OK, no intro on this episode for a bunch of excellent reasons. First, Fintan could not be there (WE MISSED YOU GOOD, BRAH); second, as it was at ICE do you really need us to tell you awesome things about Clarion and how they made the industry’s best show somehow even better?; and third, we introduce a new sponsor onto the podcast next week and it’s nice to build towards that. Oh, and fourth, this is an interview with the top man at one of our current excellent corporate overlords. I’ll let AI give you the bones of what we talked about, it’s topical after all…

In this episode, Jon sits down with Pini Yakuel to discuss the state of the gambling industry as we head into early 2026. Pini reflects on the lessons learned from the massive AI investments of 2025 and introduces his core philosophy for the future: Positionless Marketing.

The conversation covers how AI is shifting the industry back toward "artisan" values, the importance of incremental self-improvement, and what operators should be analysing ahead of the 2026 World Cup.

Oh, and a phrase you will want to take away for future use: “Good, better, best; never let it rest”.

Chapters (which we can do because there was no separately recorded intro, you see)

0:00 The scone debate

4:15 Sophisticated vs. Complex: Pini explains why he prefers the word "sophisticated" when describing powerful software and how users often surprise developers.

7:50 Reflections on 2025: A look at the "continuum" of learning and the evolving hype vs. reality of AI.

9:30 The M&A Landscape: Pini discusses why Optimove passed on several acquisitions in 2025 and the current valuation of SaaS companies.

11:00 "Good, Better, Best": The philosophy of "Kaizen" (continuous improvement) and why progress is the key to happiness.

13:50 Delayed Gratification: The challenge of focus in a "cheap dopamine" world and how environment impacts the brain's ability to work.

16:45 The desk, feng shui and the Black Museum – a detour.

20:55 Why the positionless marketer is an artisan, not a factory worker.

26:40 The 2026 World Cup: Preparation strategies for operators, focusing on past behavioural data and managing "generosity budgets".

Choice quotes:

"Positionless marketing is about expanding our range and versatility, allowing us to change the organizational structure we’ve been confined to since the Industrial Revolution."

"Happiness is an upward trend line of your development... whether it's skill-based, spiritual, or just being a kinder person.”

Pini Yakuel on LinkedIn: https://www.linkedin.com/in/piniyakuel/

As ever, we thank all of our sponsors for their vibrant and excellent support that makes all of this… magic… possible.

Optimove, who turn customer data into something special, with tools that make businesses just plain work better. Optimove, your support helps us to keep creating content for an industry that probably thinks we disappeared years ago.

Then of course there is Clarion Gaming, providers of the magnificent ICE expo (January ’26 in Barcelona) and iGB Live! in London. There is simply nobody better at what they do.

We also say goodbye to the lovely folks at EveryMatrix this episode. It's been a genuine pleasure, and regardless of sponsorship, they're a terrific group of people with some wonderful product. Get the demo, you'll see exactly what we mean.

The...

After a mercifully brief introduction [0:00 – 7:26], Fintan and Jon welcome Clarion Gaming’s (OR IS IT?) Stuart Hunter to talk about next week’s big ICE show.

He shares insights on the preparations, challenges, and innovations that will enhance the attendee experience, highlights the importance of the StandOut Awards, the (surprise!) rebranding of Clarion, and the strategic partnerships that will shape the event. Additionally, he provides practical tips for attendees on navigating the venue and transportation options, emphasising the growth and evolution of the gaming industry [7:27 – 50:30]

Choice quotes:

"The StandOut awards recognise those people."

"It's a lighthouse moment once a year."

"We're excited. We'll be there."

Stuart Hunter on LinkedIn: https://www.linkedin.com/in/stuart-hunter-6456691b/

As ever, we thank all of our sponsors for their vibrant and excellent support that makes all of this… magic… possible.

In no particular order they are: the mighty EveryMatrix – the industry go-to for sportsbook platforms and data feeds. EveryMatrix’s coverage is so damn good, they’re gaining tier-1 operators all the time.

Optimove, who turn customer data into something special, with tools that make businesses just plain work better. Optimove, your support helps us to keep creating content for an industry that probably thinks we disappeared years ago.

Then of course there is Clarion Gaming, providers of the magnificent ICE expo (January ’26 in Barcelona) and iGB Live! in London. There is simply nobody better at what they do.

The Gambling Files podcast delves into the business side of the betting world. Each week, join Jon Bruford and Fintan Costello as they discuss current hot topics with world-leading gambling experts.

Website: https://www.thegamblingfiles.com/

Subscribe on Apple Podcasts: https://apple.co/3A57jkR

Subscribe on Spotify: https://spoti.fi/4cs6ReF

Subscribe on YouTube: https://www.youtube.com/@TheGamblingFilesPodcast

Fintan Costello on LinkedIn: https://www.linkedin.com/in/fintancostello/

Jon Bruford on LinkedIn: https://www.linkedin.com/in/jon-bruford-84346636/

Follow the podcast on LinkedIn: https://www.linkedin.com/company/the-gambling-files-podcast/

Sponsorship enquiries: https://www.thegamblingfiles.com/contact/

Get our newsletter: https://thegamblingfilestldr.substack.com/

It’s a lightning – pun intended – intro this week, with Jon and Fintan discussing Fintan being blurry. It’s so good it even works without video! [0:00 – 3:57]

Then we meet Bruce Horner – minus The Range – director of sales from Voltage to discuss the implications of the Lightning Network in the iGaming industry. The conversation covers the evolution of Bitcoin as a payment method, the advantages of using the Lightning Network for faster and cheaper transactions, and the importance of privacy and compliance in the gambling sector. Bruce shares insights on how Voltage is facilitating these transactions and the future of cryptocurrency in regulated gaming environments.

Choice quotes:

1. "It's a strong name alright."
2. "It's extremely private."
3. "It's a two-sided marketplace."

Bruce Horner on LinkedIn: https://www.linkedin.com/in/brucelhorner/

As ever, we thank all of our sponsors for their vibrant and excellent support that makes all of this… magic… possible.

In no particular order they are: the mighty EveryMatrix – the industry go-to for sportsbook platforms and data feeds. EveryMatrix’s coverage is so damn good, they’re gaining tier-1 operators all the time.

Optimove, who turn customer data into something special, with tools that make businesses just plain work better. Optimove, your support helps us to keep creating content for an industry that probably thinks we disappeared years ago.

Then of course there is Clarion Gaming, providers of the magnificent ICE expo (January ’26 in Barcelona) and iGB Live! in London. There is simply nobody better at what they do.

The Gambling Files podcast delves into the business side of the betting world. Each week, join Jon Bruford and Fintan Costello as they discuss current hot topics with world-leading gambling experts.

Website: https://www.thegamblingfiles.com/

Subscribe on Apple Podcasts: https://apple.co/3A57jkR

Subscribe on Spotify: https://spoti.fi/4cs6ReF

Subscribe on YouTube: https://www.youtube.com/@TheGamblingFilesPodcast

Fintan Costello on LinkedIn: https://www.linkedin.com/in/fintancostello/

Jon Bruford on LinkedIn: https://www.linkedin.com/in/jon-bruford-84346636/

Follow the podcast on LinkedIn: https://www.linkedin.com/company/the-gambling-files-podcast/

Sponsorship enquiries: