Jeni Koussarova: Leading without limits in EGT's global marketing

What is it like to be among the people shaping brand-positioning strategies across so many different markets around the world?

It is interesting, challenging, and constantly expanding our horizons and scope of action. As we know, gaming is one of the most heavily regulated sectors not only in Bulgaria but globally as well. This means that we must continuously monitor legislative changes in the various markets where we operate. Every day we learn and apply different methodologies for conveying our messages through new, original channels, tailored to the characteristics and preferences of the diverse audiences we speak to.

What talents work on the team you lead? How do you manage to motivate them to work with inspiration on the company’s wide range of projects?

Our team brings together a variety of marketing specialists—from project managers, copywriters, and PR professionals to 2D and 3D illustrators. Every day we take care of shaping EGT’s overall communication as one of the leaders in the global gaming industry.

The best way to motivate your team is to show them that you yourself treat every project as an opportunity to explore your creativity in a new direction. In this sense, I hope that I am able to pass on to my colleagues the curiosity and willingness to try things that have never been done before. I think we are doing quite well.

Which factors contribute most to the team’s strong performance?

There are truly many factors that support good work. If I had to highlight the most important one, I would say it is creating a healthy and enjoyable environment where everyone feels heard and free to express their talent. I am happy to be part of a company that embraces this philosophy and sees its employees as its most valuable asset.

What best practices in project management and innovation do you apply?

There are many good practices, but to me the best remains building a clear and maximally simple workflow that is aligned with all members of the team. Experience has taught me that this is at the core of every success we have achieved over the years.

How does your team’s success, in collaboration with other departments, influence the company’s sustainability and growth?

Our team has the privilege of working with colleagues from all divisions, supporting them in their public appearances. We also play an active role in implementing policies related to corporate voice and positioning, as well as initiatives connected to corporate social responsibility, which EGT firmly stands behind.

In this sense, the responsibility for delivering clear and well-crafted messages often lies with us.

Is there a project you are especially proud of?

As a large international corporation, EGT gives us the opportunity to work on major multicultural projects that are truly exciting. I am proud of each one of them, as we have always managed to achieve—and sometimes even exceed—the expected results. For me, the most important “project” remains our teamwork and the strong relationships we build every day.

The development of new technologies, including artificial intelligence (AI) and social media, is inevitably having a major impact on both the gaming industry and the field of marketing and communications. Against this background, do you think the role of marketing specialists and marketing teams will change in the future, and if so, how?

Yes, I strongly hope that the role of marketing and communication specialists will indeed change. I believe this will help campaigns become more meaningful, authentic, fast, and human. I hope that new tools like AI and rapidly evolving social networks will help us target more effectively and be closer to our intended audiences.

Jeni Koussarova has been Marketing Director of Euro Games Technology (EGT) since 2021. She is responsible for developing and implementing the company’s overall marketing strategy, managing the marketing budget, and executing all commercial events and corporate social responsibility initiatives. She has worked on large-scale campaigns for numerous major Bulgarian and international brands and has extensive experience in advertising and communications. She holds a master’s degree in production, journalism, and finance from the University of Insurance and Finance, and a bachelor’s degree in public relations from Sofia University “St. Kliment Ohridski”.

Euro Games Technology (EGT) is a Bulgarian manufacturer of gaming equipment with leading global positions. The company enjoys strong recognition thanks to its high-quality products, preferred by both operators and players for their impeccable quality, exceptional design, and top-tier technologies.

EGT’s portfolio includes slot cabinets and games, jackpot solutions, ETG products, VLTs, casino management systems, and a variety of gaming equipment accessories. The company operates 28 international offices with over 3,800 employees, and its gaming solutions are present in more than 100 countries across five continents.