From a legal consultant specializing in real estate to a leading figure in iGaming consulting, Ilya Machavariani’s career path has been anything but conventional. As the CEO of 4H Agency, he has helped shape the industry by offering in-depth regulatory and strategic guidance.
Machavariani answers SBC Eurasia’s 10 questions about the pivotal moments of his journey, the challenges of building a business from scratch, and his insights into the ever-evolving iGaming landscape.
– What was your first job and what led you to pursue a career in the iGaming industry?
– My first job was in law. I worked as a legal consultant at major international law firms, specializing in real estate law (I know, surprising for me too!). Then, by chance, I took on a client from the iGaming industry, and that’s when things changed. I found the sector fascinating – fast-paced, dynamic, and full of opportunities. I also felt the demand for professional and in-depth consulting services in the industry.
After spending some time working with iGaming companies at an international law firm and creating and heading Eastern European Gambling Practice, my partner, Ivan Kurochkin, and I together with other founders decided to start our own consulting company, fully focused on the iGaming industry.
– What was the single biggest turning point in your career?
– Without a doubt, the biggest turning point in my career was deciding to start the 4H Agency. That one step changed everything – it completely shifted my professional path. From that moment on, I stepped away from practicing law and focused entirely on building my own business. It was a whole new journey, and I haven’t looked back since.
– What have been the biggest challenges you’ve faced in your career, and how did you overcome them?
– One of our biggest challenges was defining our role, product, and target audience in the iGaming industry. Even after we took the leap and started building the 4H Agency, this process didn’t stop. We had to refine our vision, carve out our niche, and pinpoint our ideal clients.
Back then, consulting in the iGaming industry – at least the way we envisioned it – wasn’t well established. So, we had to work closely with clients, understand their needs, and determine how to deliver real value. It’s been an ongoing journey of defining our place in the market and refining our services.
– 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?
– Honestly, I’ve never had a mentor in the traditional sense, nor have I received any one piece of advice that shaped my career.
The best mentorship is the freedom to carve your path. Making mistakes, learning from them, internalizing the experience, and uncovering insights along the way – that’s what truly helped me grow.
– What advice would you offer to those just beginning their journey in the industry?
– The key thing to understand about the iGaming industry is that it’s complex and full of hidden challenges. Becoming a true professional takes time, effort, and a deep understanding of how things work. This applies to any industry, of course, but in iGaming, it’s especially crucial.
Don’t be afraid to make mistakes – focus on learning, getting hands-on experience, and building connections. The iGaming community is incredibly open, and most people are happy to share their knowledge, offer advice, and help newcomers. So, ask questions, reach out to people, and don’t feel like you have to figure everything out alone. If you reach out to me – I would be happy to help!
Another key piece of advice: start attending industry events and conferences as early as possible. They provide invaluable insights, great networking opportunities, and the motivation to grow professionally. If you ever get the chance to attend an iGaming expo – take it. It can be a game-changer for your career.
– 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?
– I’d approach this question from a regulatory perspective. The most significant change I’ve seen – and the one that will continue shaping the industry’s future – is the shift toward legalization and the expansion of the regulated sector worldwide. More jurisdictions are introducing regulatory frameworks, and the industry itself is placing greater emphasis on the regulated part of the trade. This trend will only grow stronger, leading to more regulated projects and brands operating within regulated markets.
Another major transformation is the industrialization of iGaming. Over the years, the industry has matured – there are more events, businesses have scaled up, and companies have become more structured and institutionalized. It seems that we are getting to the point where iGaming will evolve into a truly mature industry.
– You’ve made bold moves throughout your career. Do you have a personal mantra or philosophy that guides your professional decisions?
– I believe that in reality, there are very few truly critical risks worth fearing, especially in business. Most fears and concerns tend to be exaggerated. If you start looking at work and entrepreneurship as a strategic game – where every move matters, but not every move has to be perfect. Then it becomes much easier to make decisions. Some choices will be great, some just okay, and some not ideal, but as long as you’re moving toward your goals, you’re on the right track.
The key is simple: don’t be afraid. And if you are, ask yourself: what are you afraid of? The answer might surprise you and set you free.
– What accomplishment in your career are you most proud of, and why does it stand out to you?
– What I’m most proud of is my team. The people I’ve found, brought together and inspired me with a shared vision. Every day, we create something meaningful, and to me, that’s the greatest achievement.
Building a business from scratch, without major industry partners or prior experience is a huge challenge. We took a leap and just started. In that kind of environment, assembling a strong team that believes in the vision and is willing to grow together is no small feat. That’s why, above all, this accomplishment means the most to me.
– 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?
– In a fast-paced, constantly evolving industry like iGaming, staying relevant means always learning, growing, and thinking creatively. If you’re not keeping up, you’re falling behind.
My biggest source of inspiration comes from working with clients every day. Their challenges push me to think outside the box, adapt to industry shifts, and develop new solutions. On top of that, engaging with colleagues and the wider professional community helps me stay on top of trends and exchange fresh ideas.
Entering into additional sublayers of our industry also helps; we did this recently with the launch of our payment business — 123hub and this experience brought me a lot of insights and provided a whole new angle of understanding.
– Looking back, is there anything you would have done differently in your career? What lessons have you learned from any missteps or regrets?
– Looking at it rationally, I have no regrets. I believe everything unfolded the way it was meant to.
Sure, I could say that if I had taken certain steps earlier—like starting my own business sooner—things might have turned out differently. But in the end, everything happened at the right time, in line with my own path. That’s how I see life—things unfold when they’re meant to.
Every stage of my career gave me valuable experience that later proved useful. And while I might have moved faster in some areas, each step added something important. That’s the lesson I’ve taken from it all.
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