iGaming Talks: Interview with Kendoo’s Kate Romanenko

In a rapidly evolving industry where partnerships can make or break a brand’s success, collaboration has become more than just a commercial checkbox; it’s a strategic asset. We spoke with Kate Romanenko, Head of Commercial at Kendoo, to hear her perspective on what makes partnerships truly valuable in iGaming today.  

From balancing personal connection with professionalism to overcoming the growing pains of scaling, Kate offers her insights into how smart collaboration can drive growth, innovation, and long-term trust.

TheGamblest: Strategic partnerships have become crucial to growth in the iGaming industry. What’s driving this increased reliance on collaboration across the sector?

Kate: In my opinion, the ideal way to build and develop partnerships is by combining both soft and hard skills. This means adopting a personal approach to the people we collaborate with, while also maintaining professionalism and utilising the knowledge we have gained throughout our careers. 

 Every experience in your professional journey offers a valuable learning opportunity, as you never know how it will influence your future challenges and partnerships. Every piece of knowledge and experience can enhance your collaborations. Use what you already know and apply it to your research or the growth opportunities within a partnership. 

TheGamblest: Beyond distribution, how are partnerships helping brands unlock added value in today’s competitive landscape?

Kate: Distribution emphasises horizontal growth, which involves expanding a company’s product range or services. Added value, on the other hand, concentrates on vertical growth, meaning the increase in value a product or service offers to the customer. In today’s highly competitive market, reaching a specific quantity is relatively simple; however, maintaining the quality of partnerships remains essential. To improve this quality, it is vital to adopt a personalised partnership approach. 

This approach requires understanding the individuals and organisations you work with, as well as recognising their professional potential. It is important to identify what you can offer a partner to meet their particular needs and requirements.

TheGamblest: With so many suppliers and platforms in the market, how can collaboration become a real differentiator rather than just a commercial formality?

Kate: Having the right approach is crucial. While the market offers a wide selection of games and suppliers, what is missing is a high level of expertise among business professionals, especially in understanding their clients’ specific needs. This expertise is what sets us apart and reassures our clients about our industry’s competence. 

This is a demanding task, particularly as the number of clients grows rapidly, and new B2C brands appear even more quickly than new providers. As a result, it becomes pretty challenging to allocate resources efficiently to each partnership and to create customised approaches for every client.

TheGamblest: What do the most effective partnerships in iGaming tend to have in common, and where do some fall short?

Kate: Teams that are professional and business-oriented on both sides can significantly improve their collaboration. When the casino team understands their technological capabilities and the best customer relationship management (CRM) approaches, they can efficiently manage multiple providers and highlight the games that players enjoy most.

Additionally, if the game suppliers’ team is also professional, they will deliver the most effective solutions while continuously monitoring whether the ideal combination is already established or needs further exploration.

TheGamblest: How are operators and studios using partnerships to fuel both market expansion and product innovation?

Kate: Effective communication and collaboration are vital for enhancing team performance. When teams build mutual trust and maintain open dialogue about both potential opportunities and inherent limitations, they create an environment conducive to sharing innovative ideas and assessing risks.

This collaborative atmosphere fosters better business synergy and supports growth for all stakeholders involved.

TheGamblest: What are some of the operational or strategic challenges that come with managing partnerships at scale?

Kate: As partnerships scale in size, the time available for discussions tends to diminish significantly. Empirical evidence suggests that increased traffic correlates with more observable results within a partnership, specifically, identifying which game genres are more profitable for players in a given market segment.

However, from an operational standpoint, larger operators generally have intricate, established processes that must be adhered to, making them less adaptable to change or rapid experimentation. Given that market trends can emerge within a matter of days, the ability to capitalise on these trends can pose a considerable challenge for both large operators and major game providers, due to their inherent structural rigidity.

TheGamblest: As regulation tightens and new markets open, how do you see the role of partnerships evolving in the years ahead?

Kate: As regulation tightens and new markets open, the role of partnerships is set to evolve. Established operators typically seek to expand into new markets, and this is where leveraging existing partnerships becomes particularly advantageous. Collaborating with trusted partners who possess prior experience in these territories can significantly mitigate the inherent risks associated with market entry. This should make us all feel optimistic about the future opportunities that lie ahead. 

By leveraging the insights gained from previous collaborations, organisations can navigate unfamiliar landscapes with greater confidence.

TheGamblest: Finally, what advice would you offer to businesses looking to take a more strategic approach to collaboration in iGaming?

Kate: I would recommend investing in people and fostering a company culture that revolves around client relationships, business growth, and strong connections, both internally and externally. This is the approach we take at Kendoo as well.

We focus on strategies that prioritise the happiness, understanding, and trust of our employees and clients, while also working together to grow our business. We believe in sharing our knowledge, seizing opportunities, and evaluating risks from various perspectives to enhance teamwork and harness the talent within our organisation.