Elitsa Martinova for Efirbet ZA
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 my role is also focused on developing Efirbet across multiple international markets, including South Africa.
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 plan the overall development of the project, set 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 long-term planning. I analyse player trends, developments among operators and evaluate which changes in the industry are most relevant to our users.
A significant part of my role in recent years has been with Efirbet South Africa, which was the first step in our expansion in the African continent. This means looking beyond simply adapting the existing content, and also analysing the local market as a whole, reviewing trends and differences, and working with local authors and contributors to tailor the perfect experience for Mzansis.
For our South African journey, we’ve also analysed the local competitive and regulatory environment, player behaviour, products, and payment methods most relevant to users. These factors influence both the direction of the project and the type of information and tools we prioritise for the South African version of Efirbet.
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 the same time – as a user, as someone with many years of experience in content, and as a project manager who needs to determine whether an initiative provides real value to Efirbet users.
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.
Betting Tools and Products I Have Developed
One of the areas I am most actively involved in is the development of proprietary Efirbet products.
I have planned and led the development of a number of betting tools and features currently available across Efirbet, with many of the original concepts coming directly from ideas I identified while analysing user needs and gaps in the existing product.
These include tools and products such as AI Predictions, Biggest Odds and 10 Teams to Win Today, where large amounts of betting, statistical and market information are processed and presented in a more practical format for users.
My role begins before the development stage itself. I define what problem the product should solve, what information it should use, how it should work from a user’s perspective and which features should be prioritised. I then coordinate its development with the relevant teams and continue working on improvements after launch.
For the South African market, I have also been involved in developing and adapting products around locally relevant betting formats, including Soccer 4, Soccer 6, Soccer 10 and Soccer 13.
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 to process, structure and analyse larger amounts of data more efficiently when developing tools, predictions and data-driven features. Of course, all results are reviewed before they are incorporated into Efirbet’s products. Especially in South Africa, we value local input; that’s why we incorporate experienced authors who review each piece produced.
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 in 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.
