Since its inception in 2017, MAC has stood out as a premier international conference, bringing together top-tier speakers, impressive exhibitions, and an unforgettable atmosphere that has resonated deeply within the industry. At the heart of this dynamic event is a dedicated operations team that ensures every detail is executed flawlessly.

In this exclusive interview, we dive into the origins of MAC, the evolving landscape of the event industry, and what attendees can expect from future editions. We also share candid advice for newcomers and a glimpse into the vision driving the conference’s ongoing growth and innovation – all through the eyes of Arina, MAC’s Operations Director.

Tell us a bit about the idea behind MAC. How did it all begin?

The idea for MAC was born in 2017. Our team had been attending international conferences, learning from the best, and we realized that nothing of that scale or quality existed in Russia – whether in terms of event space, scope, or the approach to the business program.

So, we combined the best global practices with the unique atmosphere of Russian-speaking events – and that’s how MAC came to life. It became the first conference in the region to bring everything together: impressive booths, international guests, and an unforgettable afterparty. The scale was truly global – many of the speakers and experts who took the stage were visiting Russia for the first time, specifically for our event. That’s exactly why MAC quickly earned the love of its audience and remains the leading conference in its niche to this day.

How did you become part of the MAC team? What’s your role, and what else do you work on outside of MAC?

I joined the team in 2024 – just three weeks before the MAC conference in Yerevan. Vadim, MAC’s co-founder, asked me to help out with the event, and I’ve been helping ever since. In practice, I handle the responsibilities of an Operations Director.

In addition, I’m Vadim’s personal assistant and the manager of Vanton, an investment crypto fund focused on algorithmic trading. The fund has been operating in the EU market for 6.5 years with an annual return of 105%, and we’re now expanding into the CIS region.

My background is actually in law, specifically criminal and copyright law, with over 10 years of legal practice. I joined the project with no prior experience in affiliate marketing or arbitration.

I love complex, high-stakes projects – and MAC is perfect in that sense, especially thanks to the team that’s become like a family to me!

What sets this year’s conference apart from previous editions? What’s new this year, and how many participants and companies took part in MAC?

With each new edition of MAC, we continue to grow. This year, our booths are on par with those at major European conferences – massive and beautifully designed. One of our standout features is the abundance of lounge zones – something you won’t find at any other event. We’ve also introduced several private rooms, the exclusive Diamond Zone by Dats Team, and a stunning Media Zone by Private Team.

This year, we welcomed 163 participating companies, including 152 with booths and 11 as location sponsors. That’s a record-breaking number for MAC – and it’s all thanks to our incredible sales team, who went above and beyond to make it happen. Special thanks to Zhenya, Masha, and Natali – you made this possible!

What challenges did you face in organizing an event of this scale?

Without a doubt, the biggest challenge is the sheer number of small details. We’re not putting together a simple five-hour event with two speakers where people just show up, sit down, listen, and leave. We’re building a legend.

That means everything has to be thought through to the smallest detail – and there are thousands of them. In this kind of project, the attention to detail from every single team member is absolutely critical.

What advice would you give to someone attending MAC for the first time? How can they get the most out of the conference?

Don’t be shy – go talk to people! If you see someone interesting, introduce yourself. Visit the booths, spend time in the lounge areas, and engage in conversation. You don’t need to meet everyone at once – focus on making two or three meaningful connections. Those key contacts will naturally bring you into the community.

Networking is the most important part. Once you start building relationships, real value and opportunities will follow.

What are your future plans? Will there be expansion or new locations?

For now, we’re keeping our plans under wraps. There’s been a lot of interest in bringing MAC to new locations – especially after our afterparty, which became the largest in the world with 2,900 attendees!

It’s possible that one day the conference will expand into new regions – but we’ll let you know when the time is right.

How do you see the industry evolving over the next year or two?

I believe the current trends will continue – especially the growth of iGaming and the increasing “whitening” of niches. For example, I know teams that are already running crypto campaigns fully within legal frameworks, and one of our speakers even covered this topic at the conference.

So, I expect the white hat trend to keep gaining momentum in the coming years.

If you could organize MAC anywhere in the world – with no limitations – what location would you choose and why?

If I could host MAC anywhere in the world, knowing for sure that the right people and companies would show up, I’d choose a place of power – somewhere with intense energy. It could be the Black Rock Desert, where Burning Man takes place, or even Antarctica. Maybe a major iconic location like Times Square, or something truly awe-inspiring like Machu Picchu.

 Wherever it would be, it’d definitely have to be a place with wild energy.

Let’s end with a fun one – if you had a magic button to fix anything in the event world, what would you change?

Oh, that’s definitely a sensitive topic. If I had a magic button, I’d raise the level of responsibility across everyone involved in the process – without exception.

Every single link in the chain plays a vital role in the overall quality of an event, and when you’re organizing something of this scale, there are a lot of links. The challenge is that for each event, you’re essentially rebuilding the team from scratch. It’s not like a factory where everything runs on a fixed process. Every project is a new, living “organism” that has to be assembled, aligned, and fine-tuned from the ground up.

And doing that successfully requires a high degree of soft skills, adaptability, and real commitment from everyone involved.

Arina’s journey with MAC illustrates how passion, attention to detail, and a dedicated team can transform a conference into a global phenomenon. As MAC continues to break records and push boundaries, it remains grounded in the relationships and energy that define its unique character.

With plans for growth and new locations on the horizon, and a clear eye on industry trends like the rise of iGaming and ethical marketing, MAC is poised to stay at the forefront of the event world. For attendees and industry insiders alike, Arina’s story is a reminder that behind every successful event is a constantly evolving structure – held together by teamwork, adaptability, and unwavering commitment.