Your funnel was built in 1898
Dmitry Belianin
Co-founder and managing partner, Blask
In iGaming since 2007
iGaming still plans its growth with it. I am a marketer turned operator executive, founder and investor, and this site is where I build the replacement in public, one version at a time.
- Since 2007In iGaming: marketer, operator executive, founder, investor
- CMO, then CCOBetting operator, 2019 to 2023
- 5,000+ brandsTracked by Blask in 197 markets
- SBC and SPiCEAmong the stages I have spoken on
Marketing is a wheel, not a funnel.
It draws the marketing channels of iGaming as one wheel in five arcs, from brand to advocacy and back again. This is a working miniature: press an arc or its name.
Five arcs
Channels on the wheel
Five arcs, with 9 enablers at the axle and 8 regulation levers. The map is public from its first version. No email is asked for.
Open the mapThe map shows the channel. Intros gets you the person.
When the map points at a channel you need and do not have, ask me. I introduce you to one person who can help, and only after they have agreed to talk.
Say what you need
A channel from the map, a market, a kind of company. Plain words are enough.
I ask the other side
I pick the person who fits and ask whether they want the conversation.
You get one introduction
Within five working days, to a person who has agreed to talk.
Who pays
Asking is free. If an introduction leads to a contract, the company I introduced pays me a commission. Paid listings are always labelled.
Ask for an introThe essay
“Every one of these models was built to be universal, which means it was built for no one in particular.”
26 March 2026
5 minute read
Your funnel was built in 1898. No wonder it's not working.
Why the most powerful strategic tool in iGaming is one only you can build.
Read the essayMore essays will follow. Each new one arrives by email if you follow the build.
From the data, Brazil
Searches for betting brands in Brazil fell by a third between June and September.
One figure from Blask, the market-data company I co-founded, and the twelve months behind it. It covers every brand Blask tracks in the country.
Source: Blask Index, all tracked brands, Brazil. Period: October 2025 to September 2026, monthly. Retrieved 10 November 2026.
See the numbers
Built in public
I version this site and everything on it like software.
- v0.110 Nov 2026
Site. First public version: the home page, the Power Map, Intros, the essay, speaking and about.
- v0.110 Nov 2026
Power Map. First release: 62 channels in five arcs, 9 enablers and 8 regulation levers, open without an email.
- v0.110 Nov 2026
Intros. First release: say what you need and get one introduction within five working days.