The iGaming Leader

In this episode of the iGaming Leader Podcast, Leo sits down with Michael Baker-Mosley, ex-Head of Brand at Kambi, ex-CMO at iGP, and one of the most respected B2B marketing minds in iGaming.
Michael pulls back the curtain on what it actually takes to step into a CMO role unprepared, why most B2B marketing in this industry is renting its audience rather than building one, and what happens when a leader has to let go of the people they hired and believed in. 
The conversation covers the art of hiring outside the industry, why picking a nemesis is a legitimate market entry strategy, the real ROI of brand, and the moment Michael went ballistic on his first holiday in years over a PR piece that was never meant to go live.

Guest Bio

Michael Baker-Mosley is a senior marketing leader and consultant with over a decade of experience across B2B technology, iGaming, and brand strategy.

He spent five years at Kambi, rising to Head of Brand Marketing, before joining iGP as CMO in January 2024, where he led the brand, PR, events, and product marketing functions through a period of significant growth and restructuring. He is widely cited as one of the most influential B2B marketers in the iGaming industry and serves as an Ambassador for the iGaming Leader Mastermind.

Key Topics Discussed

00:00 – From the smoking area at SBC Lisbon to the iGaming Leader: who Michael is now vs. then.
02:00 – The gap nobody prepares you for: the step up from head of to C-level.
05:00 – "We promote people who are good at their job. And we might get a shit manager."
09:00 – The best hire Michael ever made: a risk manager from Amazon with nine months of events experience.
12:00 – Two-thirds of marketers have never had formal training. What that actually means for the industry.
18:00 – Delegation gone wrong: the PR piece that went live on the first day of his holiday.
24:00 – Letting people go: why it is never just business, and why it should not be.
28:00 – The human cost of redundancy when the team was genuinely performing.
31:00 – Picking a nemesis: why having a competitor with 45 people in their B2B marketing team was a gift.
34:00 – Rented audience vs. owned brand: the most expensive mistake in B2B marketing.
38:00 – Why SEO, paid media, and affiliate are all forms of renting someone else's audience.
41:00 – The ROI of brand: why CFOs get it wrong and CMOs let them.
44:00 – What Michael would tell his earlier self on day one of the CMO role.
46:00 – Why Michael became an Ambassador for the iGaming Leader.
Memorable Quotes

"We promote people who are good at their job. And actually it's so wrong for so many people, because you lose somebody who's good at their job and you might get a shit manager as well."
"The best hire I made in my marketing team was a risk manager from Amazon. Outside the industry. Had about nine months of event management experience."
"Two-thirds of marketers have never had any formal training. I've hired a risk manager from Amazon, but it's true."
"I wasn't asking for people's opinions of whether or not I should be calm. It was too late. My mistake was to go ballistic."
"You as a leader always have to remember: it's not about you. 'I feel bad. I hope you...' It's not about you, is it? It's about them."
"If you're looking to enter a market, picking a nemesis is a great way to do it. One of our competitors had 45 people in their B2B marketing team. Ten to one outspending us. And we would find ways to subtly mock them at any opportunity."
"To build long-term value for a business, marketing needs to be building brand, building its own audience, owning the audience itself. Everything else is rented."

Key Takeaways

The Promotion Trap: Promoting the best performer into management is one of the most common and costly mistakes in iGaming. You lose a high performer and risk gaining a poor manager. The skills that make someone exceptional at a job are rarely the same skills that make someone exceptional at leading others who do it.
Hire for Your Weaknesses: The best hire Michael made was a risk manager from Amazon with nine months of events experience. She became one of the best hires of his career. Hiring outside the industry and outside your own strengths creates the depth of capability that frees a leader to operate at a strategic level.
Rented Audience vs. Owned Brand: Paid media, affiliates, SEO, and editorial placements are all rented. When the algorithm changes, the spend stops, or the platform shifts, the audience disappears with it. The only durable asset in marketing is a brand that people seek out directly. That is what separates market leaders from permanent bit players.
Picking a Nemesis: Entering a competitive B2B market without positioning is invisible. Identifying a well-funded competitor and building your identity in contrast to theirs is a legitimate and powerful go-to-market strategy. You do not need their budget if your message does the hard work they cannot buy.
It Is Never Just Business: The hardest part of leadership is not strategy. It is sitting across from someone you hired, believed in, and worked beside, and telling them it is over, for reasons that are not their fault. The leaders who treat that moment as purely transactional lose something they do not get back.

