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The outsider advantage: Viewing iGaming through a different lens

By jili tutorial · September 5, 2026

The Outsider Advantage: Viewing iGaming Through a Different Lens

Walking into my first iGaming conference was daunting. I knew almost no one in the industry, and as far as I could tell, no one knew me. I was an outsider in every sense—representing an unknown product in a sector I assumed would resist change. That initial fear, however, quickly turned into a revelation. My outsider status became a gift. Without preconceived ideas about companies or products, I could see the industry through fresh eyes. That perspective has become my superpower: the ability to analyze iGaming without bias and, hopefully, help shape its future.

An Unexpected Entry into iGaming

Before 2021, iGaming wasn’t even on my radar. My background was in finance and business—agro companies, management consulting, and investment funds. Nothing remotely linked to the gambling or gaming sector. That changed when I joined an investment fund focused on startups using AI and machine learning. A chance encounter with an iGaming investor sparked a conversation that shifted my career. He pointed out that the industry was dramatically underusing its data potential. The opportunity was real, and once we started exploring it, the thread just kept unraveling.

I began as an advisor for Playa, then was appointed CEO in 2024—a role I hadn’t expected but embraced wholeheartedly. Our company provides AI personalization solutions to iGaming businesses, something entirely new to the market. Coming from outside, I needed to build a team to help steer the ship. Over the past two years, I’ve been fortunate to work with some of the sharpest minds in the industry, and I couldn’t be prouder of what we’ve achieved together.

Challenging Perceptions: Why Innovation Matters

I won’t lie—when I first entered iGaming, I had concerns. The industry felt stuck in a state of stasis. People were making money, margins were healthy, so why innovate? The prevailing attitude seemed to be: just keep doing the same things with marginal improvements when necessary. As someone with a naturally curious mind, that frustrated me.

But in a short time, I’ve seen real change. Recent regulatory shifts and an increasingly competitive landscape are pushing companies to innovate. Those unwilling to adapt are being left behind. This has turned iGaming into a hotbed of innovation and created an ideal environment for growth—especially for people with cross-industry experience. Ideas from other sectors are no longer dismissed; they’re welcomed. Companies are finally embracing proven concepts from finance, tech, and consumer goods.

Finding a Community: From Outsider to Insider

I may have started as an outsider, but that’s far from the truth now. Those early conferences were frightening, but they pushed me to network. And what I discovered was an industry built on community. Today, when I attend events, I look forward to seeing people I genuinely consider friends, not just business contacts.

One such friend is Gali Hartuv, CEO and co‑founder of WarriorLab. We met at a conference and immediately hit it off. Now we host regular monthly webinars about the iGaming industry. I’ve also been impressed by the number of like‑minded, empowered female CEOs and leaders I’ve met. I was recently added to a WhatsApp group exclusively for C‑level women in iGaming. When I joined, there were already 150 members—and I was told it started with just 20.

This community has become invaluable. Being in a C‑role can be isolating. You have to make tough decisions, and you can’t always be everyone’s friend. In fact, it’s often the opposite. Having a group of women who understand that exact feeling, who’ve faced the same challenges, and who offer support without judgment has been transformative. Finding that kind of space in a professional setting is rare, and I’m deeply grateful.

Leading Without Expectation: The Outsider’s Edge

Entering iGaming from the outside was nerve‑racking, but it turned out to be my biggest advantage. I carry no preconceived ideas about how things should be done, and I don’t play by anyone else’s rulebook. I believe the industry needs more outside voices—people who look at problems from different angles and aren’t weighed down by past mistakes.

Technology, especially AI, is impacting every industry. The more we can learn from one another, the better. So, in many ways, this article is a call to outsiders—and to insiders who want to shake things up. Ask questions. Challenge assumptions. Don’t be afraid to ignore conventional wisdom. By doing all of that, I’ve found a place that welcomed me and champions inclusion.