February 7, 2025
Hiring top-tier commercial talent in iGaming can be challenging. As the global industry continues to evolve, so does the demand for experienced, well-connected commercial professionals who can help drive revenue, expand market share, and build strategic partnerships. In the last year alone, salaries for mid-senior level commercial candidates have surged, with increases on average from £75,000 to £100,000 reflecting just how hot the market is.
But attracting these high-calibre individuals is no easy task. Mid-senior level salespeople with a solid reputation, an extensive network, and specific market experience—especially in high-demand regions like Latin America (LATAM) - are the most sought after, and they’re well aware of their value. They’re not moving for less, and the days of offering only a slight pay rise to secure top talent are behind us. So, what can you do to ensure your company stands out in such a competitive landscape?
Here are some key strategies to consider when recruiting top-tier commercial talent in iGaming.
Understanding the Challenges in Attracting Commercial Talent
Before diving into the solutions, it’s important to recognise the specific challenges that come with recruiting commercial talent in iGaming. With growing competition and increasing salary expectations, many candidates are reluctant to make a move unless they are offered compelling incentives.
The most experienced commercial candidates have built their careers on solid foundations. They have not only delivered on sales targets but have also built and nurtured valuable networks that are integral to their success, providing them with access to key industry players, decision-makers, and market insights. For these individuals, switching companies isn’t just about compensation; it’s about moving to a role that offers significant career growth, a fresh challenge, and the potential to make a meaningful impact.
To make matters more complex, candidates are also highly attuned to market conditions. They know their value and expect to be compensated accordingly - not just through base salary and commission, but also through benefit packages, and long-term career development opportunities. The result? If you want to attract these top performers, you must be willing to go the extra mile.
Strategies to Stand Out as an Employer
Given the competition for top commercial talent, how can your company stand out? Here are some strategies to consider:
1. Offer Competitive Compensation
While salary is not everything, in the current market, it’s often a deal-breaker. To attract top commercial talent, you need to offer a compensation package that aligns with or exceeds industry standards. This includes a competitive base salary, performance-based bonuses, and additional incentives such as healthcare and employee perks. As salary expectations rise, candidates expect more from prospective employers. A pay rise is often a given, but to truly stand out, consider offering personalised incentives that matter to the candidate.
2. Highlight Long-Term Career Growth
Mid-senior level commercial candidates are not just looking for a higher salary - they are looking for a company where they can grow, develop, and make a significant impact. Be clear about the career trajectory within your organisation. Emphasise internal promotion opportunities, professional development programs, and the chance to play a key role in shaping the company’s future. Offering a clear pathway for progression can be a major selling point, especially for candidates who are already well-established in their careers.
3. Build a Strong Employer Brand
Candidates want to be part of a company with a strong reputation, both in the industry and as an employer. To attract the best, invest in building an employer brand that reflects your values, culture, and commitment to employee growth. Showcase your company’s successes, innovative projects, and commitment to building a collaborative and supportive environment.
In addition, offering flexibility in the workplace is increasingly important. Many commercial candidates, especially at the mid-senior level, expect remote or hybrid working options. If relocation isn’t feasible, offering flexible working arrangements can be a key differentiator.
Understanding the Value of Market-Specific Expertise
Market- and category-specific expertise comes at a premium, and employers need to recognise that the deeper the knowledge a candidate brings, the more they’ll need to invest to secure that talent. In iGaming, commercial professionals with experience in key regions, like LATAM, or in certain product categories, offer immense value. They understand the market dynamics, regulatory environments, and customer behaviours, allowing them to hit the ground running and drive results from day one.
This kind of specialised expertise is not easily acquired or replaced, which is why it commands a higher salary and a more tailored recruitment approach. To attract these candidates, employers must align their recruitment strategies with the salary expectations and benefits that reflect the value these professionals bring. Offering competitive compensation packages that include above average performance bonuses, equity options, or even relocation assistance can make all the difference.
Moreover, it’s not just about financial incentives - employers must also demonstrate that they value the candidate’s unique expertise and provide opportunities for growth. This might mean positioning the role as a key driver for the company's strategic growth in that market, which adds to the appeal of the position - provided that it’s true.
Retention vs. Recruitment Costs
With commercial candidates in such high demand, it’s important for C-suite leaders and HR professionals to strike the right balance between recruiting new talent and retaining the talent they already have. Losing a top performer is not just costly in terms of recruitment expenses but can also disrupt business operations and revenue targets.
While recruiting new talent is often an important part of company growth strategies, it’s equally important to focus on retention strategies for your existing commercial team. Offering pay rises, career development opportunities, and the flexibility to work remotely can help retain high-performing team members, reducing the need for constant recruitment and allowing you to make more strategic hires.
Finding top commercial talent in iGaming is no small feat. Companies must be strategic in how they attract and retain talent. If you’re looking for more tailored advice on recruiting commercial talent or would like to discuss your specific hiring needs, please feel free to get in touch.