Stamp Your Vision Early: The biggest regret from Michael's time as CMO was waiting a year before taking his vision for the brand and the business to board level. The conversation was worth far more than he gave it credit for. A CMO who waits to be invited into strategy is always going to be seen as a cost, not a driver of growth.

Important Links

Follow Michael Baker-Mosley on LinkedIn: https://www.linkedin.com/in/mosleymichael
Follow Leo Judkins on LinkedIn: https://www.linkedin.com/in/leo-judkins/
Subscribe to the iGaming Leader newsletter: https://www.igamingleader.com/signup
Join the iGaming Leader Mastermind: https://www.igamingleader.com/
This episode is sponsored by Sumsub, the leading identity verification provider for iGaming operators. Learn more at https://sumsub.link/8gu

In this episode of the iGaming Leader Podcast, Leo sits down with Savvas Fellas, founder and CEO of MrQ, the bootstrap challenger brand that decided the UK gambling industry's nonsense had gone on long enough.
Growing up on a council estate in Birmingham, Savvas built his way into iGaming through SEO, affiliates, and white-label operations before a simple question changed everything: why is the player experience still so bad? In 2018, he launched MrQ with no external funding, no wagering requirements, no smoke and mirrors, just a product built on the belief that players deserve better. The conversation covers how he scaled to 200 people, why building the right C-suite nearly broke him, how MrQ responded to the UK's 40% gambling tax shock, and why he believes the next frontier of real money entertainment is shared, synchronous, and nothing like a slot machine.
Guest Bio
Savvas Fellas is the founder and CEO of MrQ and Lindar Media. Starting out in digital marketing and affiliate SEO in London, he identified the gaps in the player experience from both sides of the fence before deciding to build his own platform from scratch.
MrQ launched in 2018 as a fully bootstrapped, UK-focused online casino built around fairness and transparency: no fees, no wagering requirements, no complexity. Under Savvas's leadership, MrQ has grown into one of the UK's fastest-rising gaming brands, backed by partnerships with Watford FC, the World Snooker Tour, UFC, and boxing with Queensbury and DAZN.
Key Topics Discussed
00:00 – "How hard can it be?" The frustration that started MrQ.
05:00 – Running both sides of the fence as advertiser and affiliate publisher.
09:00 – MrQ's six core values and how they shape every interview.
11:00 – The secret sauce: mission, vision, and values as a decision-making framework.
13:00 – Shiny objects and one-way door decisions: staying focused when everything is calling.
18:00 – The C-suite problem: why building the right leadership team took eight years.
24:00 – "What got you here won't get you there": managing the human cost of restructuring.
27:00 – The tech vs. product realisation: the mistake that cost MrQ years of momentum.
32:00 – The 40% tax shock: MrQ's response and why Savvas thinks the government is reckless.
35:00 – Creating a common enemy: how the tax change rallied the whole team.
38:00 – Shifting the paradigm: why real money entertainment doesn't have to mean slots.
42:00 – What Savvas would tell his earlier self about building the C-suite faster.
Memorable Quotes

