148. Inside the World of Digital Games with Mona Kinal
This week, Eitan Koter sits down with Mona Kinal, Chief Marketing Officer at G2A.com. With two decades of experience leading global marketing teams—including roles at Viacom and Discovery—Mona now leads strategy at G2A, a platform trusted by over 30 million users worldwide.
They talk about how the gaming space is influencing the way people shop online, what it takes to scale a digital marketplace across 100+ countries, and why Gen Z expects more than just ads—they want experiences. Mona also shares how G2A uses AI to protect buyers, shape marketing campaigns, and better understand what users want.
It’s a conversation full of sharp takes on personalization, community-building, and how to stay competitive in a fast-changing industry.
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Guest: Mona Kinal, CMO (Executive Team Member) at G2A.COM
Watch the full Youtube video here:
https://youtu.be/J6blGvJo1qg
Takeaways:
- G2A is the world's largest marketplace for digital entertainment.
- The company aims to democratize digital entertainment for all users.
- AI plays a crucial role in enhancing security and user experience.
- Understanding user behavior is key to adapting marketing strategies.
- E-sports and influencer partnerships are vital for community engagement.
- A strong brand strategy is essential for market positioning.
- Leadership in marketing requires a balance of global and local perspectives.
- Personalization in marketing will continue to be a significant trend.
- Creativity and boldness are necessary for effective marketing campaigns.
- The gaming industry is rapidly evolving with new technologies and trends.
Chapters:
00:00 Introduction to G2A and Gaming Industry
02:30 G2A's Growth and Market Positioning
05:31 Adapting to Industry Changes and User Behavior
10:37 Marketing Strategies in the Gaming Sector
14:13 The Role of E-sports and Influencer Partnerships
19:08 Leadership Style and Team Management
31:31 Future Trends in Gaming and Marketing
34:41 Lessons and Tips for Marketing Leaders