If you’re a regular listener of iGaming Accent podcast, you already know Vakhtang Mdivani as the insightful and charismatic host who dives deep into the industry’s most pressing topics. But behind the mic is a story that mirrors the very spirit of iGaming — fast-paced, bold, and full of unexpected turns.
From his early days as a poker-playing student to building a gamification platform that’s reshaping player engagement, Vakhtang answers 10 questions about the pivotal moments, key lessons, and fearless bets that defined his journey from corporate life to co-founding Promofy.
– What was your first job and what led you to pursue a career in the iGaming industry?
– My professional journey began in the banking sector as an Installment Manager at TBC Bank, where I worked with loans, reporting, and product sales. But the spark that led me into iGaming was lit long before that — back when I was a student playing online poker. It wasn’t just a hobby; it became a favorite game and even a side source of income.
As my interest in marketing grew, I came across a post in a local Georgian marketing group for a Poker Marketing Manager position. It felt like the perfect blend of two passions — gaming and marketing — so I applied. The interview process moved incredibly fast: I had my first interview on a Thursday and a job offer by Monday, with an apology for the “delay.”
That role at Adjarabet — Georgia’s leading iGaming operator — opened the door to an entirely new world. My background in poker and esports (especially Dota 2), as we explored how mechanics from those games could inspire more engaging promotions. From that moment, I was hooked. iGaming brought together everything I loved – technology, behavioral psychology, entertainment, and marketing – all in one constantly evolving ecosystem.
– What was the single biggest turning point in your career?
– Without question, the boldest and most transformative decision I made was leaving the corporate world to co-found Promofy. After nearly a decade leading product and performance marketing at one of the region’s top iGaming companies, I kept running into the same wall: launching even a single promotion required a complex, slow-moving process. Ideation, briefing, development, design, testing, analysis — the full cycle could take 30 to 40 days. That felt painfully long in an industry where speed and agility should be everything.
But it wasn’t until the acquisition of Adjarabet by Flutter Entertainment that I realized this wasn’t just a local pain point — it was a widespread industry challenge. Operators across markets were struggling with the same bottlenecks, relying on rigid processes to deliver something that should feel dynamic and creative. That’s when the idea for Promofy crystallized: what if brands could launch and manage powerful gamified promotions without being held back by dev queues and long lead times?
Taking that leap into entrepreneurship wasn’t just a change in my career — it was a shift in how I saw my role in the industry. I wanted to build something that solved a problem I had felt firsthand for years. The goal was simple: give brands the tools to engage their players faster, with less friction, and in ways that are fun, smart, and effective.
– What have been the biggest challenges you’ve faced in your career, and how did you overcome them?
– The most defining challenge came when two major shifts hit simultaneously: I stepped into my first managerial role just as the world was entering the COVID-19 pandemic. It was a crash course in leadership — learning to delegate, support a remote team, and keep operations running smoothly in a time of total uncertainty. That period pushed me to evolve quickly, balancing hands-on execution with a more strategic mindset. In hindsight, it was also the phase where I experienced the biggest professional growth.
The second turning point was leaving a Director role at a well-established company I’d been with for over seven years to build a gamification platform from scratch. I thought entrepreneurship would be a thrilling adventure (and it is), but it’s also a constant test of resilience. It meant leaving behind comfort and recognition to chase a vision. Those challenges, though difficult, reshaped me entirely — both as a leader and a builder.
– 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 work with several great leaders during my time at Adjarabet, who shaped the way I think and work. Early on, one of the directors gave me a piece of advice I still carry with me: take risks and make mistakes — especially while you’re still learning. I once misread an email from a stakeholder about stopping a promotion and ended up continuing it. I thought I was done for, but instead of punishment, it became one of my most important lessons — that taking action, even if imperfect, is often better than playing it too safe.
Another mentor showed me that real leadership doesn’t always mean delegating from above — sometimes, it means getting your hands dirty, diving into the details, and being present in the trenches when it matters most.