"The frustration started to brew. I couldn't get anything over the line. Eventually I was like, 'Do you know what? Fuck this. How hard can it be?'"
"Have a very clear mission and clear vision and values that underpin your behaviours and your collective personality. The first principles in which you make your day-to-day decisions should be your value framework. That's the secret sauce."
"I don't wanna tell you that you can't do the job when I don't even know what the job is. I'll run you through this programme and they'll benchmark you. And I said: if I don't benchmark either, I'll also step aside."
"This government does not have an idea of how business works. They've never been in business. How can you be okay with £500,000 going into the black market knowing that people are going to be put in front of risk?"
"We sell entertainment. Can we shift the paradigm of what real money entertainment is? That's the headline."
"The genius with a thousand helpers are the good companies. But you take them out and the thing should still perform as good if not better."
Key Takeaways
First Principles Over Pattern Matching: The best founders don't ask "this worked over there, will it work here?" They break the problem down to bare bones, challenge every assumption, and build back up. MrQ's entire product philosophy, from no wagering requirements to synchronous entertainment, is first principles thinking applied consistently.
Values as a Decision-Making Framework: MrQ's six values (We Own It, We Challenge Everything, We Win as One, We Care by Design, We Play Smart Long Games, We Get Shit Done) are not a wall poster. They are the filter through which every hire, every decision, and every strategic debate runs. That's the difference between a culture and a slogan.
The Tech vs. Product Mistake: Savvas spent years solving a technology problem that had already become a product problem. More engineers without product ownership produces nothing. Recognising when the nature of the bottleneck has fundamentally changed is one of the most important and most missed leadership calls in a scaling business.
Management Debt Is Exponential: Every hard decision deferred compounds. Savvas learned this when he reversed a C-suite appointment in front of his entire leadership team. The earlier you reverse a wrong call, the less it costs. Waiting does not make it easier; it makes it more expensive.
The Common Enemy Playbook: When the UK's 40% gambling tax landed, MrQ reframed it immediately. The threat was not internal. It was the black market. That reframe turned a business crisis into a team rallying point and a brand differentiator.
Founder Mode vs. CEO Mode: Great companies transcend their founders. Good ones collapse when the founder leaves. The distinction is whether the leader has built an organisation that runs on mission and values or one that runs on their own energy and oversight. Savvas's goal is the former.
Important Links
Follow Savvas Fellas on LinkedIn: https://www.linkedin.com/in/savvas-fellas/
Follow Leo Judkins on LinkedIn: https://www.linkedin.com/in/leo-judkins/
Subscribe to the iGaming Leader newsletter: https://www.igamingleader.com/signup
Join the iGaming Leader Mastermind: https://www.igamingleader.com/

This episode is sponsored by Sumsub, the leading identity verification provider for iGaming operators. Learn more at https://sumsub.link/8gu

In this episode of the iGaming Leader Podcast, Leo sits down with Ramiro Atucha, co-founder of Leander Games and Vibra Gaming, who has done something most founders never do twice: voluntarily stepped down as CEO of two companies he built from scratch.

Ramiro pulls back the curtain on the painful reality of recognising when you are no longer the right person to lead what you created, the difference between ego and self-esteem, and why the best decisions of his life were not really decisions at all. 

The conversation spans two decades of building in iGaming, including the moment he stepped aside at Leander to bring in Steven Matsell, how Brazilian regulation is repeating the same mistakes as the UK and Germany, and why, at 50, he chose to become the Miyagi rather than start over again.

Guest Bio

Ramiro Atucha is a gaming industry executive and strategic advisor with more than 20 years of experience building and scaling businesses across Europe and Latin America.

He co-founded Leander Games and later co-founded Vibra Gaming, helping build both into recognised industry names. 

He stepped down as CEO of Vibra in mid-2025 and launched Atucha Strategic Advisory in November 2025, where he works as a board-level advisor to operators, suppliers, and investors focused on growth strategy and market expansion across Latin America.

Key Topics Discussed

00:00 – Stepping down from two companies you built: what it actually feels like.
03:00 – The Argentinian restaurant story: how Ramiro saved a Mastermind dinner in Barcelona.
05:00 – The morning you post on LinkedIn that you're leaving the company you co-founded.
07:00 – The accidental marriage proposal: why the best decisions aren't always decisions.
09:00 – As CEO, the ultimate responsibility is always yours. The cost of that over time.
11:00 – Ego vs. self-esteem: why anything driven by ego is cursed.
13:00 – Bringing Steven Matsell in as CEO at Leander in 2012 and stepping into the COO role.
15:00 – Landing Betsson, PokerStars, and VideoSlots: the pressure of delivering on a new scale.
16:00 – Knowing when you're not the right person to lead the next phase of your own company.
18:00 – Essence preservation: what happens when majority shareholders take the company in a direction you can't stop.
20:00 – Fundraising mistakes Ramiro would fix if he were starting Leander today.
23:00 – Launching Atucha Strategic Advisory: why he chose five clients over thirty.
26:00 – Leaders cannot be seen in doubt. The case for confidential peer spaces.
28:00 – LATAM regulators are making the same mistakes as the UK and Germany.
31:00 – Brazil: church politics, $5M licences, and why 60% of the market stays unregulated.
33:00 – Where founder CEOs spend their time incorrectly and where they should overspend it.
35:00 – Alex Tomic and the Alea model: how to untie a founder's hands without losing them.
36:00 – If you were starting Leander today: fight harder for your equity from day one.
38:00 – Validating yourself in new rooms. Why Ramiro loved not knowing anyone at Indian Gaming in San Diego.
Memorable Quotes

