Recently, I had the opportunity to sit down with Frank Heinanen, industry veteran and CEO of Bethard, to discuss the shifting sands of the global iGaming landscape. As a leader of Bethard, Frank has a front-row seat to the industry’s professionalization. Our conversation moved beyond the hype, focusing on the hard-won lessons of scaling, the reality of AI integration, and the critical importance of market focus.
Here are some key takeaways from our conversation.
The Strategy of Restraint: Buy vs. Build
In an era where the "Gold Rush" mentality often pushes operators toward aggressive global expansion, Heinanen offers a sobering counter-perspective: Do fewer things, but do them better.
The industry has moved away from the desire to own every piece of the tech stack. The trend is shifting toward a strategic "buy" model for non-core components.
- Focus over Reach: It is more valuable to achieve 100% operational excellence in "home" markets than to be 70% ready in high-growth regions far away.
- The "Gatekeeper" Role: “Leadership must act as a filter. While engineers may feel the urge to build almost everything in-house from the outset, we shouldn’t chase every opportunity. The key is to be selective, set clear priorities, and balance build vs. buy-leveraging best-in-class external solutions where it drives speed, while focusing internal development on areas that create real competitive advantage.”
AI: From "Hype" to "Co-worker"
Perhaps the most grounded part of our discussion centered on Artificial Intelligence. While some fear a total displacement of the workforce, Heinanen views AI as an essential enabler rather than a replacement.
"AI will not replace all of us, but those who are not using it will be replaced by those who are."
Current high-impact use cases include:
- Operational Efficiency: Automating withdrawals, risk management alerts, and refining code.
- Administrative Support: Transforming AML (Anti-Money Laundering) processes by allowing AI to compile client overviews so human officers can focus on decision-making.
- Internal Culture: Using AI tools to turn dry HR documentation into engaging video content and visuals, speeding up the onboarding of junior staff.
The Future of the iGaming Professional
As the tools change, so do the roles. We are seeing a blurring of lines where engineers are expected to hold a "product mindset." However, Heinanen argues that the core recruitment philosophy remains unchanged: Hire for mindset over pure technical expertise.
Closing Thoughts
The overarching theme of our discussion was maturity. The iGaming industry is moving out of its "ambitious teenager" phase—where companies tried to do everything, everywhere—and into a period of disciplined, tech-enabled excellence. Success in 2026 and beyond isn't about having the most features; it's about having the right focus and the curiosity to let AI do the heavy lifting.
