"We don't follow the rules — we set the trends": an interview with Nastya, Head of Events at 1win

It comes as no surprise that 1win Partners is not just keeping pace with the iGaming industry, it is setting the pace for the entire industry. At the heart of the brand is confidence, courage, and the desire to be the first. We spoke with Nastya, Head of Events at 1win, about the company’s philosophy, the role of merchandise and visuals, how trends are born, and why Lucky Club has become a symbol of a new stage of development.

“The philosophy of victory is not a slogan, but a real practice.”

Nastya, how would you describe the main message of the 1win Partners brand?

The main message of the 1win Partners brand is confidence, resilience, and the desire to always be the first. We don’t just convey style and character, but a whole philosophy of victory. It is important for us to set the pace for the entire industry: we do not adapt to the rules, but rather shape trends, setting an example for partners and competitors. 1win Partners is about bold actions, confidence, and effectiveness, preserving our own style and creating value for partners.

Merchandise and visuals as the language of the brand

What role do merch and visuals play in shaping an image?

Merchandise and visuals play a key role in building the image of a partner program. These are not just details, but a tool through which the brand conveys its values and character. 

When partners and audiences can associate a brand with a certain style and aesthetic, an emotional connection and sense of belonging are formed. Visuals set the tone for communication, shape first impressions, and allow a brand to stand out from the crowd, while merch is an offline extension of the brand, a way to transform the company’s philosophy into something tangible that brings people together and strengthens loyalty. For us, it is not an accessory, but part of an overall strategy: the style, confidence, and winning spirit of 1win Partners are reflected in every element — from merch design to event identity.

“Being first is systematic work, not chaos.”

 How does 1win Partners often manage to stay ahead of the entire iGaming industry?

We maintain a fast pace by combining flexibility and courage. In iGaming, the winner is the one who is ready to adapt quickly and take the risk of trying something new. We are not afraid to experiment, implement non-standard solutions, and test formats that others are only considering. 

This is not chaos, but a systematic approach: we have a team that deeply understands the market, analyzes trends, and instantly puts ideas into action. This is what allows us to be the first, set the pace, and create new standards in the industry.

How do you determine whether an idea will “take off”?

How do you determine the potential of an idea?

We evaluate the potential of an idea based on a combination of factors. First and foremost is analytics: we research the market, audience metrics, and competitive environment to find real growth points. But raw data is not enough — the team’s experience is also important. It allows us to quickly recognize where a trend has long-term potential and where it is just short-term noise.

The second criterion is scalability. We look at whether an idea can develop and bring value not only at the beginning but also in the long term. And, of course, the speed of implementation is important: in iGaming, the winner is the one who is the first to turn an idea into a working product. 

Ultimately, a concept that has “taken off” is one that has been tested by data, gained the trust of the team, and shown potential for scalability. It is this combination that allows us to set the pace for the entire market.

“Merch is a tangible bridge between the brand and people.”

 How are ideas for merch born? Inspiration from the industry or everyday culture?

Ideas for merch are born at the intersection of industry and everyday culture. We closely follow trends in iGaming and the digital sphere, but we don’t limit ourselves to them. Inspiration also comes from fashion, music, sports, street culture — everything that shapes the style and mood of today’s audience. 

Our task is not just to release convenient items with a logo, but to create a product that partners and the team will enjoy wearing as part of their everyday look. That is why every element of the merchandise is an extension of the brand’s DNA. This is how merch is born, which works not only for recognition but also for creating a special atmosphere around 1win Partners.

What criteria determine a “hit” — an item that everyone will want?

For me, a “hit” piece of merchandise is a combination of several criteria:

1. Versatility. The item should easily fit into different life scenarios: from walks to travel or even sports. Something that can be worn “without thinking” and always feels appropriate.
2. Quality and comfort. Materials, fit, attention to detail. If an item is comfortable to wear, durable, and fits perfectly, it is automatically appreciated.
3. Trendy design. A style that reflects modernity and does not go out of fashion after a season. It is not just a trend — it is a well-thought-out aesthetic that you want to wear for a long time.
4. Emotion and identity. Items should have a brand history and create a sense of belonging in the wearer. If the merchandise evokes pride, it is a real “hit.”
5. Rarity and premium quality. Limited availability or unique details make an item desirable. When it cannot be obtained easily, a “must-have” effect appears.

As a result, a “hit” is not just clothing, it is a symbol: a combination of comfort, style, and values with which a person is associated.

How does merch help build relationships with partners and audiences?

Merch isn’t just a thing, it’s a communication tool. It helps the brand get closer to its audience and partners because it becomes part of their everyday life. When someone wears merch, they don’t just see the logo, they feel the company’s values on themselves: comfort, style, quality. 

For partners, it is a sign of trust and attention: exclusive merch becomes a symbol of belonging to an exclusive club. For the audience, it is a way to feel part of the brand, to share its energy and philosophy. In essence, merch is a “tangible bridge” between the brand and people: it evokes emotions, builds loyalty, and makes interaction long-term.

Lucky Club: a symbol of a new stage

Tell us about your most successful merch project — Lucky Club.

Lucky Club is a unique collection that combines style, functionality, and premium quality. It’s not just clothing with a logo — it’s items that easily fit into everyday life: for the pool, a walk with coffee, dates, tennis, etc. This merch is about comfort and freedom, where every detail is thought out to perfection. 

