Why Services Are at the Heart of the iGaming Industry’s Future

A Conversation with Michael Brady, Chairman of The Conexus Group

The iGaming industry is far from boring. It is one of the most dynamic and exciting industries to work in. Change, whether in the regulatory environment, evolving competition, or new technologies - particularly AI - challenges businesses to rethink how they operate continously. For Michael Brady, Chairman of The Conexus Group, this is what gets him out of bed in the morning.

We caught up with Michael to explore how he sees the market evolving, why he believes service businesses like Conexus are key to the industry’s future, and what success really looks like from the top.

The Growing Need for Smart Services

Michael’s involvement in Conexus was driven by a clear trend he’d seen from both sides of the table - as an operator and as a B2B tech provider.

“It’s getting harder and harder to be an operator,” he explains. “Margins are tighter, regulations are growing, and efficiency is under pressure. But what I could see - and still see - is that the services supporting the industry are only going to grow.”

That insight is at the core of Conexus Group’s model: a portfolio of specialist brands providing recruitment, training, consulting, and M&A support across global gaming markets. Michael believes this kind of end-to-end service capability is what the industry will increasingly depend on.

“We’re building a group that can support the entire lifecycle of a gaming business - from talent to technology to transactions. That’s where the long-term value is.”

Data, AI, and Acting at the Right Pace

One of the biggest opportunities - and challenges - facing iGaming businesses today is artificial intelligence. Michael is enthusiastic about its potential, especially in areas like talent strategy, market analysis, and operational decision-making. But he’s also wary of moving too slowly.

“Everyone says they’re looking at AI. The difference is whether you’re actually doing something with it. We’ve got an enormous amount of proprietary data within the group - more than most people realise - and we’re working hard to unlock it in a way that delivers value for our clients and our people.”

He stresses that while Conexus is making progress, speed is of the essence.

“This space is moving fast. The companies that act decisively will be the ones who shape the future, not just respond to it.”

Looking Beyond Core Markets: The Lottery Opportunity

While Conexus has deep roots in commercial iGaming, Michael sees major growth potential in sectors that the industry often overlooks - most notably lotteries.

“Lotteries are huge. In many regions, they dwarf the commercial gaming market, and they come with a completely different set of challenges and opportunities.”

What makes the sector so interesting, he says, is the complexity around regulation, procurement, and localisation - areas where a services partner with strategic insight can really add value.

“If you understand the structure and invest in local presence, there’s real opportunity to build long-term relationships in the lottery world.”

Partis, part of the Conexus Group, has significant experience in this sector and is already delivering M&A and strategic advisory services to clients in lottery markets around the world. But for Michael, that’s just the beginning.

“There’s so much more we could be doing - across recruitment, compliance, training, and technology support. It’s a space that rewards patience, local knowledge, and specialist capability. And that’s exactly what we’re building.”

On Leadership, Legacy, and Building a Culture of Challenge

When it comes to leadership, Michael believes in challenge - but of the respectful, constructive kind.

“The best leadership teams are the ones where people feel comfortable disagreeing. That’s how good ideas get sharpened.”

He’s also an advocate for clarity of purpose. One lesson from earlier in his career, he says, was learning to focus on strengths - and delegate the rest.

Looking ahead, Michael’s vision for Conexus is both ambitious and grounded.

“I’d love us to be seen globally as the services company for gaming. Not just the best recruiter, but a full-spectrum partner that understands the industry inside and out.”

He also hopes the people working within the group feel they were part of something meaningful - something that made the most of its potential.

“We’ve got incredible talent, knowledge, and reach. If we can bring all of that together in the right way, the impact we can make - on our clients, on the industry, and on each other - is huge.”

Final Thoughts

This conversation with Michael offers a glimpse into how Conexus is thinking about the future - and where the business is headed next. It’s a future fuelled by a deep commitment to supporting the industry in a smarter, more strategic way.

As Michael put it, “This is an industry that never stands still. And neither should we.”

Interested in continuing the conversation?

Whether you’re exploring the potential of AI, looking at growth in new markets like lotteries, or simply want to share ideas on where the industry is heading, we’d love to connect. Get in touch.