All-In Global appoints Martin Calvert as marketing director for growth

All-In Global has appointed Martin Calvert as Marketing Director as the specialist localisation business enters a new phase of development focused on international growth, technology investment and the expansion of its CRAIG platform.

Calvert joins All-In Global following seven years at ICS-digital, where he served as Marketing Director and developed experience across international marketing, SEO, content, digital PR and localisation-related activity. His background also includes work with businesses operating in regulated and international markets.

The appointment comes after All-In Global became part of Revpanda Group through an acquisition announced in June 2026. Revpanda said the transaction would support additional investment in CRAIG and strengthen the company's ability to pursue wider opportunities across international markets.

Martin Calvert joins All-In Global

Calvert's arrival gives All-In Global additional senior marketing expertise at a time when localisation is becoming increasingly important for companies seeking to operate across multiple jurisdictions.

In regulated sectors, translating words alone is rarely enough. Businesses may need to adapt terminology, interfaces, responsible gambling messaging, promotional material, support content and search optimisation to suit different markets. Those requirements can make international expansion more complex, particularly when large volumes of content need to be produced and reviewed consistently.

Calvert has spent much of his career working at the intersection of international marketing and digital growth. ICS-digital's own profile identifies him as Marketing Director with experience spanning B2B marketing, technology organisations and the digital agency environment. His work has also covered multilingual SEO, content, digital PR, transcreation and localisation.

The move therefore connects closely with All-In Global's stated direction. Rather than presenting localisation as a stand-alone translation function, the company is positioning it as part of wider commercial, product and marketing operations.

Calvert said: “My goal is to support All-In Global’s mission to be the default AI localisation choice for brands working in highly regulated industries.

“CRAIG was a major part of what attracted me to the business. There is plenty of noise around AI, but this is technology developed for a very specific problem, drawing on years of subject-matter knowledge and retaining specialist humans where their expertise adds value.

“The applications go well beyond traditional translation teams. Product and platform teams need to localise interfaces and large volumes of content, studios need to take games into new markets and marketing and SEO teams increasingly need to operate internationally without allowing costs to spiral or quality to fall.

“There is still huge scope to grow within iGaming. I could also see almost immediately how the same approach could apply in other highly regulated industries where terminology, accuracy and local understanding really matter.”

CRAIG becomes a central growth priority

CRAIG is at the heart of All-In Global's technology strategy. The platform is presented by the business as a specialist AI localisation solution built specifically around the requirements of iGaming and other highly regulated environments.

The platform's current positioning highlights workflows for growth, regulatory teams, customer support and CRM as well as localisation management. All-In Global says CRAIG is supported by a network of linguists and more than 18 years of iGaming localisation experience.

The company also describes a model in which AI is combined with human expertise rather than treated as a complete replacement for specialist review.

That distinction is particularly relevant in regulated markets. A technically accurate translation may still require adjustments for local terminology, tone, legal wording or market expectations. Human review can therefore remain important where small linguistic differences may affect customer understanding or regulatory interpretation.

All-In Global's approach is also designed to connect localisation more closely with operational workflows. The company describes CRAIG as supporting brand-specific glossaries, quality assurance and scalable delivery while retaining specialist input in the process.

The platform can also work alongside established translation technology. The company's materials identify integration with memoQ among the systems relevant to its localisation workflow, while memoQ describes its own technology as a translation management platform designed for enterprises, language service providers and translators.

A wider role for localisation

Calvert's comments underline a broader change taking place across international digital operations. Localisation is no longer limited to translating websites after a campaign has already been created.

Product teams may need multilingual interfaces and help content. Marketing teams may require campaigns that reflect local language and context. SEO teams need market-specific terminology and content structures. Compliance teams may need wording to remain consistent across jurisdictions.

For game studios and technology suppliers, the challenge can become even more complicated as portfolios expand into additional regions. A single launch may involve multiple languages, different consumer expectations and distinct regulatory environments.

Calvert said:

“After seven years at ICS-digital I wanted the next role to give me something genuinely interesting to get my teeth into and CRAIG did that very quickly.

“Operators, studios, affiliates and platforms increasingly need to move quickly across markets, but regulatory language, specialist terminology, SEO/AI performance and basic quality leave very little room for shortcuts.

CRAIG genuinely changes the cost and speed equation while keeping specialist human expertise in the process. There is a lot more opportunity within iGaming and I’m looking forward to making more noise about what the team has built.”

The statement reflects the commercial argument behind the platform. Businesses seeking to enter new markets must balance the speed of expansion against the cost and operational demands of producing high volumes of localised content.

Revpanda acquisition shapes the next phase

All-In Global's new direction follows its acquisition by Revpanda Group, an international marketing group active across digital marketing, affiliate media, localisation, SEO, content and technology services. The acquisition was described as a strategic move intended to expand Revpanda's capabilities while providing additional resources for CRAIG.

