Marina Ilina, CEO of PIN-UP Global: «Our ecosystem is shaped not by processes, but by result-oriented people»

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Marina Ilina, CEO of PIN-UP Global, sat down with Focus Gaming News for an exclusive interview discussing 2023’s achievements, overcoming challenges, and plans. BUSINESS is responsible for scientifically grounded business management based on competent marketing, strategic planning, and effective HR. “A big crisis for any business is a change in the rules of work in the market — whether it is the introduction of regulation (opening of new markets) or a change in technology. The result is a unique form of business organization, PIN-UP Global ecosystem, which successfully operates in 7 countries and continues to expand every year. PIN-UP is for the best of the best, and all those top pros are working together to achieve one common goal.

They cover it all, from the must-have responsible gaming policies to KYC (know your client) tools. Still, PIN-UP GLOBAL offers software solutions that are customizable for regulatory markets. In practice, it makes players choose gray businesses over approved ones, and operators avoid working in these countries.

The business group is entering highly competitive markets with already established players. Due to our expertise in operating in highly regulated markets, we have a competitive advantage to launch products. We are already changing markets in finance technology, marketing platforms and advertising technology, etc. As I said, igaming is definitely still part of our expertise, but now it’s just one area.

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Gibraltar becomes first jurisdiction to adopt dedicated prediction markets framework We also focus on staff training so that employees are informed of current threats before it’s too late. Automating everything – from communication with players and choosing the best funnel for it, to the right triggers for retention – it’s important to transfer everything from human labour to automation. What innovative products and services does PIN-UP Global offer to the B2B market to help igaming operators increase their efficiency, improve user experience and achieve sustainable growth in a highly competitive market?

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Innovative Approach of Marina Ilina PIN-UP to Team Building

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PIN-UP GLOBAL: How the Award-Winning Holding Plans to Maintain Its Leading Positions

We just do everything possible, and in the end, still achieve it, Marina comments. Marina Ilina says it’s not just a challenge but the key function of their products. They include all the features, from the implementation of responsible gambling policies to knowing your client policies and more specific needs and demands of the businesses.

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That is why creating a viable business that can achieve success in turbulent markets was both a challenge and an opportunity for her to apply the knowledge gained at the university. Results achieved in conventional corporations cannot keep up with ever-changing markets.” — Marina Ilina. However, please note that this will not affect the lawfulness of the processing before its withdrawal, nor when applicable law allows, will it affect the processing of your personal information conducted in reliance on lawful processing grounds other than consent.

WHEN AND WITH WHOM DO WE SHARE YOUR PERSONAL INFORMATION?

We offer a wide range of services to independent gambling operators who operate under the PIN-UP brand in their countries. Today, PIN-UP is a key player in the gambling market with offices in six countries (Ukraine, Poland, Kazakhstan, Cyprus, Armenia, Peru), and the number of professionals has already exceeded 2,400 people. AI and ML will certainly be used to achieve the best results possible, and optimization is also seen as a way to boost the system and prevent any problems for clients and partners. After all, it’s all about accessibility and convenience.

Within the past few years, many countries have made their gambling regulations even stricter. If someone can’t cope with the task, it’s immediately addressed to keep the development process going. The goals can be achieved only if everyone who participates in the working process communicates honestly. All the employees have specific goals to achieve in shorter and longer work periods.

Marina Ilina PIN-UP Global Architecture: How to Create a Crisis-Resilient Business Organization

The brand is expanding its geography, becoming visible and recognizable in promising new markets, and creating a serious portfolio due to the investment fund. This approach allows projects to significantly accelerate their development and achieve their business goals faster. Over the course of the year, we have built an effective process to support portfolio companies by providing them with access to PIN-UP Global’s technology, expertise and resources. In 2024, PIN-UP.INVESTMENTS achieved significant results in the development of the investment area of the holding company. In the outgoing year, we refreshed our technology stack to aim for markets that fit our strategy and can maximize growth in 2025. We do not burden our experts with a thousand identical tasks that can be easily closed programmatically, and thus they have resources for important, game-changing projects.

