An ever-growing ecosystem

Leading a company from start-up to a multinational player in just seven years is no mean feat. MARINA ILYINA, CEO of PIN-UP Global, tells SBC Leaders how she has achieved just that.

When the PIN-UP Global brand was established in 2016, few could have predicted the global growth story that followed.

It now has offices in six countries, delivers services to gambling businesses in markets worldwide and has expanded to such an extent that it is no longer a single entity.

Instead it is an ‘ecosystem’ consisting of numerous companies specialising in online and offline marketing, affiliate and SEO promotion, along with software development, fintech, customer service, and legal and compliance services - all under Ilyina’s leadership.

SBC: PIN-UP GLOBAL HAS A MULTI-FACETED APPROACH TO THE IGAMING SECTOR. TELL US MORE ABOUT YOUR ECOSYSTEM OF COMPANIES AND HOW IT WORKS.

MI: Our ecosystem consists of seven different fields of business. Each individual segment includes several independent companies that operate both in partnership with each other and may compete for results. Every single one of us, and all of us together, forms a self-sufficient business.

With our management approach, the need for traditional vertical management disappears, as the needs of one ecosystem participant are met through the examination and solutions of others.

Yet everyone works towards a common goal - consistent profit, sustainable development, and business scaling for each member of the ecosystem and for the brand as a whole.

SBC: YOU’VE BEEN WITH PIN-UP SINCE ITS LAUNCH IN 2016. HOW HAVE YOU FOUND THE COMPANY’S JOURNEY AND WHAT WAS YOUR VISION FOR CREATING THE ECOSYSTEM WE SEE TODAY?

MI: Since the emergence of the idea, I have been organising and participating in the development of all areasfrom describing the PIN-UP brand to the technical specifications of our products. Today, I am involved in all the processes of the business, just as I was at the time of its formation.

One of our values is ‘be the first to lead’. It’s about creating trends and fulfilling our potential by scaling successes and implementing the best solutions day-in, day-out.

We realised that we were expanding so rapidly - with increasing numbers of specialists and partners - that we no longer fitted the concept of a ‘company’. We reevaluated our approach to structuring the business and came to the conclusion that we needed to create an international ecosystem.

Managing a business of this scale through a vertical scheme significantly delayed projects at the stages of approval and document processing.

Transforming into an ecosystem allowed us to structure the workflow far more efficiently to achieve our goals. Today, I see the results of this decision and understand that the chosen business model was the right decision for PIN-UP.

SBC: WHAT ARE THE ESSENTIAL DIFFERENCES BETWEEN THE ECOSYSTEM APPROACH YOU OFFER AND THAT OF A REGULAR COMPANY IN THIS SECTOR?

MI: Over the years of work, we have accumulated an in-depth understanding of the gambling industry and developed a scheme that is ideal for us. It allows us to cover all the needs of our partners on a turnkey basis, from technical equipment to HR support.

As I mentioned, our business is self-sufficient. The existing business model may not be unique, but it is highly effective for us.

SBC: WHAT MAKES THIS APPROACH ATTRACTIVE TO POTENTIAL NEW PARTNERS?

MI: First and foremost, it’s the team that makes you want to work with us. In our ecosystem, we offer a high-quality product, thanks to the professionalism and competence of our team.

Secondly, in addition to fully supporting the lifecycle of entertainment products, we also create our own unique instruments. Our anti-fraud tools are a prime example, utilising machine learning to improve the risk assessment of transactions.

Thirdly, we utilise cutting-edge cybersecurity tools. Protecting the personal data of our users worldwide is one of our most important tasks, undertaken by a prodigious team of professionals.

SBC: WHAT QUALITIES DO YOU LOOK FOR IN NEW PARTNERS IN ORDER TO MAKE THOSE RELATIONSHIPS THRIVE?

MI: We focus on qualities that help us create long-lasting and trust-based relationships. Our partners share our vision and strive to be pioneers in their fields. We seek those who, like us, pursue high-quality results and innovation to stay at the forefront of the industry.

Expertise is vital, so our partners must possess profound understanding and experience in their respective domains. This is crucial for creating and developing cutting-edge solutions and high-quality services for our clients.

Thirdly, we value teamwork in partnership. We seek companions who share our collective aim and are willing to work closely together, sharing insights, ideas and resources. We believe in the virtues of co-creation and cooperation to achieve mutual benefit.

Additionally, being impactful is one of our key principles - we value working with those who are also results-oriented. And finally, transparency and honesty in communication are fundamental aspects of our partnerships.

SBC: IN A RECENT SBC NEWS INTERVIEW YOU HINTED THAT A COMPLETE UPGRADE OF PINUP’S PLATFORMS WAS ON ITS WAY. CAN YOU PROVIDE MORE DETAIL ON THIS?

MI: I can now share that we have redesigned the platform, making it more ergonomic for users - classy, compelling and yet effortless to use.

We don’t want to simply fulfil customers’ needs, it’s important for us to strongly exceed their expectations and make interacting with PIN-UP ever more engaging.

We don’t limit ourselves to technical aspects. We pay great attention to design, UX and functionality, so that users enjoy not only the games but also the process of interacting with the PIN-UP platform. We want each customer to feel special and immersed in our gaming environment.

We are also actively working on expanding our product portfolio and increasing the geographical availability of the platform to help us reach new markets and users all over the world.

SBC: FINALLY, YOU PRIDE YOURSELF ON YOUR RESULTSDRIVEN APPROACH TO RUNNING A BUSINESS. TELL US MORE ABOUT IT, AND WHAT YOU ACHIEVE WITH IT?

MI: At PIN-UP Global, we are sincerely proud of our approach to business, which puts the desired outcome as our key priority. We are committed to the belief that delivering the required results is the foundation for sustainable growth and success.

However, for us, results are not only about financial performance, but also about effective long-term engagement with our partners. We are aware that our success is impossible without satisfied partners.

We also understand that our success is impossible without satisfying our clients. Every customer is valuable to us, hence we actively listen to their needs, strive to provide personalised solutions, and swiftly respond to feedback.

And, of course, we invest in the development of our staff by providing training and career development opportunities. Investing in people is an investment in the future of the business.