Martina Åkerlund, CEO of CallsU and a prominent figure in the business world, shares her journey with IGB, shedding light on the challenges and triumphs of navigating the startup landscape within the gambling industry. With candour, she reflects on her experience in scaling business operations, explores how the industry can benefit from synergies with related sectors, and offers insights into successfully leading as a woman, delving into themes of motivation and self-belief.
After two decades in various managerial roles in the banking and finance sector, I reached a point where I yearned for a change. The landscape of the industry had evolved significantly since I first entered, echoing the dynamic shifts witnessed in the gambling sector today: the initial stages were captivating, but as regulations proliferated, the landscape grew more complex.
Seeking a new direction for my career, I encountered remarkable individuals, including an angel investor who backed Triggy. Recognising the need for a CEO, the investor introduced me to the founders, and our rapport was immediate. Despite my limited knowledge of the gambling industry at the time, the project's founders recognised that my financial acumen equipped me with the necessary skills to propel Triggy towards new horizons.
Elevating CallsU: A Leap Forward in the Gambling Industry
The journey of CallsU in the gambling sector traces back to 2006. While the company initially developed organically and quietly, a pivotal decision was made by myself and my business partner to propel the brand into the spotlight. Thus, last year, we embarked on a journey to scale up and introduce CallsU to the international market.
Confidence in the company's potential success is unwavering. Our business model delivers exceptional ROI for our customers, standing out as the best in the industry—a source of immense pride for us.
At CallsU, we collaborate with gambling operators, providing services tailored to attract and reactivate players. Drawing on my business partner's expertise—boasting two master's degrees in marketing and a PhD in behavioural science—we leverage insights from sales and psychology to drive results.
Personally, I thrive on challenging tasks and the opportunity to build something from the ground up. Assuming the role of CEO at CallsU aligns perfectly with my passion for growth and innovation. Moreover, with operators increasingly recognising the importance of player retention, reactivation, and quality acquisition, the timing couldn't be better for us to take a significant leap forward.
By analysing the wealth of data amassed by CallsU over the past 18 years, we've gained invaluable insights. Armed with this knowledge, we are poised to leverage our technology and expertise to achieve remarkable outcomes in the gambling industry.
Embracing New Frontiers
My journey at Triggy commenced with me stepping into the unfamiliar territory of the gambling industry. However, over the past three and a half years, I've undergone a profound learning curve, gaining invaluable insights into the intricacies of the field and the importance of fostering networks. I've come to appreciate the pivotal role of a robust team and exceptional individuals in crafting effective promotion strategies.
Surrounding myself with talented professionals has always been a priority. I place great emphasis on securing reliable investors, nurturing a competent management team, and fostering a vibrant corporate culture. At the core of this ethos lies the recognition that exceptional people are instrumental in driving tangible results—a principle that guided my tenure at Triggy and continues to define my approach at CallsU.
A synergy of exceptional talent and strategic partnerships fosters a win-win dynamic, compelling me, as a leader, to continually explore avenues for greater responsibility, professionalism, and enjoyment in our work environment. This ethos, ingrained in the culture at Triggy, remains central to my vision at CallsU, underscoring the profound impact of individuals on organisational success.
Adapting to evolving digital standards set by tech giants is imperative for gaming companies. Fortunately, the gaming industry possesses ample scope for growth, offering opportunities to glean insights from tech counterparts and collaboratively craft immersive experiences for online casino patrons and gamers.
The gaming community's inherent adaptability empowers us to navigate diverse environments and drive innovation in our product offerings. With this adaptable mindset, the industry is primed to embrace new challenges and push the boundaries of creativity and technology, delivering unparalleled experiences for gaming enthusiasts worldwide.
Enhancing the Gambling Experience
In today's interconnected world, social media stands out as a ubiquitous force, shaping our daily interactions. Its adaptability and personalised nature make it an invaluable tool for showcasing brands and connecting with audiences on a profound level.