• This approach allows projects to significantly accelerate their development and achieve their business goals faster.
• The plan includes an even greater increase in teams, growth of an existing product and the launch of a new one, automation of business processes using AI, customization, support, expansion of VIP service and entry into new markets.
• Gibraltar becomes first jurisdiction to adopt dedicated prediction markets framework
• “We tried to diversify and tell our employees that they have their own goals and the main issue is to achieve goals of their segment, which will ultimately achieve the goal of the whole ecosystem.”

PIN-UP GLOBAL: How the Award-Winning Holding Plans to Maintain Its Leading Positions

All of our software solutions can be customised to regulatory markets. How does PIN-UP Global help its partners who have licences to operate in their countries to adapt to the ever-changing regulatory requirements? Licensed operators will not work in countries where taxation, for example, mandates withholding winnings from the player, but does not regulate the grey market. Recently, many countries have been tightening the regulation of online gambling. In order to achieve all of our goals we live on a non-stop schedule, yet the entire team understands what they are putting so much effort into.

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The event was held to emphasize women’s contribution to technology development, highlight their achievements, and introduce career prospects in the tech industry to those just starting on a similar path. Marina Ilina, CEO of PIN-UP Global, in an exclusive interview with Focus Gaming News spoke about the key achievements of the holding in 2024 and shared her development plans. When you aim to achieve higher heights, you may actually succeed — and PIN-UP proves that by developing outstanding products and seeing problems and challenges. PIN-UP brand is recognized as one of the leading brands in the market, and though it already has multiple awards, the team puts an emphasis on further achievements. At the same time she admits though they can really boost convenience and transparency, it’s still hardly the most widely used payment solution for now.

PIN-UP Approach to Maintaining Leadership

• In accordance with applicable law, we are not obligated to provide or delete consumer information that is de-identified in response to a consumer request or to re-identify individual data to verify a consumer request.
• I can talk a lot more about our achievements, but I think that our products and their scale speak for themselves.
• Licensed operators will not work in countries where taxation, for example, mandates withholding winnings from the player, but does not regulate the grey market.
• All our areas have a common business goal – to achieve stable income, continuous development and efficient scaling of the ecosystem.

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Marina Ilina PIN-UP Global Architecture: How to Create a Crisis-Resilient Business Organization

Automation, simplifying interfaces and replacing human labour with software solutions are already moving the industry forward – and it’s not just about artificial intelligence. What have been the most significant milestones and achievements for PIN-UP Global this year? With offices in six countries, Cyprus allows us to be virtually equidistant from all of them. The plan is to increase our teams even more, grow our existing product and launch a new one, automate business processes with AI, customisation, support, expand our VIP service, and enter new markets. What do you consider to be some of the ecosystem’s main achievements so far?

Marina Ilina PIN-UP Foundation: Goals and Directions of Activities

The idea is to develop outstanding solutions and constantly improve the results by achieving more than you achieved yesterday. As emphasized by Marina Ilina, for PIN-UP GLOBAL, it’s not about building a family. The iGaming industry is fiercely competitive, and every big player is 100% motivated to strive year by year and achieve bigger success. Accordingly, being part of the ecosystem, operators get access to all possible developments and services – starting from automation or big data to machine-learning, which allows our partners to avoid huge losses when entering new markets.

Marina Ilina PIN-UP Foundation: Goals and Directions of Activities

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The speed of PIN-UP’s development and entry into new markets reflects our ambitions. PIN-UP Global has no borders; the ecosystem is currently present in six countries. I can talk a lot more about our achievements, but I think that our products and their scale speak for themselves. We are in a very dynamic market, where we need to set the pace and seize the moment of decision-making that will allow us to achieve maximum results. But our greatest achievement is the strengthening of the foundation and a huge leap in terms of consistency and structure – now we can afford growth and development on a much larger scale without loss of quality.

Will igaming remain part of the portfolio or will there be a complete transition to new markets? This transformation is about creating an intelligent and technology-driven business environment for innovative solutions that transform digital markets. Exclusive interview.- In recent years, PIN-UP Global has stood out for its dynamic growth, innovative product launches, and rapid expansion into new markets and verticals. The experience of Marina Ilina PIN-UP Global shows that it is possible to unite any number of employees with the help of innovative digital solutions, even if they work in 7 countries.