What Really Makes an iGaming Brand Unforgettable: An Ace Alliance Interview with Aurélie Bensoussan

In today’s iGaming landscape, grabbing attention is no longer enough. The real challenge is staying in people’s minds.

In this exclusive interview conducted by Magda Klimko-Aydin, Chief Marketing Officer at Ace Alliance, Aurélie Bensoussan, Co-founder of Fortuna Labz and Interactive Studio, shares a clear perspective on what truly drives impact: the fusion of storytelling, visual identity, and technology.

Since 2005, Interactive Studio has continuously evolved alongside technology. What started with websites and SEO has grown into a full spectrum of immersive experiences, including holograms, CGI, augmented reality, and AI Driven Animations.

Fortuna Labz was born from this evolution, with a dedicated focus on gaming and iGaming. The mission has remained consistent over the years: creating visual experiences that people don’t just see, but remember.

As Aurélie explains, the ambition has always been simple yet powerful: to craft content that leaves a lasting impression.

For years, most iGaming companies have focused heavily on performance marketing. Acquisition, conversion, and ROI have been at the center of every strategy.

However, something essential was missing: a strong brand identity and a compelling creative universe.

As attention becomes increasingly fragmented and traditional formats lose their effectiveness, brands can no longer rely on offers alone. The real differentiator lies in how a brand looks, feels, and connects emotionally with its audience.

This is where Fortuna Labz positions itself—bringing a creative and experiential layer to an industry that needs to stand out more than ever.

At Fortuna Labz, every project begins with a deep understanding of the brand. Before any visual is created, the focus is on defining the vision, the message, and the emotion the brand wants to convey.

From there, the process moves into crafting a strong concept and storyboard, where the narrative, characters, and key moments are designed to form a cohesive universe. Once validated, production begins, combining design, animation, sound, and AI-supported workflows to bring the concept to life.

What truly defines the approach is not just the execution, but the intention behind it. The goal is never to simply produce visually appealing content, but to create experiences that resonate, engage, and remain memorable over time.

Working on global iGaming campaigns is all about balance. A strong, universal creative idea must be able to travel across markets while remaining adaptable to local cultures and platforms. When this balance is right, a campaign becomes instantly recognizable worldwide, yet still feels relevant and impactful in every region.

In such a competitive environment, memorability is the real challenge. This is where storytelling and visual consistency play a decisive role. A strong narrative builds a universe, and a clear visual identity makes it recognizable at a glance. Players may forget features or promotions, but they remember emotions—and that emotional imprint is what makes a brand last.

At the same time, new formats like CGI-driven Fake Out Of Home are reshaping how brands capture attention. By blending digital elements into real-world environments, these campaigns feel native to social media rather than intrusive. They are designed to surprise, engage, and be shared. With AI accelerating production and enhancing realism, brands can now create bold, cinematic content that generates strong organic reach.

Another major shift comes from the rise of AI influencers and virtual ambassadors. Unlike traditional influencers, these characters are fully controlled by the brand, ensuring consistency across markets and platforms. More than simple mascots, they become evolving assets capable of storytelling, interaction, and continuous content creation, opening the door to scalable and long-term strategies.

Within this evolving landscape, AI plays a key role—but as a tool, not a replacement. It enables faster ideation, rapid testing, and broader creative exploration. However, the essence of creativity remains human. Strategy, emotion, and storytelling require vision and intention. AI can generate content, but only humans can give it meaning.

Ultimately, the most important principle remains unchanged: start with emotion, not technology. The objective is not to use the latest tools, but to create something people will remember. When technology serves that vision, it becomes a powerful driver of impact. When it replaces it, the result loses its depth.

At Fortuna Labz, we help iGaming brands go beyond traditional content by building strong creative universes, producing high-impact visuals, and leveraging technology in a meaningful way.

If you’re looking to elevate your brand and create something truly memorable, let’s talk.