Empowering women in igaming: An exclusive interview with Maria Bashkevich
You’re a very well-respected leader in the igaming industry. Can you talk us through your igaming journey to date and how you came to be in your leadership role at Uplatform?
“My journey in igaming began over seven years ago when I started as a junior marketing manager at a slots provider. After my probation period, I was promoted to Marketing Manager. A year and a half later, I progressed further to become the head of marketing.
“I’ll be honest: stepping into leadership at a young age with limited experience was challenging—I’ve spent nights buried in articles and books on marketing, management, and igaming. But it taught me so much and gave me the confidence to tackle bigger goals.
“At Uplatform, I joined as head of marketing from day one, tasked with rebuilding the brand, strategy, and team from scratch. It’s been an incredible journey, and I couldn’t be prouder of what my team and I have created a bold, distinct brand that truly connects with our partners.”
You’ve had an inspiring career so far, stepping into leadership role from a young age. What would you say are the standout milestones in your career?
“As for milestones, one of the standout moments for me was how I got into the industry in the first place. To be honest, I didn’t have the exact experience they were looking for. Yes, I had a solid foundation in SMM, SEO, and analytics, along with some hands-on experience, but I lacked the advanced expertise needed at the time.
“But they saw my potential and a strong drive to make cool things happen. And I’m still grateful for that. It’s a reminder that talent and ambition sometimes matter more than a perfect CV. And I carry that philosophy with me in how I lead my team today.”
As a woman in a key leadership role, we’re interested to know if you think you’ve faced any unique challenges as a woman during your career that you can share with us?
“One of the first challenges I faced was earning respect. Being a young woman in a leadership position often meant dealing with a mix of ageism and sexism. Hearing the comments like, “What could you, a young girl, possibly tell me that I don’t already know?” was frustrating and disheartening. And it took a lot of me not to let it make me feel small or useless. It’s a reminder of how much harder women often had to work to prove themselves in our industry.
“Another challenge I faced was during a job interview. The recruiter was very supportive and told me I had the strongest portfolio and required skills among the candidates. But I was passed over for a male candidate. What was the reason? They were concerned I might go on maternity leave or prioritise family over career. To make matters worse, I later found out this man had been offered a higher salary for the role. It was a shock and an eye-opening experience that showed me that even now, gender bias is ingrained very deeply.
“Harassment is another issue I’ve encountered. Early in my career, I dealt with inappropriate comments during negotiations, such as, “Let’s finish this discussion in my room.” Sadly, this behaviour still exists—I’ve had team members report verbal harassment at expos and networking events. That’s why, within my team, we foster a culture of zero tolerance for harassment. If anything happens, they know it’s not normal, it’s not their fault, and they have my full support. We also ensure no one attends networking events alone to create a safer environment.
“These are just my experiences, and I’m sure many other women in higher roles have faced even more significant challenges. I’m still on my journey to C-level positions, so I think I will also face “traditional barriers” in the future. But I think speaking about these issues is important because they’re still genuine.
“For everyone facing the same challenges, building a network of trusted allies is key—whether it’s colleagues, industry groups like Women in igaming, or mentors. Being in an environment where your voice will be respected and amplified. If respect is lacking in a current role, don’t hesitate to look for opportunities where you’ll be valued. And if you ever face inappropriate behaviour, remember it’s not normal, it’s not your fault, and you deserve to speak up and seek support. While progress has been made, we have a long way to go to ensure a truly inclusive and respectful industry.”
Bringing these challenges to the attention of the industry can help others to speak up too and to encourage necessary change. During your time in the igaming industry, have you seen a change in how companies support women to progress into C-level positions?
“Of course, in the past 7 years, I’ve definitely seen progress in the igaming industry. It’s so inspiring to see more women in C-level positions now, but let’s be honest—there’s still a long way to go.”
What steps do you believe companies in the industry should take to promote more women into leadership roles?
“First of all, it starts with creating a GENUINELY inclusive culture. Companies should start hiring and promoting based on skills, not bias, forgetting gender stereotypes, actively looking for diverse candidates, and ensuring everyone has the same opportunities to grow. It’s not rocket science, but there is a need to be intentional about it. Mentorship programs and transparent decision-making processes can also make a massive impact.
“We also need to tackle the specific challenges women face in the workplace, like unconscious bias, unequal pay, or assumptions about work-life balance. Flexible working policies and proper support for women returning to work after maternity leave can really change the game here.
“Right now, we have amazing networking platforms like Women in igaming and dedicated sessions at expos—these are great ways to build community, share experiences, and inspire more women to aim high. I’d love to see even more structured mentorship programs where female leaders can guide and support the next generation.
“I make it a point to support the women I work with—whether it’s giving feedback, advocating for them, or just making sure they feel confident and valued. I’d love to see more leaders in our industry do the same because when we rise by lifting others. And honestly, a more diverse, inclusive industry is not just the right thing to do—it’s what’s going to drive innovation and make igaming stronger for everyone.”
Many people discuss the power of having a mentor to help gain confidence in an industry that has the challenges you have highlighted. Have you ever been involved in a mentorship program or has someone in particular supported you during your career progression, especially at Uplatform?
