Roman Balashov, CEO and owner of CITYCODE LLC, which operates the BETON brand, has shared his insights on building and scaling an iGaming business. In a recent interview, Balashov discussed the challenges and lessons learned while transitioning BETON from a technology-focused startup to a product-led company in a highly competitive environment.
Moving Beyond Technology as a Differentiator
Balashov highlighted that while BETON started with a ready-made technical solution, he quickly realized that technology alone would not provide a lasting competitive edge. Instead, he emphasized the importance of how products treat users and the adaptability of the team. According to Balashov, long-term success in iGaming depends on building a company culture centered on trust, consistency, and meaningful partnerships, rather than relying solely on technical innovation.
The Importance of Structure and Team Development
One of the main challenges Balashov faced was shifting from a service mindset to a product-driven approach. He noted that processes suitable for a small team often break down as the company grows, underscoring the need for discipline and robust systems. Balashov admitted that in BETON's early days, relying on individual effort seemed effective but ultimately became a bottleneck as the business scaled. He now advocates for building processes first and then accelerating growth, stressing that speed without structure is unsustainable.
Leadership and Long-Term Partnerships
Balashov believes that strong leadership involves hiring team members with specialized strengths and giving them ownership. He pointed out that a mature team is defined by its ability to handle challenges openly and constructively. In terms of partnerships, BETON prioritizes long-term relationships with sports clubs and other affiliates, measuring their value over years rather than seeking short-term visibility.
Implications for Industry Stakeholders
For operators, affiliates, and suppliers, Balashov's experience highlights the need to balance rapid growth with disciplined management. The increasing use of artificial intelligence for personalization and player protection is seen as genuinely transformative, while reliance on technology as the sole differentiator is becoming less effective. Building trust and consistent partnerships is emerging as a critical strategy for sustainable growth in the iGaming sector.
Key takeaways
- Technology alone no longer guarantees a competitive edge in iGaming.
- Structured processes and disciplined growth are crucial as companies scale.
- Long-term trust and partnerships are central to BETON's strategy.
- AI-driven personalization and player protection are seen as transformative trends.