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Evoplay has promoted Diana Larina to Chief Marketing Officer, completing her fourth role progression since joining the game development studio in 2022.
The appointment expands Evoplay’s senior leadership team and follows an internal track that took Larina from Head of B2B Marketing in 2022, to Head of Growth Marketing in 2023, and then to Head of Marketing in November 2024. As CMO, she will lead the studio’s brand, performance, and product marketing functions, with a remit covering growth, strategy, and market positioning across Evoplay’s operating regions.
“I’m incredibly proud of what the marketing team has achieved at Evoplay and I’m excited about what comes next. This promotion is a reflection of the hard work of everyone around me, and I look forward to continuing to push boundaries, build the brand and drive growth as we expand our presence across global markets,” said Diana Larina, CMO at Evoplay.
A four-step internal progression
During her three and a half years at the company, Larina has led several campaigns and partner-focused initiatives, and was central to a shift toward a more B2C-aligned marketing approach designed to strengthen player engagement on operator platforms running Evoplay’s content. Her remit also extended into cross-functional work with product, sales, and commercial teams, areas where supplier-side marketing has become tied directly to commercial outcomes rather than communications alone.
The internal route contrasts with the more common supplier-side pattern, where senior marketing seats are typically filled externally. Evoplay said the appointment forms part of a broader commitment to investing in internal talent and building a senior leadership team aligned to its global growth plans.
Industry recognition
Larina has been nominated across several iGaming industry awards programmes during her time at the company. These include Woman Leader of the Year at the AffPapa iGaming Awards, Young Changemaker at the Casino Guru Awards, Marketing Star of the Year at the G Gate Awards, and Young Leader of the Year at the WIG Diversity Awards. She also made a debut appearance on the Top 50 Masters of iGaming Marketing list.
The recognition track sits alongside a wider shift in the supplier segment, where marketing leaders are taking a more public role in industry conversations on positioning, partnerships, and content strategy. Evoplay has not disclosed whether Larina’s brief will extend into investor communications or analyst engagement, areas typically handled separately at listed peers.
CEO statement
“From the moment Diana joined us, she demonstrated exceptional drive, leadership and ambition. Her journey through the company is a testament to both her talent and dedication, and this promotion to CMO is incredibly well deserved. Diana has consistently delivered impactful results while inspiring those around her, and I’m confident she will continue to play a key role in shaping Evoplay’s future,” said Ivan Kravchuk, CEO at Evoplay.
Marketing leadership in focus across the sector
The promotion lands during a period of heightened visibility for senior marketing roles across both operator and supplier sides of the industry. FanDuel’s appointment of Ari Avishay as SVP of Marketing in February pointed to a broader rebalancing toward growth-focused marketing leadership in regulated US markets, while the wider profile of marketing chiefs such as Stake CMO Akhil Sarin has reset expectations around how visible CMO seats can be in iGaming.
Suppliers are now competing on brand recognition with operators and rival providers, not only on game performance metrics or commercial integration speed. That has placed pressure on marketing functions at studios to operate closer to commercial teams and to defend share of voice across an expanded set of operator partners, regulators, and trade channels. EpicWins Marketing Decoded series at ICE Barcelona documented similar themes across operator and supplier marketing leads.
Outlook
Evoplay has not disclosed specific 2026 commercial targets tied to Larina’s expanded brief, nor any structural changes to the marketing function’s reporting line. The CMO appointment is the latest in a series of senior moves positioning the studio for an extended push into regulated markets beyond its current operating footprint.
Source: Evoplay