"It's always painful to realise that the company you created, you grew as a baby, that you put the hours and the time into... that you're not the right person to continue to lead it."

"I hate the word ego. Anything driven by ego is cursed. Self-esteem is a lot better. My self-esteem is bulletproof. Nobody loves me more than myself."

"You need to know: 'I really messed up here. Really messed up.' I still love me. That's what allows you to accept that you messed up."

"As CEO, the ultimate responsible is you. If a bill is not paid, you cannot hide behind finance."

"Imagine you're in a boat and all of a sudden the captain says: 'I have no clue where we are.' People will start jumping out of the boat."

"I didn't feel the need to do it again. With Vibra, I felt the need to prove my stripes as CEO. After Vibra, I didn't need that anymore."

"The company needs to make more money by working with me than they did before. That's how I'll be judged."
Important Links

Follow Ramiro Atucha on LinkedIn: https://www.linkedin.com/in/ramiro-atucha-3a69054
Follow Leo Judkins on LinkedIn: https://www.linkedin.com/in/leo-judkins/
Subscribe to the iGaming Leader newsletter: https://www.igamingleader.com/signup
Join the iGaming Leader Mastermind: https://www.igamingleader.com/

This episode is sponsored by Sumsub, the leading identity verification provider for iGaming operators. Learn more at https://sumsub.link/8gu

In this episode of the iGaming Leader Podcast, Leo Judkins sits down with Nigel Eccles, the co-founder and former CEO of FanDuel. Moving from a small dairy farm in Northern Ireland to scaling one of the most iconic brands in sports betting history, Nigel pulls back the curtain on the psychological distortions required to build a massive tech enterprise.
The conversation challenges the foundational myths of entrepreneurship, proving through research that founders aren't actually risk-seeking, they are simply bad at assessing risk. 
Nigel recounts the early grinding days of FanDuel, the terrifying moment he burned his boats by resigning from his public corporate job, and how he learned to handle the operational numbness of being sued by multiple state attorney generals. 
Finally, Nigel shares his second act: launching BetHog and Sentient Studios, and why generative AI means non-technical leaders are now "vibe coding" whole software platforms from scratch.
Guest Bio

Nigel Eccles is a 25-year veteran of the online gaming and technology sectors. He was product manager at Flutter.com, guiding its structural transition into an exchange prior to its landmark merger with Betfair. 
He went on to co-found and lead FanDuel as CEO and currently serves as the co-founder and CEO of BetHog and Sentient Studios, pioneering the intersection of iGaming, web3, and advanced AI-driven game environments.
Key Topics Discussed

00:00 – The Risk Illusion: Why data shows entrepreneurs are just bad at calculating probabilities.
03:00 – From an Irish farm to New York
04:45 – The Flutter Origin Story
06:30 – Burning Your Boats
11:45 – Why startups are not "big companies in miniature".
13:30 – Product-Market Fit
16:00 – Being Right vs. Right Now
20:15 – Knowing When a Venture is Dead
25:15 – The Pivot to B2B
29:15 – Scaling multiple companies with the same core team.
35:00 – Vibe Coding: no more technical barrier to entry for new founders.
38:00 – The Solo Founder Trap
Memorable Quotes