“I’ve never had a formal mentor, and honestly, I think it would have made a huge difference early in my career. Navigating the industry as a young woman with zero confidence was tough, but I was lucky to have supportive people around me. I’m especially grateful to Lucy Kadlecova and Kirill Miroshnichenko for being there for me during those early steps. And I can’t overstate how much I appreciate my colleagues at Uplatform—they’ve been an unwavering source of encouragement. We’ve built a culture of mutual support that I think is rare and invaluable.
“At Uplatform, I’ve taken it upon myself to pass on that kind of support, especially to the amazing women on my team. Whether it’s how to communicate during expos, how to deal with harassment or inappropriate comments, or simply boost their confidence when facing challenges – my team knows I’m always there for them. I’m ready to listen, mentor, advise if I can, and ensure they never feel alone in any situation they face.
“What’s remarkable at Uplatform is how naturally our middle management has become predominantly women—there are no quotas, just the result of a supportive culture. Among our leaders, we’ve built an informal network where we share advice and empower each other.
“Beyond that, we’re working to inspire women across the industry. We’ve shared articles about the challenges women face in igaming and highlighted inspiring figures in sports and esports. These stories show that breaking barriers is possible and that you can achieve great things if you set your mind to it.
“Formal or informal mentorship is essential to helping women gain confidence in this industry. It’s not just about guidance; it’s about building a community where everyone feels valued and capable of succeeding. Whether through mentoring, storytelling or simply showing up for each other, we can create an environment where more women feel empowered to thrive in igaming.”
With this level of personal experience as a woman in the igaming industry, how has this helped to shape your leadership style and your techniques for motivating your team?
“Let’s say it doesn’t follow the textbook definition of “perfect leadership,” but it’s tailored to the kind of team I lead and the creative goals we aim to achieve. As Head of Marketing, my priority is fostering creativity, which means creating an environment of freedom, fun, and zero judgment. People need to feel safe to be themselves, pitch wild ideas, and take risks without fear of failure.
“I lead by example—I’ll throw out ridiculous ideas during brainstorms to break the ice and show it’s okay to experiment. If someone comes to me with a completely different idea, like putting a basket of hamsters in an ad, I’ll laugh with them, but I’ll also take it seriously. You never know what spark might turn into something brilliant. Like that, we’ve created a dynamic team where no one hesitates to bring bold ideas. And guess what? It’s working. I’m thrilled to see my team’s eyes light up with excitement as they present ideas. With no fear. And that’s something I’m very proud of.
“Of course, leadership isn’t one-size-fits-all. Some work best in micromanagement and precise tasks, while others shine in creative chaos and complete freedom. I adapt my approach to fit each person, but when I built my team, I made sure to bring in people with similar vibes to foster a cohesive and collaborative environment. The result? A vibrant team dynamic and incredibly low staff turnover, which I take as a sign that people feel valued and motivated to stay.
“When it comes to motivation, I value both material and non-material rewards. Feedback and recognition are huge for me—something I lacked early in my career and have ensured my team never goes without.
“I always provide feedback, sincerely praising their efforts and acknowledging their contribution. During our monthly marketing calls, I aim to show how even something as simple as a social media post or a banner design led to a new client or a major deal. Creative professionals like designers and copywriters must see that their work isn’t just “content”—it’s the foundation of real, tangible results.
“At Uplatform, we also have a corporate portal where employees can give each other “Ucoins” as a token of appreciation. These coins can be redeemed for items in our company store, but the real value lies in the recognition. Guys congratulate each other on work anniversaries, celebrate the completion of a big project, congratulate on finishing a course, saying “thank you for your help”. This system reinforces a culture of appreciation and gratitude.
“And here’s something I love doing: celebrating small wins. It’s easy to focus on big milestones, but I make a point to acknowledge the little victories along the way. I want my team to feel seen and celebrated – whether it’s someone overcoming a personal challenge at work or learning a new skill. Sometimes, to celebrate some small things, I bring pizza or sushi to the office, and we have a good time celebrating each other’s success.
“Lastly, I believe in empowering my team by giving them ownership of their work. I trust them to take initiative and make decisions. I’m not looking to be the boss—I believe in teamwork. If I’m wrong about something, I want my team to feel comfortable pointing it out. I value working together as equals, supporting each other, and achieving success as a team.
“So, while my leadership may not be traditional, it’s rooted in empathy, adaptability, and a genuine desire to see my team thrive—and I wouldn’t change a thing about it.”
Part of being a leader is advocating for a diverse and inclusive culture. How important is it for you and Uplatform to create and maintain a diverse and inclusive culture and how do you go about doing this?
“At Uplatform, diversity and inclusion aren’t just fancy words—they’re part of who we are. And this culture developed naturally because, during our hiring process, we prioritise skills, experience, and potential rather than gender, race, or other characteristics. Like that, we’ve organically built a diverse team with diverse backgrounds, perspectives, and approaches, which has made us stronger as a company.
