10 Years in iGaming: From Rookie to CMO, Highs, Lows, and Everything in Between!

Ten years ago today, on October 31, I landed in Malta, ready to start what I told everyone was a “short-term adventure” in iGaming. Coming from Finland, where I had never lived outside my home country, this was a leap. I had the idea I’d be in Malta for just 6-12 months, take it easy, and then head back. (You see how that turned out.)

What started as a temporary stop has now become a decade of unexpected opportunities, challenges, and growth beyond anything I’d imagined! In 2017, I relocated to Tallinn, my current home city, which I now consider a new base for continuing this journey.

From Customer Support to Climbing the Ladder

I jumped in with both feet, starting out in Customer Support in Betsson, a role that came with a significant pay cut from my previous telecom sales manager job in Finland. My family, friends & co-workers thought I was crazy, leaving a stable, well-paying job to “take chats and calls about slots,” but sometimes you’ve got to ignore the raised eyebrows and follow your gut.

But I knew I needed a change, and my instincts turned out to be right. Over the years, I grew through various roles—Affiliate Coordinator, Affiliate Manager, Affiliate Team Lead, and finally, Head of Affiliates—each position building on my skills and teaching me more about the industry and about myself.

From Consultant to Entrepreneur: Building My Own Affiliate Venture and Lessons Learned

After several years in the industry, I decided to take on a new challenge and pivoted to iGaming consulting, helping brands optimize their affiliate strategies, and diving deeper into the business dynamics. This consulting experience gave me a unique view of the industry’s inner workings, setting me up for what came next: launching my own affiliate venture.

Starting my own affiliate business was an eye-opener. Running it taught me how challenging, and rewarding, it is to make it in the affiliate world. Unlike in my previous roles where teams handled specific functions, I had to manage everything pretty much myself; from SEO to content, to securing the right brands in the right positions.

This hands-on experience gave me a complete understanding of the entire affiliation process, helping me see exactly what it takes to succeed in this space. I learned the importance of having a diverse team with complementary skill sets; without the right people in place, scaling and sustaining growth in this competitive space can be next to impossible.

In 2023, I exited my affiliate venture to join Mr. Gamble as CMO. The insights I gained from my own business have been instrumental here. Understanding affiliation from top to bottom; SEO, content strategy, conversion optimization, and brand placement—has made a tremendous impact on my current role.

Having navigated the challenges firsthand, I now bring a more strategic perspective to our marketing efforts, shaping Mr. Gamble’s approach with a practical, in-depth understanding of what it takes to thrive in iGaming.

The Ever Evolving iGaming Industry..

The industry itself has evolved tremendously over the past decade. I remember those early conferences, often a bit of an “old boys’ club,” with female pole dancers and an atmosphere that could feel a bit off. Fortunately, iGaming has since professionalized, with women stepping into more prominent roles and the whole industry adopting a stronger focus on inclusivity, expertise, and respect.

Today, conferences like SBC, SiGMA, iGB, and NEXT.io bring fresh ideas and innovation, setting new standards for industry gatherings and showcasing just how far we’ve come from the early conference days.?

The shift to remote and hybrid work models has also been transformative, with COVID-19 underscoring the importance of in-person connection. Even in this global, digital industry, the value of face-to-face interactions and the relationships we build at these events are irreplaceable.

Nearly Two Years as CMO at Mr. Gamble – and the U.S. is Calling

Now, almost two years in as CMO at Mr. Gamble, the journey’s been more I could have hoped for : challenging, rewarding, and filled with incredible wins (along with a few times I just crossed my fingers and hoped for the best). One of the most exciting chapters we’re diving into now is our latest venture into the U.S. iGaming market.

We’re gearing up for my first iGaming conferences in North America, where we’ll be meeting new connections, expanding our reach, and figuring out which events will give us the best shot at meaningful partnerships. It’s been nothing short of exciting preparing to step into this high-potential market across the Atlantic.

High Highs, Low Lows, and a Lot of Lessons in Between

Looking back, the journey has had both high highs and low lows (and a few dips that make a rollercoaster look tame). There were plenty of moments that tested my resolve, and I’m glad I didn’t give up on the days when giving up sounded awfully appealing.

I’m grateful for the mentors who guided me, the colleagues who helped me, and the incredible opportunities I’ve been granted along the way. Feeling blessed to have shared this path with such an inspiring community.?

What’s Next? It’s Anyone’s Guess

Reflecting on the past decade, I’m more excited than ever to see where iGaming is headed. Constant Google updates, ever-changing search behaviors, and shifting user expectations keep us all on our toes. If there’s anything this journey has taught me, it’s that this industry will keep evolving, and so will we.?

Here’s to the next 10 years, and to everyone who’s been a part of this wild ride—I can’t wait to see where we end up next!