In this exclusive interview with iGaming News Today, Gaming Corps Chief Commercial Officer Graham Greensmith reflects on the experiences that shaped his leadership journey, the importance of authentic relationships, how AI is changing the industry, and why regulated markets offer the strongest path for sustainable growth.
From customer-first principles to the future of player engagement, Graham shares practical insights gained from nearly two decades in gaming.
Q1: Looking back across your career, from management to CCO, how has your experience shaped your leadership approach today?
My journey in the gaming industry began in 2005, from very humble beginnings, working in and managing bingo clubs in London. Dealing with so many people – anything up to a thousand people in a particular bingo session – gives you firsthand experience in handling people. We’re talking about conflict management, making decisions on the spot, and understanding how people think.
For me, the way I operate is all about relationships. It began from that time twenty years ago. People like to deal with people. People buy from people. People are intuitive, so if you are authentic, they can understand this and see this, and it helps move things forward.
One of my key focuses in life is treating people how you wish to be treated. I have a lot of self-belief, and portraying self-confidence is very important in a leadership role. This is something I’ve worked on over the past few years, but it all began from my humble beginnings working in bingo clubs.”
Q2: How important are strong partnerships and client relationships when it comes to achieving long-term business success?
I personally think it’s the most important thing. I’ve been fortunate to have amassed a large network over the past twenty or so years, and I personally owe my career to anyone who I’ve touched with voice, words, or actions over the years. That’s because I’ve always wanted to put the customer first.
Building strong relationships and client partnerships is born from putting the customer first. That’s how you build sustainable long-term business. I also like to go the extra mile. People can resonate with those who give extra beyond just ticking the box. It’s something I’ve always prided myself on.
When you look at business progression and the future around AI, for example, there are businesses out there looking to replace the human element with things like chatbots. In my view, that’s going to lead to inevitable long-term failure, because people buy from people.”
Read the full interview on iGaming News Today.
