Belatra Games adopted a disruptive approach to its participation in SBC Summit Lisbon, moving away from conventional advertising in favor of community building and storytelling. Its Adventure Club concept became the centerpiece of a multi-platform campaign that ran for a full month.
A Character as Brand Ambassador
The strategy was built around The Guy, a recurring character in Belatra’s slot games who embodies an adventurous lifestyle. The company partnered with G&M News to launch an international survey in August about the hobbies of industry professionals, integrating the character into the interface to boost brand recognition.
Results That Resonate with the Audience
The research revealed compelling data: 46.7% of professionals consider hobbies essential for recharging. Video games proved popular, while padel emerged as the most desired activity to try. Interestingly, astrology ranked higher than traditional fishing in preferences.
Organic Amplification and Extended Reach
Belatra implemented an Employee Advocacy strategy on LinkedIn, encouraging its team to share their own hobbies and the survey. The campaign gained support from specialized media, Telegram channels, streamers, and private communities, achieving significant message amplification. As a next step, the company planned activations in Portugal’s local environment in September.
Valeria Mendoza
Originaria de Arequipa (Perú), Valeria Mendoza ha desarrollado su carrera en la intersección entre los contenidos, la tecnología y el marketing digital. Con experiencia en SEO y estrategia editorial, lleva más de ocho años ayudando a marcas online a crecer mediante contenidos basados en datos y una narrativa centrada en la audiencia.
Especializada en: estrategia de SEO, reseñas de casinos, noticias tecnológicas, marketing de afiliados y estrategias de crecimiento digital para el sector del iGaming.
