Tsotne Mdivani’s career in the iGaming industry has been a journey of bold moves, continuous growth, and a deep commitment to the player experience. Starting as an Incident Process Manager at Adjarabet, he then took on roles at Xanadu Casino and betlive before transitioning from operator to provider. Now, he serves as the Head of Product Management at BETER, a fast-betting content and data provider.
Tsotne answers SBC Eurasia’s 10 questions about his career, sharing insights on the industry’s evolution, the importance of adaptability, and how his philosophy has driven his success.
– What was your first job and what led you to pursue a career in the iGaming industry?
– My first step into iGaming was as an IPM at Adjarabet, where I worked on resolving player issues. Though brief, this role introduced me to the industry and the importance of user experience.
Soon after, I became a Marketing Manager for a European international entertainment company launching the largest land-based casino in Tbilisi. This transition was a game-changer, combining my passion for gaming with marketing and problem-solving. Those early roles taught me the importance of understanding customer needs, adaptability, and how to effectively bridge operational challenges with strategic goals, which continue to shape my approach today.
– What was the single biggest turning point in your career?
– The biggest turning point in my career came during the COVID-19 pandemic when the casino I worked for shut down, pushing me to explore online gaming. I joined betlive as a Junior Sports Product Manager. Every day, I could feel how much I was learning and growing. With a great team and strong mentorship, I quickly advanced to Senior Product Manager and, within 1.5 years, led the Sports Product team.
This period at betlive was transformative for my career in iGaming, and the experience deeply shaped my understanding of betting behavior and player psychology. Working in a B2C environment taught me what truly drives player engagement and loyalty. And now in my current role at BETER, the biggest shift has been moving from direct customer engagement to developing solutions that help operators better meet player needs.
Thus, I oversee the growth of BETER’s sports products, including the Setka Cup table tennis tournaments, the BSKT Cup basketball league, and several other fast-paced, high-demand disciplines that we plan to announce later this year.
– What have been the biggest challenges you’ve faced in your career, and how did you overcome them?
– In such a dynamic industry, challenges are constant, but they are also growth opportunities. Rather than a single defining challenge, I’ve faced many moments that tested my adaptability. For instance, transitioning between roles or taking on entirely new responsibilities has always required a steep learning curve. I had to quickly adapt to different responsibilities while staying focused on delivering results.
Fast-paced environments come with tight deadlines, unexpected changes, and evolving player demands. I’ve tackled these challenges by staying flexible, continuously learning, and leaning on the expertise of supportive colleagues. These experiences reinforced that adaptability, perseverance, and a growth mindset are key to overcoming any hurdle.
– Who has been the key mentor in your career, and what is the best piece of advice you ever received that still drives your work today?
– I’ve been lucky to have several mentors throughout my career, especially during my time at betlive. Working across three roles in the Sports Products department, I collaborated closely with C-level managers, Bookmaking and Trading teams, and my product team, learning from them every day.
Their expertise helped shape me into a well-rounded iGaming professional. The best advice I received, and still follow, is to treat every challenge as a learning opportunity.
– What advice would you offer to those just beginning their journey in the industry?
– Never stop developing yourself and learning. This industry evolves rapidly, and adaptability is crucial to staying relevant and thriving. Embrace change, be curious about new trends and technologies, and remain open to growth. Those who are willing to adapt and continuously improve will find the most success.
– You’ve seen the iGaming industry evolve over almost 10 years. What are the biggest changes you’ve witnessed, and where do you think the industry is heading next?
– One of the biggest shifts in iGaming over the past decade has been speed—players now expect instant outcomes, reflecting the demand for fast-paced digital experiences. Micro-betting and eSports have also become game-changers.
Looking ahead, I see these trends accelerating, with AI, AR/VR, and blockchain driving even more immersive and real-time experiences. The industry will continue evolving at breakneck speed, shaping the future of digital entertainment.
– You’ve made bold moves throughout your career. Do you have a personal mantra or philosophy that guides your professional decisions?
– My philosophy is simple: always keep moving forward. The moment I stop growing, I know it’s time for a change – even if I’m comfortable. Real progress comes from stepping outside my comfort zone, embracing challenges, and seeking opportunities that push me to learn, adapt, and evolve.
– What accomplishment in your career are you most proud of, and why does it stand out to you?
– To be honest, I find it hard to single out one specific accomplishment because every step in my career has contributed to my growth. I’m proud of the progress I’ve made, the challenges I’ve overcome, and the opportunities I’ve embraced. However, I also believe that my biggest accomplishments are still ahead. I’m always pushing boundaries, so maybe in a few years, we can revisit this question — I’m sure I’ll have even more to share!
– iGaming is known for its fast-paced and innovative environment. How do you stay inspired and maintain your creativity amidst the industry’s rapid evolution?
– Staying inspired in iGaming means constantly keeping up with trends while fostering innovation. I regularly monitor news, attend conferences, and follow key players. Also, it is important to leverage cross-industry inspiration from the entertainment, tech, and design sectors. Engaging with end users helps me understand their needs. But most importantly, I believe in experimenting to find the best potentially working products.
– With such a dynamic career across various industries, are there any decisions you would have approached differently? What lessons have you learned from any challenges or setbacks along the way?
– The one decision I would approach differently is starting my iGaming career as early as possible. I’ve discovered that this is the industry I’m most passionate about, and I can’t see myself shifting away from it. My love for sports and iGaming has shaped my journey in ways I hadn’t anticipated, and it’s a field I’m fully committed to for the long term.
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