Over 15 years ago, Lazar Miucin began his career at MaxBet, becoming both a witness and a driver of key transformations in the iGaming industry. Today, he leads the global IGA ecosystem.
In this interview with SBC Eurasia, Lazar answers 10 questions, sharing how risk became a springboard, why personal challenges can be more demanding than professional ones, and how to build a career that evolves into a true calling.
– What was your first job, and what led you to pursue a career in the iGaming industry?
– My first real step into the iGaming world was with MaxBet, which I joined in 2009, now part of the Flutter Group. At the time, I had no idea this industry would become the canvas for my entire professional journey. What drew me in wasn’t just the thrill of the product — it was the raw, fast-paced environment where creativity, strategy, and data collided.
I’ve always been curious about what drives human behaviour, and iGaming gave me a front-row seat to that, with the power to influence it. Over the years, I went from operations to strategy, from retention to leadership, and built a career across three continents. What started as a job turned into a passion, then a calling.
– What was the single biggest turning point in your career?
– The most significant turning point was leaving corporate comfort to become an independent consultant, eventually building multiple companies under the IGA (iGaming Advisor) umbrella. It was a leap of faith. I was a single father with an 8-year-old daughter, no backup plan, and a vision I couldn’t ignore.
Most people stay in the lane they know. I chose to create my highway. That risk opened up the world to me — quite literally. I established partnerships in Asia, Latin America, the Balkans, and Western Europe. I learned what scale means, and more importantly, what impact feels like.
– What have been the biggest challenges you’ve faced in your career, and how did you overcome them?
– One of the most challenging moments wasn’t professional — it was personal. Becoming a single parent in an industry known for 24/7 demands and travel-heavy roles was brutal. Balancing fatherhood and business meant mastering discipline, learning to say no, and building systems that didn’t rely on me being in 10 places at once.
From a business perspective, launching IGA Solutions, our white-label platform, during a volatile market period was a significant challenge. We had to build tech, recruit talent, manage cash flow, and sign deals — all at the same time. But pressure makes diamonds. We pushed through by staying true to our values: transparency, agility, and genuine partnership.
– Who has been the key mentor in your career, and what is the best piece of advice you ever received?
– My most excellent mentor was Darko Živanov, a shareholder at MaxBet. He taught me to think beyond roles and titles — to see the bigger picture and play the long game. He believed in me before I believed in myself, and his advice still guides me today: “Real leaders don’t chase applause — they build legacies.”
That mindset has shaped how I lead teams, work with clients, and build businesses. It’s not about being the loudest in the room — it’s about being the one people trust to solve the most complex problems.
– What advice would you offer to those just beginning their journey in the industry?
– Start with humility, but stay hungry. This industry rewards those who learn fast, adapt faster, and never forget the player on the other side of the screen. Don’t obsess over job titles — obsess over impact. Be the person who makes things happen, not the one who just watches them.
And build relationships. This industry is global, yet it remains a small village. Your network is your superpower.
– You’ve seen the iGaming industry evolve over the years. What are the most significant changes you’ve witnessed, and where is the industry heading next?
– We’ve gone from retail-heavy to mobile-first, from gut-feel to data-driven everything. Regulation has tightened, technology has advanced, and players have become more demanding. What used to work five years ago is obsolete today.
Looking ahead, the future belongs to hyper-local, AI-enhanced, compliance-first operators. Personalisation will be driven by machine learning. Community will be more valuable than bonuses. And the brands that lead with purpose — not just products — will own the next decade.
– Do you have a personal mantra or philosophy that guides your professional decisions?
– Yes: “Build what outlives you.”
That applies to businesses, teams, and even relationships. I don’t chase short wins. I focus on building foundations — systems, cultures, partnerships — that can scale and evolve even without me.
Every major decision I make filters through that lens: Is this sustainable? Is this meaningful? Will this matter in five years?
– What accomplishment in your career are you most proud of, and why does it stand out to you?
– I’m most proud of building a global consulting and product ecosystem — IGA, with a team of 15 incredible professionals and clients across multiple regions. But beyond business success, it’s the trust I’ve earned — being recognised as one of the top three retention and strategy consultants in the iGaming space.
I’ve built something that not only supports my daughter and my team but also moves the industry forward. That’s a legacy in motion.
– How do you stay inspired and maintain your creativity amidst the industry’s rapid evolution?
– I stay inspired by staying close to the ground — listening to players, mentoring young talent, collaborating with daring founders. I also invest time in new ventures — such as our iGaming social network project, which keeps me thinking about what the industry could be, rather than just what it is.
And finally, being a father keeps me creative. Kids have this wild, unfiltered way of seeing the world. That energy fuels me daily.
– 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’m honest, I would have trusted my gut earlier. There were times when I stayed too long in roles that didn’t challenge me, or said yes when I should have walked away. But every misstep taught me something essential about boundaries, alignment, and purpose.
The lesson? Don’t wait for permission to evolve. Build what you believe in — even if it scares you, especially if it scares you.
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