Elitsa Martinova
Hello! My name is Eli Martinova, and I am the Project Manager of Efirbet.com. I have 15 years of experience in digital content creation, and I have been working in the iGaming industry since 2016.
I have been part of the Websa team since 2018, where my professional experience initially focused on creating, editing and managing iGaming content. Since September 2023, I have been working as a Project Manager, responsible for the strategic planning of Efirbet, its development and coordination between the different teams. Part of this role has also involved expanding Efirbet across Africa, including launching and developing our Nigerian platform in 2025.
What I Do as Project Manager of Efirbet
Today, my role at Efirbet is managerial. I am responsible for the overall development of Efirbet – from the concept and strategic direction to the implementation and subsequent optimisation of specific processes.
I set the project’s priorities and coordinate execution between the different teams – SEO specialists, writers, developers and designers.
My work involves not only day-to-day management but also the long-term direction of Efirbet. I analyse player trends, developments among operators and evaluate which changes in the industry are most relevant to our users.
Nigeria became an important part of Efirbet’s African expansion in 2025. Developing the Nigerian version meant going beyond translating or adapting existing pages. We had to understand how local players use betting platforms, which products and markets are most relevant to them, and how the local betting experience differs from the markets we had already worked with.
This includes analysing Nigerian bookmakers, the local competition, player behaviour, and commonly used payment methods, as well as features particularly relevant to the market. We also work with Nigerian authors and contributors, whose local knowledge helps us make decisions about the content and products we develop for the NG version.
Developing Betting Tools and Products for Nigeria
One of my main areas of focus has been developing practical betting tools that make the regular bettor’s decision-making way easier. Many of the product concepts we have introduced across Efirbet started from ideas I developed after identifying recurring user needs or gaps in the existing betting experience.
For Nigeria, this approach is visible in products such as 10 Teams to Win Today, Bet of the Day and Big Odds Prediction, as well as dedicated formats for accumulator and Bet Builder predictions. Instead of presenting users with an endless list of fixtures, the goal is to structure match data, statistics, probability and market information around specific betting decisions.
The Nigerian version also required us to think about product features that are particularly familiar to local players. Booking codes, Bet Builder functionality, accumulator betting and locally available payment options are examples of details that influence how we structure bookmaker guides, tools and supporting content for this market.
My Practical Experience in the iGaming Industry
Before taking responsibility for managing the Efirbet project, I spent years directly involved in creating and reviewing its content.
I have tested gambling platforms and online casinos for both Bulgaria and international markets. I have worked on operator reviews and content related to sports betting, casino products, software providers, games, bonuses and regulatory topics.
This experience gave me a very strong foundation for my current position because I can evaluate every idea from several perspectives at once – as a user, as someone with many years of content experience, and as a project manager who must determine whether an initiative provides real value to Efirbet users. It’s also useful that I’ve worked with several markets at once, meaning Efirbet Nigeria was something that I’ve anticipated and I knew how to approach it.
We take the same approach when planning any new piece of content, tool or website functionality. The question is not simply whether we can build it, but whether it solves a real problem or provides genuinely useful information to the user.
AI and the Role of New Technologies at Efirbet
One of the areas I have focused on and continue to work actively on is the integration of artificial intelligence into both our internal processes and Efirbet’s new products.
We use AI both to improve internal procedures and in the development of our own tools for users. This includes ideas for new tools, new formats, process automation and solutions that improve the way data is presented to our users.
AI helps us process, structure and analyse larger amounts of data more efficiently when developing tools, predictions and data-driven features.
This is particularly relevant to the Nigerian version, where several of our prediction products process match statistics, odds, form and other data to narrow large fixture lists into more focused selections or betting scenarios.
AI-assisted results are reviewed before they are incorporated into Efirbet’s products. For Nigeria, local expertise is another important part of this process, which is why we work with Nigerian authors and contributors to review market-specific information and ensure it reflects the realities of the local betting environment.
My position requires me to follow developments not only in the iGaming industry but also trends in SEO, AEO, AI, affiliate marketing and other related areas. When I identify a new trend that I believe has potential, my goal is to turn it into a concrete project with a clear objective, priorities, responsibilities and measurable results.
It is precisely the combination of long-term practical experience, knowledge of gambling products and management skills that I rely on most when contributing to Efirbet’s development today.
Professional Experience
My professional career began in journalism. Between October 2011 and August 2014, I worked as a political journalist at OFF Media, where I covered the work of the Bulgarian National Assembly and the dynamic political processes in the country.
From September 2014 until the end of 2017, I worked as a freelance writer and QA analyst. During this period, I participated in Lionbridge and Google projects related to data quality evaluation and compliance with technical requirements.
I started working with iGaming content in 2016 as part of my freelance projects. I created SEO and affiliate content, operator reviews and articles related to sports betting and online casinos.
In January 2018, I joined Websa. Until September 2023, I worked as a Senior Content Writer. During this period, I created and managed content related to online casinos, sports betting, game providers, regulations and current developments in the industry.
My work covered the entire 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.com.
Education
I graduated from First Language School in Varna in 2006 and then continued my education at Sofia University “St. Kliment Ohridski”.
In 2010, I completed a Bachelor’s degree in Cultural Studies, followed by a Master’s degree in Media and History in 2013.
My education in culture and media provided the foundation for my career in digital content. It continues to help me analyse information in a broader context and look at individual markets not only through specific products and data, but also through audience behaviour, local characteristics and current developments in the industry.
