Interview with Alexandra Voronetskaya

Thanks for joining us for this interview, Alexandra. For those who are unfamiliar with EvenBet, could you please briefly tell us about yourself and the company?

Thank you for the kind introduction! I’m Alexandra Voronetskaya, the Chief Marketing Officer at EvenBet Gaming. I’ve had the opportunity to work across several industries, giving me a diverse set of experiences and insights that I now bring to the iGaming sector. At EvenBet, my role primarily involves understanding market dynamics, building strong brand positioning, and ensuring that the customer journey remains at the forefront of our strategy.

As a company, EvenBet Gaming is known for its commitment to innovation and quality and has been recognised as the Best Poker Supplier at the EGR B2B Awards 2024. We specialise in developing flexible online gaming solutions, with a particular focus on poker software. EvenBet has been in the market since 2004, and over the years, we’ve built a robust and scalable platform that supports over 200 poker rooms worldwide.

Our gaming platform is designed to offer operators a versatile and reliable solution, backed by powerful back-office tools and customisation options. Beyond poker, we provide a range of other card games popular in different regions of the world. We offer over 40 games developed in-house and the option to integrate over 10,000 games from world-leading providers.

At EvenBet, we are dedicated to helping our partners succeed, whether they are established operators or newcomers to the market. We aim to equip them with the tools and support they need to create engaging and secure gaming experiences for their players.

In recent years, especially in 2024, EvenBet has made a bold impact in both the online space and at major iGaming events like expos. How has this visibility affected the business?

The increased visibility in both the online space and at key industry events has had a direct and significant impact on EvenBet Gaming’s growth this year. According to preliminary data, our revenue is projected to grow by at least 40% in 2024. This heightened presence has not only reinforced our brand’s recognition but has also facilitated our entry into new markets, including the Netherlands, Romania, Slovenia, Paraguay, and several African countries.

Additionally, we were honoured to be named the Best Poker Provider at the EGR B2B Awards 2024, which was a major milestone for us. And with the year not yet over, we anticipate further achievements to come. This recognition and market expansion are a testament to the effectiveness of our strategy and the dedication of our team, reinforcing our commitment to innovation and excellence in the iGaming industry.

We are investing significantly in building brand awareness and establishing a strong presence in the market. Alongside robust customer support and a finely-tuned product that meets market needs, we are confident in our ability to succeed.

Our focus on deepening product expertise and advancing development aims to deliver top-tier features for our clients worldwide. Additionally, our commitment to fair play and stringent anti-fraud measures remains steadfast.

We are currently working on a very important project that, I am confident, will have a significant impact on the entire industry. This project has become a tradition for us, but this year we’ve reached a new level in terms of detail and depth of information.

Very soon, we’ll be announcing it to the media and the industry as a whole, and I am certain it will become a source of insights for many.

Alongside your strong presence across various platforms, EvenBet’s branding has consistently captured attention. Whether it’s online or at events, EvenBet always manages to stand out. Is there a particular story or strategy behind that?

At our company, we believe effective communication stems from a holistic, 360° approach to marketing. Every event campaign leverages the full marketing mix, finely tuned to each event’s audience, market, and cultural context. This flexibility enables us to engage deeply with our audience, using insights from continuous dialogue to understand their motivations and challenges.

This year, we adopted a product-centric strategy for exhibitions, a shift that has delivered measurable value. At the SBC conference in Lisbon this September, we showcased how this approach has enhanced our engagement and impact, drawing on techniques I successfully applied in the automotive industry.

Our branding approach is intentional and reflective of the expertise required for poker — a complex, skill-based game with a significant learning curve for both players and operators. As providers of poker and other card games, we emphasise our expertise as the foundation of trust with our partners. This trust is essential because our success is directly tied to the success of the operators we support.

In the media landscape, we focus on providing accessible, valuable resources. Our platforms offer guidance on launching, managing, and marketing poker projects, reinforcing our role not only as a service provider but also as an expert partner committed to operator success. This strategy of transparency and support is central to our brand identity.

In a crowded media environment, our goal is to stand out by placing clients at the centre and crafting high-impact, concise content that delivers maximum value. With shorter attention spans, we aim to provide tailored insights that meet the specific, timely needs of our audience.

This dedication to relevance drives all our communications, from e-books to expert guides. We meticulously refine each piece, ensuring it’s packed with essential information that meets our audience’s immediate needs.

As a leader, you’re often required to represent EvenBet at high-profile events, while also remaining hands-on with key projects. How do you strike a balance between these responsibilities?

