SBC Leaders Issue 41 Features Executive Insights on iGaming Expansion, Marketing Execution, and Black Market Competition

According to Slot Beats, the latest edition of SBC Leaders magazine features interviews with leading iGaming executives who outline approaches to business growth, creative delivery, and competitive positioning. Issue 41 positions these perspectives as practical responses to regulatory costs, market expansion, and illicit operators.

Alexandre Tomic, founder of Alea, appears on the cover and reviews the company’s shift from games aggregator to developer of engagement tools. Alea now supplies major content to the North American sweepstakes sector and operates a sportsbook platform through a partnership with FIRST. Tomic and co-founder Charlotte Lecomte examine transferable elements from video gaming. “That I find extremely interesting, and I think that we’re going to see more and more of that in our industry,” he says.

Paddy Power’s Reactive World Cup Campaigns

Paul Mallon, Head of Brand at Paddy Power, returned to the Flutter Entertainment-owned operator last year after six years away. He led delivery of tournament-linked creatives produced in just a few hours. Mallon credits cross-functional support rather than marketing alone. “We’ve been doing this since 1988,” Mallon explains. “It involves finance, procurement, legal and an army beyond marketing who don’t often get the credit.”

Senior management endorsement proved decisive. “You need the big dogs at the top to come with you on the idea,” he adds. “The grown-ups at Paddy Power are brilliant in terms of trusting the teams. Trust is such a big aspect.”

MrQ’s Focus on Controllables and Licensed Differentiation

Savvas Fellas, founder and CEO of MrQ, states that the business has moved beyond challenger status to become one of the UK’s best-known online gambling brands during a period of rising taxes. “We try not to get hung up on things we can’t control. Tax is definitely one of those,” Fellas says. “So go crack on. Get better value out of your players. Give them better experiences. Give them fewer reasons to leave.”

Fellas directs sharper criticism at illegal operators. “They’ve got zero moral compass. Zero,” he observes. “They don’t care about deposit limits. Their KYC is a mess. You could sign up as Little Bo Peep, put your age as six and still deposit.” He argues licensed firms prevail on product innovation and brand storytelling where black-market sites do not compete.

The edition additionally presents contributions from more than two dozen other executives, among them Beata Stelmach of Totalizator Sportowy on black market countermeasures, Kevin Saliba of Betsson Group on multi-jurisdiction casino operations, and Jessica Roza of Arizona on responsible gaming training. The print version will be available at SBC Summit in Lisbon from 29 September to 1 October 2026, with the digital edition accessible online.

Reporting: Slot Beats

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