Does igaming still have an image problem when attracting new talent?

The gambling industry is one that is often the subject of scrutiny, whether it be calls for regulatory change or its impact on both customers and those inside the space.

However, a survey released last month, courtesy of Engage Health Group, found that 73% of those who work in the gambling industry were satisfied with their jobs. Just 10% felt unsatisfied, with a further 4.4% considered themselves “unhappy”.

EGR spoke to Gillian Taylor of Glitnor Group, Andrea Saliba of Rhino Entertainment, Arnold Ash CEO Jon Arnold and Andrea Talreja of QiH to determine whether, despite an overall feeling of satisfaction within the industry, there’s still an issue when it comes to recruiting new talent.

Gillian Taylor, head of talent at Glitnor Group

“Throughout history, new industries have suffered from negative perceptions in their early days of existence, especially in relation to employment. Ever since workers left the bucolic countryside to work in the great mills of the industrial revolution, new sectors have been challenged, often with good reason, on their reputation. From working conditions in factories to early automobile safety to the boom-bust of the dotcom bubble, multiple industries have found that it can take decades to install themselves as employers of choice.  

“Online gaming, rightly or wrongly, has in the past been subject to certain image problems, probably rooted in the complex history of gambling itself, with on/off legality and, in certain locations, links to disreputable figures down the centuries. Rebuilding this into modern, sustainable businesses is the first challenge, but convincing the broader public can be another. In the largest regulated market in the world, the UK, the Gambling Commission found that 62% of respondents believed that gambling should be discouraged.  

“However, the industry has made giant strides, particularly in igaming hubs such as Malta, in which Glitnor Group is headquartered. Exponential improvements in responsible gaming, together with environmental concern, transparency and, crucially, two decades of positive societal contributions have led to the industry thriving on the island. A stunning 81% of Maltese employees and job seekers report that a prospective employer’s ESG performance has a large or moderate impact on their application decision. 

“There is undoubtedly a generational disparity, with millennial and Gen Z candidates much more concerned with a company’s dynamism, environmental and social credentials and work/life balance than those in older age brackets. At Glitnor, where we prioritise holistic employee wellbeing allied to social responsibility, we find an advantage in the market among this age group. 

“A comprehensively regulated, responsible, socially active employer within igaming that promotes employee wellbeing should, in 2024, find no detriment in the attraction of new talent.”

Andrea Saliba, global head of people and culture at Rhino Entertainment

“The online gambling industry has evolved significantly over the years. Founded by young tech visionaries and gambling enthusiasts, it has transformed into a well-established sector that leverages technology and innovation to offer exciting entertainment. Despite facing challenges in talent acquisition, much like other industries in today’s landscape, the image problem that once plagued the igaming sector is largely a thing of the past. 

“Previously seen as high-risk, volatile and perhaps male-dominated, the industry has matured into a thriving, diverse and growing field. The industry has worked hard to present itself more positively to the outside world. 

“Today, the online gambling industry offers numerous opportunities for individuals to join a fast-paced, diverse environment where they can build a career or pivot into new business areas. It remains at the forefront of technological advancements, continually embracing new challenges and innovations. 

“Organisational structures within the industry have evolved into new branches such as product marketing, responsible gambling, data analysis, customer experience etc, reflecting the industry’s expansion and maturity. A key aspect of this evolution is the sector’s ability to attract fresh perspectives from larger tech organisations, financial services, media and other industries.

“This infusion of talent has not only enhanced awareness but also improved the industry’s overall image. Additionally, regulatory updates and IPOs have helped shape a more professional and responsible environment. 

“In line with this evolution, companies within the industry have focused on building and investing in strong employer brands. Companies like Rhino Entertainment have earned reputations for being excellent employers with people-centric values integrated into their business objectives, fostering positive workplace cultures. For instance, Rhino Entertainment’s mission is to ‘offer a world of opportunity to our people, and a world of entertainment to our players’.  

“I truly feel that the online gambling industry no longer suffers significantly from an image problem when attracting new talent. It is a dynamic, evolving sector that offers exciting opportunities for growth and innovation, making it a highly attractive industry for professionals from various backgrounds.”

Andrea Talreja, head of people at QiH Group

“This topic piqued my interest because hiring for an industry that isn’t always painted in the best light to the public can be tough, especially in a competitive labour market. But in recent years, I’ve been surprised to see the number of direct applicants we receive nearly doubling. 

“In a market where attracting talent can be a competitive advantage, this means our employer brand efforts and job adverts showcasing the plethora of opportunities are working and working well. Candidates can see that the online gambling industry offers meaningful roles and a dynamic environment to grow and develop in, and they are actively pursuing roles within the industry.

“Of course, not every application we receive is right for the role, and a certain number of candidates won’t have read the fine print, but the improvement is plain to see, nonetheless.

“The industry will always get a little pushback, but it is changing, and pleasantly so. For example, most recently, we’re seeing a massive rise in direct applicants for our tech and marketing roles. And that increase is especially noticeable in the number of women who are applying for jobs with us. In fact, we’re about to make an offer to yet another woman for a position at QiH, which is amazing, as we already boast a 50/50 female/male split in the company.”

Jon Arnold, Arnold Ash CEO

“To a small degree, yes. The online gambling industry faces some residual image challenges, but they’re diminishing year on year on the whole. There has been a pivot towards a digital-first entertainment experience in recent times.

“Gambling is becoming more of a shared, social experience and opinion-based activity among friends and peers, with the focus shifting away from just winning money. It might still be considered by a few as an industry of ‘vice’, but in reality, most people are aware that the gambling industry is a leader in player protection. It has done more than any other in terms of trying to implement regulatory compliance and integrity.

“Once even the cautious candidates do their due diligence, they soon learn this and are open to immersing themselves in the sector. Most operators and providers are good actors and are doing all they can to protect their customers making gambling as fun, entertaining and safe as possible. 

“To those outside the industry, gaming is often viewed as a pioneer of technology and product innovation. People across data, technology and product functions are invariably interested when I reach out to them for a role in sports betting and/or igaming.

“For example, we’re currently working with several clients on leadership, data and BI roles, and interestingly, around half of the talent we’ve engaged via the Arnold Ash structured search process have come from social media and ecommerce backgrounds, and they all show a strong interest in transitioning into the gaming industry.”

Arnold Ash is EGR’s Executive Recruitment Partner. They support ambitious organisations to identify and attract industry leading executive talent. Find out more here.