Wplay – Iliana Pineda Echeverri: challenging the status quo

Wplay Legal Director and Compliance Officer Iliana Pineda Echeverri spoke to SBC Leaders on pioneering regulated betting and gaming in Latin America and breaking new ground for women in the industry

Wplay was the first sports betting company to operate in Colombia’s online gaming market, a pioneer of regulated betting and iGaming in Latin America.

The operator set the pace for growth and quickly became one of the most popular brands among the Colombian public. It is a pioneer in many respects – it also boasts a management team that includes several women in C-Level positions, a rarity on the continent.

“The key is continuous investment in innovation and technology to enhance the user experience and offer a secure platform that generates credibility and trust,” says Echeverri. “Prioritising users’ healthy entertainment is key, and that’s why we promote responsible gaming, implementing policies and tools so that users can play safely and in a controlled manner.”

Wplay offers a wide range of products and services,  which allows it to attract a broad and diverse customer base. However, from her experience as a director in the company, what has most driven the brand to achieve its ambitious goals has been the recruitment of high-quality talent, “which unites a strong and competent team.”

Echeverri says the recruitment of several women to C-Level positions is no mere coincidence, but a reflection of management’s conscious and sustained diversity efforts. Other female directors include Marketing Director Ximena Martínez and retail chief Paula Rendón.

“This demonstrates openness and appreciation for diversity in the selection processes for C-Level positions, and I believe this is because we are very clear that the diversity of perspectives and experiences contributes to greater creativity and innovation, which is vital in such a competitive industry as gaming,” says Echeverri.

She says the company has always prioritised the implementation of policies that promote inclusion and equal opportunities for all employees, regardless of gender. 

“I believe the time will come when these policies will be organically understood in a comprehensive manner; that is, from their social, corporate, and ethical relevance,” she reflects. “There has been significant progress in promoting gender equality, just as in the rest of the world. It is encouraging for new generations as we move towards greater representation.”

Some of the policies she highlights include the implementation of mentoring and sponsorship programs for female employees, the creation of women’s networks within the sector, beyond the companies they work for, and the promotion of an inclusive corporate culture. She would like to see all regulators, operators, and suppliers review their gender policies.

“Moreover, it would lead to an understanding that greater inclusion and diversity leads to a greater drive for new ideas and innovations, which ultimately has a positive impact on the industry, companies, and society.”

“Wplay is known for its willingness to address the challenges of modernity,” continues Echeverri, “creating more inclusive environments through workplace culture and recognising that promoting equality is a social responsibility that also enhances the company’s reputation.”

Continued investment is key

In her leadership role, Echeverri has successfully supported the professionalisation of the sector, particularly in the prevention of risks related to AML/CTF (Anti-Money Laundering and Counter-Terrorism Financing). 

“This is something I greatly value,” she says. “I have assumed this responsibility as the President of the Online Operators Compliance Officers Committee in Colombia. Supporting the industry’s positioning processes before various international and national government bodies, sharing experiences and learning with the banking sector, and influencing a better perception of the industry by society in general has been very challenging and rewarding. This has been possible thanks to the coordinated efforts and commitment of the industry’s most important associations, such as Fecoljuegos, of which I am a part, Asojuegos, and Cornazar, with whom we work continuously,” she says.

All of the adaptation to new processes and new regulations is done with a view to improving the sustainability of the company and the industry. 

“Actively participating in conferences, panels, and public debates at the national and international levels contributes to advancing conversations about the industry’s perspectives and also about women’s leadership. I am very passionate and love to give my best in every project I take on. In this sense, knowing that these efforts can impact the growth, sustainability, and positioning not only of Wplay but of the industry to which I am dedicated is a source of pride for me,” she emphasises.

“This is how Wplay manages to position itself as a legitimate player in an ethical industry that prioritises user safety. At the end of the day, all these factors are crucial in the relationship with regulators and counterparts in general, resulting in tangible benefits such as greater customer loyalty, talent and capital attraction, and better relationships with strategic partners,” she notes.

Challenges ahead

“At Wplay, we are proud to be a reference in the betting industry, not only for the quality of our services but also for our firm commitment to transparency, legality, and responsibility. We understand the importance of offering our users a safe and entertaining experience, backed by innovation and the use of advanced technologies,” explains the director.

In this regard, her department ensures the building of trust-based relationships with users and counterparts by integrating the highest ethical standards. “Our success is not only measured in numbers but in the quality and integrity with which we operate,” she states.

And she adds: “After — I confess — having overcome my own prejudices about the sector, I believe it would be very valuable to see more collaborative efforts in safeguarding legal gaming, as it is an issue that involves several interested parties, including the state, of course.”

To achieve this, she believes it is crucial to continue breaking down these prejudices together, inspiring more archaic companies to review their gender stereotypes, such as the immediate association of sports and betting with masculinity, as well as the lack of female representation in leadership positions.

Echeverri also highlights corporate culture as something to be reviewed collectively since “there are still challenges for women to balance their professional and family responsibilities, and this can affect their ability to access senior management positions.”

She would like to invite any women to learn more about the culture of gaming and betting, which she considers a fun, young, and vibrant industry that offers great opportunities and real options to gain experience and grow in a way that possibly cannot be found in other sectors.

“This business is so versatile that it allows us to challenge the status quo,” she concludes. “Of course, this is never easy, but the constant possibility of turning adversity into learning opportunities enables us to pave the way for other new leaders to enter the industry. You shouldn’t be intimidated by the environment. At the end of the day, this is a sector that recognises and allows talent and quality to shine; but of course, never give up on giving your best effort.”

Exit mobile version