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.

Website: https://www.vimmi.net 

Email us: info@vimmi.net 

Podcast website: https://vimmi.net/mastering-ecommerce-marketing/ 

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Eitan Koter’s LinkedIn: https://www.linkedin.com/in/eitankoter/ 

Vimmi LinkedIn: https://il.linkedin.com/company/vimmi 

YouTube: https://www.youtube.com/@VimmiCommunications 

Guest: Mona Kinal, CMO (Executive Team Member) at G2A.COM

Mona Kinal’s LinkedIn: https://www.linkedin.com/in/mona-kinal-51255163

G2A.COM: https://www.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