Publication date: 12 Aug 2025
Today in the iGaming Heroes section on 3S.INFO there is an interview with the CEO of the multi-tool platform for traffic media buying PHOENIX, Oleg Kamchatny. What is the most important problem for a media buyer, what is the future, and why check the offer link?! Interested? Then read carefully!
– How did you come to traffic media buying and to creating PHOENIX? Why did you decide to make precisely such products — PWA, app rental, push services? What hooked you about this?
You don’t get into traffic media buying — you live it!
If seriously, everything is quite simple. I have always loved complex tasks and marketing, and even more — everything connected with gambling and betting. Although I myself have never played.
Before PHOENIX I tried myself in various “white” directions, developed my own business. After that there was experience working with products: launched a casino, consulted major market players.
- Want to learn more about the PHOENIX service, as well as try it with a 10% discount?! Connect with the promo code from 3SNET!
Over time I saw an important problem — the media buyer, the very one who brings traffic and starts the whole process, has no single space with all the necessary tools. That became the starting point for the idea of a multiproduct company that would solve real pains.
At the beginning it was hard and not easy to enter a market where there is already an established paradigm and a formed community, but we boarded this ship with experience and professionalism. Now everyone in PHOENIX, who is responsible for a separate direction, is a master of their craft. We don’t just “make services”.
PHOENIX is:
- our own farm with one of the most experienced heads in the industry;
- advanced development with mid+ engineers;
- support that truly works 25/8 — and can do everything.
– What’s next? Your products solve current tasks of traffic media buying. And how do you see the future? How ready are they for new technologies and challenges?
We always look forward, and we don’t just adapt to changes, we form trends. Already now we are actively implementing AI into all key products and developing the ecosystem in a single-window format. This gives us a serious advantage: speed, scalability and convenience for the media buyer.
For example, in our PWA service (with the promo code — 1 month free!) the generation of text and comments for offers already happens in seconds with the help of neural networks. You don’t need to spend time on routine; we have automated it for you.
We pay special attention to the direction with developer accounts. Here we have automated about 90% of all processes, from acquisition to transfer. This allows selling more than 100 accounts per month with a small staff but full quality control.
The future is in speed, integration and flexibility. And we are already there.
– AI is everywhere now. And are you already implementing it into your products? Or are you not rushing yet? What can AI give your business?
As already mentioned, we are not just implementing artificial intelligence; it is becoming an integral part of our product strategy.
For this interview specifically I can announce: in September we are launching a new PUSH service, in the basis of which there will be our own LLM model. By the end of the year it will be further trained on data from traffic media buying and will be able to automatically generate push notifications for any GEOs and offers, as well as suggest when and which chains are better to launch.
We are sure: the future belongs to AI. But it is important to remember that it is not a replacement for a person, but his augmentation. A smart tool in the hands of a pro will always work better than any automation.
- How is AI used for traffic to online casinos and bookmakers? On 3S.INFO we have collected the best recommendations with concrete examples from our experts and, of course, from top AIs.
– How is your team organized? Does each person do everything or are there teams for separate products? How do you decide where to direct efforts when everything is urgent?
We are built as a cross-functional system: each product has its own team, but at key points we intersect. There are also universal fighters — this is me, our CCO Ilya and the marketing department. We are involved in several directions at once and keep focus on the entire ecosystem.
Priorities inside the company are built simply: we work in the logic of a multiproduct platform, and all efforts are directed at one thing, to create a high-quality, technological product in a single window.
It is no accident that our slogan is “Everything for traffic media buying in one place”.
Media buyers are quite the clients. What strange or memorable cases have you encountered? Or is everything always smooth?
It is smooth with experienced teams and solo buyers, who already have processes built. But even in other cases, we always try to support, prompt, help. We do not divide into “small” and “big”, if a person works and tries, we are nearby.
From the memorable — there was a case: a client came to us with a substantial budget, set everything up, launched, and then it turned out… that he had not checked the offer link. All the traffic went into the void. A painful mistake..
Traffic media buying has a high entry threshold and a high cost of error. Therefore we are always for partnership, where you can not only provide tools, but also backstop.
– What makes you better than others? If honestly — what works better for you than for competitors?
If honestly — everything. But let’s speak in facts.
Our PWA service is not just an application generator. This is a full-fledged tool that closes the media buyer’s tasks “turnkey”. In one place we have what others have scattered across different platforms; besides us no one can offer this on the market:
- The ability of A/B testing — inside a single PWA.
- Building landings for each GEO with custom graphics, descriptions and comments — all on one domain.
- Ready push funnels for more than 140 offers.
- Raised Event Match Quality — on average 6.1 out of 10, while across the market it is usually about 4.4.
- Detailed and convenient analytics — with a focus on conversions, behavior and key events.
As for our push service — it is also built on convenience and automation. In one campaign you can set individual settings for each day of the week, without duplicating dozens of mailings. We do not do “so that it would be”, we do so that it would work.
– Where are your boundaries? What will you definitely not go for for rapid growth — even if this would bring x2 income?
We do not set boundaries or glass ceilings for ourselves — our task is methodically and consistently to go to growth. My most important principle and the company’s principle is honesty and openness. We will never go for deception or fraud even if it brings x100. For us it is important not just to grow, but to build a sustainable, clear and transparent ecosystem.
– What career or business advice has stuck with you and really helped?
“Better to lose 100 times and go further, than once by accident to hit the jackpot” — this is a very deep thought.
Do you want to become a real hero in iGaming? Contact us — we will discuss the details right away! Join the 3SNET Telegram channel to be aware of exclusive articles and interviews with industry leaders!
Share it with your friends via favorite social media
