Emma-Elizabeth Byrne, Head of Publishing at Gentoo Media, speaks to iGaming Expert about career progression, systemic barriers and inclusive culture within the industry.
What are the most common mistakes you see people make when trying to make career progress in iGaming?
One of the biggest mistakes I see people make in iGaming is treating career progression as something that just ‘happens’ with time.
In reality, this is a fast-moving, highly competitive industry, so if you’re not intentional with your career, you will stagnate quickly. What this means is taking opportunities, ownership of any projects or initiatives and most importantly, communicating your career goals.
What systemic barriers do you see most often in iGaming, and how can individuals realistically navigate them?
The most common systemic barriers in iGaming that I see tend to be limited transparency around progression, siloed teams and uneven access to opportunity, especially in less mature organisations. In some cases, career paths aren’t clearly defined and advancement can depend more on visibility or timing than structured development.
Individuals can navigate this by being proactive rather than waiting for structure. What that means is building cross-functional knowledge, seeking out projects beyond their role and making their impact visible. It’s also important to invest in transferable skills, particularly data literacy, AI usage, commercial awareness and regulatory understanding, so you’re not overly dependent on one niche.
What are the key aspects companies must consider when striving to create a genuinely inclusive culture for employees?
Creating a genuinely inclusive culture goes far beyond policies. One of the biggest gaps is transparency. If people don’t understand how decisions are made around hiring, pay, or promotions, bias will fill that space. Clear structures and accountability matter far more than good intentions.
Leadership behaviour is another defining factor. Inclusion can’t just sit with HR; it has to be owned by leadership and reflected in how decisions are made, who gets opportunities and what gets challenged. If leaders aren’t actively modelling it, it doesn’t exist in practice.
There’s also a tendency to focus on hiring diverse talent without defining what happens next. Retention and progression are the real tests. If people join but don’t feel heard, supported, or able to grow, the culture isn’t inclusive; it’s just diverse on paper.
What are the key lessons you’ve learned during your time in the iGaming industry for cultivating a positive workplace culture and navigating the complications associated with career progression?
In a fast-moving industry like iGaming, clarity and communication are critical. Without them, growth creates confusion and trust quickly erodes.
On career progression, I’ve also learned it’s rarely linear. The people who move forward are the ones who stay adaptable, build cross-functional understanding and actively create opportunities rather than waiting for them.
It’s also clear that opportunities matter more than conversations. Development only happens when people are given real ownership and stretch their capabilities.
Finally, managers are the multiplier; they shape both day-to-day culture and how far people actually progress.
Shifting focus to Gentoo’s performance, the company described 2025 as a ‘reset year’ following its separation from Gaming Innovation Group in late 2024. What are the company’s aspirations for 2026 as it seeks to navigate the challenges facing the affiliate sector?
Following a necessary reset in 2025, the focus for 2026 is very much on sustainable growth rather than chasing scale. Gentoo is entering the year leaner and more focused, with clear ambitions to improve profitability, strengthen cash flow and rebuild momentum across our core publishing and media assets.
At the same time, there’s a strong emphasis on quality over volume, improving traffic value, doubling down on high-performing markets and being more selective in paid media following the challenges seen in 2025.
Gentoo’s publishing unit experienced an 8% year-over-year improvement in revenue in Q4 2025. How significant was the December Google Core Update in improving publishing visibility, and what specific tactics made the difference?
The December Google Core Update was a positive one for us, but it was not the root cause of the uptick we saw on our assets.
While it improved visibility and helped stabilise rankings, it really just validated the work already done throughout 2025.
The difference came from fundamentals done well:
- Stronger, more relevant content
- Better site structure and UX
- Quality-first SEO approach
There was also a clear focus on value over volume, ensuring traffic converted rather than just scaled. So while the update helped unlock performance, the real impact came from being aligned with where search is heading: quality, trust and user value.
Emma-Elizabeth Byrne, Head of Publishing at Gentoo Media, will be speaking at the SBC Summit Malta. Get your tickets here.
Affiliates and operators are eligible for complimentary passes.
