Rethinking iGaming Advertising: Eshkol’s Performance-First Approach

In an industry where agencies usually charge a flat fee or take a percentage of your ad spend, Eshkol has decided to do things differently. Rather than just collecting a check, this Gibraltar-based team is sharing the risks and the rewards, making every campaign a true partnership.

“Most agencies want to play it safe and care more about how much you spend rather than how well you perform. We take a different approach by betting on ourselves,” says Leon Tesciuba, Chief Marketing Officer at Eshkol. “If you really believe in what you are doing, you should be willing to prove it.”

That mindset has shaped how Eshkol successfully works with brands like Winner.mx, one of Mexico’s fastest-growing sports betting platforms, and PlayFrank, a popular online casino brand in the UK. Instead of upfront fees, Eshkol often covers the ad spend out of pocket and only takes a cut if the results are there. It is a bold approach that has paid off.

“It is all about performance,” Tesciuba says. “Our clients are not just buying campaigns. They are getting a partner who cares just as much about success as they do. In addition, we also invest directly in many of the companies we promote, making us even more involved.”

A Different Kind of Relationship

This approach changes everything about how Eshkol works. For Winner.mx, it means going beyond flashy ads to really connect with Mexico’s sports fans. The agency finds ways to bring local sports culture into every campaign so that it feels real, not just another promotion.

For Playfrank, the focus is on building lasting engagement in a highly competitive UK iGaming market. Instead of relying solely on bonuses, Eshkol works with Playfrank to create a more dynamic player experience, with daily promotions, tailored offers, and community-driven features that helps bring players back. And because Eshkol puts its own money on the line, it is always testing, refining, and pushing for smarter performance.

“Every market has its own story,” Tesciuba says. “You cannot just run the same ad everywhere and hope for the best.”

Influencers as Creative Partners

One of the ways Eshkol stands out is how it works with influencers. A lot of agencies see influencers as just another tool — pay them for a post and move on. But Eshkol sees influencers as real creative partners.

“We do not just hand out affiliate links and hope for clicks,” says Tesciuba. “We treat influencers like part of the team.” Sometimes, that means giving them the budget to run their own game shows or contests, with real cash prizes, all backed by Eshkol. “We often even promote their pages which helps them bring more new followers.”

This approach has made campaigns feel more genuine. For Winner.mx, it has helped the brand connect with Mexican sports fans in a way that goes beyond selling bets.

Marketing That Feels Like a Partnership

What sets Eshkol apart is how it turns campaigns into collaborations. It is not about pushing products or checking boxes. It is about taking risks together and sharing the payoff.

“When we put our own money into a campaign, our clients see that we mean business,” says Tesciuba. “It keeps us sharp and always looking for ways to do better.”

For brands, that is a refreshing change. In a world of agencies promising quick wins, Eshkol is betting on deeper relationships and long-term growth.

The Future Looks Different

As the iGaming world gets more competitive, Eshkol’s model offers something new: marketing that feels more like a handshake than a contract. A relationship built on trust, risk-sharing, and creative ideas that actually connect.

“Wherever we work, in Mexico, the UK or beyond, it always comes back to the same thing,” says Tesciuba. “Show up. Share the risk. Build something that lasts.”

For brands tired of the old agency model, that promise feels like something worth betting on.