Finding Success: Women Leading in the Male-dominated Gambling Industry

Cristina Marziali 26/12/2022
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With the gambling business traditionally being dominated by men, the odds of women entering and flourishing in this industry have, for many years, been stacked against them. Furthermore, once working in a position in the industry, according to research conducted by Catalyst.org, women are more likely to report feeling stressed and anxious than their male counterparts.

Women also tend to receive less support and career development opportunities, according to research by Campuzano (2019). Indeed, women breaking into male-dominated workplace cultures, such as those involved in gambling, may also face challenges because of pervasive stereotypes and gender bias.

Tatyana Kaminskaya

tatyana-kaminskayaThat is why it is important to celebrate the successes of those women who have triumphed and recognise how women are now changing the industry from the inside. In an interview with igaming business online, Tatyana Kaminskaya, head of the game aggregator at Softswiss opened up about the biggest challenge for her as a woman in power and how her nomination for iGB’s Most Influential Women award is the first step on the journey to change.

“Recognition for women in this industry is so important, to me and in general,” she says. “In my view, there can never be enough of it, and there can never be too much of it.”

As head of Softswiss, Kaminskaya is part of one of the industry’s fastest-growing and most exciting companies in one of its newest businesses. As she says, “The game aggregator is very important. It helps businesses’ processes become more streamlined, which is one of the biggest challenges they were facing before using Softswiss. Ultimately, you can’t start your business if you spend too much time preparing everything and trying to work with a messy process.”

However, Kaminskaya hasn’t always found explaining the value of her organisation to operators and providers easy, saying, “we’ve always struggled a bit to explain our role to operators and providers” – “being the mediator between those roles is hard to explain.”

Softswiss

softswiss-logoIn her time at Softswiss, the company has expanded its operations and is finding a lot of success, growing year after year. Kaminskaya said, “we didn’t expect to grow as fast as we did – being the biggest project in Softswiss’ portfolio wasn’t anticipated initially. However, I understand why the platform is in high demand as we constantly reach out to our leads and any new clients that need this solution.”

This success Kaminskaya puts down to the company’s customer-first approach, saying, “customer service has always been our focus. You can have an idea, and you can have the opportunity, but neither thing work on its own, and that’s why we put time and effort into making sure that we always put the customer first.” This point is elevated by the fact that more than 50% of her diverse team is focused on customer care.

Continuing to explain Kaminskaya said, “due to our customer care and customer success, our retention is extremely high. This enables us to have the flexibility to provide above and beyond what is in the original agreement. We are there for our customers all the time, and that’s what drives us. It’s what pushes us forward, and this is my primary focus as head of this product.”

Focussing on where she wants to be and her role in the future Kaminskaya said, “the next stop for my role is focusing on the global market. Maybe that’s why I’m highlighting the speed – I think we need to be quicker,” she clarifies.

“There are a lot of game providers and a lot of games. But we’ve been focusing on Europe. We are starting to enter LatAm, Asia, and those markets are so unique. Even with our huge portfolio, we don’t have enough solutions, so that’s definitely what we are trying to focus on next.”

So, what does Kaminskaya consider her keys to success, and why is she one of the most influential women in the industry? She says that “consistency and transparency have been the keys to my success.” “It’s really important for me to do as I promise. I’ve learnt a lot along the way. I think working with people is essential, and to recognise people’s strengths and weaknesses and people’s general competence is so important to me.”

With her success, Kaminskaya hopes she can inspire other women to enter and thrive in the gaming industry, as it will speak volumes if she can open the door for more talented women to enter the space.

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CMarziali / Cristina Marziali