Few names in iGaming are as widely recognized as Shahar Attias. A CRM and Gamification Strategist, a sought-after industry speaker, the ChiefsClash Podcast host, and the founder of Hybrid Interaction – the iGaming leading CRM & Gamification Consultancy Agency – he has shaped how operators engage with players across multiple jurisdictions.
But his journey wasn’t exactly planned. Shahar Attias answers SBC Eurasia’s 10 questions and shares the turning points that shaped his career, the toughest challenges he overcame (including a year with zero income), and his philosophy on success.
– What was your first job and what led you to pursue a career in the iGaming industry?
– I got into this industry by mistake. My wife got a relocation offer to a nice position in the Caribbeans, and they thought that they might as well find something to do with me. I noticed some activity spikes when newsletters were sent out every two weeks, so I have asked for permission to form a team of three people to send personalized mass communications to different player segments. Thus, without even realizing it, I had essentially invented segmented CRM!
– What was the single biggest turning point in your career?
– After more than a decade as a solo consultant, COVID brought an unexpected opportunity. At the time, the iGaming industry was booming, and the workload kept piling up. That’s when I had the chance to hire someone I truly trusted. I took the chance, and ever since, I’ve gone from working solo to owning an agency – Hybrid Interaction, consisting of experts providing Managed Services to gambling operators.
– What have been the biggest challenges you’ve faced in your career, and how did you overcome them?
– I once had a year with no income. When ICE was only weeks away, I thought of not traveling, as I had no clients to meet (or any leads, while we were at it). Defying logic, I booked a Business Class trip, stayed at a premium hotel, picked up all tabs in any gathering, and just projected Rich Bitch vibes. And it worked. By the time I flew back home, I had a very nice project already signed.
– 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 never really had a mentor—maybe it’s just not in the Israeli mentality. But I did get an excellent piece of public speaking advice from a Silicon Valley character: “As you pick up the mic, try to insult as many minorities as possible. Once you do that, the rest of the session is bound to get better”.
– What advice would you offer to those just beginning their journey in the industry?
– Be a professional. Don’t just “wing it”. Invest time in being an expert, regardless of your field. You will be rewarded for your efforts – guaranteed.
– You’ve seen the iGaming industry evolve over the years. What are the biggest changes you’ve witnessed, and where do you think the industry is heading next?
– The answer to both is Tech. The things we currently treat as mandatory or basic, never existed two decades ago. We had no automation, no real-time data, not even mobile gaming. Just Excel, and a lot of dedication. I once spent 40 hours at the office hourly updating a very premature version of a leaderboard.
Looking ahead, tech – or in its new form, AI – will drive the way into a future we can’t even predict. But most likely it will be me working again for 40 hours straight, just using prompts.
– You’ve made bold moves throughout your career. Do you have a personal mantra or philosophy that guides your professional decisions?
– As a CRM guy, I live by the Pareto principle – in everything I do, my only mantra is to always focus on the bottom line and time-to-market. When you run a business, taking a risk with a price tag, at worst, of a few thousand dollars, isn’t a risk. So stop overthinking and start acting. It’s better to achieve 80% of the impact, with 20% of the effort, as long as you do it at the right time, and ahead of the competition.
– What accomplishment in your career are you most proud of, and why does it stand out to you?
– Building Hybrid Interaction – the only team in the world with hands-on experience across all the marketing automation solutions, while remaining unaffiliated and painfully objective. We treat all of them as our closest friends, yet we are always honest regarding each tool’s pros and cons. That’s the only way to land more than 250 CRM projects.
– 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?
– I keep it simple – I don’t use any social networks, apart from LinkedIn. So my networking time is very efficient. I am also very active on all the various chat groups (maybe too active, according to some admins), and I read all the daily industry news. As a consultant, knowing is my profession, and I am a very good consultant.
– Looking back, is there anything you would have done differently in your career? What lessons have you learned from any missteps or regrets?
– I haven’t stayed long enough to be part of many companies going public. But if I had, I would have simply remained an employee, instead of an entrepreneur. Probably a very wealthy employee, but still. My choices allowed me a lifestyle that was both packed with travel (which I love), as well as giving me the benefit of having hundreds of lunches at home with my 3 daughters (which I love even more) throughout their school years.
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