Exclusive: ReelRascal Founder Liudmila Schirmer on Industry Evolution, Responsible Gaming, and LATAM Growth Opportunities

In an exclusive interview with iGaming News Today, Liudmila “Mila” Schirmer, Founder and Industry Consultant at ReelRascal, reflects on her journey through the iGaming sector, the operational and regulatory changes that have shaped the industry, and the leadership principles guiding her work today.

With more than 15 years of experience across customer support, operations, strategy, and consulting, Schirmer has witnessed the transformation of iGaming from a lightly regulated environment into a highly structured global industry. Her background provides a player-centric perspective shaped by early frontline experience as well as senior leadership roles.

In the conversation that follows, Schirmer discusses how she entered the industry, the evolution of regulation and responsible gaming, high-growth regions for 2026, her company’s long-term promotional strategy, advice for game providers seeking differentiation, and her philosophy on leadership and personal discipline.

Q1. Can you tell us about your journey into the iGaming industry and how your career began?

Mila:

My journey into iGaming actually happened quite unexpectedly. I was offered an opportunity at a company that focused on the German market mainly because I spoke German. At that time, I didn’t fully realize how much the industry would grow or how long I would stay in it.

I started from customer support, which I always recommend to people who want to enter the industry. Customer support allows you to understand the player perspective directly. You learn why players behave in certain ways, how they interact with products, and what motivates them to continue playing.

Over the years, I moved into leadership roles and gained more than 15 years of experience in different areas of iGaming operations and strategy. The industry is extremely dynamic, no day is the same, and that’s one of the reasons I enjoy working in it.

Q2. How has the iGaming industry evolved since you first entered it?

Mila:

The industry has changed significantly. When I first joined, things were much less regulated. Over time, licensing authorities such as the Malta Gaming Authority and the UK Gambling Commission began shaping the industry with stronger regulations.

Today, player protection has become a key priority. Operators now focus much more on responsible gaming, anti-money laundering policies, and protecting players’ financial security.

This evolution has helped make the industry more professional and trustworthy. While regulation can sometimes be challenging for operators, it also creates a safer environment for players and strengthens the long-term sustainability of the sector.

Q3. Responsible gaming has become an important topic in the industry. What is your perspective on it?

Mila:

Responsible gaming should never be seen as something negative for operators. In fact, it is one of the most effective tools for building long-term relationships with players.

Players should always have control over how they spend their money. Responsible gaming tools allow them to set limits and manage their activity. When operators provide these options transparently, players feel safer and more confident about engaging with the platform.

From my experience, casinos that actively support responsible gaming often achieve better player retention. When players trust the platform, they are more likely to stay long term.

Q4. Which regions do you believe hold the greatest potential for iGaming growth in 2026?

Mila:

For me, the region with the most potential right now is Latin America. Markets like Brazil, Mexico, Peru, and Argentina are developing quickly, and legislation is improving in many of these countries.

Brazil, in particular, has taken important steps by introducing regulation without creating restrictions that completely limit business growth. That balance is essential.

Another interesting factor in LATAM is the strong culture around sports betting. Football and other sports play a huge role in these markets, which naturally drives engagement with betting platforms. Overall, I believe LATAM will continue to expand significantly in the coming years.

Q5. What makes your company’s approach different from traditional marketing or affiliate strategies in the industry?

Mila:

Many marketing companies focus on short-term visibility. They connect game providers with streamers or affiliates for a single campaign, which may generate a quick spike in traffic but rarely creates long-term growth.

Our approach is different. We work with clients on a holistic promotional strategy that can last one, two, or even three years. This includes collaboration with PR agencies, media platforms, SEO affiliates, and streamers.

Instead of one-time promotions, we create a full promotional calendar and manage the entire process for the client. We also provide complete transparency – all contacts and relationships we build for the client remain theirs.

This long-term strategy allows clients to see consistent growth rather than temporary visibility.

Q6. What advice would you give to game providers looking to remain competitive in the market?

Mila:

Game providers need to focus more on innovation. Right now, many companies offer very similar mechanics and gameplay experiences.

To stand out, providers should experiment with new tools, creative tournament formats, and emerging technologies such as AI. They should also think about how their games interact with communities and social engagement.

Some of the best innovations in the industry were created by companies willing to take risks. Exploring new ideas and experimenting with different mechanics will be crucial for staying relevant in the future.

Q7. Leadership and mentorship are important parts of your career. What philosophy guides your management style?

Mila:

For me, leadership is about helping people develop their own thinking rather than simply telling them what to do.

When managing teams, I encourage people to question decisions, analyze data, and think critically. This helps build stronger professionals who can make independent decisions in the future.

I’m proud to say that many people I have worked with would choose to work with me again. Building strong relationships with team members is extremely important because leadership should always support people’s growth, not limit it.

Additional Note on Personal Discipline

Success in both professional and personal life requires discipline. Managing work, family responsibilities, and personal commitments is not easy, but discipline helps maintain balance.

For me, discipline means careful planning, respecting people’s time, and maintaining consistency in daily routines. While work is important, family always remains the top priority, and maintaining that balance is essential for long-term success.

Key Message from ReelRascal

ReelRascal’s approach emphasizes long-term strategy, transparency, and sustainable growth rather than short-term promotional gains. By combining industry expertise with holistic marketing planning, the company aims to help clients build lasting visibility and meaningful player engagement.

Industry Perspective

The global iGaming sector continues to evolve as regulation, responsible gaming requirements, and market expansion reshape competitive dynamics. Emerging regions such as Latin America are attracting increasing attention due to improving regulatory frameworks and strong cultural alignment with sports betting.

At the same time, operators and providers are placing greater emphasis on long-term player relationships, innovation, and responsible practices. Across the industry, companies are also exploring new approaches to player engagement, AI integration, and retention-focused product design as competition continues to intensify. Companies capable of combining compliance, creativity, and sustainable marketing strategies are likely to play a central role in the industry’s next phase of growth.

About ReelRascal

ReelRascal is an iGaming consulting and marketing firm focused on delivering long-term promotional strategies for game providers and industry stakeholders. The company works across PR, media partnerships, SEO, affiliate marketing, and streaming collaborations to support sustainable brand growth.

Led by Founder Liudmila Schirmer, ReelRascal emphasizes transparency, strategic planning, and relationship-driven marketing designed to deliver consistent results over time rather than short-term traffic spikes.