Luke Zgaga is the founder and editor of Digital Token Radar. He writes every article himself, from primary sources he selects and reviews.
He is also the founder of That's It Media, a Gibraltar-based performance marketing agency, and of AgentTIM, its AI-powered media-buying engine for in-app advertising. Before founding That's It Media in 2025, he was Global Head of Acquisition at Lottoland and Head of Acquisition & Media UK at BetVictor, running multi-million acquisition budgets across search, affiliates, display, social and app. Across his career he has managed more than €100 million in media spend.
Luke holds an M.Sc. in Electronic Commerce and a B.Sc. in Aviation Management from Dublin City University. He has been a long-term investor in crypto and blockchain since early 2017.
How I see this market
For a decade I’ve bought and sold one thing: attention. That’s more than €100 million of media, bid on in real time and judged on return. The work teaches you to read markets like a trader: spot the pattern early, follow the money, size the opportunity and cut what isn’t working. Our motto at That’s It Media is simple: get on the front side of the move.
The same discipline applies to digital tokens. Tokenization is moving money, assets and ownership onto shared ledgers, and the signals show up early: in regulation, institutional pilots, developer activity, and where capital and attention are flowing. Digital Token Radar is where I track those signals and explain what I think they mean.
I’ve held crypto since early 2017, through more than one full market cycle, as a long-term conviction investor rather than a trader. What interests me most is the nexus where crypto, blockchain and distributed ledgers meet AI, and what that changes about how people work, pay and own things.
What you’ll find here: original analysis built from primary sources, and momentum and trend reads over noise, in plain English. What you won’t find: price predictions, trading signals or paid coverage.
What I cover
Tokenization & real-world assets · Stablecoins & payments · Crypto × AI · Market momentum & structure
Career
- Founder & Director, That’s It Media (2025–present)
- Global Head of Acquisition, Lottoland (2024–2025); Head of Marketing UK & IE (2022–2025)
- Head of Acquisition & Media UK, BetVictor (2020–2022); PPC Manager and Senior PPC Executive (2017–2020)
- Digital Acquisition Executive, GiftsDirect.com & TheIrishStore.com (2016–2017)
Education
- M.Sc. Electronic Commerce, Dublin City University (2016)
- B.Sc. Aviation Management, Dublin City University (2015)
Disclosure
As of October 2026 I hold a basket of digital assets including BTC, XRP, XLM, QNT, SHIB, HBAR, ALGO, IOTA, DOGE and ADA, and equities including Tesla (TSLA). Holdings change over time. When an article covers an asset I hold, I say so at the top of that article. Nothing on this site is financial advice.
