LinkedIn can be cringe, repetitive and full of copy-paste content. Eugene Camilleri still believes it is one of the most useful tools available to people working in iGaming B2B.

In Episode 92, Surya speaks with Eugene from Pateplay about the way he approaches LinkedIn, why he refuses to spend hours planning posts and how a personal brand can turn into actual conversations and business.

Eugene says most of his posts take less than 10 minutes. The idea might come while he is in the shower, working or simply thinking about something in the industry. His bigger point is that people often overcomplicate content instead of developing a recognisable voice and saying something they genuinely believe.

The conversation also gets into memes, complaints and controversial posts. Eugene argues that criticism becomes more valuable when it comes with a solution. Memes can build attention and personality, but an audience built only around jokes and complaints is difficult to convert into anything commercially useful.

He also explains his frustration with mass sales outreach, particularly irrelevant messages sent without understanding whether the person receiving them could ever become a customer.

The episode closes with the business impact behind all that activity. Eugene says LinkedIn has improved his response rates, widened his network and directly contributed to business. For someone working commercially, he sees LinkedIn and industry communities as part of the job rather than something separate from it.