Click here for the iGB-Pentasia Salary Survey’s full breakdown of gaming salaries by function and role.

The iGaming sector is entering a new phase where technology, cost discipline and regional expansion are reshaping talent strategies. AI is the dominant theme, influencing both the skills employers seek and the structure of teams.

Jump to: Pay and differentiation in iGaming

Across tech, marketing, commercial and support functions, hiring remains focused on mid to senior-level professionals, with fewer entry-level opportunities as businesses look for immediate impact and efficiency.

AI skills and strategic hiring

Companies are prioritising candidates with AI expertise, particularly in tech and data roles.

Two years ago, BI analysts with SQL and Tableau were sufficient; now machine learning and automation skills are often mandatory.

New positions such as AI engineers and Heads of AI are appearing, and employers are willing to hire from adjacent sectors like fintech when gaming experience is secondary to technical depth.

At the same time, salary growth has stabilised, with budgets tightening in some areas. Senior tech roles remain competitive, but employers rarely stretch beyond set ranges, requiring flexibility in candidate sourcing.

Flexibility and regional shifts

Remote work continues to dominate, especially for tech and marketing, where it attracts the best talent. Hybrid models are common in established hubs such as Malta, Gibraltar and Estonia, while full office mandates often lead to attrition at senior levels. Emerging locations like Dubai and Tbilisi are gaining traction, though strong on-site preferences in Georgia are pushing candidates towards remote alternatives.

Marketing roles remain largely remote across Eastern Europe, with hybrid arrangements offering limited flexibility after probation.

Commercial trends

Marketing demand is steady but evolving. Crypto and sweepstakes expertise is increasingly valuable, driven by new ventures and Web3 startups. Google’s algorithm changes earlier this year disrupted acquisition channels, accelerating affiliate consolidation and forcing operators to rethink strategies.

Commercial hiring remains strong, particularly in Asia, the Middle East and LatAm, where networks are critical and employers rarely recruit from outside gaming. Compensation for senior sales roles remains attractive, with high bonus potential and occasional equity.

Compliance and finance: Cost control and fractional solutions

Compliance and finance functions reflect a cautious market mood. Operators are consolidating licences and adopting fractional hiring to manage risk and clear backlogs cost-effectively. Larger businesses are holding steady, while startups often underinvest in regulatory expertise, creating exposure.

Finance teams are leaner, with UK employers especially cautious due to gambling tax law concerns and ongoing restructuring, while some clients are increasing office attendance expectations from 2-3 days to 3-4.

In summary, the sector is balancing innovation with caution. AI is reshaping skill requirements and team structures, while flexibility remains a decisive factor in attracting talent. Employers that combine targeted hiring, adaptive work models and cost-efficient strategies will be best positioned to navigate the next phase.

Darren Kirby, Business Development Director – Europe

Pay and differentiation in iGaming

In a talent market as competitive as iGaming, compensation isn’t just a cost line – it’s a strategic differentiator. Yet too many operators still treat salaries and benefits as reactive levers rather than proactive tools to attract, retain and elevate talent.

Across the sector, we’re seeing clear shifts. Inflationary pressures continue to push base-pay expectations upward. Long-term incentives – LTIPs, equity participation and performance-linked schemes – are no longer a “nice to have”, they are essential for securing senior leadership.

Regional pay disparities are creating structural challenges for global organisations, while return-to-office policies are reshaping how businesses use compensation to preserve flexibility and retain high-value employees.

Why does this matter? Because how you pay people signals what you value. It shapes your culture, defines your employer brand and determines whether high performers see you as a place to grow… or just a stepping stone. iGaming leaders should be

asking themselves:

● Are we competitive in the markets that matter most?

● Are we rewarding the behaviours that align with our long-term goals?

● Are we structured to retain key people through transformation, M&A or exit events?

Compensation culture

At The Conexus Group, we help the iGaming community answer these questions. From market benchmarking and compensation modelling to aligning leadership incentives with business strategy, we give employers the insight – and actionable plans – they need to turn pay into a lever for performance.

Compensation is one of the few tools leaders can directly control to shape behaviour, culture and long-term success.

It deserves deliberate, strategic attention – not just periodic adjustment.

Andrew Cook, Managing Director, Conexus Leadership

Click here for the full breakdown of gaming salaries by function and role.

iGB-Pentasia_Salary Survey 2025

 The grand finale of the iGB-Pentasia Salary Survey! A full breakdown of gaming industry pay, broken down by seniority and position.