Striking a balance between representing EvenBet at high-profile events and staying hands-on with key projects comes down to building a team you can trust. In a rapidly growing company like ours, with such a substantial marketing workload, micromanagement simply isn’t sustainable. Trusting in your team is fundamental to maintaining this balance—enabling you to focus on strategic objectives and industry events without burning out at the end of each day.

At EvenBet Gaming, and particularly within the marketing team, every specialist is clear about our strategic goals and their specific tasks. This clarity allows each team member to perform their role effectively while understanding how their contributions align with the company’s overall success. This approach not only fosters efficiency but also creates a sense of shared ownership and responsibility within the team.

On that note, what’s your favourite way to relieve stress?

Running — especially with my dog. Running has become more than just an exercise for me; it’s a journey of growth and resilience. Each time I lace up, I’m reminded that running is about more than reaching the finish line — it’s about embracing each step, each challenge, and pushing through when you think you can’t go further. For me, it’s the ultimate metaphor for personal and professional development.

For leaders and top managers, running has a unique appeal. After long days filled with decisions, plans, and responsibilities, it’s a way to decompress. The rhythmic sound of feet hitting the ground brings a kind of clarity that’s hard to find in the bustle of the workday. Running becomes more than movement; it’s meditation in motion — a chance to reflect, recalibrate, and reconnect with my goals.

Running with my dog elevates the experience even further. Sharing that silent, steady pace with a companion who’s fully present in the moment reminds me to stay grounded, appreciate the now, and find joy in the simple act of moving forward. My dog’s enthusiasm for each run is the kind I strive to bring into my leadership every day.

Running teaches me persistence, adaptability, and balance. It’s where I find inspiration for the challenges ahead, and it’s one of my favourite ways to relieve stress.

Travelling is another passion. My goal is to go for a run in every place I visit, blending exploration and exercise in a way that keeps me motivated and engaged wherever I am.

That’s a very interesting interpretation. I believe everyone in the industry should have that passion a little bit. But when it is not business-related, what’s your must-visit destination for a vacation?

This is definitely Scotland. The fascinating Edinburgh, with its historic charm and dramatic skyline, has truly captured my heart. The seamless blend of ancient cobblestone streets, breathtaking castles, and vibrant modern life is like nowhere else. From the majestic heights of Arthur’s Seat to the whispers of stories in the alleys of the Old Town, Edinburgh invites you into a world where past and present dance in harmony.

Beyond the city’s iconic sights, Edinburgh’s surrounding suburbs offer their own quiet magic — picturesque villages, lush green landscapes, and a warmth that makes you feel at home, even miles away. There’s something unforgettable about the way light falls over the rugged coastlines and rolling hills, leaving an impression that lingers long after you’ve left.

I don’t believe in bad weather, and every time I’ve visited Scotland, the weather has been wonderful in its own way. Rain or shine, the atmosphere only enhances the charm and mystique of this place.

Scotland, you’ve left an imprint that goes beyond admiration; it’s a lasting love affair.

I’d like to keep going through your personal experiences a bit more. As I know you are very interested in learning and improving yourself, what was the last book you read that left a strong impression?

Recently, I found inspiration in “Create the Future + The Innovation Handbook” by Jeremy Gutsche. In these uncertain times, Gutsche’s insights on disruptive thinking have served as a vital toolkit for navigating challenges and seizing opportunities amidst chaos.

In a landscape where many businesses have faced significant disruption, I’ve come to realise that within this turmoil lies a unique chance to reshape our future. The strategies outlined in Gutsche’s work have sparked new ideas that are already influencing our marketing plans and my personal strategy for the year ahead.

I’d also like to extend my gratitude to Kate Chambers, a remarkable thought leader in the iGaming sector, who recommended this transformative resource. Your insight was spot on, and I’m already seeing the impact!

Speaking of leadership in iGaming, let’s get back to business :) Even with a strong team, managing a diverse group in such a dynamic environment must present its own challenges. How do you adapt your management style to ensure the team consistently delivers? And how do you empower them while maintaining accountability and high performance?

Our management philosophy is heavily inspired by progressive companies like Spotify and Netflix, whose approaches to team dynamics and leadership resonate deeply with our own. At EvenBet, we’ve adopted Spotify’s “trust-based” principle: “Our employees are not children.” You either trust someone, or you don’t hire them. This mindset underpins every decision we make in building our team.

Another approach that has shaped our management style is Netflix’s concept of viewing the team not as a family but as a high-performing sports team. We’re all united by shared goals, professional skills, and a commitment to excellence. Like any successful sports team, we train rigorously, support each other, and continually fine-tune our strengths through coaching and team-building activities. This sports analogy is particularly fitting in an environment as unpredictable as iGaming, where we’re constantly adapting to shifts in the market. In this context, consistency and resilience become our anchors, much like they would be for a competitive athlete, enabling us to deliver steady progress through small, strategic steps.

