Anastasia Shamrylo, Chief People Officer at Fidel Partners, outlines five key trends driving the industry from a human resources perspective. Anastasia explains how iGaming professionals can get ahead and predicts how AI will influence the sector.

The View From the Top: iGaming Trends and Market Predictions

The next 12–24 months will reshape how operators grow, hire and lead. From a C-level perspective, five key shifts are already underway:

Operational leadership

Executives are expected to lead across strategy, compliance and local operations – not just steer from above. With regulatory environments tightening and investors demanding transparency, leaders who engage directly in operational oversight are better positioned to build resilience and trust. This hands-on style of leadership is no longer optional – it is a differentiator.

Local-first expansion

Growth in LatAm, Africa and Eastern Europe requires more than licenses. In Brazil, for example, the new regulated market in 2025 quickly became one of the most competitive in the world – proving that localised payments, cultural adaptation and in-market teams are essential. Operators that treat each GEO as unique will secure faster entry and stronger player loyalty.

AI-driven people strategy

Automation will impact not only products, but also how companies hire, onboard and manage teams. Predictive analytics, automated onboarding and AI-driven performance tools are already helping HR departments align talent with business goals in real time. The challenge for leaders is using these tools responsibly – balancing efficiency with the human connection employees value.

Talent chooses culture

High performers want autonomy, clarity and purpose, not just compensation. Today, an employer’s culture and value proposition matter as much as salary in attracting and retaining top talent. Companies that fail to provide transparency, growth opportunities and clear leadership risk losing professionals to competitors who lead with values.

Global mindset, local execution

Leading across GEOs means balancing consistency with cultural awareness. A strong global brand and compliance framework must be adapted to local behaviours, languages and expectations. Leaders who master this dual perspective will execute more effectively in diverse regions and create scalable yet authentic growth strategies.

At Fidel Partners, we help leadership teams respond to these changes – with recruitment, HR infrastructure and frameworks designed for scale.

What Skills Will Define iGaming Leadership in 2025–2026?

The most in-demand traits for future executives include:

• Adaptability – operating across changing markets and regulations

• Cross-functional thinking – bridging marketing, product, and compliance

• Cultural agility – managing multicultural, distributed teams

• Tech literacy – leveraging AI, automation and data as business tools

This is where our ecosystem adds value. At Fidel, we work with founders and executives to build leadership pipelines, launch in new regions, and embed HR practices tailored to each growth stage.

Where Will the Growth Come From?

We expect major momentum across:

New GEOs

Brazil’s regulated framework, live since January 2025, has already attracted dozens of licensed operators and reshaped competition in LATAM. Other regions, including Mexico, Nigeria, Kenya and Romania, are emerging as strong growth markets driven by mobile-first adoption and expanding player bases.

Emerging licenses

Several countries are refining or introducing iGaming regulation in 2025, giving operators opportunities for structured and compliant growth. Those prepared to navigate licensing complexity and invest in local expertise will capture first-mover advantages.

Affiliate diversification

Acquisition channels are shifting. Beyond traditional affiliates, operators are leveraging esports communities, influencers, and content-driven platforms to reach younger and more engaged audiences. A diversified affiliate strategy reduces reliance on any single channel and improves traffic quality.

Technology as a growth driver

Technology is no longer just infrastructure, it is a direct lever of growth. Real-time compliance tools, AI-enhanced CRM, instant payouts and seamless mobile UX are now critical to player trust and retention. Operators who prioritise user experience will scale faster in competitive markets.

Talent strategy

HR is becoming a core driver of operational efficiency. Building and empowering local teams quickly is often the difference between fast market entry and stalled expansion. Companies with scalable HR practices and leadership pipelines will maintain momentum across multiple GEOs.

With operations across regulated markets and over 5,000 affiliates, Fidel helps partners scale acquisition, build local teams, and enter new markets with full compliance and support.

Who We Are

Fidel Partners is a next-generation B2B solutions provider built for the iGaming industry. We help operators grow across licensed markets by offering a fully integrated ecosystem – from platform and payments to marketing, legal, and high-volume recruitment.

We don’t just support business growth – we support leadership growth. Fidel Partners acts as a direct advertiser, affiliate network, and HR accelerator – helping iGaming companies and their teams scale effectively across global markets.

Let’s Talk About It at SBC Summit 2025

These topics – and more – will be at the heart of our conversations at SBC Summit 2025. We’ll be sharing how Fidel Partners helps companies scale smarter, hire better and grow through people.

• Visit the Fidel Partners stand to connect with our team
• Join our Private C-Level Dinner (invitation only)

Leadership is evolving. Let’s build what’s next – together.