18Peaches continues its #Peachmarathon interview series, a format of professional conversations that brings together voices from across the iGaming sector. The series is designed to explore real market experience, commercial thinking, and forward-looking industry perspectives. In this episode, Maria Vartanians welcomes Vitalii Smoliarenko, Head of B2B at Zenith. Drawing on direct collaboration with operators and
18Peaches continues its #Peachmarathon interview series, a format of professional conversations that brings together voices from across the iGaming sector. The series is designed to explore real market experience, commercial thinking, and forward-looking industry perspectives.
In this episode, Maria Vartanians welcomes Vitalii Smoliarenko, Head of B2B at Zenith. Drawing on direct collaboration with operators and technology partners, Vitalii shares a perspective shaped by day-to-day commercial work and evolving market conditions.
The Reality of B2B Relationships
Vitalii reflects on how B2B relationships change once initial agreements move into active cooperation. He touches on the challenges that often emerge after onboarding, when expectations meet operational reality and collaboration is tested in practice. These observations point to why durable partnerships require difficult decisions, patience, and a focus on lasting value rather than immediate gains.
Vitalii’s leadership principle is simple and actionable, “Listen before you lead.” He argues that early management mistakes usually come from assumptions, not capability, and that trust scales faster when leaders ask better questions before making decisions.
A B2B View from Inside the Industry
A key focus of the discussion is the role of partnerships in building stable and resilient gaming businesses. Vitalii discusses how commercial relationships have matured over time and why a clear understanding of operator needs is essential for meaningful cooperation.
Instead of treating B2B as a purely transactional function, the discussion highlights the importance of alignment, clarity, and realistic expectations on both sides. From Vitalii’s perspective, effective partnerships grow through consistent communication, innovation, and a shared understanding of priorities.
On team performance, Vitalii is clear, “Authority means nothing if you don’t empower others.” For him, delegation with trust is not optional, it is the operating model that allows speed, ownership, and sustainable execution.
Commercial Strategy and Long-Term Thinking
The discussion also touches on how priorities are set in a competitive and fast-moving environment. Vitalii reflects on the balance between growth ambitions and strategic focus, noting that not every opportunity supports long-term progress.
If rebuilding from zero, Vitalii would treat compliance, responsible gaming, and risk controls as native product components. His core idea is that durable growth comes from adapting fast without breaking trust, regulation, or product integrity.
Rather than pursuing rapid expansion alone, the discussion suggests that successful B2B development often depends on disciplined decision-making, trust, and leadership capable of choosing partnerships that support steady and sustainable progress.
Discussing market dynamics, Vitalii emphasized readiness and foresight, saying, “The industry rewards the ones who think two steps ahead.” In a fast-moving environment, preparation and adaptability are competitive advantages, not soft skills.
Watch the Full Conversation
Vitalii Smoliarenko’s discussion reflects the broader aim of #Peachmarathon to create space for thoughtful industry dialogue grounded in real operational experience. The full interview explores these topics in greater depth and provides additional context behind the perspectives shared. Watch the complete interview on YouTube.