“Company is often only as good as the passionate people around it”

What inspired you to launch Hammon Advisory at this stage of your career?

I have been in the B2B sphere within online gaming for circa 20 years and enjoyed all the challenges that it can bring. My career has allowed me to build and release some of the biggest and best-loved titles in the industry while also helping to shape companies in multiple ways.

After my time at both NetEnt and Relax, I feel I have seen and experienced many of the issues and opportunities that this business can create. The market is perhaps at its most fierce in terms of competition, and my goal is to help shape or work with companies that are truly hungry and want to change the business or compete at the highest levels. I love high-energy people and companies that have passion and drive, and if I can assist them, this will bring a new chapter to my career.

What particular gaps or opportunities have you identified in the online gaming sector that inspired you to offer advisory and board-level services?

Ultimately, my experience is broad and covers a lot of facets. The business is shifting fast, and seeing how best to plan your strategies in the wake of that change is key. For me, I want to apply what I have learned, tailor that to where a company is now and what it wants to achieve, and help drive them forward.

There are many people who are knowledgeable in the business who want to spar with mentally on ways forward, but also those who are less experienced but want to compete at higher levels. My aim is to help those who want to drive forward.

Considering your leadership positions at Relax Gaming and NetEnt, how do you plan to apply that experience at Hammon Advisory?

By being humble to the client, their needs, their positions, and their ambitions. No one wants an external voice to ‘tell them how it’s done’ as this is also dangerous; the market changes so quickly. What is needed is an experienced hand to help guide and tailor that to where the client is in their own company journey and reality.

What key strategic insights do you believe are critical for gaming companies navigating today’s market?

I think ultimately the insights are rooted in common sense no matter the company. But I would keep it short:

• Deliver on your promises to the market
• Stay true to your defined USPs and identity
• Always look to improve and adapt
• Leave politics at the door

In your view, what are the most pressing challenges that gaming companies face today, and how can leadership teams best address them?

There are increasing margin and regulatory pressures companies are facing today, but in the B2B space, it’s probably the massive increase in competition and somewhat lower barriers to market. Standing out from the crowd is becoming tougher, and helping operators navigate their challenges is also tough. It’s simple to say, but you can’t bank your success on ‘hope we have a hit’ as costs can escalate. In my view, less is more, but it should be done well and in a way that operators can depend on you.

You’ve spoken about a passion for growth in companies you want to work with. What qualities or attributes do you look for in the companies or teams you choose to advise?

For me, it’s always about the people. No one person drives a business completely, and often a company is only as good as the passionate people around it. I work best when I work with people who have high ambitions but are rooted in the desire to achieve through hard work and careful planning.

I am more inclined to work with growth-mindset companies, companies or people who want to challenge the market or the status quo. A company that is just growing due to increased distribution isn’t that exciting in my view – I want to work with the game-changers of the future.

Looking ahead, where do you see the biggest opportunities for growth and innovation in the online gaming industry over the next five years?

Often, it’s easy to say the market is saturated; however, that is until an up-and-comer starts to take market share. If the last 20 years have shown anything, it’s that the once-incumbents or large players can take falls if eyes are not on the prize. There is great growth available for those who are willing to drive for it.

Innovation is a word that gets bandied around the business a lot, and usually minds swing to games, but innovation comes in multiple forms – how you brand, how you provide products to navigate regulation, and how you commercially represent yourself.