Let’s Talk Gambling: Building a commercial powerhouse

Strategic expansion is essential for sustained success across the iGaming industry, as it is in other sectors. BetGames is currently embarking on an exciting new phase of growth, driven in part by the establishment of a new commercial team in Gibraltar. We sat down with Gary Francis, Head of Account Management at BetGames, to discuss the development of the new team.

In this exclusive interview, Gary shares insights into the unique challenges of forming a new team from scratch in a key iGaming hub. He also details the careful process behind recruitment, ensuring BetGames attracts top-tier talent and gets them operational from day one. In a competitive market like iGaming’s outpost on the Rock, we explore the strategic vision and practical steps involved in creating BetGames’ newest commercial powerhouse.

Building a new team from scratch presents unique challenges. From your perspective, what are the most significant hurdles when establishing a commercial team in a new location like Gibraltar, especially within the fast-paced iGaming sector?

Starting fresh in a hub like Gibraltar presents both exciting opportunities and some familiar challenges. First, you’re building without legacy – which can be a strength – but it also means you need to be intentional about every hire and process. The local talent pool is strong but relatively tight, so you have to think beyond the CV. It’s not just about who’s available; it’s about who’s right for BetGames.

One of the key hurdles is striking a balance between experience and potential. We’re not just looking for people who’ve “done it before” but those who want to do it better. That means avoiding the trap of recycling the same industry names with the same playbooks. Instead, we’re also asking: who’s out there with the drive to prove themselves, even if they don’t have 10 years under their belt? Who comes recommended by people we trust, not because of tenure, but because of hunger, values, and fit?

Recruitment is essential to hit the ground running. What specific qualities and experience will you prioritise when building this new commercial team, and how will BetGames ensure it attracts top talent in a competitive market?

The perfect candidate doesn’t necessarily tick every box on paper. Yes, experience and product knowledge are helpful, especially in a space as nuanced as iGaming; however, we’re also looking for genuinely curious people – those who want to grow, challenge norms, and build something meaningful. Hunger, humility, and adaptability go a long way. We want our team to cherish our customers and build truly world-class account management solutions so that BetGames is recognised for its ability to support partnerships and drive growth through passion and collaboration.

We’re leaning on our contacts – industry allies, partners, and people who understand the culture we’re building. Sometimes someone comes recommended not because they’ve run a department, but because they should. And we want to give them that chance.

At BetGames, we’re offering more than a job; we’re offering a stake in building a commercial powerhouse. That’s what we lead with. It’s an opportunity for ambitious people to shape something from the ground up, not just join a machine that’s already running.

Beyond recruitment, what are the critical “first steps” BetGames will take to integrate this new commercial team, ensuring they are not only productive quickly but also fully aligned with the company’s goals and culture?

From day one, we’re focusing on clarity – clear expectations, clear responsibilities, and a shared sense of purpose. Integration starts with connection: not just onboarding into tools and products, but into our people and mindset.

We’ll invest time in pairing new team members with key stakeholders across departments. That cross-functional exposure helps them see the whole picture and understand where and how they can create impact.

We’re also mindful of unlearning. Some of the industry’s “old habits” don’t serve the direction BetGames is going in. We’re encouraging curiosity, questions, and proactive thinking. We’re building a team that wants to evolve with the market, not react to it, with the key focus always remaining on our end customers.

Looking ahead, what are the immediate and long-term objectives for this new Gibraltar-based commercial team, and how will their success be measured in the context of BetGames’ overall growth strategy?

In the short term, it’s about establishing a presence and rhythm, building strong client relationships, identifying growth opportunities, and demonstrating to partners what BetGames is genuinely about. We want momentum, but the right kind.

In the long term, the vision is much bigger. This team will be foundational in driving not just revenue, but also influence, by bringing back market insights, shaping how we go to market, and becoming a strategic arm of the business.

Success won’t be measured solely by sales numbers. The quality of relationships, the strength of collaboration, and the depth to which this team contributes to our company’s evolution will be measured. If we get the mindset right from the start – hungry, open, and values-aligned – the rest will follow.