Drawing inspiration from the retail sector, the gambling industry can glean valuable insights to elevate the betting experience, attracting and retaining customers effectively. Retailers adeptly utilise data to tailor marketing strategies to individual preferences, a strategy that resonates with the evolving needs of modern consumers. By adopting a similar approach, the gambling industry can enhance user engagement and satisfaction.
Reflecting on my own journey in the financial sector, I recognise parallels between its evolution and the current state of the gambling industry. Both industries have faced similar challenges regarding regulatory changes and operational concerns. However, the financial industry offers valuable lessons in collaboration with regulators to drive innovation and progress.
Rather than engaging in a game of cat and mouse with regulators, it is imperative to foster constructive dialogue and cooperation to navigate regulatory frameworks effectively. Embracing legislative changes with a forward-thinking mindset enables us to identify opportunities to add value while ensuring compliance.
As stewards of our industry's future, it is essential to safeguard our collective interests while remaining adaptable to change. By embracing innovation and collaboration, we can propel the gambling industry towards a future marked by enhanced user experiences and sustained growth.
Ensuring Safe Gambling Practices through Technology and Engagement
In fostering safer gambling practices, the gambling industry must embrace a holistic approach that goes beyond mere marketing efforts. By leveraging cutting-edge technology such as artificial intelligence, machine learning, and algorithms, we can proactively analyse player behaviour and detect potentially harmful patterns. This enables us to reach out to individuals showing signs of addiction and offer timely support when they need it most.
Central to our efforts is prioritising player well-being. As an industry, we must place player health at the forefront of our operations. After all, we are part of the entertainment sector, and gambling should be an enjoyable experience akin to attending a movie or live event. Our goal is to ensure that gambling remains both entertaining and as safe as possible for all participants.
Just like any form of entertainment, there exists a diverse spectrum of attitudes towards gambling—ranging from avid enthusiasts to those who are less enthusiastic or indifferent. By demonstrating our commitment to safety and responsibility, we can reassure these latter groups and enhance the overall perception of the industry. Through building and maintaining a positive reputation, we can foster long-term trust and goodwill, ultimately leading to positive outcomes for all stakeholders involved.
Stepping Beyond Comfort: Embracing Opportunities for Growth
Renowned entrepreneur Richard Branson once said, "If someone offers you an amazing opportunity, but you're not sure you can do it, take it - then you'll find out how to do it!" This sentiment resonates deeply with me, as I believe in the power of seizing opportunities, even when they seem daunting. When someone demonstrates faith in your abilities, it's crucial to seize the moment. However, equally important is having confidence in oneself. By stepping out of our comfort zones and embracing unfamiliar territory, we open ourselves up to invaluable learning experiences.
Reflecting on my journey at Triggy, I initially lacked familiarity with the gambling industry. Yet, over the years, I have dedicated myself to studying the sector diligently. This transformation would not have been possible without venturing beyond my comfort zone. While stepping into the unknown can be challenging at first, it ultimately paves the way for growth and success. As we navigate through uncertainty, we inevitably discover our strengths and capabilities, forging a path towards our goals.
Empowering Women in the Workplace
In a world where women are often urged to emulate men tosucceed, I firmly believe in celebrating our individuality. Rather than conforming to predefined notions of success, we must embrace our unique perspectives and actively contribute to the collective dialogue within our organisations. By harnessing the power of collaboration and leveraging our female insights, we strengthen our organisations and businesses immeasurably.
The COVID-19 pandemic has underscored the invaluable contributions of women leaders, who have spearheaded transformative changes and steered their companies through unprecedented challenges. As women, we should take pride in our distinct competencies, perspectives, and approaches to problem-solving. Our ability to empathise, innovate, and adapt serves as a testament to the strength of our collective superpower.
Building connections with fellow women and like-minded individuals who inspire us is key to our success. By cultivating a supportive network, we empower ourselves to overcome obstacles and realise our full potential. Remember, being a woman is not a limitation but a superpower in itself. Let us embrace our individuality, push our boundaries, and continue to champion change in the workplace and beyond.
