GBC Time has interviewed – Chris McGowan, CCO at Scatters Group, a highly regarded operator in the iGaming industry. We talked with Chris about his educational career and experience in the industry.
Scatters Group started in 2019 and has grown rapidly. What do you think has been the biggest factor in that success?
Without question, our people. Nothing would have been possible without the commitment of our staff. On top of that, we’ve benefitted from leadership rooted in many years of hands-on industry experience and deep expertise.
The company emphasizes innovation and creativity. What does “innovation” mean to you in the context of iGaming?
To be honest, I dislike how often those words are thrown around in our industry. Too often, “innovation” is just taking the same Lego blocks and building them into new shapes. Real innovation would be inventing a new Lego piece, something that can enhance, support, or transform existing structures in ways we couldn’t before.
Scatters has launched several brands in a short time. How do you decide when it’s time to introduce a new one?
There’s no one-size-fits-all answer. We rely heavily on data to guide us, but equally important is protecting our staff. Growth only works if it’s sustainable, and that means making sure we don’t burn people out while still maintaining a steady trajectory.
As COO, how do you balance day-to-day operations with long-term strategy? What skills or qualities are most important for a COO in a fast-changing industry like iGaming?
Agility is key. You have to stay close to the data, trust your people, and remain humble. If there’s smoke, assume there’s a fire even if you don’t yet see it, and don’t be afraid to get your hands dirty. Arrogance is dangerous in this role; the moment you think you know it all, you’ll miss the subtle warning signs that matter most.
You’ve been in iGaming since 2002. What’s changed the most about leadership in this industry?
In short, everything. I’d like to say it’s all been for the better, but with every new opportunity comes new challenges. The only true constant in iGaming is change itself.
How has player behavior evolved since you started in the industry?
That depends on the market, they’ve all evolved differently. Broadly, though, players have shown a greater appetite for volatility and novelty. They get bored more easily today, which means providers and operators have to work harder to keep them engaged.
What do you think will be the next big innovation in player engagement and retention?
I think things are coming full circle. Engagement tools today are so powerful that, if misused, they can actually cause player burnout. That means the future may lie in going “back to basics”, finding modern, responsible ways to engage players without overwhelming them.
With such a long career in iGaming, what has kept you passionate about this industry? If you weren’t in iGaming, what career path would you have pursued?
I’m fortunate that my passions overlap. My academic background is in evolutionary behavioral psychology, and iGaming has allowed me to apply that in unexpected ways. If I weren’t here, I would have pursued psychology down a different path, but I’m glad I found a way to merge the two.
Do you anticipate any major disruptions (tech, legal, or cultural) that could reshape the industry entirely?
Technology is always advancing, but often slower than it could, because it’s constantly trying to catch up with evolving regulations. One thing I’d like to see is blockchain maturing beyond its “wild west” reputation and being used as a tool for monitoring and protecting players, not just as a payment method.
How do you think AI-driven personalization will change the player experience?
If used well, it could foster real brand loyalty. Personalization has been shown time and again to reduce churn and increase conversion. In our space, the brands that get it right will see the benefits quickly.
What emerging technologies (AI, VR, blockchain) do you see playing the biggest role in Scatters’ future strategy?
If blockchain could reliably aid in harm reduction, support monitoring, and regulation, we’d integrate it tomorrow.
Where do you see Scatters Group in the next 3–5 years in terms of market presence and brand expansion?
Experience has taught me not to make bold predictions in such a fast-moving industry. What I can say is that our focus is on steady, consistent progress, pushing forward every day, one step at a time. If we keep doing that, the results will speak for themselves