In the latest episode of iGaming Accent, host Vakho Mdivani welcomes Tamar Badashvili, CEO of Setanta Bet and a dynamic leader whose career has spanned finance, digital marketing, iGaming, and sports media.
Tamar Badashvili’s journey – from finance to digital marketing, from Georgia to Ukraine, and from iGaming to sports media – highlights the value of cross-industry experience, data-driven decision-making, and the importance of building strong, collaborative teams.
Tamar’s entry into iGaming was serendipitous. After a stint in microfinance and insurance, Tamar joined Adjarabet – one of Georgia’s most recognized brands. “I was dreaming of being part of this company… The experience I received there, with the team and the industry, was the ideal place to start.”
Her career took a significant leap when she relocated to Ukraine to join Parimatch as CMO. Tamar describes the challenges of adapting to a new culture and a data-driven marketing environment: “In Georgia, we were more focused on brand and product, but in Ukraine, it was all about numbers and performance marketing.”
She also highlights the importance of fostering collaboration within teams: “In Georgia, teams are more friendly and close-knit. In Ukraine, teams worked perfectly but separately, so I focused on unifying communication and collaboration.”
Transitioning to sports media, Tamar joined Setanta Sports. She emphasizes how her iGaming background gave her a unique perspective: “I was looking at the media industry from the perspective of iGaming… I knew what operators were thinking about, so I was most equipped and prepared for those conversations.”
Tamar’s data-driven approach helped bridge the gap between media and betting, ensuring partnerships were both effective and measurable.
The discussion delves into the evolving relationship between sports media and iGaming. Tamar notes, “We’re building an ecosystem – starting with media, then entering iGaming with Setanta Bet. The good reputation of Setanta Sports reflects on the betting industry as well.”
Tamar also observes a shift toward regulated markets: “Previously, entering unregulated markets was not very challenging, but now, with more restrictions and higher costs per acquisition, businesses will move toward regulated markets and local licenses.”
She highlights the growing importance of responsible gambling tools and the need for regulators to balance restrictions to avoid pushing players toward alternatives.
Additionally, Tamar addresses the topic of gender diversity, noting that while both iGaming and sports media remain male-dominated, positive change is underway; balancing her roles at Setanta Bet and Aviator Studio, managing the complexities of building a platform from scratch, and much more.
“It’s very exciting but also very challenging. Now I understand the business fully, from product to marketing to development.”
She also responded to a question from WH Group’s Quirino Mancini and posed one of her own for the next guest.
To hear the whole conversation and gain even deeper insights, listen to the complete podcast episode of iGaming Accent.
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