The iGB Affiliate Awards return this year with 20 categories, recognising outstanding achievements by affiliates, programmes, networks, service providers and individuals. In the first part of our past winner interview series, Nadia Velentza reflects on KingBet Media’s streaming journey, what led it to enter the awards and how the company has evolved since its win.
Before being recruited by KingBet Media, last year’s Best Streaming Affiliate winner, Nadia Velentza had an extensive background in sports journalism and professional basketball, having competed at a high level in Greek women’s basketball and coached at Melissia BC. In 2023, she transitioned to the igaming affiliate sector as a marketing and communications associate, co-hosting the Pare-Vale live show alongside veteran journalist Tolis Kotzia.
Blending sports betting insights with infotainment, the show has contributed to KingBet Media’s YouTube channel amassing over 116K subscribers, making it one of the largest Greek-language sports platforms, thanks to the country’s obsession with the EuroLeague.
We love betting in Greece. There are more journalists working in sports betting than sports journalism now because of the demand
“We love betting in Greece. There are more journalists working in sports betting rather than sports journalism now because of the demand,” Velentza explains. “The most popular sport is football, but I have to admit that our two big basketball teams, Olympiacos and Panathinaikos, are truly having a hype now. Everyone is obsessed with them.”
Going live
One of the country’s oldest igaming affiliates, KingBet Media was founded in 2006 and is home to flagship brands such as KingBet and Betcosmos. According to Valentza, streaming services have always been central to the affiliate’s diversification strategy, with its YouTube channel launching as early as 2009.
Velentza believes the interactive nature of streaming has played a key role in player retention, as presenters actively engage with audiences through real-time comments. Innovative formats, such as live quizzes with prizes and TikTok challenges, have further boosted engagement.
“Streaming has opened up new opportunities for us. For example, we’ll be broadcasting live from the EuroLeague Final Four in Abu Dhabi – something that wouldn’t be possible without live interactions,” she adds.
Streaming has opened up new opportunities for us. For example, we’ll be broadcasting live from the EuroLeague Final Four in Abu Dhabi
Although convincing operators to embrace streaming was initially a challenge, the channel gradually gained traction, securing partnerships with major brands like Bet365. Valentza attributes much of this success to KingBet Media’s significant investment in streaming infrastructure.
“We’ve always prioritised production quality. We have our own studios, equipment, videographers, social media managers, and technical crews on set,” she explains. “This ensures our content stands out not only within the betting industry but also in the wider digital landscape.”
King of streaming
KingBet Media is no stranger to the iGB Affiliate Awards, having won Best Non-English Language Affiliate Website in 2020. When the Best Streaming Affiliate category was introduced last year (below), Velentza saw it as a prime opportunity to showcase the company’s work and “put Greece on the map in this competitive space”.
“It was an emotional moment. I wasn’t at the awards ceremony, but Chris (Vagenas), our head of digital development, said he was very moved because he put a lot of work into the channel,” she recalls.
It was an emotional moment. I wasn’t at the awards ceremony, but Chris (Vagenas), our head of digital development, said he was very moved because he put a lot of work into the channel
Velentza describes the win as “a game changer” for the affiliate, enhancing its international brand awareness and opening doors to new partnerships. More importantly, it has boosted the team morale and motivated it to push their production quality even further.
“We’ve always adhered to a high standard, but the streaming sector is not static. By setting a benchmark for excellence, I think this award category can encourage the entire industry to raise the bar, think beyond traditional content strategies and drive progress,” Velentza says.
Looking ahead
Since winning the award last year, KingBet Media’s YouTube subscriber count has further doubled, but challenges remain. Like many affiliates, the company is adapting to social media platforms’ tightening regulations on betting-related content, particularly on TikTok.
“Our TikTok used to be very strong in Greece. We had about 150K subscribers, but it went down because of the betting regulations. So we had to make a new one last year. Right now, I think it’s about 20K subscribers,” Velentza says.
In response, the team has strategically pivoted towards Telegram for live streaming, where gambling restrictions are looser. It is also expanding its YouTube content beyond football and basketball, with a focus on more diverse programming. One of the channel’s most recent successes has been the infotainment-driven “Spin Your Guts” series sponsored by N1 Casino, featuring influencers participating in unconventional food challenges from eating crickets to enduring fiery hot sauces.
In addition, Velentza confirms KingBet Media’s plan to enter this year’s awards.
“While the recognition from last year comes with a challenge to maintaining the high expectations, we see this not as pressure, but as motivation to keep innovating, redefining our content and staying ahead of industry trends,” she says. “Of course, we are looking forward to joining the iGB Affiliate Awards this summer and we’ve been preparing for it – see you there.”
For more information on the judging process and submission advice, please visit the official awards page and 5 tips for creating a standout iGBA Awards entry by internal judging lead Stephen Carter.