Industry News
How a Strong Employer Brand Attracts Top Talent: Impact on Business Success in the Competitive iGaming Market
Olga Safina, Director of Employer Brand and Employee Engagement at Growe
In the fiercely competitive world of iGaming, attracting and retaining top talent is paramount to achieving sustained business success. However, this comes with its own unique set of challenges: How do you ensure you are sourcing the right people for the job? How can you attract them to your company? And then, how do you ensure that they want to stay with you for the long term?
There are several different approaches you can take to answer at least some of these questions. But one thing that we’ve found at Growe is the importance of a robust employer brand in distinguishing companies from their competitors and appealing to the best and brightest in the industry. We have witnessed firsthand how a strong employer brand can transform our organization, drawing top-tier talent and driving remarkable business outcomes.
Attracting Top Talent
A compelling employer brand is a powerful magnet for attracting top talent. Ultimately, this shows both current and potential employees who you are as a company, what your core values are, and what it’s like to work with you. As the adage goes, first impressions count. These initial perceptions can influence whether someone chooses to join your company, so use this as an opportunity to showcase all the reasons why your company is a great employer!
At Growe, showcasing who we are as an employer has been a central component of our HR strategy. By clearly communicating our values, mission, and culture, we have positioned ourselves as an employer of choice in the iGaming industry. We wanted to make sure that our brand narrative resonates with potential employees, highlighting not only the exciting career opportunities but also the supportive and inclusive work environment that we offer. We have achieved this in different ways:
Transparent Communication: Transparency is absolutely essential if you want to build a solid relationship with your team. At Growe, we maintain open and honest communication about our company values, goals, and expectations. This not only builds trust and attracts new candidates who align with our vision but also strengthens the bond within our existing team.
Showcasing Success Stories: We regularly share success stories and testimonials from current employees internally and externally (e.g., on the company’s Medium blog, through “Ambassadors of Growth” brand ambassadorship program). It’s important to highlight their achievements and illustrate the growth and development opportunities available at Growe.
Strong Online Presence: Our active presence on social media platforms (Instagram, LinkedIn, Facebook) and job portals ensures that our employer brand reaches a wide audience, enhancing our visibility and attractiveness to potential candidates.
Impact on Business Success
The positive impact of a strong employer brand on business success cannot be overstated. From external reputation to commercial performance and even employee engagement, employer branding impacts all areas of a business. At Growe, our focus on our employer brand has had a number of benefits, especially in terms of talent acquisition and overall business performance.
Increased Talent Pool: Our strong employer brand has allowed us to significantly expand our talent pool by more than 25% over the last 12 months, with more than 1000 specialists located in over 40 different countries around the world. In 2024 alone, we attracted over 60,000 new unique visitors to our website, with more than 300 unique visitors per day, demonstrating the growing interest in our company.
Higher Retention Rates: A strong employer brand fosters a sense of belonging and loyalty among employees. We believe that we have created a company culture that encourages our team to develop their own careers and pursue new opportunities that might not have been available at other companies. This has resulted in lower turnover rates and reduced recruitment costs. Our internal events and initiatives, with an 80% employee participation rate, have played a crucial role in this achievement, something that we’re particularly proud of.
Enhanced Employee Engagement: Engaged employees are more productive and innovative. Our brand has helped us maintain an 82% average employee visit rate on our internal portal, with 31 articles released each month. This engagement drives higher performance and contributes to our business growth.
Market Reputation: A reputable employer brand isn’t just important from an internal perspective; it also boosts our standing in the wider iGaming industry. Through our participation in nine external events, including speaking on expert panels, attending as delegates, and exhibiting, we have solidified our position as a thought leader in the iGaming sector.
Case Study: Growe’s Success in Action
Our journey at Growe exemplifies the transformative power of a strong employer brand. Here are some key highlights from our experience:
Internal Engagement: From June 2023 to June 2024, we organized 103 internal events across our global company hubs, achieving 80% employee participation. This high level of engagement has strengthened our internal culture, fostered a sense of community, and brought our team closer together.
Content Creation: Our brand ambassadors generated expert articles each quarter for our internal portal and public industry media, reinforcing our brand’s position as a thought leader and innovator.
Publications and PR: We have published more than 20 thought leadership pieces in global media in 2024. Our partnership with global industry media has further amplified our brand presence.
As you can see, creating a strong employer brand is much more than simply adding benefits for your employees. It is absolutely essential for attracting top talent and driving your business forward in an increasingly competitive industry. At Growe, our commitment to building and maintaining a robust employer brand has yielded significant benefits, from expanding our talent pool to enhancing employee engagement and improving financial performance. By continuing to invest in our employer brand, we are confident that we will maintain our competitive edge and drive long-term success in the dynamic world of iGaming.
Industry News
Affiliates welcome dynamic pairing of iGB Affiliate Awards with iGB L!VE in London
Alongside the migration of iGB L!VE to London in July 2025, Clarion Gaming has confirmed that the world acclaimed iGB Affiliate Awards will be held alongside the London expo.
The decision to run the Awards as part of the iGB L!VE experience was made in collaboration with key igaming and affiliate stakeholders, with the announcement warmly welcomed by the affiliate community.
Richard Moffat, Chief Executive of OLBG, one of the UK’s leading sports betting affiliates, reflected the industry view stating: “I’m delighted to hear that the iGB Affiliate Awards will be staying in London and running alongside iGB L!VE. As home to the largest regulated online gambling market in the world, it makes a lot of sense for the UK to hold a big annual industry event.
“By combining the growing iGB L!VE with the longstanding and respected iGB Affiliate Awards, we have a fantastic show to look forward to. OLBG will be supporting iGB L!VE with our biggest ever presence at a conference and we can’t wait to see our team and our partners enjoying London in the summer.”
