Episode 6·51:07·7 Jul 2024

Valentina Diaco from ProfitMatches on Building Human-First Brands in iGaming

with Valentina Diaco, Founder of ProfitMatches

Surya Palli

Founder of iGaming Real Talk.·7 Jul 2024

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Valentina Diaco spent nearly two decades in B2C iGaming before making the leap to start her own consultancy: ProfitMatches.

In this episode, she opens up about why she left full-time work, the personal turning point that changed everything, how she started ProfitMatches, how AI is changing iGaming, the human side of performance marketing, and the difference between brandformance and performance-only strategies. Valentina's human-first approach to building brands is refreshing and insightful for anyone in the industry.

Key takeaways

The Shift to Human-First Branding. Valentina emphasizes moving beyond transactional marketing to build brands that prioritize human connections and authenticity.
Brandformance vs. Performance. She explores the strategic distinction between pure performance marketing and 'brandformance,' which integrates brand building into performance-driven results.
AI in the iGaming Sector. The episode highlights how emerging AI technologies are transforming operational efficiencies and marketing strategies within the competitive iGaming industry.
Entrepreneurial Transition. Valentina shares the personal motivations and turning points that led her to leave a two-decade career in B2C iGaming to launch her own consultancy, ProfitMatches.

Notable quotes

Building a brand is about human connection, not just chasing immediate performance metrics.

The future of iGaming lies in balancing sophisticated AI tools with a deeply human-first marketing approach.

About the guest

Valentina Diaco

Founder of ProfitMatches

Valentina Diaco is an iGaming industry veteran with nearly 20 years of experience in the B2C sector. She is the founder of ProfitMatches, a consultancy focused on helping brands achieve growth through human-centric performance strategies.

Transcript excerpt

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

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Surya Palli
Welcome to the show. I’m joined today by Valentina Diaco, a veteran with nearly twenty years of experience in the B2C iGaming industry. Valentina, you recently transitioned from corporate life to founding your own consultancy, ProfitMatches. What prompted you to leave the traditional 9-to-5?
Valentina Diaco
Thank you for having me, Surya. It was a major leap, driven by a deeply personal turning point that served as a real catalyst for change. I felt it was time to step away from the traditional corporate structure and take control of my own path.
Surya Palli
That’s a bold move. How did you go about establishing the foundation for ProfitMatches, and how do you approach the competitive iGaming landscape differently?
Valentina Diaco
Establishing the consultancy required taking very deliberate foundational steps. My philosophy is rooted in a departure from the standard way of doing things. I believe the competitive iGaming space often suffers from a reliance on cold, data-only approaches, and my goal is to shift that focus.
Surya Palli
That leads right into your core argument about the "human-first" perspective. Why is it so vital to prioritize authentic connection and brand loyalty over raw data?
Valentina Diaco
In an industry obsessed with metrics, we often forget the human element. Data is useful, but it shouldn't be the only driver. A human-first perspective is about building genuine connections and long-term brand loyalty, which is far more sustainable than looking at performance in a vacuum.
Surya Palli
You’ve talked about the shift toward "brandformance." Could you explain the difference between that and the typical performance-only tactics we see so often?
Valentina Diaco
Performance-only tactics are limited because they focus solely on short-term results. Brandformance is a hybrid approach; it drives immediate results while simultaneously building lasting brand equity. It's about balancing the two so the brand doesn't just survive today, but grows stronger over time.
Surya Palli
Finally, I want to ask about artificial intelligence. With technology advancing so quickly, how do you see AI impacting the iGaming industry?
Valentina Diaco
I have a nuanced view on this. While AI is transformative, it should complement human creativity and strategic intuition rather than replace it. Technology is a tool to help us reach our goals, but it cannot replicate the human insight that defines truly meaningful, brand-centric work.