{"id":611,"date":"2025-07-25T04:09:04","date_gmt":"2025-07-25T04:09:04","guid":{"rendered":"https:\/\/bettingjobs.eu.applyflow.com\/?p=611"},"modified":"2026-02-26T16:02:50","modified_gmt":"2026-02-26T16:02:50","slug":"the-importance-of-building-a-personal-brand-in-the-igaming-industry-with-gali-hartuv-warriorlab","status":"publish","type":"post","link":"https:\/\/www.bettingjobs.com\/qas\/the-importance-of-building-a-personal-brand-in-the-igaming-industry-with-gali-hartuv-warriorlab\/","title":{"rendered":"The Importance of Building a Personal Brand in the iGaming Industry with Gali Hartuv, WarriorLab"},"content":{"rendered":"

Gali Hartuv<\/a>, CEO and Co-Founder of\u00a0WarriorLab<\/a>, joins us to discuss the power of building a personal brand in the iGaming industry. Below, Gali shares his own journey and reveals how cultivating his personal brand in the form of Gali\u2019s Guide has unlocked new opportunities in both his personal and professional life.<\/p>\n

Gali also offers valuable advice for iGaming professionals who may feel hesitant or lack confidence in sharing their voice and posting regularly on social media. Additionally, Gali provides an insight into the VIP industry and the impact of regulation on the industry.<\/p>\n

Gali Hartuv (pictured), CEO and Co-Founder of WarriorLab, brings extensive experience in VIP and has a deep passion for the iGaming industry.<\/p>\n

\"\"<\/p>\n

Gali Hartuv (pictured), CEO and Co-Founder of WarriorLab, brings extensive experience in VIP and has a deep passion for the iGaming industry.<\/span><\/p>\n

\n

How did you first get started in the iGaming industry?<\/strong><\/p>\n

The short answer is right place at the right time.<\/p>\n

At 21, an opportunity came up to own and manage a poker club. I was always passionate about poker, having played since the age of 15\/16. Fresh out of university, I saw this as an exciting venture, so I bought the club and ran it for about a year before selling it. Shortly after, one of my VIP clients approached me, insisting I meet with them to bring my VIP experience from the poker tables to their company and help them grow. It just so happens that company was Betway, and this was about 11 years ago.<\/p>\n

Since then, my passion for iGaming, VIP services, and B2C operations only grew. It led to me running various B2C operations and building numerous VIP programs around the world. I\u2019ve worked across four continents in various strategic hubs, gaining invaluable experience along the way. One of my proudest achievements was co-founding WarriorLab three years ago with my brother and sister, which is our management consultancy for the iGaming industry.<\/p>\n

\n

What are the key topics as far as VIP is concerned, and how has regulation influenced these changes?<\/strong><\/p>\n

When we look at the evolution of technology and its impact on VIP programs, it\u2019s clear that we\u2019re witnessing a rapid shift. Historically, VIP management followed a linear, black-and-white approach. Today, those traditional models are being outpaced by more dynamic, data-driven strategies, thanks to advancements in technology. The ability to gain deeper insights into player data and behaviour is a game changer, allowing us to move beyond legacy systems and create more personalised, responsive VIP experiences.<\/p>\n

However, while technology plays a crucial role, it\u2019s important to remember that the infrastructure, strategies, and expertise needed to maximise the value of these tools must still be anchored in-house. Technology doesn\u2019t replace the need for experienced personnel; it complements their work.<\/p>\n

Another key topic that\u2019s gaining significant attention is sustainability. Historically, the focus was on short-term transactions and profitability. Now, especially considering evolving regulations around sustainability, there\u2019s a shift toward mitigating bonus abuse, managing volatility, and emphasising long-term growth over unpredictable spikes and crashes in performance. Retention has become a major focus over the past couple of years.<\/p>\n

While the industry is heavily fixated on acquisition and growing active player numbers, retention often takes a backseat. From a VIP perspective, it\u2019s staggering to realise that only about 1% of acquired players transition into hosted VIP players. Moreover, acquiring a player is typically five times more expensive than retaining one. When you look at the costs involved, acquiring VIP players can be up to 500 times more expensive. This makes retention a critical and often overlooked area for VIP programs.<\/p><\/blockquote>\n

Relevancy is another emerging concept in VIP management. For years, operators focused on delivering experiences from their perspective. Today, there\u2019s a growing recognition of the importance of creating bespoke, tailored experiences that resonate with players on their terms, not just the operator\u2019s. This shift towards relevancy is about meeting the expectations of VIPs, creating personalised journeys that speak to their preferences, rather than dictating what they should want.<\/p>\n

