Always good to check in with Liga so when ICE rolled around we reached out to see what had become of her big Banksy win at last year’s SBC conference.
Connect with Liga Tarasova via PRace.
Ian: Good to catch up with you again! Before we get into everything else, what’s the story with the Banksy you picked up from us at SBC? Liga: I actually carried it home in my hand luggage. The size was perfect, otherwise it would’ve been stressful to transport. It’s glass, so I took care of it myself. It’s now in my living room, placed safely rather than hung, and out of reach of my six-year-old. What I loved most is that it sparked real conversations with my son about Banksy and what the artwork represents.
Ian: Before iGaming, what was your background, and how did you end up in the industry? Liga: I’m from a very small town in Latvia and originally trained as a teacher. I loved it, but I burned out because I gave everything to the job. I moved to Malta looking for something new, worked retail, and eventually discovered iGaming through customer support. That role changed everything for me, it gave me a deep understanding of people, products, and how the industry really works.
Ian: You’ve had lots of opportunities to move on, why have you stayed in iGaming? Liga: Because of the people and the possibilities. The industry is open-minded, fast-moving, and full of different paths you can take. I need stimulation, and iGaming constantly evolves. From marketing, to tech, to regulation, to product, you’re never locked into one role forever if you’re curious and willing to grow.
Ian: On a purely human level, what did you genuinely enjoy most about ICE this year? Liga: Being in the middle, connecting people. Helping PRace clients, supporting teams, encouraging colleagues to get on camera, seeing shy people open up and succeed. It was exhausting but rewarding. I loved guiding, mediating, and being hands-on rather than just delivering from the sidelines.
“Agencies can help amplify a message, but you need to know who you are first.”
Ian McKinnon: What’s getting too much attention in the industry right now, and what’s not getting enough? Liga: Regulation is understandably at the center of the conversation right now. But what often gets overlooked is fundamental brand readiness. Many companies look to jump straight into PR or marketing without yet having a clear narrative, defined positioning, or essential brand assets in place.
We’re absolutely happy to build this together – that’s part of the process. But strong communication doesn’t start with campaigns; it starts with clarity about who you are, what you stand for, and how you want to be perceived. That foundation takes time and investment to get right.
Without it, every marketing effort becomes more complex, less efficient, and ultimately more costly. When the groundwork is solid, everything that follows works better and delivers stronger results.
About the author
Ian McKinnon
TESTA Head of Marketing