“Caucasus and Eastern Europe? We’re just at the beginning of something great in these markets”

You have worked at Parimatch and Adjarabet, and then you have become the CEO of a company in the iGaming sector. What has your journey to this role been like?

I started my career in the iGaming industry at Adjarabet, which is now part of Flutter Entertainment. That’s where I truly began to understand the business, setting me on a path that I’ve been passionate about ever since.

What I love most about working in iGaming is how it combines my interests in numbers and creativity. It’s a space that allows me to explore both, which is incredibly fulfilling.

In addition, I worked in the microfinance sector, which also has a fast-paced, ever-changing vibe. This experience taught me a lot about how quickly things can shift and how important it is to adapt, especially with evolving technology.

I learned how crucial it is to focus on the customer experience, improving customer flows and communication to offer better support. This environment provides ample opportunities for upselling and cross-selling.

Then, as the CEO in the iGaming sector, I find it rewarding to see how far I’ve come — from my background in marketing and analysis to leading a team. My role has shifted more toward leadership rather than handling operations directly, but I genuinely enjoy guiding the team and shaping the direction. Leading in this industry is not just a job for me; it’s an exciting journey, and I can’t wait to see what lies ahead.

On your LinkedIn, you mention successfully launching companies in 14 markets. What were the biggest challenges of this expansion?

The biggest challenge we faced was the need for localization, which is essential for success in any market. In my previous roles, I worked in 15 different countries, each with its own unique culture and audience. This diversity meant we had to adapt our marketing strategies and business processes for each location.

Even though we didn’t have many employees in some markets and operated from a centralized office, it was crucial to customize and localize our content. This approach allowed us to connect effectively with local audiences. In that business, the content itself was key, as we were essentially selling it to our customers.

Without proper localization, it would have been difficult to succeed in these diverse markets, and I learned firsthand just how important it is to tailor your strategy to fit each unique environment.

Are there universal strategies for entering a new market in iGaming, or does each case require a tailored approach?

There are some basic strategies that can help when entering new markets in iGaming, but each situation usually needs a customized approach because every region is different.

Understanding the local culture, laws, and how consumers behave is really important. Markets can vary a lot, not just in their regulations but also in how people enjoy gaming and entertainment. So, what works in one place might not work in another.

A key factor is localization, which I already mentioned. In my experience working across several countries, I found that success often depends on how well we tailor our marketing and operations to each specific market. This means adjusting our content to connect with local audiences and ensuring we align with their expectations.

While having a general strategy is helpful for consistency, it’s also beneficial to use insights from local experts and teams. This combined approach allows us to keep our brand identity while respecting the unique aspects of each market. Being flexible and adapting to each market’s needs is key to building trust and driving growth.

Also, you have to find the right people who are the leaders in their field — for example, in legal, CRM, marketing, or fraud.

What are the key factors influencing an operator’s success in different iGaming markets?

Success in different iGaming markets comes down to a few key factors that are crucial for any operator.

First and foremost is regulatory compliance. Each market has its own set of laws and regulations, and navigating these is essential. Understanding these requirements helps prevent legal issues and builds trust with players, which is so important in our industry.

Another critical factor is market localization. Tailoring our products, marketing, and user experience to fit the local audience is vital. What resonates in one country may not work in another, so it’s essential to adapt to cultural preferences and gaming habits.

Technology and user experience are also major players in this space. We need to provide a seamless, enjoyable, and secure experience for our users. This includes everything from a reliable platform to a variety of payment options and excellent customer support.

Leveraging data analytics is equally important. By understanding player behavior through data, we can refine our strategies and enhance engagement, making sure we meet the needs of our players effectively. Now, with AI instruments, analytics can be performed more comprehensively and efficiently.

Finally, forming strong partnerships with local providers, affiliates, and content creators can greatly enhance our reach and effectiveness in any given market.

In short, being successful in iGaming requires us to be adaptable and responsive. By mastering the regulatory landscape, localizing our approach, focusing on user experience, using data insights, and building strategic partnerships, we can truly thrive in this diverse industry.

What differences do you see between regulated and unregulated markets in terms of marketing and operational strategy?

In my experience, the differences between regulated and unregulated markets in the iGaming industry have become increasingly pronounced, especially as the industry evolves. Significant changes have occurred, particularly in the realm of regulations. As requirements from regulators tighten, companies need to adapt their marketing and operational strategies accordingly.

One of the main challenges in regulated markets is the need to develop effective user retention strategies. With stricter regulations, finding the right ways to engage existing users becomes essential. This is especially important for user acquisition, as the success of this business heavily relies on attracting traffic to the platform and keeping users engaged.

A noticeable trend is that some companies focus too narrowly on minor problems, which can cloud their vision of the bigger picture. For me, it’s crucial to maintain a broad perspective and understand the direction in which the industry is headed.

There are also advancements in data usage that differentiate these markets. Many companies are now investing in machine learning and data analysis to enhance their strategies. The organizations that will thrive in the future are those that recognize the importance of diving deeper into data analysis.

By implementing predictive models, they can anticipate user behavior, understand churn rates, and evaluate potential lifetime value — enabling them to make more informed decisions and stay ahead in a competitive landscape.

In summary, navigating the complexities of regulated versus unregulated markets requires a thoughtful approach that balances regulatory compliance with innovative marketing and operational strategies — all while keeping an eye on broader industry trends.

You have achieved a 22% revenue increase across four companies. What were the key actions that contributed to this growth?

One of the key strategies I implemented was to treat each country as a unique market rather than viewing them all as just part of a larger business. Even if a country is small, treating it as an independent entity allows you to effectively manage its revenue and costs.

