Exclusive: Commercial Leadership in a Changing Industry: James Costantini on AI, Regulation and the Future of iGaming

The iGaming industry has transformed rapidly over the past decade, driven by regulation, technological innovation, and increasing market competition. As commercial leadership evolves alongside these changes, success depends on far more than revenue generation alone.

In this exclusive interview with iGaming News Today, former Light & Wonder and Games Global commercial executive James Costantini shares his perspective on how commercial leadership has changed, the growing influence of AI, opportunities in emerging markets, and the importance of building strong, trusted teams in an increasingly competitive industry.

Q1:  You’ve held leadership roles across operators, suppliers and platform businesses at Light & Wonder and Games Global. Looking back, how has that diverse experience shaped the way you approach commercial leadership today?

James:

My journey in gaming started around 13 years ago, and the industry has evolved significantly since then. One of the biggest transformations has been the shift from grey markets towards regulated markets, which has fundamentally changed the role of commercial leaders.

Earlier in my career, the focus was heavily centred around building pipelines and driving GGR. Today, commercial leadership requires a much broader perspective. It is about understanding where products fit within increasingly competitive environments, navigating compliance requirements, and ensuring that commercial decisions align with long-term business objectives.

I have also learned that successful leaders need to be chameleonic. The way we approached business ten years ago is very different from how we operate today. Commercial leadership has become increasingly interconnected with product strategy, technology, and market understanding.

Q2:  AI is increasingly becoming part of commercial decision-making and operational strategy. How do you see AI transforming the way gaming companies operate over the next few years?

James:

AI has the potential to become one of the biggest disruptions our industry will experience over the next twenty years. On the operator side, it is already helping businesses predict player behaviour, improve retention, optimise acquisition strategies, and better understand lifetime value.

Within B2B operations, AI can support lead scoring, sales pipeline management, CRM optimisation, and resource allocation. It can help commercial teams identify which opportunities deserve the most attention and improve overall efficiency.

Another important area is operational planning. AI can identify bottlenecks, predict delays, and support better time-to-market decisions. Commercial success today is not just about signing deals; it is about ensuring those opportunities are executed efficiently. Time to GGR is probably the most underrated KPI in B2B, and it is pivotal to have the right tool to make educated choices

While AI will continue to transform the industry, I believe its greatest value lies in enabling people to make better decisions rather than replacing human judgement altogether.

Q3:  You have worked across regulated markets such as Europe and Latin America. Which markets do you believe offer the most exciting opportunities and why?

James:

Emerging markets represent some of the most exciting opportunities in the industry today. Brazil and Africa, in particular, stand out because of their scale and potential. The market already generates volumes comparable to some of the world’s most mature jurisdictions, and there is still substantial room for growth as more activity moves into regulated environments.

At the same time, Europe presents a different challenge. While it remains an important market, increasing taxation and stricter regulations are placing pressure on both operators and suppliers. These developments risk pushing players towards unregulated alternatives.

I believe newly regulating markets have the opportunity to learn from previous experiences. The goal should be to create sustainable ecosystems that balance player protection with healthy commercial environments for operators and suppliers alike.

Q4:  You have built, scaled, and managed commercial teams throughout your career, including senior roles at Games Global and Light & Wonder. What do you think are the key qualities that define high-performing commercial teams?

James:

This is a question that is very close to my heart because we shouldn’t manage teams simply for the sake of managing people. For me, leadership has always been about building genuine relationships.

I strongly believe that trust is one of the foundations of high-performing teams. The people you work with today may become partners, colleagues, or collaborators again in the future. Because of that, investing in authentic relationships is extremely important.

I also advocate for hybrid working models. While remote work offers flexibility, commercial teams still benefit greatly from face-to-face interactions, team-building activities, and shared experiences. These moments strengthen connections and create a stronger sense of purpose.

Ultimately, people perform at their best when they trust their leaders, understand the bigger picture, and feel personally invested in the success of the project. Human connection remains one of the most powerful drivers of performance, and I do not believe technology will replace that.

Q5: Looking ahead, what are your thoughts on the future, both for the industry and for your own professional journey?

James:

I think the industry is going through a period of significant transformation. Technological advancements, evolving regulations, and changing market dynamics are all influencing how businesses operate and where opportunities emerge.

From a personal perspective, I see consultancy as an opportunity to reflect on where I can create the greatest value and how I want to channel the experiences I have gained throughout my career. Sometimes, taking some time off the grid allows you to reassess priorities and identify the areas where you can make the biggest impact.

What excites me most is that this industry never stands still. There are always new challenges to solve, new markets to explore, and new ideas to bring to life. I remain passionate about contributing to its growth and embracing whatever opportunities the future may bring.