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Martins Bratuskins on Building the Future of In-Game Advertising

At Grow Rogue, we spotlight founders and innovators who are rethinking what growth really means. 

In this episode, Reade Milner sat down with Martins Bratuskins, Co-Founder and CMO of Monetizr, to talk about his journey from Latvia to Techstars Atlanta to marketing innovation—and the bold vision behind his company’s mission to make ads people actually want to engage with.

Choosing Your Challenge

Martins didn’t start in tech.

He studied civil engineering in Latvia and Germany, only to realize that his real passion was building companies, not buildings. 

A few hackathons later, he found himself immersed in the startup world, feeling like he had made every mistake in the book before finally gaining traction.

His philosophy? 

Choose your challenge. 

Every opportunity carries obstacles. The key is embracing the right ones—the ones that align with your goals and values.

From Latvia to Techstars Atlanta

After moving from Latvia to a short stint in Cincinnati’s startup ecosystem, Martins and his co-founder landed a coveted spot in Techstars Atlanta, a short program that helps entrepreneurs establish startups and gain traction. 

The move was strategic: Europe’s fragmented markets made scaling difficult, while the U.S. offered both size and opportunity.

What set them apart? 

Community. 

“We were known as the Latvian guys,” Martins laughs. That visibility created the introductions that eventually led to Techstars and beyond.

Pivoting to Monetizr’s Current Model

In 2022, Martins and his team made a pivotal shift.

Their original gaming business model wasn’t scaling, so they reimagined the opportunity: create a new advertising infrastructure for mobile games.

The insight was simple but powerful.

People spend as much time gaming as they do on social media, yet only a fraction of ad dollars flow into games. 

Monetizr set out to close that gap by making in-game advertising feel useful and even enjoyable.

Landing Procter & Gamble

Having a solid network paid off again when Monetizr connected with Procter & Gamble’s innovation team. 

Their first campaign was with Charmin, turning the brand’s “two times stronger” promise into a game mechanic inside Hole I.O. 

Players who engaged with the brand doubled their in-game strength—a clever, playful tie-in that boosted both attention and brand favorability.

The success of the game and the validation from a large company like P&G opened doors to additional campaigns and larger brands, but Martins is quick to point out that their success didn’t come overnight. 

Long sales cycles required patience, persistence, and internal champions willing to take a chance on something new.

Growth Lessons from Martins

Martins’ experience offers practical lessons for growth-stage leaders:

1. Network with intention. Don’t just show up at events—know who will be there, plan your outreach, and make specific requests.
   

2. Build digital credibility. Prospects will Google you. Make sure what they find—case studies, thought leadership, proof of results—reinforces your authority.
   

3. Identify champions. Big deals don’t close without insiders willing to advocate for you. Show them how they win—not just how your product wins.
   

4. Play the long game. Complex, meaningful partnerships take months and sometimes years. Consistency and relationship-building pay off.

The Future of Ads: Two-Way Conversations

What excites Martins most is what’s next. 

Monetizr is experimenting with AI-powered, conversational brand experiences: ads that feel less like interruptions and more like co-creation.

Imagine chatting with a brand mascot inside a game, or co-creating a custom song with your favorite artist. Instead of one-way messaging, it’s a two-way relationship that feels memorable and shareable.

As Martins puts it: “Ads don’t have to be bad. We can make a world where ads are good.”

Take the Next Step

Want to hear the full story?
🎧 Listen to the Grow Rogue Podcast episode with Martins Bratuskins
🔗 Follow Martins on LinkedIn
 🌐 Explore Monetizr

And if you haven’t yet, subscribe to Grow Rogue for more founder stories and growth insights delivered straight to your inbox.