Ana Kandelaki has a strong background in international relations and B2B strategy, with extensive experience in business development, sales, marketing, CRM, and commercial operations. She has a proven track record of building client relationships and driving sustainable growth by combining strategic thinking with practical execution. Her expertise includes marketing and sales management, as well as optimizing internal processes to support efficient and scalable business development.

Q: In your B2B experience, what is the single most important factor in building long-term trust in the iGaming industry?

For me, the most important factor is reliability combined with transparency. In the game provider sector, operators work with many suppliers simultaneously, so trust is built when your partner knows you consistently deliver, whether it is game performance, support, integrations, promotional planning, or communication.

I believe long-term partnerships are created when both sides clearly understand expectations and work toward mutual growth. Especially in iGaming, where markets change quickly, honest communication and the ability to react fast are often more valuable than simply offering attractive commercial terms.

Q: How do you balance standardized industry practices with the need for client-specific solutions at Altente?

Standardized processes are necessary for scalability and operational efficiency, especially when working with multiple operators across different markets. However, from a game provider perspective, every casino has different priorities, player behavior, and traffic structure.

At Altente, we try to adapt our approach depending on the operator’s audience and goals. Some clients focus heavily on retention, others on acquisition or localized content performance. Because of this, we pay attention not only to integration, but also to game positioning, promotional opportunities, tournament mechanics, and overall visibility inside the casino environment.

I believe providers should not only deliver games, but also actively help operators maximize the value of the content.

Q: How do you leverage regulatory expertise to create added value for your partners?

Regulatory understanding and being well-informed is extremely important in iGaming because compliance directly affects operational stability and market access. Having a background in compliance and business operations helps me better understand the practical challenges operators and aggregators face in different jurisdictions. In my case, my background in compliance adds more value to smoothly meet regulatory requirements.

From a provider perspective, this allows us to communicate more efficiently, simplify processes where possible, and reduce unnecessary delays during integrations or partnership discussions. I believe partners value working with companies that understand both the commercial side and the regulatory realities of the industry.

Q: What strategies do you use to maintain strong client relationships beyond the initial deal?

For me, the real partnership starts already at the very first meeting with the client: the way you introduce yourself, your company services, dive into client’s problems to identify his expectations and meet them. Signing the agreement is a technical form of the relationship, but it actually starts with human to human approach - emotions. No matter what kind fo industry it is, we should always remember that everything starts from us - our psychology. If we talk about the game provider industry, maintaining strong relationships requires continuous involvement rather than only periodic communication.

I focus on regular performance discussions, analyzing which games perform better in specific markets, sharing promotional ideas, discussing player engagement trends, and staying responsive when support is needed. I also believe it is important to proactively suggest new opportunities instead of waiting for the client to ask.

Strong relationships are built when operators feel that the provider is genuinely interested in their long-term growth and success.

Q: What key trend do you believe will redefine client relationship management in iGaming in the coming years?

I believe the industry is moving toward much more data-driven and personalized partnership management. Operators increasingly expect providers to offer more than just content. They expect insights, flexibility, and strategic cooperation.

For game providers, this means understanding player behavior, market-specific trends, retention mechanics, and promotional performance on a deeper level. At the same time, human relationships remain extremely important in iGaming. However, unfortunately nowadays, it is so difficult to get any data from the casinos’ side as they keep it in secret. So as a game provider company, for us, the information is not always available to clearly and deeply understand all the key aspects mentioned above and work on the results accordingly. To my mind, we need to successfully combine analytics, adaptability and strong support to each other to achieve the results that satisfy all the parts of the iGaming industry: game providers, casinos, aggregators, platforms, affiliate programs, etc.

 

 

 

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