Female leadership and Artificial Intelligence in the iGaming industry
In the last decade, the iGaming industry and gambling game aggregators have experienced an accelerated transformation thanks to the emergence of artificial intelligence and the growing inclusion of women in key roles of development, management, and leadership. Analysing how women are redefining the sector and how AI is opening new opportunities and challenges is essential to understanding the future of game aggregators and the impact of diversity on the technological evolution of the sector. We spoke with Luz Beatriz Jaramillo Serna (feature image) about how women are redefining the industry and how AI is opening new opportunities and challenges.
Female approach, differential value
Luz Beatriz, a psychologist by training with an MBA and a master’s in Human Resources, has forged a multidisciplinary career that took her from the United Arab Emirates, where she worked for 12 years, to the heart of the gaming industry in Colombia. After three years of experience in operations support and human resources in land-based 바카라s, she now holds the position of Sales Manager for Latin America at , a game aggregator based in Tallinn, Estonia and licensed in Curacao. A specialist in data analysis and customer experience, Luz Beatriz leads the integration of artificial intelligence in 21Viral’s processes, offering operators in the region agile, effective solutions aligned with international regulatory standards.
SiGMA News: What do you consider to be the main characteristics or unique approaches that women bring to the development and management of products in the gambling game aggregator sector, especially in environments driven by artificial intelligence?
Luz Beatriz: ”We bring method, planning, customer experience, awareness, personalised support, and a unique touch to sales and development processes due to our emotional and intuitive characteristics, which are an ideal complement to the technical tools used for efficiency in technical processes such as artificial intelligence.”
Inclusion drives constant innovation
The advancement of female participation has been notable, with women occupying more and more leadership and technical roles, which has driven diversity of thought and creativity in product development.
SiGMA News: From your experience, how has female participation evolved in the iGaming sector, and what impact has this greater inclusion had on innovation and the creation of new products within global aggregators?
Luz Beatriz: ”Inclusion has happened pertinently; everything is a process at all levels and roles. Women in iGaming and the gambling world in general move from legal and financial to game and technology development.
The most significant contribution to aggregator platforms is definitely the emotional return of each offer and demand made by a woman, detailed personalised searches according to operator requirements, dynamics of identified segmented communities, and customer loyalty.”
Diversity transforms digital experience
Highlighting concrete cases allows us to show how diversity, particularly female leadership, has led to more personalised, accessible, and secure functionalities in aggregators, improving both user retention and the operational efficiency of online 바카라s.
SiGMA News: Can you share a concrete example of a product, functionality, or recent development in the area of game aggregators that has been led or influenced by diverse teams, especially by women, and how this has improved the user experience or the operation of online 바카라s?
Luz Beatriz: ”In aggregator platforms, I do not know of women who have made a significant change recently, but there are some in the gaming world whom I admire a lot, both developers and operators and employees of different companies, such as Denise Coates, founder of bet365, and Anna Sainsbury, with cybersecurity and fintech that benefits us all.”
New challenges, female opportunities
AI opens opportunities for more women to access technical and leadership roles, although challenges persist, such as the confidence gap and the need for continuous training. Their participation is key to ensuring that AI solutions are inclusive and free of bias, as well as fostering a culture of ethical and responsible innovation.
SiGMA News: Artificial intelligence is transforming the personalisation and recommendation of games for users. What challenges and opportunities do you see for women in technical and leadership roles within this process of innovation in game aggregators?
Luz Beatriz: ”In reality, what artificial intelligence does is conduct a faster study of enormous amounts of information and recreate it; it analyses quantity, amount, frequency, etc., and shortens processes at every level.
The challenges I see are more about reorganising the information we obtain through technology and augmented reality tools. We, as women, extend the process and the connections of the journey map up to the emotional part: face-to-face interaction, personalised communication, and verbal and oral language are already at a level that not even a very advanced tool can competently perform at the moment.
Another opportunity is that we can make risky decisions about integration volumes, provide alternatives, create variables, and adapt proposals, prices, and situations because we have a tool that supports us, and that is artificial intelligence, which facilitates all technical processes for us.
So, AI makes our lives easier. In fact, it is not a challenge for us as women; it is an ideal complement to do the job well.
Advantages? All at all levels, leading from all fronts is still a learning process for everyone; there are still very rigid gender and work culture structures in the industry, and development and technical roles are ideal for women due to their creative capacity and attention to detail that we possess by nature.”
Future trends, female leadership
The future will be marked by automation, advanced personalisation through AI, and the strengthening of diverse teams, where women can lead the adoption of new technologies and the design of more inclusive products.
SiGMA News: What technological and diversity trends do you think will shape the future of gambling game aggregators worldwide, and how can women continue to position themselves as protagonists in this advancement?
Luz Beatriz: ”Realistically, everything is already invented; it is about optimising tools from the technical side and creating content. There are many of us women with great creative abilities,
In an aggregator company, the main thing is speed in processes and certification according to the laws of each country, and that depends entirely on the legal organisation of each company and the technological tools we manage.”
Exploring the female contribution to product management reveals approaches centred on empathy, creativity, and strategic vision, qualities that enrich innovation and the adaptation of aggregators to the needs of an increasingly diverse user base. This intersection between diversity and technology not only challenges historical stereotypes but also drives innovation and the creation of more inclusive, ethical, and adapted products to the new demands of the global market.
This article was first published in Spanish on 14 May 2025.