“However, creating diversity is just the first step; maintaining it requires effort. We ensure everyone feels valued and included. To do so, we foster open communication, respect, and collaboration. Everyone’s voice matters. We work hard to ensure each team member knows that and feels safe and comfortable sharing their ideas, even different or unconventional ones.
“Personally, I think it’s about creating an environment where everyone feels they belong and can thrive. A diverse team isn’t just good for the people—it’s good for creativity and results. At Uplatform, we see that every day in the way our ideas come together to create something truly exceptional.”
What advice would you give to women who are looking to take a leadership role in marketing in igaming?
“First and foremost, believe in your ideas, no matter how unconventional they may seem. The industry thrives on creativity and bold thinking. Years ago, igaming marketing was all about the same clichés: think expos with cigars and naked women. However, the industry has evolved, and people who dared to try something different pushed those changes. For example, when we brought bubble tea to our booth, some said it was too childish. But it turned out to be a hit! I personally met two new leads next to our bar when they ordered bubble tea. Don’t be afraid to shake things up—test your ideas, learn from the results, and adapt. You might just redefine the industry standard.
“Don’t let repetitive doubts wear you down. Hearing “What could you possibly know?” repeatedly can make you question yourself. Push past that. Age, gender, or years of experience do not determine your value—your ideas and results do.
“Take proactive steps to build your confidence. Find people supporting you, mentors who can guide you through your challenges and celebrate your wins. Keep learning—through online courses (Coursera, LinkedIn Learning, etc), networking events, or industry groups like Women in igaming. Practice negotiation skills and leverage your unique strengths, whether it’s creativity, fresh perspectives, or problem-solving. Bring these to the table unapologetically.
“Make sure your achievements don’t go unnoticed—don’t be shy about highlighting your contributions. But you should first acknowledge them—there are many techniques for that. Personally, I push myself and my team to list “3 wins of the month” alongside our reports. It’s a simple habit that boosts confidence and ensures our contributions are visible—not just to others but to ourselves.
“Balance is key. It’s important to set boundaries early on. Early in my career, I worked 12-15 hours daily trying to prove myself and gain respect. But burnout stifles creativity. Protect your time like you would a critical meeting. Block out priorities, communicate availability clearly, and make time to recharge. Experiencing the world outside your office fuels creativity and helps you bring fresh ideas to your work. And you know, a balanced leader is an effective leader, and that’s what this industry truly needs :)
As a woman in a key leadership role at Uplatform, what would you like your impact to be on the igaming industry?
“I wouldn’t say I’m here to push boundaries or change an entire industry, but if I could contribute in my own way, it would be by challenging outdated norms and showing that there’s room for fresh, bold ideas in igaming. I’d love to think that some of the creative, unconventional approaches we’ve taken to marketing could leave a mark—whether it’s making campaigns more playful, breaking the “safe” mold, or just bringing something different to the table.
“If, along the way, I manage to inspire even one person to rethink their career path, embrace their ideas, or make a change they’ve been hesitating about, that would already mean a lot to me. I’d see that as a success.
“Narrowing it down to Uplatform, I want to empower others—both women and men—to create, stay authentic, and tackle whatever challenges they’re facing in the industry. It’s not about being loud or revolutionary; it’s about making space for people to feel confident enough to be themselves and try something new. That’s the kind of impact I’d be proud to have.”
The igaming industry is often seen as male-dominated. How do you ensure that Uplatform’s marketing campaigns appeal to both male and female audiences? Is this something that you actively consider when putting together initiatives and campaigns?
“The igaming industry is often seen as male-dominated. Still, when it comes to creating marketing campaigns, my team and I are moving more and more toward what I’d call “bye the stereotypes” initiatives. Of course, still, operators and decision-making leaders who are our target audience, and around 80% of them are male and 20% female. But, our goal is to create campaigns that resonate universally, regardless of gender.
“A great example of this was our disco-themed “U Shine” campaign. Some comments before the expo were that it might be “too girly” or wouldn’t appeal to men. But guess what? Our stand was packed with visitors of all genders. Men were taking our holographic T-shirts and disco balls—not just for their girlfriends or kids but for themselves. It showed us that creativity and authenticity can strike a chord with everyone.
“We also created two campaigns supporting women in the industry. The first one was about the challenges they face, and the second one was about incredible women in sports and Esports who push boundaries. I think for women in igaming, seeing themselves represented in empowering ways can inspire them, boost confidence and show them there’s a place for them in this industry.
“Representation matters, not just in the campaigns we create but also in the diverse team working behind the scenes to bring them to life. To ensure our campaigns resonate, we include diverse voices in the creative process—both male and female, from different backgrounds and experiences. We always make it a point to ask each other for feedback: “How does this feel to you? Would you wear this T-shirt? Would this ad catch your eye?” This approach allows us to craft materials that appeal to a broader number of people.
“That said, maybe I’m wrong in my approach. Maybe it’s not the most “traditional” strategy for winning over operators in this industry. But I want to believe it’s the right one. I want to believe that creating something thoughtful and balanced works better than just falling back on outdated methods. I truly hope—and honestly believe—that adding a girl in a bikini in an Ad isn’t what makes a business thrive anymore. Instead, it’s about building something memorable and genuinely exciting for everyone.”