Expanding from Armenia to Romania, with Totogaming CMO Tereza Tokmajyan

Tereza Tokmajyan is CMO of Totogaming, which has operated in Armenia for 21 years and opened in Romania two years ago. In this episode of iGaming Accent she talks to the host about stepping up from digital marketing, structuring a large in-house team, localising for a new market and using AI.

In this episode

• Tokmajyan moved from head of digital to CMO and says the role added brand positioning and long-term sustainability, linking numbers with creative work (4:00, 4:32, 5:00).

• Her marketing team works like an in-house agency. She wants creative kept in-house and says media buying can be outsourced, as Totogaming did in Romania (9:03, 12:03, 12:31, 13:01).

• She says the Romanian launch was planned for a long time, then compressed to a month. Armenia has strong brand loyalty and an ad ban, while Romania has more than 50 licensed operators (14:01, 15:02, 16:00).

• Romania is mobile-app centric, she says, so an app is a must-have. For localisation the company used its R&D department, local experts, a marketing agency and key local hires (17:00, 17:32, 20:32, 22:00).

• She cites live-chat data for Totogaming Romania in 2025: a 16-second customer care response time against an industry average of 20, and 81% chat satisfaction against 75% (29:02, 33:31, 34:02).

• She says the team uses AI tools for creative concepts and PR monitoring but is not yet AI-native, and flags late World Cup 2026 match hours as a challenge (36:31, 37:30, 43:31, 44:00).

Interview from iGaming Accent by SBC Eurasia, published on YouTube.