CEO of Entain Provides Fascinating Personal Insight Into Success Within Gambling Industry

_{Entain CEO Gavin Isaacs shares insights on leadership and driving transformation. (Image: Courtesy of Entain)}

Gavin Isaacs, the CEO of Entain, is a leader with diverse experience in both lottery and online casinos. 

During an interview with Moti Malul, CEO of Aristocrat Interactive, Isaacs expresses excitement about engaging in companies that are at pivotal transformation points and highlights the importance of having a clear direction, goals, and alignment among teams to improve focus and productivity. 

Isaacs is asked to share what excites him about the pivotal moments in a company’s journey. The CEO of Entain begins by saying that he has been fortunate to experience working with strong brands and talented people.

Isaacs underscores the significance of clear goals and accountability within teams: “Each company I've been involved with has taught me valuable lessons. When you're at a tipping point, having a clear vision and measurable goals is essential. 

"Focus on what truly matters, align everyone, and eliminate distractions.”  

The Secret of Motivating Teams  

Malul asked the Entain CEO to elaborate on his methods for motivating teams and ensuring they understand the company's focus. Isaacs stressed the importance of setting clear, measurable goals and empowering employees to achieve them. He also emphasised the need for accountability and regular evaluation of progress. 

He said, “Take my experience with sports betting in Australia: We initially lacked a Nevada license, but when we entered the US market, we had to figure out how to tailor our product for various regions. Instead of trying to cater to everyone, we concentrated on specific markets.    

“People need to understand what’s expected of them. Accountability is critical—if you delegate responsibilities, you have to empower your team to achieve their goals.

“I believe in picking the right people, empowering them, and creating an environment where they can thrive while being held accountable for their contributions.”  

What Not to Pursue as Important as What to Pursue

The conversation with Malul turned to the transformation at Aristocrat and the need for clear, measurable goals during this process. The importance of understanding what not to pursue in product development is also highlighted to ensure resources are used effectively. 

Isaacs said that in one of his previous roles, he struggled with teams developing technology that lacked commercial value or purpose. 

“It’s vital to focus on what the company and customers genuinely need and streamline efforts to deliver that effectively." he said. "Aristocrat has focused on creating great games, and that consistent core has driven success.”

Differences in Approach to B2B and B2C 

During the full interview, the CEO discussed the differences between B2B and B2C operations. He stated the importance of direct customer interaction in B2C while suggesting B2B companies need to provide valuable insights to better understand customer needs.

_{Isaacs stresses the importance of direct customer interaction in B2C. (Image: Courtesy of iGB)}

He said, "Each side has its challenges, but at the end of the day, both B2C and B2B deal with people, plans, and goals. One difference is the level of direct customer interaction.

"As a B2C operator, you sometimes have to work with anonymous millions. B2B companies, like yours, need to understand that we need support in navigating those complexities. The best partnerships are when B2B delivers insights and data that help us differentiate and excel in the market.”  

Balancing the Local With Global Needs

The challenge of balancing local market needs with global operational strategies is explored during the interview and Isaacs emphasises the need for both local individuality and a common global culture in achieving success across different markets. 

Isaacs said, “We approach that by dissecting our operations by country and platform. Our Australian and New Zealand business operates independently, while we consolidate efforts in other regions. 

"One of my biggest challenges is modernising our Bwin platform to give individual teams the flexibility they need while still maintaining a unified direction. Common values and goals are paramount, while allowing local individuality to thrive.”  

Keeping an Eye on What Other Industries Do Well 

The conversation points to opportunities for vendors to innovate beyond game content. Areas such as UI/UX design, seamless integration of APIs, and the delivery of personalised content are particularly highlighted. Isaacs spoke about enhancing the user interface and user experience. 

“Multi-jurisdictional platforms often struggle with integration, and there’s a need for seamless solutions that make the player experience extraordinary." Isaacs adds.

"We want to ensure that the tools we use are effective and well integrated.”  

When asked about other industries to learn from, Isaacs reflects on the importance of app usability and smooth transitions in user experience, akin to platforms like Netflix. 

He said, “While I’m usually focused on the gaming world, I notice how other industries create seamless apps and user experiences. It’s about understanding what makes someone choose one application over another—playability and smooth transitions are key.”

Scratching the Surface With AI

There is a discussion on the potential of AI in enhancing the gaming experience. Given sees AI as an opportunity for massive improvements in areas such as data science and risk management.  

Isaacs explained that AI has the potential to transform many processes, from risk management to data analysis. He said, “We're just scratching the surface of what it can do. Embracing AI not only for internal operations but also in customer interaction can significantly enhance our service quality.”