Entering the world of iGaming for the first time was an intimidating experience. I was unfamiliar with many in the industry, which made me feel like an outsider representing a little-known product in a sector I suspected was resistant to change.
Yet this outsider perspective became a unique advantage, allowing me to observe the industry without biases. I don’t carry preconceived notions about businesses or products, which empowers me to analyze trends and hopefully contribute positively to the industry’s evolution.
My journey into iGaming was not anticipated. Prior to 2021, my career revolved around finance and business with a focus on agriculture, consultancy, and investment, none of which were related to iGaming. The shift happened when I joined an investment fund that aimed to support startups utilizing AI and machine learning technologies. A chance encounter with an iGaming investor led to a pivotal conversation about the industry’s underutilization of data, revealing significant potential for innovation.
I initially served as an adviser for Playa before becoming its CEO in 2024, a role I embraced unexpectedly. Our company specializes in providing AI personalization solutions, a fresh concept within the iGaming sector.
As I transitioned into this leadership role, assembling a capable team was crucial. Over the past two years, I have had the privilege of collaborating with some of the most talented individuals in the industry, and our accomplishments fill me with pride.
Transitioning into iGaming brought its own set of anxieties for me. I noticed elements of the industry seemed stagnant, with companies focusing on maintaining profits without a strong incentive to innovate. However, I have witnessed encouraging changes — regulatory developments and growing competition are prompting companies to seek new ideas, and those resistant to change risk being overshadowed.
The drive for innovation has fostered an environment ripe for growth, especially for those with cross-industry experience. Outsider insights are being increasingly welcomed, as companies recognize the value in concepts proven effective in other sectors.
While my entrance into the industry felt isolating, I soon discovered a supportive community. What began as daunting conference encounters has blossomed into friendships and connections. Now, I look forward to these events, excited to see colleagues I consider friends rather than mere business acquaintances.
Among these connections is Gali Hartuv, the CEO and co-founder of WarriorLab. We bonded at a conference and now collaborate on monthly webinars discussing iGaming. Additionally, I’ve been inspired by the presence of many driven women leaders. Recently, I joined a WhatsApp group for C-level females in iGaming that began with a mere 20 members and now boasts 150.
This network has proven invaluable. Holding a leadership position can be isolating, necessitating tough decisions and often alienating peers. Finding a group of women who share similar experiences, offering support without judgment, has been refreshing. Establishing this kind of connection in a professional setting is rare, and I am deeply thankful to all the women in these communities who provide that support.
Being an outsider initially felt overwhelming, but it has ironically become my greatest asset. I approach the industry without standard expectations or adherence to pre-existing norms, giving me the freedom to innovate without the constraints of traditional thinking.
The iGaming industry would benefit from more diverse voices that question the status quo and provide fresh viewpoints. With the ongoing impact of technologies like AI across various fields, collaboration and learning from each other is crucial.
This serves as an invitation to both new entrants and established industry players willing to explore new avenues: question assumptions, challenge traditional wisdom, and remain open to innovative ideas. By doing so, I have found a welcoming environment that champions inclusivity and fosters forward-thinking approaches.