Creating Lucky Club took a lot of time: we carefully selected fabrics, tested dozens of options, and engaged creativity and various manufacturers to find the perfect formula. The result is a collection that you want to wear every day, valuable both for our community and for the brand’s image. 

Lucky Club reflects the company’s new values — clarity, internal discipline, development, freedom of action, and the pursuit of results. It’s not just merchandise, it’s a symbol of thinking and ambition. 

Our slogan, “United by ambition,” is not a marketing phrase, but a real formula. We do not compete — we shape the direction of the industry’s development. And Lucky Club has become the premium marker of this new stage.

Stands and events: from LEGO to new standards

How do you manage to make your stands the center of attention?

We always approach the creation of stands and events as an opportunity to tell the brand’s story, not just “put up a structure.” It is important for us that each project reflects the company’s values and evokes emotion.

We start with a concept: not from templates, but from a unique idea for the brand and audience — a metaphor, visual symbol, or original format.

Then we come up with the guest experience: what the visitor sees first, what details they will remember, what emotions they will feel. We often use interactive, multimedia, or non-standard visual techniques so that the guest doesn’t just look, but lives a mini-story.

And in the end, we find a balance between creativity and functionality — beauty is important, but convenience, comfort, and the logic of interaction are even more important. That is why our projects are never “like everyone else’s” — they are recognizable, spectacular, and strategically thought out.

What techniques help a stand become the center of attention at an exhibition?

Of course, a stand has its own “magnets” that turn it into a center of gravity:

1. A strong concept and visuals. The stand should be visible from a distance and evoke emotions: through its shape, bold colors, or creative identity.
2. Interactivity. Anything that allows guests not only to see, but also to get involved: games, VR/AR experiences, live activities, photo zones, personalization.
3. People. Charismatic hostesses, ambassadors, or company representatives who know how to not only hand out materials but also create an atmosphere.
4. Merchandise and small items. When guests leave with a high-quality, stylish item or experience rather than a business card, they remember the brand and share it with others.

In essence, the center of attention arises where the brand provides an experience that cannot be ignored.

LEGO stand in Warsaw

Which stand do you remember most and why?

It’s hard to pick just one: each project has its own story and strength. But one of the most striking was the LEGO stand in Warsaw.

Why? Because the concept was profound and understandable. LEGO is a brand that has only grown in value over the years and is associated with childhood. When visitors came to the stand, an emotional trigger was activated: memories, lightness, joy. It was extraordinary. 

The concept also conveyed business values: confidence, reliability, stability. LEGO is made up of strong pieces — a metaphor for how our brand builds long-term relationships and sustainable structures. 

We also added tactility: the stand materials were pleasant to touch, creating a sense of quality and premiumness. A new collection of merchandise was added, which fit organically into the concept. Together, this created an impression that was not only remembered by the guests, but also by the team — it is projects like these that become truly iconic.

“Being a trendsetter is a responsibility”

What does being a trendsetter in the industry mean to you?

Being a trendsetter is not just about “keeping up with the times,” but about setting the direction, shaping new standards, and inspiring other players. It’s about having the courage to try unconventional solutions when others choose the safe option. 

A trendsetter is someone who senses the mood of the audience and the industry, anticipates the next step, and turns it into a product or experience. It’s a responsibility: by setting a trend, you shape the expectations of an entire community, and it’s very important that quality, values, and results are behind it. 

In our work, this manifests itself in the fact that we do not copy other people’s formats, but create our own: merchandise, stands, event concepts. And when, after a while, you see that your ideas are being picked up by others, it is the best proof that you are truly shaping the direction of the industry’s development.

Unexpected “hits”

Were there moments when you took a risk with an idea, and it was so successful that no one expected such a result?

Such stories happen very often. When you create concepts for stands, you can never be 100% sure which project will become the center of attention and the key moment that everyone will remember. Sometimes a concept seems “just good,” but in reality, it explodes and becomes the hallmark of the event. 

The same goes for merch. Sometimes we plan a collection to be basic — stylish, comfortable, high-quality. But sometimes it unexpectedly turns into an absolute hit that everyone wants. That’s the magic of the industry: you can’t predict what will take off, but it’s discoveries like these that make the work alive and inspiring.

“We create our own rules of the game”

How do you track trends in iGaming and design to adapt them for the brand?

For me, tracking trends is a constant process that’s integrated into my work. In iGaming, it’s important to keep your finger on the pulse: I regularly attend industry conferences, analyze competitors and partners, and talk to colleagues from different geos. This helps me understand what formats are working right now and where the market is headed. 

In design, I look at the bigger picture — fashion, architecture, lifestyle brands. They set the visual codes that are then adapted in events and merchandise. 

We have a separate creative department and a strong team of designers. Working collaboratively allows us to rethink trends and transform them into projects that reinforce the brand’s DNA. I call this “trend with identity”: we don’t copy, we create our own — and that’s why it works.

The secret to 1win Partners’ success

If you had to describe the secret of 1win Partners’ success in one sentence, what would it be?

Our secret lies in our ability to combine strategy, creativity, and people: we don’t copy trends, we create our own rules of the game and shape the direction of the industry’s development.

Instead of a conclusion

Today, the iGaming industry is changing faster than ever, and the role of the brand in this race is becoming crucial. 1win Partners demonstrates that strength lies not only in numbers and technology, but also in style, philosophy, and the courage to be the first. Nastya and her team are turning merchandise, stands, and visuals into tools of strategic influence, and the brand itself into a symbol of a new stage in the industry.

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