By allocating expenses to specific countries, you can better understand when you’ll achieve positive ROI, enabling you to set goals and develop tailored strategies for each market more wisely.

This shift allowed us to build a strong brand presence and reputation in various regions — similar to what well-established companies like Apple and Microsoft do. You need to build the brand and the reputation, which is dissimilar in all the countries.

The most important factor is localization, which ultimately determines success in any given market. Additionally, conducting proper market surveys and finding the right people is crucial — I believe this accounts for about 80% of your success. Once you have these foundations in place, you can then build operational processes effectively.

What are the most effective monetization strategies in the iGaming industry today?

In today’s iGaming industry, there are several monetization strategies that are proving to be highly effective. First up, it’s all about user acquisition and retention. Attracting new players is important, but what really matters is keeping them engaged over time. Offering targeted promotions, loyalty programs, and personalized experiences can make a big difference in keeping players coming back for more.

Another key strategy is providing a variety of payment options. Players love having choices, so offering multiple payment methods — like e-wallets or even cryptocurrencies — can enhance their experience and encourage them to play more.

I also see in-game purchases and microtransactions as strong monetization opportunities, especially in mobile gaming. Allowing players to buy virtual goods or extra features can significantly boost revenue while still being friendly to those who choose to play for free.

Affiliate marketing remains a powerful tool in the iGaming landscape. Building strong partnerships with affiliates can help drive traffic and convert users effectively, creating a beneficial situation for everyone involved.

Lastly, let’s not forget the importance of data analytics. By digging into player behavior and preferences, we can refine our offerings and target our marketing efforts more accurately.

Overall, successful monetization in iGaming today hinges on a mix of engaging players, offering flexible payment options, and leveraging data insights. By focusing on these areas, we can create a sustainable and profitable business model in this dynamic industry.

What marketing methods work best for player retention?

When it comes to player retention, several marketing methods can be particularly effective. First and foremost, starting with a solid foundation in performance marketing is essential. This means carefully tracking key performance indicators (KPIs) to measure the effectiveness of your campaigns and strategies.

One of the best approaches is to focus on creativity — not just in your marketing campaigns but also in how you segment your users and tailor your messaging. By being innovative in how you engage your players, you can create campaigns that truly resonate with them. This not only encourages retention but also keeps your brand fresh and exciting.

Encouraging team members to take initiative and suggest new ideas can lead to unique concepts that haven’t been tried before in the company or even the industry. When you give them specific KPIs to meet, it creates a feedback loop where their innovative efforts can be assessed based on numbers. This way, everyone understands the importance of measurable results while also fostering a culture of creativity.

It’s important to remember that good marketing isn’t just about immediate conversions; it’s also about engaging your audience and building a community. The most successful strategies will combine analytical insights with creative approaches, allowing you to refine your methods and enhance player loyalty over time.

In essence, effective player retention boils down to being data-driven while also encouraging creativity and innovation — creating a cycle that supports growth and engagement. When you find that balance, you’ll not only retain players but also foster a thriving community around your brand.

How do technology and AI impact revenue growth strategies in iGaming?

Technology and AI are transforming the landscape of iGaming in significant ways that directly impact our revenue growth strategies.

First and foremost, data analytics powered by AI allows us to gain deeper insights into player behavior and preferences. By analyzing patterns in how players engage with games, we can tailor our offerings to meet their needs more effectively. This not only enhances the user experience but also boosts player retention and, ultimately, revenue.

When it comes to risk management, AI allows us to monitor transactions in real-time, quickly identifying any unusual activity that might indicate fraud or collusion. This means we can act fast to address potential issues before they escalate, protecting our business and our players.

AI also plays a critical role in promoting responsible gaming. By analyzing player behavior, AI can help us identify individuals who may be at risk and enable us to intervene early. This proactive approach not only supports our players’ well-being but also helps build trust in our brand.

How do you see the future of iGaming in the Caucasus and Eastern Europe?

I see a very exciting future for iGaming in the Caucasus and Eastern Europe. The pace of development in these markets is really impressive right now. With more people getting online and a younger, tech-savvy population, the appetite for online gaming is growing rapidly.

As countries in the region begin to establish clearer regulations around iGaming, I think we’ll see more opportunities open up. This could lead to a surge of new operators and innovative gaming experiences that cater specifically to local tastes while also meeting international standards.

The cultural acceptance of online gaming is also shifting. People are starting to see it as a legitimate and enjoyable form of entertainment, which will only drive more interest and investment in the industry.

Overall, I believe we’re just at the beginning of something great in these markets. With the right approach, there’s potential for significant growth and exciting developments in iGaming that will shape the future landscape of this industry. I’m really looking forward to seeing how it all unfolds.

You are also a contributor to Forbes. What industry topics are most important for you to highlight in the public debate?

As a contributor to Forbes, I find it important to highlight topics that resonate with the current landscape of the iGaming industry. One such topic is scaling businesses across multiple markets. Sharing insights on navigating diverse regulations and cultural differences can really help other leaders in their expansion efforts.

I also believe in the value of leaders staying hands-on with their teams. In a fast-paced industry like iGaming, engaging directly with operations fosters trust and improves decision-making.

Managing a global team of 100 people has its challenges, so I want to emphasize effective communication and maintaining a strong company culture, no matter where team members are located.

Lastly, discussing partnerships with sports OTT platforms is increasingly relevant, as these collaborations open up new opportunities for growth.

By focusing on these topics, I hope to spark meaningful conversations and inspire others to innovate in this dynamic landscape.