"Entrepreneurs aren't more risk-seeking... they are just very bad at assessing risk. They just look at it, over-assess their ability and think, 'I can figure it out.'"
"Startups aren't like big companies in miniature. Startups are really like a science experiment."
"It's very, very hard at that first point to know, am I a visionary or am I just deluded?"
"By this point you're like, anything that's below like a federal agency suing me is not worth getting out of bed for."
"If you have a co-founder, your chance of being successful increases dramatically... You own 100% of zero without one."
Important Links
Follow Nigel Eccles on LinkedIn: https://www.linkedin.com/in/nigeleccles/
Follow Leo Judkins on LinkedIn: https://www.linkedin.com/in/leo-judkins/
Subscribe to the iGaming Leader newsletter: https://www.igamingleader.com/signup
Join the iGaming Leader Mastermind: https://www.igamingleader.com/

This episode is sponsored by Sumsub, the leading identity verification provider for iGaming operators. Learn more at https://sumsub.link/8gu

In this episode of the iGaming Leader Podcast, Leo sits down with Richard Dennys, a two-time CEO and turnaround specialist who has navigated the highest stakes in digital marketing and iGaming. 
Richard shares the dispassionate reality of the C-suite, arguing that because "business isn’t your friend," hard decisions must be made based on common sense rather than emotion.
The conversation explores Richard’s "strategically boring" approach to scaling , the specific frameworks he used to generate £60 million in cash flow at Game Lounge , and his "10:30 Rule" for maintaining professional boundaries. 
Guest Bio

Richard Dennys is a two-time CEO who has spent the last decade building, acquiring, and scaling digital businesses in performance marketing and iGaming. 
Most recently, he led Game Lounge, where he oversaw the buying and selling of assets, including an eight-figure exit on Betting.com. 
He has recently moved on to build independently through Free Spirit Partners, focused on acquiring digital businesses at the critical point where AI is reshaping industry fundamentals.
Key Topics Discussed

00:00 – Business isn’t your friend and why not everyone can be a CEO.
03:00 – Learning commerce on the beach and in bars.
06:00 – How personal loss and business failure build a "second skin".
09:00 – The common enemy: Using market changes to fight for transformation.
12:00 – The Three Horizons
16:00 – The Home Zone
21:00 – Delaying a hard call is never a kindness.
24:00 – The 10:30 Rule: nothing good happens after.
26:00 – Punching Up and managing your manager.
36:00 – Yield vs. Acquisition: What iGaming can learn from retail e-commerce.
39:00 – Blue Oceans: How to build a durable affiliate business in a Red Ocean market.

Memorable Quotes

"Business doesn't have feelings, right? It's just not your friend. Commerce, your competitors, everything about life in business is trying to kill you or get you fired."
"Delaying hard calls is never kindness, it's just deferred pain, and usually, that pain escalates."
"If you're gonna complain, complain upwards. Don't complain downwards. Because if you complain down, it spreads and then you get negativity, which kills the flow."
"It just meant that when the wind blew strong, we went fast."

Key Takeaways

Operate in Horizon Two: CEOs must leave Horizon One (Business as Usual) to their operators. A leader’s value is found in Horizon Two, manoeuvering the business toward the future and keeping a watchful eye on Horizon Three.
The "Strategically Boring" Leader: Successful turnarounds require focusing on the "Home Zone" (the existing product and market) to drive efficiencies rather than chasing high-risk "shiny objects".
Dispassionate Hard Calls: Leadership is defined by the ability to make tough calls. Management debt (deferring hard conversations) is a failure of leadership that inevitably increases the ultimate cost to the organisation.
The "Punch Up" Philosophy: Always invest in the relationship with your line manager and the one above them. Empathising with their problems allows you to profile your own branding inside the company effectively.
Build a Brand, Not a Funnel: In a world where SEO is being disrupted by AI, "funnels" are easily replaced. The only durable moat is a trusted brand that users seek out directly.

Important Links

Follow Richard Dennys on LinkedIn: https://www.linkedin.com/in/richarddennys/
Follow Leo Judkins on LinkedIn: https://www.linkedin.com/in/leo-judkins/
Subscribe to the iGaming Leader newsletter: https://www.igamingleader.com/signup
Join the iGaming Leader Mastermind: https://www.igamingleader.com/

This episode is sponsored by Sumsub, the leading identity verification provider for iGaming operators. Learn more at https://sumsub.link/8gu