All-In Global appoints Martin Calvert as marketing director

Joining on 14 September, Calvert spent seven years at ICS-digital, leading the agency’s marketing across international markets and working extensively with major operators, global affiliates, game studios and platform providers. Previously, he was marketing director at digital agency Blueclaw.

Speaking to iGBA, Calvert noted that as the industry’s narrative now centres around expansion, brands face multiple challenges, including compliance, reduced traffic from search engines and difficulties breaking into new geos as mature markets become saturated.

Explaining his decision to join All-In Global, Calvert said what he found “most intriguing” was the company’s “approach to localisation and multilingual marketing – unambiguous efforts to transform what's possible at scale, with sector expertise and at low cost”.

The appointment follows All-In Global’s acquisition by international marketing group Revpanda and increased investment in CRAIG, which the company launched in 2018. The platform has been trained and refined using years of specialist content and connects directly with translation industry-standard tech such as memoQ, while All-In’s human-in-the-loop model provides post-editing, quality assurance and optimisation.

In his new role, Calvert will lead marketing for the brand while also working across partnerships, market development and the continued adoption of CRAIG. He highlighted that the platform “was a major part” of what attracted him to the business, noting that although “there is plenty of noise around AI”, All-In Global’s technology draws from “years of subject-matter knowledge and retaining specialist humans where their expertise adds value”.

“My goal is to support All-In Global’s mission to be the default AI localisation choice for brands working in highly regulated industries,” he said. “There is still huge scope to grow within iGaming. I could also see almost immediately how the same approach could apply in other highly regulated industries where terminology, accuracy and local understanding really matter.”

Barb Tasci, co-founder of Revpanda Group and CEO of All-In Global, added that Calvert’s extensive experience running global iGaming campaigns and leading agency teams to deliver results for demanding clients is “exactly” what the company’s current phase of growth requires.

“We have the linguists, the technology and two decades of industry expertise; Martin (Calvert) brings the discipline to turn that into a brand the whole market recognises,” Tasci said.

“Our ambition for CRAIG is not modest. We want it to become the standard localisation platform for iGaming – the tool operators, affiliates and game providers reach for by default when they enter a new market.

“Martin understands both sides of that equation: what a localisation buyer needs to hear and what a marketing team needs to see before they trust a new platform. With him leading our marketing, we expect CRAIG to move from a strong product to an industry leader.”