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- Betpack Interview with Irina Zag, Head of PR at Immerion Partners
In our conversation with Irina Zag, Head of PR at Immerion Partners, we dive into how the company is putting players first with a fresh and engaging approach to marketing. From teaming up with UFC star Nate Diaz as their brand ambassador—bringing a bold, authentic energy to their brand—to launching the new Immerion Betting sportsbook designed for a seamless, action-packed experience, everything is about improving the player journey. We also explore how their expansion into new markets means more localised offers and tailored promotions, giving players exactly what they want. Plus, with smarter tools for affiliates, players can expect better deals, more relevant content, and an overall more rewarding betting experience.
Our Guest
Irina Zag
Interviewer
Mert
Interview Questions
Created 2025-06-27
Read Time 10 Minutes
Thank you for joining us for this interview. Could you please share a brief introduction to Immerion Partners and your role as Head of PR?
Mert
Irina Zag
Thank you for having me. Immerion Partners is the official affiliate program for our in-house iGaming brands, currently active in over 90 GEOs. As Head of PR, I lead all external communications, brand strategy, and positioning efforts across global markets. My role bridges media, partners, and players — ensuring that our messaging is not only consistent but emotionally resonant and market-adapted.
What sets the Immerion affiliate program apart from others in today’s competitive landscape?
Mert
Irina Zag
Immerion stands out through a combination of transparency, creativity, and long-term thinking. We offer above-market commission rates, hands-on support, and fully customised terms for top affiliates. But beyond that, we heavily invest in brand equity, bold campaigns, and localised messaging — which directly boosts the value our partners get. We don’t just drive traffic — we build brand capital that converts.
You've recently introduced a new brand ambassador. Can you tell us more about who they are and why they were chosen as the face of Immerion?
Mert
Irina Zag
Absolutely — and this is one of our proudest recent milestones. We've partnered with Nate Diaz, the legendary UFC fighter, as the face of Immerion. Nate embodies raw authenticity, resilience, and unapologetic individuality — values we champion across our brands. He’s more than a fighter; he’s a cultural icon, and that makes him a perfect match to elevate Immerion’s voice across both gaming and mainstream audiences.
How do you envision the ambassador influencing the brand's image and engagement—both for players and partners?
Mert
Irina Zag
Nate brings instant recognition and credibility. For players, it creates emotional trust and excitement — you’re not just playing at any casino, you’re playing with a brand backed by someone you admire. For affiliates, it opens the door to new audiences: MMA fans, action-seekers, sports bettors. It’s a performance boost across the board — from CTRs to conversions to retention. This isn't just branding — it’s a strategic move to reshape the competitive landscape.
Will there be exclusive campaigns or content tied to the ambassador that affiliates can leverage?
Mert
Irina Zag
Yes, we’re launching a full creative suite built around Nate Diaz — including branded landing pages, influencer-led social content, themed tournaments, and pre-designed promos. These assets will be localised and optimised for key markets. Affiliates will have early access and support in using this campaign to power their acquisition strategies, especially in the sports, MMA, and lifestyle segments.
Are there any standout marketing initiatives or partnerships you’re particularly proud of this year?
Mert
Irina Zag
Definitely. The Nate Diaz partnership is a landmark moment, but that’s just one part of our wider strategy. We’ve launched Immerion Betting — a fully integrated betting vertical — alongside our casino offerings. We’ve also ramped up influencer collaborations, executed geo-specific campaigns across Europe and the U.S., and secured multiple award nominations. The marketing team has worked hard to turn Immerion into a brand with both edge and global appeal.
Congratulations on launching your new sports section! What motivated this expansion into sports betting, and how does the new sportsbook complement your existing casino offerings?
Mert
Irina Zag
Thank you! The demand from our community made the decision clear — sports betting was the next logical evolution. We wanted to give our users a more complete entertainment ecosystem. The new sportsbook is intuitive, fast, and built with a mobile-first mindset. It complements our casino experience by offering new ways to engage, bet, and win.
Are there any specific markets or sports you’re focusing on, and what kind of betting experience can users expect?
Mert
Irina Zag
We’re focusing on MMA (of course!), football, basketball, and high-engagement sports in Europe and the U.S. The experience is highly responsive, with real-time odds, in-play betting, and event-based promos. We also offer exclusive content tied to trending matches and fights. It’s fast, it’s engaging, and it’s designed to retain — just like our casino.
Are there some upcoming plans, markets, or products users should be excited about?
Mert
Irina Zag
Yes — and we’re just getting started. Besides the Nate Diaz campaign and sportsbook rollout, we’re expanding into new regulated markets, upgrading our loyalty program, and introducing AI-based retention tools. Everything we do is designed to make our affiliates more competitive and our users more engaged.
Finally, how do you view your partnership with Betpack so far?
Mert
Irina Zag
It’s been fantastic. Betpack understands how to scale quality traffic while keeping the community feel. We share a common vision around transparency and growth. With our recent updates, I see this partnership evolving into something even more impactful in the near future.
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