Naomi Barton, iGB Events’ Global Portfolio Director, also shared her vision: “The iGB Affiliate Awards which are known for their integrity and merit-based recognition have become a cornerstone event for igaming affiliates. Furthermore, the UK igaming market is worth a phenomenal £5.1 bn (2024) and leads the way in marketing and tech innovation globally.
“Keeping this spirit alive, we’re committed to further enhancing the Awards’ importance by pairing it with iGB L!VE, the world’s fastest-growing Tier 1 online gaming exhibition, an event with an outstanding reputation for delivering real value and business returns for our customers.
“We can’t wait to celebrate with the industry in London, where the heart of the igaming affiliate community beats strongest. My advice is to mark your calendars and get ready for an unforgettable event!”
Further information about how to enter the iGB Affiliate Awards will be available shortly.
Industry News
Novomatic Netherlands Appoints Alexander Legat as CEO
Novomatic Netherlands has appointed Alexander Legat as its CEO.
Legat takes over from Zane Mersich, who has moved onto the company’s Supervisory Board.
His appointment has bolstered Novomatic Netherlands’ management team with two decades of legal and operational experience in the gaming industry.
Legat will also bring knowledge gained at Novomatic’s Austrian subsidiaries into his new role.
“I am grateful for the new operational role in the dynamic Dutch market and look forward to working with the local team and the opportunities that lie ahead,” he said.
The Novomatic Netherlands’ management board said in a statement: “With Dr. Alexander Legat, Novomatic Netherlands is gaining a first-rate legal expert who not only knows the group extremely well but has also already worked closely with the national subsidiaries.
“His appointment is an important step in our work to successfully meet the future challenges in the Dutch market and further expand our position.”
Industry News
Driving Ethical Transformation in iGaming: How Better World Casinos is Leading the Charge
This article is a short version of the full report on BetterWorldCasinos .com about reviewing UK gambling operators on their environmental, social and governance (ESG) efforts. The full version of the article can be found here.
By Floris Assies, founder & CEO of Better World Casinos (BWC).
The global iGaming industry has grown rapidly over the past decade, offering a wealth of entertainment options to millions of players. However, as with any booming industry, there are underlying challenges that must be addressed. At Better World Casinos, we believe that the industry must evolve to become not only profitable but also ethical, transparent, and sustainable. Our mission is to guide players towards online gambling brands that are committed to these values, thereby driving positive change across the sector.
The Importance of ESG in iGaming
Environmental, Social, and Governance (ESG) factors have become crucial indicators of a company’s ethical standing and long-term sustainability. In industries like iGaming, where the balance between profit and responsibility is delicate, ESG metrics are vital. At BWC, we embarked on a comprehensive review of 21 leading casino and sportsbook operators to assess their ESG performance. Our goal is to provide players with clear, reliable information on which brands are committed to ethical practices and which fall short.
Key Findings from Our ESG Assessment
Our research focused on four critical areas:
Transparency: We examined how openly companies disclose their ownership, operations, and ESG efforts. Transparency is foundational to accountability. Our findings revealed a significant divide between publicly traded and privately held companies, which was expected.. Public companies, due to regulatory requirements, generally scored higher on transparency whereas most private companies offered minimal information.
ESG Plans and Reporting: We evaluated the presence and quality of ESG plans among the companies looking at responsible gaming specifically, and at general environmental, social and governmental factors. While many companies made statements about responsible gambling and sustainability, only a few provided concrete data or set measurable goals.
Compliance: Compliance with regulations, in areas like marketing, privacy, security , Anti-Money Laundering (AML) and player protection, is non-negotiable. Our research found that all companies had faced some form of regulatory action in the past, with varying degrees of severity. This highlights the ongoing challenge of balancing profitability with legal and ethical obligations.
Third-Party Data: To gain a broader perspective, we also considered third-party ratings from sources like Glassdoor and CSRHub. While these sources offered valuable insights, we found that they sometimes lacked consistency or depth. Nevertheless, CSRHub’s data provided a useful benchmark, particularly for companies that were otherwise difficult to evaluate.
Promoting Ethical Brands
After months of research, BWC identified 10 out of the original 21 companies that met our minimum standards for transparency, ESG performance, and compliance. These companies will be featured on our platform, where players can learn more about their commitment to responsible gambling, environmental sustainability, and social equity.
However, our work doesn’t stop here. We are committed to continuously refining our assessment methods and expanding our research to include more operators and go into more depth. Our aim is to set a benchmark for ethical practices in the iGaming industry and to hold companies accountable for their actions.
The Role of Players in Driving Change
A key motivator for our research is the power of the player. In an industry where the user experience is often homogeneous—most casinos offer the same games, payment methods, and bonuses—players can make a real difference by choosing to support brands that align with their values. By selecting operators that prioritise ESG factors, players can help push the industry towards more ethical and sustainable practices.
The Future of Better World Casinos
At Better World Casinos, we are just getting started. Our vision is to become the leading resource for players who want to make informed decisions about where they gamble. We plan to collaborate with industry experts to develop more sophisticated ESG assessment tools and to continue advocating for greater transparency and accountability in the industry.
As we move forward, we will focus on key areas such as responsible gambling, environmental impact, and governance practices. By shining a light on both exemplary practices and areas in need of improvement, we hope to foster a more responsible and conscientious iGaming industry.
The iGaming industry stands at a crossroads. As it continues to grow, so too must its commitment to ethical and sustainable practices. Better World Casinos is proud to be at the forefront of this transformation. By empowering players with the information they need to make responsible choices, we are helping to build a better future for the industry and its millions of customers worldwide.
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