Exclusive after SBC interview w/ Anna Motruk, Partner at Energame

Anna, you’re an expert in corporate growth and governance, and your panel at the SBC Summit focuses on interpreting the economic outlook. How do you see the changing consumer spending power affecting the affordability regulations in the iGaming sector?

The shifting landscape of consumer spending power has a notable impact on affordability regulations within the iGaming sector. A central challenge for businesses operating in this space is to ensure that the customer’s entertainment journey is as seamless as possible, particularly in regions where financial constraints are prevalent. Recognizing the significance of affordability and accessibility, iGaming companies are increasingly focusing on providing value-driven experiences to cater to a broader range of users.

One of the noteworthy customer-driven trends in this context is the influence of influencers and opinion leaders, often referred to as a “new religion” in consumer behavior. This trend is not only transforming iGaming operations but also shaping general lifestyle choices in various countries. As influencers hold sway over their audiences, iGaming companies are leveraging their reach to enhance brand engagement, promote responsible gambling, and tailor their offerings to align with changing consumer preferences. In this evolving landscape, maintaining a balance between providing entertaining experiences and adhering to affordability regulations is vital for long-term sustainability and success in the iGaming industry.

With your extensive background in M&A and joint ventures, can you share some insights on how companies in the iGaming sector should approach mergers and collaborations, especially in the uncertain economic landscape of 2024?

In navigating today’s dynamic business landscape, it’s essential to consider several strategies for success. Firstly, although mergers and acquisitions (M&A) activities have seen a slowdown, consolidation remains a crucial tactic. Companies should assess their portfolios and streamline operations where necessary, focusing on core strengths to remain competitive and agile.

Secondly, strategic positioning and a growth-oriented mindset are paramount. Businesses that adapt to changing consumer preferences, market trends, and technological advancements are more likely to thrive. Investing in innovation is key, as it not only keeps you relevant but also opens up new revenue streams and opportunities. Equally important is cultivating and retaining top talent, as they drive innovation and contribute to a company’s competitive edge.

Lastly, expanding into burgeoning markets, especially those showing promising growth potential, can be a strategic move to accelerate success. A comprehensive approach that combines these strategies can position a company for resilience and prosperity in a rapidly evolving business environment.

You’ve been a vocal advocate for workplace equality and women in masculine business sectors. How do you think the iGaming industry can make strides in these areas, and what role does Energame play in promoting this?

Companies that offer equal opportunities regardless of employees’ gender are not only more profitable but also more financially successful, as demonstrated by a 2023 study conducted by McKenzie Research. This approach enables a comprehensive perspective, better problem-solving, and more diverse solutions. Drawing from my own experiences, I’ve encountered challenges primarily related to unconscious bias. Being a young woman often means that initial interactions lack the formality they should have. It’s crucial to allow individuals, regardless of gender, the time to adapt. Personally, I extend this courtesy to our partners, and it consistently yields positive results.

In Energame women play essential roles in various internal activities, maintaining a balanced representation in negotiations and other scenarios. In recent years, our female leaders have made even greater contributions. Our company promotes work-life balance through flexible requirements, including remote work, business travel, adaptable hours, and comprehensive compensation packages. This flexibility empowers women to manage both their personal and professional lives effectively, fostering their continued participation in the company under more comfortable conditions.

Energame specializes in a wide range of services within the online entertainment sector. What are some emerging trends you’re observing in areas like sports betting, cybersports, and content production?

The iGaming industry is ever-evolving, and in 2024, we can expect to see several exciting trends emerge in the sports business and sports tech market, including the continued growth of Web3, NFTs, and Blockchain technologies, the rise of mixed, virtual, and augmented reality sports experiences, and further steps in Metaverse explorations. I will see a focus on 3 of them:

• Expanding Horizons: The global iGaming market is experiencing significant growth, and we’re seeing promising opportunities worldwide. African and LATAM markets, in particular, are on the rise, with unique advantages and plans for digitalization. Interestingly, even in regions facing inflationary challenges, people are turning to entertainment as a source of comfort and enjoyment.
• Embracing Innovation: The iGaming industry is undergoing rapid evolution, driven by innovation. Influencers and opinion leaders are reshaping marketing strategies, and AI holds the potential for groundbreaking developments. The focus is on fast, user-friendly technical solutions that provide a seamless gaming experience while emphasizing responsible gambling practices. Additionally, blockchain technology is enhancing security by transparently recording transactions.
• Customer-Centric Approach: Prioritizing a customer-centric approach is crucial. It’s essential to provide users with a smooth entertainment journey, especially in regions with financial constraints. Adapting to changing customer trends and diversifying products and services to meet their needs is key to success in this dynamic industry.

Lastly, you often speak about building an ecosystem of synergies. Could you explain what this entails and how it can help companies adapt to a rapidly changing business environment?

To illustrate, consider the tech industry, where companies often form ecosystems of hardware, software, and service providers. By working together, these companies create seamless user experiences, drive innovation, and adapt to changing consumer preferences and technological advancements more effectively than if they operated in isolation.

In summary, building an ecosystem of synergies involves creating collaborative networks that enable companies to adapt to rapid changes in the business environment by leveraging collective strengths, diversifying resources, fostering innovation, and enhancing customer-centricity. It’s a strategic approach that promotes resilience and agility in the face of uncertainty and disruption.

About Energame.

Energame is a management consultancy and an investment advisory firm specialized in online entertainment. The company manages the development and growth of a diverse range of clients within the iGaming sector, encompassing areas of sports betting, gambling, cybersport, fantasy sports, IT platform solutions, and content production worldwide.

Energame offers a comprehensive suite of management services to both early-stage and mature iGaming companies, as well as businesses providing services in this industry.