The concept of \u201cbuying loyalty\u201d is also becoming increasingly problematic. This is an area where we\u2019ve seen significant industry scrutiny, particularly through WarriorLab, as we assist organisations with bonus spend and retention strategies. Historically, there has been a practice of throwing bonuses and promotions at players in an attempt to stave off declines in player activity. However, this approach has spurred regulatory changes, as it\u2019s no longer sustainable or responsible to simply buy loyalty through financial incentives.<\/p>\n

Regulators are tightening their oversight of this practice, ensuring that bonuses aren\u2019t used to artificially extend player lifetimes or activity levels. This increased focus on regulation is helping VIP programs move away from the cookie-cutter approach where everything looks the same, and encouraging more thoughtful, tailored strategies.<\/p>\n

To be more specific on the regulatory side, I think that the way we manage VIPs and promote VIP programs has completely changed as a result of regulations. Nowadays (I\u2019ll put out a disclaimer that the industry is still significantly behind in this area), the collaborative approach and strategies between the responsible gambling (RG) units, compliance teams, and VIP departments is something that needs to improve.<\/p>\n

While regulation is encouraging for greater collaboration between VIP, RG, and compliance, VIP is still largely viewed as a commercial function rather than being seen as an opportunity to support RG and compliance. This is an area where we\u2019re making progress, but we\u2019re not yet where we need to be.<\/p>\n

From a marketing and competitiveness standpoint, I would say that VIP programs have become more conservative in a regulated market. The focus has shifted from transactional, and enticement orientated, which largely comes down to the fact we need to be more proactive. Anticipating player actions has evolved from a strategy to an expectation in the regulated VIP space.<\/p>\n

Today, the emphasis is on balancing player experience with wellness and RG. However, in heavily regulated regions like Sweden and other developed countries such as Germany, the Netherlands, and the UK, we\u2019ve seen that strict regulations often drive high-net-worth individuals to gamble offshore with unregulated operators. This is one of the downsides of regulation, as VIP players generally prefer to avoid restrictions. Regulatory considerations is a topic that we\u2019ve explored quite a bit on Gali\u2019s Guide \u2013 click here to learn more:\u00a0https:\/\/www.linkedin.com\/newsletters\/gali-s-guide-monthly-recap-7103144613657337856\/<\/a><\/p>\n

The final point on regulation is that, now more than ever, regulated companies must find the right balance between meeting regulatory obligations and enhancing player experience and relationship management. Leveraging VIP departments to support compliant VIP initiatives need to be a part of the conversation \u2013 just as compliance should be embedded in VIP operations. This collaborative approach aligns with the broader strategy I mentioned earlier.<\/p>\n

\"\"<\/p>\n

\n

How has your role evolved or changed over the years?<\/strong><\/p>\n

I love this question because I\u2019ve been fortunate enough to have a diverse and dynamic career in the industry. I\u2019ve progressed from Account Management roles to senior leadership positions, including Head of VIP and Head of Global Operations. Along the way, I\u2019ve had the opportunity to build and refine VIP programs, develop specialised VIP strategies, and drive market expansion across more than 50 brands ranging from startups to enterprise-level companies.<\/p>\n

One of my biggest achievements was scaling VIP teams into global powerhouses, with my largest operation growing to over 70 people. I\u2019ve successfully scaled conglomerates with over 35 brands, and, over the past 13+ years, I have trained hundreds of professionals worldwide on VIP best practices and B2C operational excellence.<\/p>\n

I believe all of this naturally led to my transition into consultancy, and launching WarriorLab marked a significant transformation point for me. It broadened my perspective, engagement, and reach \u2013 allowing me to transcend the limitations of working for a single company and gain a more holistic view of the industry. Consulting has opened the door to working with diverse organisations and identifying recurring industry trends and pain points \u2013 whether across different geographies, company sizes, or business models.<\/p>\n

Running a consultancy like WarriorLab requires not only deep industry expertise but also the ability to bring together a wealth of experience under one roof, consolidating our strengths to drive meaningful impact. I think that as a consultant, people often assume you\u2019re a one-man band. But you\u2019re part of a team of experts, some public facing and some working behind the scenes. Looking at how my role has evolved; I would attribute not just my own success, but also WarriorLab\u2019s\u2019 success as a direct result of that collective effort. It\u2019s our commitment to delivering unparalleled insights and solutions through collaboration that truly sets us apart.<\/p>\n

