Entering the iGaming industry for the first time was an intimidating experience. With no connections and representing a relatively unknown product, I felt like a true outsider in an environment where I assumed change would be unwelcome.
However, I soon realized that this outsider perspective presented a unique opportunity. Lacking preconceived notions about existing companies or products opened my eyes to the industry’s various dynamics. This fresh outlook became a crucial asset, enabling me to assess the sector impartially and aspire to influence its evolution.
My journey into iGaming was not pre-planned. Prior to 2021, my career was rooted in finance and business—a realm involving agro companies, management consulting, and investment funds—all of which seemed far removed from iGaming.
In 2021, I found my footing in an investment fund specializing in startups that leveraged AI and machine learning. A fortuitous meeting with an iGaming investor led to a pivotal conversation that reshaped my professional path. He highlighted the significant underutilization of data within the iGaming sector, revealing a substantial opportunity. From there, our discussions deepened and unraveled further possibilities.
Initially joining Playa as an adviser, I became the company's CEO in 2024—a role I never anticipated but have wholeheartedly embraced. Playa specializes in providing AI personalization solutions, a concept that was previously unexplored in this market.
Transitioning to this leadership position meant building a strong team. Over the past two years, I have been fortunate to collaborate with some of the industry's brightest minds, and I take great pride in our collective achievements.
When I first entered iGaming, I had reservations about the industry’s pace of change. Many players seemed comfortably profitable, leading to a reluctance to innovate. Companies were content to continue with familiar methods, making only minimal improvements when necessary.
My naturally inquisitive disposition found this stagnation frustrating. Yet, I have witnessed a shift in the short time I have been involved. Changes in regulations and heightened competition are driving companies towards innovation, while those resistant to adapt risk being overshadowed.
This environment has not only positioned iGaming as a hub of creativity but has also opened the door for growth among those with backgrounds in other industries. Ideas previously restricted to different sectors are now being embraced, fostering collaboration and innovation within iGaming.
Though I began as an outsider, my relationship with the industry has since evolved. My initial experiences at conferences were intimidating, but they pushed me to foster connections and discover a vibrant community.
Now, when I attend industry events, I look forward to reconnecting with friends, not just business acquaintances. A friendship I cherish is with Gali Hartuv, CEO and co-founder of WarriorLab; we met at a conference and now co-host monthly webinars discussing iGaming trends.
I have also been impressed with the numerous empowered female leaders I have encountered. Recently, I joined a WhatsApp group solely for women in executive roles within iGaming, which started with just 20 members and has now grown to 150.
This network has proven invaluable. Holding a C-suite position can often feel isolating due to the tough decisions required. It's unrealistic to please everyone, and sometimes relationships can suffer as a result.
Belonging to a community of women who understand these challenges, who have faced similar situations, and who offer support without judgment has been transformative. Finding that kind of professional space can be difficult, and I am grateful to the women who have built these networks.
Coming into iGaming as an outsider was initially daunting, yet it has emerged as one of my greatest strengths. I carry no preconceived notions about established practices or norms.
I advocate for more diverse perspectives within the industry—individuals who can approach challenges from fresh angles and are unencumbered by past setbacks.
Technology and AI influence every sector, and cross-industry learning enhances our collective understanding.
This is a call to both newcomers and established professionals in iGaming: challenge the status quo, ask critical questions, and be bold in defying conventional wisdom. My experience has shown me that an inclusive environment can foster true innovation and welcome those who think differently.
