Elitsa Martinova

What I Do as Project Manager of Efirbet

As Project Manager, I am responsible for the overall development of Efirbet – from the concept and strategic direction to execution and subsequent optimisation.

I set priorities and coordinate the work between SEO specialists, writers, developers and designers. I also analyse changes in player behaviour, gambling operators and the wider iGaming industry to determine which ideas and products are worth developing.

For Kenya, this means understanding the market rather than simply adapting existing international content. We look at the local betting environment, bookmaker products, payment methods, taxation, betting habits and the information Kenyan users need when choosing or using a betting platform.

We also work with local authors and contributors, whose knowledge of the Kenyan market helps us make better decisions about the content and products we develop.

Developing Products for Kenyan Users

One of my main areas of focus is the development of Efirbet’s betting tools and data-driven products.

For the Kenyan version, products such as our AI Football Predictions, Biggest Odds and ACCA Tips are particularly relevant. They help users process match statistics, odds and other betting data in a more structured and practical way.

Accumulator betting is an important part of the local betting environment, which is one of the reasons why tools such as our ACCA generator allow users to choose between different bet sizes and review suggested markets, confidence scores and supporting analysis.

My role starts with identifying the need behind a product, defining how it should work and coordinating its development with the relevant teams. The goal is always the same – to create something that is useful to the user rather than adding a feature simply because we can.

My Practical Experience in iGaming

Before taking responsibility for managing Efirbet, I spent years directly involved in creating, reviewing and testing iGaming content.

I have tested gambling platforms and online casinos across different markets and worked with operator reviews, sports betting, casino products, games, bonuses and regulatory topics.

This background is especially useful when working with Kenya, where practical details such as local payment options, betting taxes, available bookmaker features and market-specific terms can significantly change the user experience.

It allows me to evaluate new ideas not only as a Project Manager, but also from the perspective of someone who has spent years working directly with gambling products and the users they are designed for.

AI and New Technologies at Efirbet

AI is another area I work closely with in the development of Efirbet.

We use it to process, structure and analyse larger amounts of information when developing predictions, analysis tools and other data-driven features.

AI-assisted outputs are not used without human oversight. Results and market-specific information are reviewed before being incorporated into Efirbet products, while local contributors also help us ensure that information intended for Kenyan users reflects the realities of the market.

Professional Path

My professional career began in journalism. Between October 2011 and August 2014, I worked as a political journalist at OFF Media.

From September 2014 until the end of 2017, I worked as a freelance writer and QA analyst and participated in Lionbridge and Google projects related to data quality and technical requirements.

I started working with iGaming content in 2016. In January 2018, I joined Websa, where I worked as a Senior Content Writer until September 2023.

During this period, my work covered the entire content process – from research and writing to editing, fact-checking and publishing. Over the years, I have written more than 200 operator reviews and reviewed thousands of other pieces of content.

Since September 2023, I have held my current position as Project Manager of Efirbet.

Education

I graduated from First Language School in Varna in 2006 and continued my education at Sofia University “St. Kliment Ohridski”.

I completed a Bachelor’s degree in Cultural Studies in 2010 and a Master’s degree in Media and History in 2013.

My background in culture and media continues to help me understand new markets not only through products and data, but also through local audiences, behaviour and market-specific differences.