It\u2019s also a case of leveraging a robust network of now trusted professionals and strategic partners which, when you\u2019re working for a single company, you don\u2019t have access to \u2013 not in the same way in a professional sense. You have your personal LinkedIn network for example, but you don\u2019t have a network of partners. Every project, every connection in the network, be it in WarriorLab or our partners\u2019 teams, helps us and deepens our understanding to deliver some kind of value to our clients.<\/p>\n

In the last three years, which in the grand scheme of iGaming, is not a long time \u2013 we\u2019ve had the opportunity to support some of the largest brands in the world, developing innovative strategies and driving impactful projects. Reflecting on the role my team and I have had in these projects, what stands out is the platform we have that enables us to pioneer approaches that would be far more restricted in working with\/for a single organisation.<\/p>\n

For me, the biggest evolution in my role and how its changed over the years has been carving out a niche in an increasingly competitive industry. It\u2019s allowed me to leverage both my personal reputation and that of my company to help external operators become more receptive, where historically no one was truly focused on VIP, as a prime example.<\/p>\n

While VIP isn\u2019t our sole focus, it remains a core pillar of our work, alongside other strategic areas. Given that the industry is in a transitional phase, I believe this is just the beginning of what\u2019s to come.<\/p>\n

\n

What motivated you to start\u00a0Gali\u2019s Guide?<\/strong><\/p>\n

The inception of Gali\u2019s Guide, powered by WarriorLab \u2013 which has grown beyond just a guide to now including articles, Q&As, newsletters, and more published throughout each month \u2013 was driven by a clear and pressing need within the industry. There was a noticeable lack of publicly available, high-quality educational content, particularly focused on VIP. In just over a year, Gali\u2019s Guide has grown our following to over 2,000 monthly subscribers, consisting of 50% C-suite executives and decision-makers, which is a testament to the demand.<\/p>\n

With our newsletters now reaching over 35,000 professionals through the WarriorLab network, this initiative stands as the only freely available and accessible source of VIP educational information in the industry. The motivation to launch it stemmed from years of private conversations with industry peers. Much like what led me into consulting and partnering with my siblings, I was repeatedly encouraged to share the wealth of knowledge I had accumulated over the years \u2013 both through hands-on experience and theoretical insights. There was a clear and growing demand for transparency and an open dialogue about VIP.<\/p>\n

VIP in its nature is shrouded in secrecy \u2013 I often joke that it\u2019s like the first rule of Fight Club: you don\u2019t talk about Fight Club. By breaking the silence, we set out to elevate the standards of VIP management across the industry, which became a key motivator. The newsletter, initially launched by popular demand, has since evolved to serve multiple purposes. Our expert Q&As now introduce our audience to trusted professionals within WarriorLab\u2019s network, while also highlighting companies we\u2019ve reviewed \u2013 once again, through Q&As. Thought leadership plays a crucial role in this, and ultimately, Gali\u2019s Guide not only reinforces knowledge-sharing but also strengthens transparency around WarriorLab\u2019s activities and business intentions.<\/p><\/blockquote>\n

On a personal level, I\u2019m deeply passionate about giving back to the industry. It has given me so much, and this is my way of returning the favour \u2013 offering actionable insights with no expectations. I firmly believe that what goes around comes around, and by contributing positively and generously, my team, WarriorLab, and I have not only helped elevate the industry as a whole but have also built lasting relationships and partnerships through Gali\u2019s Guide.<\/p>\n

\n

How important is building a personal brand in today\u2019s industry?<\/strong><\/p>\n

Personal branding today is absolutely imperative. Building a personal brand and establishing credibility through creating your own narrative can unlock opportunities that might never have been available otherwise. It\u2019s not about flashy titles or big announcements \u2013 it\u2019s about consistently showing up, sharing meaningful insights, and connecting authentically with your audience in a way that resonates.<\/p><\/blockquote>\n

People are already forming perceptions of you, so taking charge of your personal brand allows you to shape that narrative. For me, it has always been about engagement and connection \u2013 not just broadcasting but nurturing real conversations, responding to comments, and building a genuine community. Consistency matters \u2013 don\u2019t wait for big news to post. Share your thoughts, challenges, and successes regularly. Authenticity and vulnerability often resonate more than the \u201cpolished perfection\u201d that people try to portray on social media.<\/p>\n

Celebrating others doesn\u2019t take the spotlight off you, it strengthens your brand. From a consulting perspective, personal branding has opened countless doors from speaking engagements to collaborations and mentorship requests. These aren\u2019t just personal wins; they amplify both your visibility and the reputation of the business you represent.<\/p>\n

