Brand Consistency. Maintaining a unified message and 'juicing up' the industry presence across every touchpoint ensures long-term brand authority.
Storytelling in the AI Era. Creative storytelling remains a vital competitive advantage for brands looking to differentiate themselves amidst the rise of artificial intelligence tools.

Notable quotes

Build WITH your community, not just FOR them.

Juicing Up the Industry: maintaining consistency across all touchpoints.

Transcript excerpt

A short passage published by the podcast, not the whole conversation.

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Surya Palli
Welcome to the debut episode of Marketing Decoded, coming to you live from the busy floor of ICE Barcelona 2026. I’m joined today by Elen Atanesyan, the Head of Marketing at 18Peaches, to discuss the agency's rapid growth since its 2022 launch. Elen, how have you managed to stand out in such a competitive iGaming landscape?
Elen Atanesyan
It’s great to be here, Surya. We’ve carved out our identity by pivoting away from traditional advertising. Instead, we prioritize a deep, community-driven approach to brand building. We operate on the philosophy of building with our community rather than merely for them, which means involving our audience directly in the creative process to foster genuine engagement.
Surya Palli
That’s a distinct approach. You’ve also launched the 'Pitch Marathon' series, which has caught a lot of attention. Can you tell us more about that?
Elen Atanesyan
The 'Pitch Marathon' is a bold video initiative where we platform industry leaders. It provides a unique window into high-level networking and strategic thought. It’s a prime example of our 'Juicing Up the Industry' mantra, where we aim to maintain a vibrant, consistent brand presence across every touchpoint to ensure our marketing remains both memorable and cohesive.
Surya Palli
Your strategy seems to shift focus from common industry trends, especially regarding how you handle growth. Why do you prioritize player retention over aggressive acquisition?
Elen Atanesyan
We believe player retention is a superior strategy for modern B2B marketing. It’s about building long-term value rather than just chasing new numbers through aggressive acquisition tactics.
Surya Palli
With the rise of AI, many in our field are wondering how to maintain that "human" touch. What is your perspective on the role of creativity in this new era?
Elen Atanesyan
It’s a balancing act. We have to balance technological efficiency with the authentic human storytelling that is still required to stay ahead in this industry. AI is a tool, but the heart of marketing remains rooted in the human connections we build.