Who leads the bookies? The CEOs who took on the top jobs in 2025

Prove Your Value Before You Ask for the Long-Term Role

Stella David stepped up from interim leader to permanent CEO at Entain, one of the world's biggest gaming firms. The appointment is arguably the biggest of the year. Entain's Ladbrokes and Coral brands are highly exposed to a toughening UK market, and financial performance improved under her interim leadership. The UK tax hikes announced in November 2025 and due from April 2026 may prove her biggest challenge yet.

Freelancers should treat a first project as an extended audition. Document wins, flag risks early and propose the next phase before the contract expires. Clients promote consultants who have already solved visible problems. When moving to a retainer or advisory role, price against demonstrated value rather than hours worked.

Be Ready to Wear More Than One Hat

Gillon McLachlan kicked off the year in January by becoming both Managing Director and CEO of Tabcorp, Australia's market leader. The dual role mirrors the freelancer experience of being hired for one job and asked to cover strategy, operations, client relationships and compliance. Tabcorp also faces growing competition from Entain's Neds and Ladbrokes, Flutter's Sportsbet, Crown Resorts' Betfair and bet365.

Structure your offer so it can flex. A pricing review can expand into process redesign or training. Set clear scope boundaries to protect your time, but include optional modules. That protects margins and positions you as a strategic partner, not a disposable vendor.

Long-Term Contracts Demand Long-Term Risk Management

Andrew Vouris became CEO of Entain's Australia and New Zealand division during the second half of the year. The region matters because Entain holds a 25-year exclusive deal to operate TAB NZ, making it the only legal betting firm in New Zealand. Long-term revenue is attractive, yet it ties the business to regulatory and reputational risk; at the time of writing, Entain is under an extensive AUSTRAC investigation, which it strongly denies.

Treat long-term client relationships as assets that need active maintenance. Keep compliance records clean, review liability clauses and maintain independence so one client's trouble cannot sink your entire practice. Diversification is a risk strategy as much as a revenue strategy.

Build a Portfolio Career Across Jurisdictions

Ulrik Bengtsson's move to Sun International, South Africa's largest betting and gaming group, shows how a cross-company, cross-border résumé pays off. The iGaming veteran previously led Betsson Group (2012-2017), William Hill (2018-2022) and served as Chairman at Raketech. South Africa is widely regarded as one of Africa's best-regulated and most lucrative markets, though its growth has raised serious concerns around social responsibility and societal impact.

Expertise travels. A freelancer in Nigeria, Kenya or South Africa can build an international practice by specialising in regulatory compliance, product localisation or responsible-gaming advisory. Remote work lets you serve London or Malta from Lagos or Cape Town. Accumulate demonstrable wins in one jurisdiction and translate them into language the next market understands.

Succeeding a Founder Requires Respect and Renewal

Mattias Wedar replaced LeoVegas co-founder Gustaf Hagman after 14 years as sole CEO, a transition many consultants recognise when a long-standing adviser leaves and a client wants fresh thinking. Wedar inherits a business that has moved from Nordic origins to European expansion and now sits under MGM Resorts ownership.

Honour the foundations you inherit while introducing your own improvements. When taking over from another consultant or entering an established team, audit quietly, praise what works and propose changes in phases. Wedar said at the time: "I am honored to have been entrusted with the challenge of taking on the role of CEO in LeoVegas Group's new chapter, and I look forward to continuing to lead us towards new milestones." His focus on upgrading and expanding sports betting propositions is a useful model: build on the existing offer before trying to replace it.

Rebrand When Your Ambition Outgrows Your Label

Sacha Dragic became sole CEO of SuperBet after Jimmy Maymann moved to an advisory role. Two months later the company rebranded to Super Technologies to reflect a new global focus. SuperBet has also grown in Romania and Brazil and secured €1.3 billion in capital investment from Blackstone.

Your personal brand should evolve with your services. If you began as a social media freelancer and now advise on go-to-market strategy across continents, your profile and LinkedIn headline must say so. A rebrand signals ambition and justifies higher rates. Pitch larger projects as investments in outcomes, not costs.

Nigeria, Remote Work and the Global Gig Economy

The global gig economy creates opportunities for skilled professionals who can deliver remotely. The market expansion and regulatory complexity behind these iGaming appointments mirror the environment faced by freelancers in Nigeria and emerging markets. A consultant navigating Central Bank of Nigeria guidelines, or a remote product manager supporting a sportsbook's African entry, deals with the same themes of compliance, localisation and competition.

Success requires deliberate skill-building. Learn the regulatory language of your sector, invest in project management and negotiation, and maintain a cross-time-zone network. Remote work removes geography but not the need for trust. Build it through consistency, clear communication and documented results.

What this means

The 2025 iGaming CEO appointments show that leadership rarely begins in a calm environment. David, McLachlan, Vouris, Bengtsson, Wedar and Dragic each stepped into roles shaped by tax changes, regulatory scrutiny, market competition or strategic transition. For freelancers and consultants, the same pressures exist at a smaller scale. Those who thrive treat every engagement as a stepping stone, manage risk carefully, keep learning, and present themselves as strategic partners. Whether you work from Lagos or London, the principles are the same: deliver value, price with confidence, and keep evolving.