In a rapidly evolving and highly competitive iGaming industry, true innovation stems from a deep understanding—not just of technology, but of the people it serves. Alex Leese, CEO of Pronet Gaming, shares his belief that the most successful iGaming platforms are shaped by a dual approach, seamlessly integrating B2B strategy with B2C insights.
Having spent over 15 years in executive roles across the gaming sector, I’ve had the privilege of operating on both sides of the industry. From leading the international arm of William Hill, overseeing entries into newly regulated markets in LATAM, to managing B2C portfolios at Offside Gaming and Sportingbet, my path has consistently reinforced one truth: platforms that thrive are those shaped with the player in mind.
When I joined Pronet Gaming in 2019, my aim was to extend our commercial reach into high-growth markets like LATAM and Africa; regions rich in opportunity, but highly diverse in regulation, player preference, and technological maturity. This expansion required more than just technical integration; it demanded a nuanced understanding of local player behaviours, informed by real B2C experience.
That’s where our edge comes in.
Our leadership team is deeply rooted in both the B2B and B2C ecosystems. Our Director of Product Delivery, Rafiq Sheikh, brings over two decades of product strategy expertise from industry heavyweights like Playtech, Entain, and Microgaming. His approach blends technical rigour with a user-centric mindset, ensuring that what we build not only performs but resonates. Whether we’re launching a sportsbook tailored to mobile-first users in Kenya or refining our casino offering for Brazil, Rafiq ensures our platform delivery is tightly aligned with our business goals and our partners’ end-user needs.
This cross-functional fluency isn’t limited to product. Marketing, too, plays a critical role in bridging the B2B-B2C gap. With over ten years of experience in Asia’s entertainment sector, our Head of Marketing, Gina Lama, leads brand strategy and content with the precision of someone who understands what captivates audiences—be it in a packed live arena or across digital channels. Her expertise allows us to shape narratives that speak both to operators and their players, aligning our storytelling with on-the-ground expectations in dynamic regions like Asia.
So, what does this dual-lens approach look like in practice?
It means designing platforms that go beyond functionality to deliver experience. Our localisation strategy ensures operators have tools to tailor content, odds, and offers to their specific markets. It means offering seamless omnichannel capabilities for players who expect consistency whether they’re betting online, in retail, or on mobile. It’s about integrating intelligent back-office systems that allow operators to react in real-time; not just with risk management tools, but with CRM features that mirror the fluidity of B2C platforms.
It also means being proactive in anticipating how consumer expectations evolve. Bettors today want more than odds, they want engagement. They expect dynamic interfaces, personalised experiences, and real-time content. By applying B2C principles to our B2B platform architecture, we ensure that operators can deliver exactly that.
Ultimately, innovation isn’t a single act of invention—it’s the outcome of listening, observing, and adapting. At Pronet Gaming, we innovate not just to impress, but to empower: empowering operators with tools that perform, and empowering players with experiences that connect.
As we expand further into Asia, our mission remains clear: bring together the best of both worlds. Because the future of iGaming doesn’t lie solely in tech; it lies in the synergy between platform and player, between B2B infrastructure and B2C intuition.
That’s the dual lens we bring to every market, every partnership, and every product we build.
