Katerina Glushchenko, Senior Business Development Manager at Blask, has carved a successful career path in iGaming. Her journey began in hospitality, where she honed her skills in communication and problem-solving. Transitioning to a media buying agency, she later joined a major player in the iGaming industry as a lead generation manager before rising to a senior business development role. Her story underscores the importance of adaptability and continuous learning.
Finding the Balance Between Work and Life
The iGaming industry is known for its fast pace and high stakes, often leading professionals to overwork themselves in pursuit of financial success. Katerina shared how she once found herself constantly glued to her laptop, sacrificing personal well-being for professional growth. “You need to remember to sleep, eat, and work out and to spend time with your loved ones. It is really very important,” she explained.
Over time, she realised the value of balance, ensuring she made time for rest, family, and personal interests. She advises prioritising health, relationships, and personal well-being, as these factors contribute to long-term professional success.
Maximising Conference Opportunities
Conferences play a crucial role in business development within iGaming, but they require strategic planning to be effective. Early in her career, Katerina attended as many events as possible, often prioritising networking at social gatherings.
With experience, she refined her approach, focusing on meaningful meetings rather than overwhelming herself with an excessive schedule. “Sometimes, I just text my industry friends and say, ‘Let’s catch up somewhere else when we have more time,’” she shared. She emphasises the importance of selective engagement, ensuring every interaction adds value rather than simply filling a calendar.
Building Genuine Relationships Online
In an industry increasingly reliant on digital connections, Katerina has found success in standing out by being herself. She shared an example where humour and authenticity helped her re-engage with a potential client who had been unresponsive. “I sent a funny video of me falling and said, ‘If you do not reply, I will keep falling!’ He replied immediately, laughing!”
While professionalism is key, she believes that showing personality and treating interactions as human-to-human connections can lead to stronger business relationships. The key takeaway is that authenticity matters.
Identifying and Prioritising Leads
Not all leads are created equal, but Katerina approaches every potential connection with respect and consideration. While some deals may seem more promising than others, she advises against dismissing opportunities too quickly. Understanding the needs and limitations of prospective partners, such as time constraints during conferences, can make follow-ups more effective. “Everyone is important for me. If a big potential client is busy, I do not push them. I wait and find the right moment,” she noted.
Keeping Momentum in Deal Closures
Closing deals in B2B iGaming can be a lengthy process involving multiple stakeholders. Katerina recommends patience and creativity in follow-ups. Instead of bombarding potential clients with emails, she suggests giving them time to recover from travel and conference fatigue before reaching out. “I want to close all deals immediately, but I know people need time. I give them a few days and then send a creative follow-up, maybe something related to their interests,” she advised. Adding a personal touch, such as referencing shared interests, can make follow-ups more engaging and effective.
Sustaining Long-Term Partnerships
For Katerina, business is not just about transactions, it is about people. She makes an effort to maintain relationships beyond deals, whether through casual check-ins, social media interactions, or small thoughtful gestures like bringing souvenirs from her travels. “I bring sweets from Belarus or little gifts. I would love to bring a suitcase full of them if I could!” she shared. This personal investment helps build long-term partnerships based on trust and mutual appreciation.
The Human Side of Business Development
Katerina’s approach to business development in iGaming highlights the importance of balancing ambition with well-being, being strategic about networking, and cultivating authentic relationships. “At the end of the day, business is made by people, not just companies. That is what really matters,” she concluded. Her insights provide valuable lessons for professionals at all levels, from newcomers breaking into the industry to seasoned experts looking to refine their strategies.
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