How Media 24 Creates Content That Stands Out: Insights from Irina Laivina

Media 24 Head of Content, Irina Laivina, sat down for an exclusive interview with iGaming.news to discuss the future of content in affiliate marketing, key traits of a successful content strategy, process optimization, and more.

The iGaming industry is crowded and competitive, with countless brands looking for attention. Yet under Irina’s leadership, Media 24 has managed to build a distinctive voice — a blend of credibility, creativity, and reader-focused content.

Credibility First

“In iGaming, readers are more skeptical than ever. They’re quick to spot content that’s just trying to sell them something. That’s why we don’t try to sell. We focus on giving real value: clear guides, honest reviews, useful insights. If someone walks away feeling smarter or more confident about a decision, that’s a win.”

This philosophy drives every piece of content the team produces, from operator reviews to educational guides. The goal is always to educate and entertain, not just chase rankings.

Optimizing Processes & Using AI

Irina explains how Media 24 keeps the team agile and ahead of trends:

“We treat learning as part of the job. If someone finds a cool new tool, they share it. If there’s a good webinar or workshop, we’re on it. We subscribe to the best industry publications and monitor regulatory changes closely. This combination of internal knowledge-sharing and external insights keeps us ahead of the curve.”

AI is another tool in the team’s arsenal. “AI is like an extra pair of hands, not a brain replacement,” she says. It handles repetitive tasks and data processing, giving the team more time to focus on creativity and understanding user intent.

Looking Ahead: Expansion and the World Cup

For the coming year, Media 24 has two major priorities: expanding the content team and preparing for the 2026 World Cup.

“Forget the hype that robots are taking over — we’re actually expanding our content team. More voices, more expertise, more personality. It just makes everything we create richer.”

Media 24 is planning interactive broadcasts, live analytics, predictions, multimedia content, and an interactive fan zone.

From maintaining high editorial standards to balancing AI with human creativity, Media 24 has built a content strategy that is trusted by readers and stands out in a crowded market.

Read the full interview on iGaming.news.