The transaction also brought a change in leadership, with Barb Tasci taking on the CEO role at All-In Global. Revpanda and All-In Global have described Tasci as a co-founder of Revpanda Group who brings a background in translation and interpretation alongside business and marketing experience.

Tasci said: “Martin has long been one of the strongest voices in this industry and his decision to join us says a great deal about our ambition to become the go-to localisation partner for iGaming.

With decades of marketing expertise behind him, we have complete confidence in his ability to make our name the first one this industry thinks of for localisation and to put CRAIG where it belongs as the ultimate AI localisation software for the industry.”

The appointment can therefore be viewed as part of a wider commercial strategy rather than an isolated personnel change. Marketing leadership is being added while the company continues investing in its technology platform and positioning localisation as a core element of international expansion.

International growth remains the bigger objective

The emphasis on international markets is also consistent with the practical challenges faced by businesses expanding overseas. Government guidance for UK exporters, for example, highlights the importance of understanding target markets, adapting to local conditions and preparing operational structures before entering new jurisdictions.

For All-In Global, the opportunity sits within a market where digital products can cross borders quickly but the language and compliance requirements do not disappear.

The company's strategy is consequently built around making localisation easier to integrate into growth processes. The goal is not simply to increase translation capacity but to make multilingual execution more scalable while maintaining the specialist oversight that regulated industries often require.

Calvert's appointment adds another layer to that strategy. With a background that combines marketing, international expansion and digital performance, he is positioned to communicate the value of the company's localisation offering to a broader audience.

A technology-led localisation strategy

The next stage for All-In Global is likely to depend on how effectively the company can translate the capabilities of CRAIG into practical value for operators, suppliers, studios, affiliates and other international businesses.

AI has already changed expectations around speed and scale in content production. The remaining challenge is determining how that speed can be combined with market knowledge, terminology management, quality control and regulatory awareness.

All-In Global is seeking to make that combination a central part of its proposition. Its current CRAIG materials emphasise the use of specialised AI alongside people with industry knowledge rather than presenting automation as a complete substitute for human expertise.

That positioning could become increasingly relevant as businesses enter more jurisdictions and manage larger multilingual content operations.

Conclusion

Martin Calvert's appointment comes at a strategically significant moment for All-In Global. The company is operating under the ownership of Revpanda Group while increasing attention on CRAIG and pursuing broader international opportunities.

The move also reflects the changing role of localisation within iGaming and other regulated industries. Language, technology, SEO, product experience and compliance increasingly intersect when businesses expand across borders.

Calvert brings a long-standing background in international marketing and digital growth, while All-In Global is placing greater emphasis on a technology platform designed to address the specific challenges of multilingual operations.

The company's next phase will ultimately be judged by how effectively it converts that strategy into sustainable adoption and measurable value for clients. For now, the appointment of Martin Calvert signals a clear intention to strengthen the commercial side of the business while giving CRAIG a larger role in its international ambitions.

FAQs

Who is Martin Calvert?
Martin Calvert is a marketing professional with extensive experience in international digital marketing. He joined All-In Global as Marketing Director after seven years at ICS-digital.

What is Martin Calvert's new role at All-In Global?
Martin Calvert has been appointed Marketing Director at All-In Global. His role includes supporting the company's marketing strategy and its international growth ambitions.

When did Martin Calvert join All-In Global?
Martin Calvert's appointment as Marketing Director became effective on 14 September 2026.

What is All-In Global?
All-In Global is a multilingual marketing and localisation company focused on helping businesses manage international content and marketing requirements, particularly within regulated industries.

What is CRAIG?
CRAIG is All-In Global's AI-powered localisation platform. It is designed to support multilingual workflows while retaining human involvement for areas where specialist expertise and quality control are important.

Why is CRAIG important to All-In Global's strategy?
CRAIG is a central part of All-In Global's technology strategy and is intended to help businesses improve the speed and scalability of localisation while maintaining specialist human oversight.

How can localisation support iGaming companies?
Localisation can help iGaming businesses adapt websites, platforms, games, marketing content and customer-facing material for different languages and markets while accounting for local terminology and regulatory requirements.

What experience does Martin Calvert bring to All-In Global?
Calvert brings seven years of experience at ICS-digital as Marketing Director, along with experience working across international markets with operators, affiliates, game studios and platform providers.

What role does Revpanda Group have in All-In Global?
Revpanda Group acquired All-In Global as part of a broader strategy involving international marketing and technology capabilities. The acquisition also supports further investment in CRAIG.

Can CRAIG be used outside iGaming?
All-In Global believes the technology can have applications beyond iGaming, particularly in highly regulated industries where terminology, accuracy, localisation quality and local market understanding are important.