Episode 28·14:43·18 Mar 2026

The Mascot Strategy That Got Everyone Talking at ICE 2026 | iGaming Real Talk | Elantil

with Elantil

Surya Palli

Founder of iGaming Real Talk.·18 Mar 2026

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Welcome to the 5th episode of Marketing Decoded, our special series from ICE Barcelona 2026!

In this episode, Tereza Melicharkova, Head of Marketing at Elantil, reveals how the new B2B iGaming brand built massive awareness in just one year by leveraging a strong team reputation, quality product, and creative mascot activations.

Key Points

Foundation of success: Amazing industry reputation of the team plus a solid product that makes marketing much easier
The birth of Elanbubu: Inspired by the Labubu toy trend but adapted into a friendly, original brand mascot
Stand success at ICE: Marble race game with Lego prizes and interactive buzzer challenges that drew huge queues
Pre-event campaigns plus vibrant orange branding as key to standing out among 500-plus exhibitors and 65,000 visitors
Smart startup strategy: Focus on the right events, consistency across channels, and building strong relationships
2026 trends: Big believer in podcasts as a PR channel and human storytelling over pure AI-generated content

Quick takeaway: Elantil shows that even as a newer player, combining a great product with memorable creative campaigns like Elanbubu can create strong brand love and real foot traffic fast.

Key takeaways

Foundation of Success. Elantil's growth is built on the strong industry reputation of its team combined with a high-quality, reliable product.
Mascot Marketing. The creation of Elanbubu, inspired by the Labubu trend, provided a unique and friendly brand identity that helped the company stand out.
Interactive Event Strategies. By implementing engaging activations like marble races and buzzer challenges, the team generated massive foot traffic at their booth during ICE 2026.
Strategic Branding. Consistent use of vibrant orange branding and targeted pre-event campaigns ensured Elantil remained visible among hundreds of competitors.
Future-Proof Communication. The company prioritizes human-led storytelling and podcasting as essential channels, believing they outperform pure AI-generated content.

Notable quotes

Elantil shows that even as a newer player, combining a great product with memorable creative campaigns can create strong brand love fast.

Big believer in podcasts as a PR channel and human storytelling over pure AI-generated content.

About the guest

Elantil

Tereza Melicharkova is the Head of Marketing at Elantil, an emerging B2B iGaming brand. She is recognized for her strategic approach to building brand awareness through creative activations and human-centric storytelling.

Transcript excerpt

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

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Tereza Melicharkova
Welcome to Marketing Decoded. I’m here live at ICE Barcelona 2026, and I’m joined by the team from Elantil to discuss your meteoric rise in the B2B iGaming space. What do you see as the foundational pillars of your success so far?
Elantil
It really comes down to two main things. First, we have a seasoned team with an sterling industry reputation. Second, we have a high-quality product that fundamentally simplifies the marketing narrative, which makes our job much easier.
Tereza Melicharkova
Your brand strategy has been quite unique, especially the buzz around 'Elanbubu.' Where did that idea come from?
Elantil
We were inspired by the global Labubu toy trend. By adapting that cultural phenomenon into a friendly, proprietary brand asset, we were able to forge a distinct identity that resonated deeply with the gaming community.
Tereza Melicharkova
I saw the queues at your ICE stand were massive. How did you manage to stand out among over 500 exhibitors and 65,000 attendees?
Elantil
We focused on creative spirit and interaction. We used elements like marble races with Lego prizes and high-energy buzzer challenges to keep people engaged. When you pair those activations with a striking, vibrant orange aesthetic and targeted pre-event campaigns, you can really cut through the noise.
Tereza Melicharkova
For other startups looking to make an impact, what advice would you give regarding their broader strategy?
Elantil
Focus is key. We advocate for strategic event selection, consistent multi-channel communication, and, most importantly, nurturing genuine professional relationships.
Tereza Melicharkova
As we look toward the future, what are your thoughts on 2026 trends and where marketing is heading?
Elantil
We are strong advocates for podcasting as a critical PR channel. We believe that authentic, human-led storytelling is far more effective than relying solely on AI-generated content. We want to keep focusing on creative memorability and product excellence to build long-term brand equity.