Why We Should Reimagine iGaming’s Talent Landscape Beyond the Norm (Daria Kushnir)
Rethinking Talent: How Cross-Industry Hires Can Transform iGaming
As iGaming continues to mature, its talent strategies must evolve. Daria Kushnir, CEO at MegaAir Games, suggests that hiring outside the industry is a key strategy for cultivating innovation and staying ahead in a fast-paced, digitally driven landscape. Drawing from her diverse career in the pharmaceutical (pharma) and fast-moving consumer goods (FMCG) industries, Kushnir explores how cross-industry expertise can reshape the future of gaming.
The Value of Hiring Talent Beyond iGaming
Kushnir firmly believes that mature iGaming companies are well-positioned to onboard professionals from other industries. “Hiring from outside the industry can foster innovation and a diversity mindset,” she explains. Established firms with ample resources and robust onboarding processes can harness the unique skill sets of cross-industry hires.
However, she advises that startups or new companies might benefit more from industry-specific experience initially, as they often lack the resources to bridge knowledge gaps quickly.
What iGaming Can Learn from Pharma and FMCG
The pharma and FMCG industries provide valuable lessons for iGaming, particularly in relationship marketing, event management, and brand development. Kushnir notes, “Pharma, about 15 years ago, started hiring talent from FMCG because they needed expertise in consumer behaviour analysis and intangible brand assets.” This move boosted pharma’s brand-building approach, a equally valuable skill for iGaming.
She highlights the importance of combining relationship-focused strategies from pharma with the consumer-centric approach of FMCG. For example:
Pharma’s Strengths:
Building relationships with key opinion leaders, akin to affiliate management in iGaming.
Rigorous training programs to ensure team alignment on brand strategies and industry insights.
Event management expertise for fostering connections with influencers and stakeholders.
FMCG’s Contributions:
Understanding and leveraging intangible brand elements. Creating balanced marketing strategies that integrate both performance and brand-building efforts. Mastery of both digital and traditional media to enhance brand reach and resonance.
Bridging Analytical and Creative Approaches
Cross-industry hires bring diverse perspectives that can challenge traditional norms. For instance, IT professionals often excel in analytics and process optimisation but may struggle with intangible brand elements. Kushnir shares, “FMCG has been building brand visions for over a century, while IT professionals tend to focus on performance metrics. This combination creates a balanced approach to innovation and strategy.”
Adopting these varied approaches requires companies to invest in cultural integration. Kushnir recalls her experience transitioning to IT and learning its “technical language,” which initially felt alien but ultimately enriched her skill set.
Challenges and Opportunities in Blending Skills
Each industry brings its own strengths and limitations. Pharma, for example, often has the resources for innovation but can lag in digital transformation. FMCG professionals excel in brand strategy but may be slower to adopt new technologies. On the other hand, IT and fintech thrive in agility and digital innovation but may lack depth in relationship-building or brand nuances.
By carefully integrating these complementary strengths, iGaming companies can unlock a competitive edge. Kushnir suggests evaluating potential hires based on their technical skills and ability to adapt and contribute to a company’s long-term vision.
Actionable Insights for iGaming Leaders
Kushnir’s insights offer a roadmap for iGaming companies aiming to leverage cross-industry talent:
- Invest in Onboarding: Ensure new hires understand the unique dynamics of iGaming, from affiliate management to regulatory requirements.
- Encourage Cross-Training: Blend technical and creative teams to foster collaboration and mutual learning.
- Adopt Continuous Learning: Regular training sessions, like those in pharma, can keep teams aligned with industry trends and brand goals.
- Evaluate for Adaptability: Prioritise candidates with a proven track record of thriving in diverse and evolving environments.
By embracing cross-industry hires, iGaming can achieve a transformative balance between analytical precision and creative vision. Kushnir concludes, “Every industry has unique strengths. By blending these skills, iGaming can create innovative, future-proof strategies.”
