IWD: Putting organisational integrity first

In a complex and competitive industry like igaming, it can be challenging to find a company built on principles of integrity and excellence. It may seem intimidating to younger generations hoping to make their mark when choosing a company to work with. There’s good news, however: igaming comes with a huge array of opportunities for women seeking to put their skills to work, perhaps now more than ever.

A quick glance around the igaming landscape reveals that women in leadership are increasingly represented within organisations and as speakers on the global stage, valued for their skills and experience. It’s refreshing to attend an event and to note that women are on panels speaking about strategy and business development, rather than being isolated as a demographic. These are industry leaders, not women industry leaders; there’s a subtle difference.

Recognising excellence at every level

At Rootz, we have exceptional women leading in every aspect of the business, from streamers at our Wildz brand to data analysts, developers, finance professionals, marketing and content geniuses, and HR. What makes the difference when hiring employees, and in their career development, comes down to attitude, namely their drive, performance and a collaborative approach.

As a woman in gaming, success is based on what you know and how you put it into action. Professional excellence and personal leadership will set you apart.

An organisation is a much bigger entity than its C-suite leadership. Executives come from all areas of business. I started my career trajectory in customer support before going on to owning and running my own companies. The road to the top doesn’t start at the top, so it’s essential to build networks every step of the way, personally and professionally. A great leader will recognise that those starting out in the industry have every chance of making it to the top, provided there’s a culture of mentorship and support.

It can be argued that in igaming, like any other industry, there are terrible instances of institutionalised misogyny and cases of women facing unequal pay and the need to work harder than male colleagues to achieve the same recognition. I’d suggest that self-empowerment in any job starts at the point of recruitment; being able to assess a company based on its reputation and integrity and learning how to avoid any red flags, even at initial interview stages.

Personally, I prefer to focus on green flags, which indicate that a company values its employees’ skills, experience and potential. A great company wears its reputation on its sleeve, while one that treats its employees poorly will also gain a reputation, and not in a good way. I chose to join Rootz as it was an organisation renowned for its reputational integrity, and this has proven itself time and again from within the company. What takes place in the boardroom is ultimately projected externally.

Authentic leadership in action

Principled leadership includes modelling the behaviour you’d like to see put into practice by your teams. This includes operational diversity, providing opportunities for everyone to grow within (and beyond) their sphere of expertise, and ensuring that each employee has a chance to have their voice heard.

The benefits of having a representationally diverse workforce include promoting dynamic and creative thinking, applying different perspectives in strategy development, and authentically communicating your brands and products to a diverse audience.

Whether you are starting out or at the height of your career, being part of a supportive organisation that prioritises integrity and equality is a great way to ensure your career will be a lasting one. Join a team of winners, be committed to your professional development and you won’t be disappointed.

Maria Boelius is chief revenue and operations officer at Rootz. She is a respected figure in igaming, having previously owned and operated her own online casinos and affiliate company, as well as working in senior roles for other established concerns.

Boelius is renowned as an industry authority when it comes to strategy, marketing, profitability and launching new products, with a heavy focus on making the most of the latest technology to optimise operations.

She is currently tasked with strengthening and future-proofing the success of Rootz and its ever-expanding global footprint.