And finally, one manager gave me the confidence to speak up and share bold ideas, even when they felt out of scope for my role at the time. A few of those ideas eventually made it into production, which taught me the value of open culture and trust in team potential.
– What advice would you offer to those just beginning their journey in the industry?
– Always go one layer deeper — don’t settle for surface-level understanding. iGaming sits at the intersection of data and emotion, and the people who succeed are the ones who can connect both. Learn how the products actually work, understand the player mindset, ask questions constantly — especially the “why” behind things.
Build relationships across teams and across the industry — it’s more interconnected than it looks. And most importantly, don’t wait for permission to innovate. Some of the best ideas I’ve seen come from those who weren’t afraid to challenge the usual playbook and bring something fresh to the table.
– 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 industry has evolved dramatically. We’ve moved from one-size-fits-all promotions and mass email blasts to real-time, gamified, and data-driven experiences that feel personal and rewarding. What used to be static and campaign-based has become dynamic, reactive, and player-centric.
One of the most significant shifts I’ve seen is the focus moving from acquisition to lifetime value. Operators are realizing that sustainable growth comes from retention, and that requires better tools, faster execution, and deeper personalization.
Looking ahead, I believe we’re entering the era of no-code marketing, where campaign creation and optimization are in the hands of CRM and marketing teams, not dev queues. AI-driven personalization will take that even further, helping tailor not just offers but full user journeys based on real-time behavior.
Another big trend is the rise of omnichannel loyalty, where the line between casino, sportsbook, F2P games, and even retail or media channels becomes seamless. Engagement will stretch beyond the product and into ecosystems. iGaming won’t just entertain — it will listen, learn, and evolve alongside every player.
– You’ve made bold moves throughout your career. Do you have a personal mantra or philosophy that guides your professional decisions?
– One thing I’ve learned is that momentum beats perfection. If you wait for the perfect moment, you usually miss it. Whether it was stepping into my first leadership role during chaotic times or walking away from a stable, well-paying position to build something from scratch, I’ve always believed it’s better to move forward, learn on the go, and figure things out as you build.
I try to stay close to the problem, surround myself with smart, driven people, and trust the process. You don’t need all the answers on day one — but you do need the courage to start.
So to say “Progress over perfection, and momentum over fear.”
– What accomplishment in your career are you most proud of, and why does it stand out to you?
– Building Promofy from the ground up is, without a doubt, the accomplishment I’m most proud of. Starting with nothing but an idea, we turned it into a living, breathing company — one that now processes tens of millions of events daily and actively helps our clients boost engagement and revenue through gamification.
It wasn’t just about launching a product — it was about securing investor trust, assembling one of the most talented teams in the region, and creating a culture that blends creativity, speed, and purpose. Watching our platform come to life and deliver real value to customers — that’s what makes all the hard work worth it.
– 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?
– For me, staying creative starts with staying close to the user. Real inspiration comes from real problems — and in iGaming, there’s always something new to solve. I also make sure to surround myself with smart, curious people who challenge how things are done.
Teaching at universities over the past couple of years has helped a lot, too. It forces me to simplify complex ideas, think from fresh angles, and stay sharp. And I keep a close eye on trends — not just within gaming, but across tech, entertainment, and consumer behavior. The key is to never get too comfortable. The moment something feels standard, I start asking how we can break it and make it better.
– Looking back, is there anything you would have done differently in your career? What lessons have you learned from any missteps or regrets?
– If I could do it all over again, I’d probably move around more in the early years — try different roles, different companies. Staying in one place gave me deep experience, but I think switching things up sooner would’ve challenged my thinking and helped me grow faster.
And when it comes to risk, I’ve learned that it’s not about being fearless — it’s about being smart about when and how you jump. I probably would’ve tested ideas more before fully committing. Build the MVP, get feedback, see what sticks — then go all in.
At the end of the day, every misstep has taught me something important. Those lessons are now part of how I make decisions, lead teams, and build products — so no real regrets, just a better understanding of how to move forward smarter.
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