Aztec

About Aztec

The first time I walked into an iGaming conference was daunting. I knew next to no-one in the industry and, as far as I knew, no one knew me. I was an outsider in every sense, representing an unknown product in an industry I believed would be resistant to change.

While this initially seemed terrifying, I quickly discovered that this outsider status was a gift. It has allowed me to view the industry through fresh eyes. I do not have any preconceptions about companies or products. This has become my superpower, allowing me to analyse the industry without bias and, hopefully, help shape its future.

iGaming was not the industry I set out to work in. Before 2021, I worked in finance and business – agro companies, management consultancy and investment funds, none of which were remotely linked to the industry.

About Aztec

Rather than simply building what is requested, teams are increasingly expected to understand why something is being built and what value it should create.

As Paul Crisp, Cubeia’s head of marketing, points out: “If the objective is 10% more traffic, for example, how do we measure it?

“We need to establish a baseline, implement the change, measure it and see whether it goes up by 10%. If it only goes up by 1%, maybe we need another iteration because we haven’t fulfilled the objective.”

What is Aztec?

According to Done, such a tax rise would lead Betfred to close 495 of its shops within a year, resulting in the loss of 2,575 jobs and roughly £67 million in foregone tax revenue for the Exchequer.

Betfred has already shuttered 132 outlets this year, following last year’s RGD increase.

“We have tried hard to protect all our sites and the colleagues who work in them, but the combined impact of higher employer National Insurance contributions, wage inflation, increases in gambling taxes and wider economic uncertainty has left us with no choice,” said Chief Executive Jo Whittaker in a statement to iGB at the time the closures were announced.