One of the greatest challenges I face as a leader is managing a geographically dispersed team. Our marketing team spans six different countries and five time zones, each with unique cultural nuances, communication styles, and even day-to-day work habits. Building strong relationships and maintaining alignment in such a diverse environment requires intentional and constant effort. We rely on a range of digital tools — task trackers, regular calls, and monthly sync-ups — to ensure that our remote operations run seamlessly. These are foundational practices for any remote team, but it’s the additional layer of informal interactions that truly binds us together. We hold virtual coffee meetings, purposefully avoiding work talk to foster genuine connections, and we organise in-person meet-ups whenever possible. These gatherings are vital for reinforcing our team spirit and alignment.

The core of our approach to performance lies in outcome-based evaluation rather than micromanaging tasks or hours worked. Our team members are evaluated through OKR and KPI frameworks, which help them understand their individual impact and how it ties into our broader company goals. This clarity around objectives empowers each team member to work autonomously, yet remain fully accountable. And because they understand the direct link between their achievements and their financial rewards, they’re motivated to contribute their best. We find this results-focused structure fosters high performance without the need for constant oversight, allowing the team the flexibility they need to thrive.

The past year has been a testament to the strength of this approach. We’ve witnessed remarkable growth, with a 37% increase in revenue in H1 alone and a 2.7-fold increase in brand outreach. The team has also achieved new milestones in content production and event performance, producing more blog materials in nine months than in the entire previous year and creating e-books that have resonated across multiple regions. This level of output and quality would simply not be possible without a team that operates with high trust, autonomy, and a unified purpose.

That’s truly impressive! It’s no surprise that EvenBet is growing so rapidly. With 2025 just around the corner, what are the company’s big plans for further growth and expansion?

Thank you! 2025 is set to be an exciting year for EvenBet Gaming. One of our key strategic priorities will be to strengthen our service direction — improving customer support, enhancing customer interactions, and deepening the expertise we share with our partners. It’s essential for us not only to continue evolving the product itself but also to focus on helping our partners succeed in their ventures.

Of course, we will keep advancing the product by developing new games, adding innovative features, and refining existing ones. We also have several major projects planned, though I can’t reveal the details just yet. However, I’m confident that these upcoming developments will make quite an impact in the industry, so do keep an eye out for more news in the iGaming media!

As EvenBet continues to grow, we’re proud to have been a part of your marketing journey. From your perspective, how has our collaboration contributed to the success of your brand?

Thank you for the kind words and for all that we’ve accomplished together. I could certainly speak at length about your professionalism and your impressive credentials, which your awards readily confirm. However, what stands out most to me — and what initially drew us to collaborate — is the alignment in our values. You share our commitment to a human-centric approach, listening deeply and working with a focus on our audience, much like we do at EvenBet. This alignment goes beyond technical expertise and speaks to a genuine dedication to building relationships based on mutual understanding and trust, which I personally value greatly.

Your team also demonstrates a unique openness to tackling complex projects and consistently shares knowledge, enriching the collaboration in a way that feels truly progressive. We know that EvenBet, with its niche positioning, isn’t the easiest of cases, yet your team embraces this with enthusiasm, continually approaching each new challenge with renewed energy and creativity. This commitment to growth and development is another fundamental value that unites us, and it’s deeply inspiring.

Our brand awareness has already started to show promising signs of improvement, and we’re looking forward to seeing the full impact of our SEO initiatives over the coming months. SEO, like brand awareness, is indeed a long-term endeavour, and with the solid foundation we’ve built together, I am confident we’ll soon see measurable results that reinforce the effectiveness of our partnership, beyond just the positive sentiment we already feel.

Who in the iGaming industry inspires you the most?

My leaders in this space besides our team?? Without a doubt, Kate Chambers and Rosalind Wade.

Rosalind Wade, who has built and nurtured a thriving community in some of the toughest markets, exemplifies resilience and the power of authentic connection. Kate Chambers, a role model for me in female leadership, embodies strength, vision, and grace in the industry.

I am deeply grateful to these remarkable women. They are true professionals and natural-born leaders who understand that leadership goes beyond strategy—it’s about building genuine connections, fostering communities, and inspiring others. Their ability to bring people together and create a sense of belonging are, to me, the hallmarks of true leadership.

Thank you, Kate and Rosalind, for your guidance, inspiration, and for demonstrating what impactful leadership truly looks like.