\"\"<\/p>\n

Stuart Armstrong (left) and Iain Watson (right) from our team join Gali Hartuv in the image above during the SiGMA Africa 2024 conference.<\/span><\/p>\n

\n

What advice would you give to professionals in the iGaming industry who may feel hesitant or lack confidence in sharing their voice or posting on social media?<\/strong><\/p>\n

If I were to give one piece of advice on building a personal brand, it would be this \u2013 your personal brand is your reputation. It\u2019s not about self-promotion \u2013 it\u2019s about creating a platform that reflects your expertise and values, where authenticity naturally shines.<\/p>\n

Many people dive in too fast, trying to do everything at once. My advice? Be patient, stay consistent, and most importantly, be yourself. Avoid creating a \u201cLinkedIn persona\u201d that doesn\u2019t align with who you truly are. When people meet you in person, they should see the same person they\u2019ve come to know online.<\/p>\n

Investing in your personal brand while contributing to your community isn\u2019t just beneficial for you \u2013 it\u2019s a win-win for the entire industry.<\/p>\n

\n

What defines a VIP customer, and how do you identify them?<\/strong><\/p>\n

VIP players are the lifeblood of many iGaming operators, often accounting for a significant portion of revenue. While VIP refers to the most executive and valuable player segment consisting of high-net-worth individuals, there\u2019s no such thing as one size fits all in VIP. VIP, by definition, is subjective and unique to each operator. VIP involves a complex, tailored process that aligns with the operator\u2019s strategic goals and market dynamics.<\/p>\n

Accurately defining VIPs necessitates that operators undertake a data-driven and tailored approach. Several factors come into play, including GEOs, specific player parameters, criteria, the maturity of the VIP program, and the operator\u2019s financial objectives. Additionally, the risk appetite and acceptance of VIP liability thresholds are crucial considerations. This nuanced understanding is essential before launching any VIP program to ensure its effectiveness and sustainability.<\/p>\n

Essentially, a VIP is a player who can endure losses and continue to play without deviating from their standard or expected behaviour. However, the essence of VIP is far more than financial and transactional, especially as we look to personalise and humanise the VIP experience. VIP is a long-game exercise where consistent and sustainable player value results in sustainable profitability. This is achieved through prioritising relationships and trust with our VIP players, which boosts greater player loyalty, engagement, and commitment to the operator\u2019s VIP program and offerings.<\/p><\/blockquote>\n

\n

In your opinion, what has been an outstanding VIP program, event, or a particularly memorable moment in terms of operations?<\/strong><\/p>\n

What stands out most in my career isn\u2019t a single event or program but the cumulative impact of building relationships and creating personalised experiences. That\u2019s where VIP really comes to life \u2013 through connections that go beyond transactional interactions and leave lasting impressions and memorable experiences.<\/p>\n

Operational excellence in VIP is about more than just efficiency, it\u2019s about learning from diverse environments, understanding what drives loyalty in different markets, and applying those insights thoughtfully. Every GEO and brand bring its own nuances, and curating programs, events, or strategies that resonate on a deeper level has been both a passion and a purpose for me throughout my 13+ dedicated years in the VIP space.<\/p>\n

What\u2019s been most memorable is witnessing the transformation that happens when a VIP strategy shifts from simply managing players to genuinely engaging them. Often, it\u2019s not the grand gestures as much as it\u2019s the small, well-executed details that create meaningful impact.<\/p>\n

Over the years, I\u2019ve had the privilege of refining a range of strategies which underpin the service excellence that WarriorLab offers to our clients \u2013 blending creativity, data-driven insights, and a human-centred approach. This has been shaped by regulatory shifts, market evolution, and close collaboration with operators.<\/p>\n

The key lesson? Success isn\u2019t just about having the right strategies on paper \u2013 it\u2019s about knowing when and how to apply them, backed by competent, passionate teams and strategic partners whose expertise not only drives results but, more importantly, earns and sustains our clients\u2019 trust.<\/p>\n

\"\"<\/p>\n

\n

We would like to thank\u00a0Gali Hartuv<\/a>\u00a0for joining us in today\u2019s edition of BettingJobs News, where we shed light on the importance of building a personal brand in the iGaming industry, whilst also taking a deep dive into the topic of VIP. A special thank you also to\u00a0Adi Hartuv<\/a>\u00a0and the\u00a0WarriorLab<\/a>\u00a0team.<\/p>\n

Be sure to check out Gali\u2019s Guide by clicking here.\u00a0\ud83d\udd17\u00a0https:\/\/www.linkedin.com\/in\/gali-hartuv-895b02125\/recent-activity\/articles\/<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

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