Interviews
Exclusive Q&A with Phil Hubner Chief Business Development Officer at Challengermode
Retired players become media commentators, or selectors, or coaches, or the sports administrators. That is the trend in most sports.
What about esports? What do esports players do once they retire?
We have with us here Phil Hubner, the Chief Business Development Officer at Challengermode, who was a successful esports player too.
He talks about his esports playing days, his struggles to build a career, his company and the career options available of esports players in the industry.
Q. We shall begin with your esports career. How did your attention turn to esports and how it developed?
A. Like a lot of people in the industry, my introduction to gaming and esports began at a very young age. My first memory of gaming was in 1996. I was 4 years old, sitting in my 21 year old uncle’s lap, watching a screen light up with flash rockets, lasers and machine guns in Quake. And then playing my first ever casual match against my brother and my uncle’s best friend.
By 2005 I’d spent almost all of my free time playing video games, with the whole of 2004 spent perfecting my craft in DotA. That meant watching videos of the best players in the game, spending my days on IRC networks chatting with some of the top players and getting tips and tricks from them. I was part of the professional German esports organization “mousesports” which accounted for my first real experience with esports. There I managed the team’s scrimmage and tournament schedule and substituted as a player on the roster; primarily in practice matches.
A short 4 years later, Heroes of Newerth was released – the first real successor and stand-alone version of DotA. I spent my days playing at a top level, there didn’t seem to be much of a chance of making a living from esports in either game. Teams weren’t very supportive, there were no actual salaries being paid out, and the prize money wasn’t enough to sustain competitors unless they won every single tournament that ran. This was the point I decided that playing, whilst an important part of my free time, wasn’t going to be the career choice for me. I wanted to do something bigger, more impactful, and most importantly something that would allow me to pursue a full-time, paying career within this industry.
Q. Could you narrate your transition from an esports player to an industry professional? What are the challenges that you faced?
A. The first step towards making a career outside of being a player involved turning my industry knowledge into a stint in journalism. In 2010 I wrote an email to the up-and-coming esports publication ESFIWorld (now sadly defunct), arguing they should consider reporting on MOBA games like Heroes of Newerth and League of Legends. The CEO welcomed the idea and I joined the team there as a Content Director – an unpaid position – whilst finishing high school.
In 2011 I covered my first industry events – “The International”, and CeBIT, where the Intel Extreme Masters World Championship took place. I threw myself into these events, striking up conversations with the tournament operators, commentators, hosts, players and more. I recorded interviews, wrote articles, and attended after-parties – producing over 130 content pieces in a span of just 5 days. But this still fell short of “making a living” in esports. Like many people who want to turn their passion into their career, the main challenge was finding a role that could support me financially. In 2011 I was still a broke student with hardly enough money to buy food at these events. One night, our hotel room got cancelled, forcing us to go back to the hostel we had stayed the night before, who allowed us to sleep on the floor in their storage room – not the best example of a successful esports career!
But this experience did allow me to make a name for myself within the European esports industry. I wasn’t famous by any means, but I knew people. One of these people was Michal Blicharz (as of my writing this the VP of Pro Gaming at ESL Gaming) who was the man with the plan on the Intel Extreme Masters. I asked whether there were any openings for internships or junior positions within their company. Within a week I got an offer, quit school and in March 2012 – exactly a year after my first ever live esports event – I attended my first event as an intern under Michal, where I would soon become a Junior Product Manager. With a paying role under my belt, the main challenge became embedding myself fully in the rapidly growing and constantly changing industry, an industry at the forefront of digital marketing.
Moving away from the editorial side of the esports industry – In 2015 I started working with Ben Goldhaber at the time Content Director at Twitch, handling content marketing for Twitch in Europe and managing their mighty social media accounts with millions of followers. I moved to London, and shortly after pitched a new role and department to the current VP of Marketing at Twitch: International Marketing. Following this I saw many opportunities in both the rising esports industry, and the newly discovered land of opportunities that was influencer marketing – managing half a dozen streamers and influencers. This led me to my first role in Business Development in helping build up the Italian esports organization QLASH.
Q. Let’s now move to your career at Challengermode. What exactly does Challengermode offer and what’s your role as Chief Business Development Officer?
A. Challengermode is an esports platform with a big focus on the grassroots levels of competitive gaming, and a vision to make esports as accessible as possible. In effect, that means we build technology that makes playing in and offering esports competitions seamless. I joined Challengermode in 2017 as Head of Business Development, where I was largely responsible for onboarding the very first partners at the company, as well as devising the company’s partnerships and business strategy. I came to this after working in a wider variety of positions around esports, from marketing and communications to product management to business development and strategy. In my current role as CBDO I draw on a lot of that experience to translate greater accessibility in esports into greater value for stakeholders all across the esports ecosystem. I also manage two key departments within the company that deal with acquiring and then supporting partners such as game developers, tournament organizers, esports teams and brands.
Q. A number of young people become esports wizards. Could you tell us the career options available to them once they hit the esports peak and start the downhill journey?
A. I wouldn’t call it a downhill journey. I think it’s more of a natural evolution to go from player to industry professional. Hopefully my previous answer goes some way to highlighting the breadth of roles that are available in the industry away from the bright lights of being a competitor!
My experiences may be a few years old now, but if you look at the esports industry today, there are a few obvious steps one can take after putting down the mouse and keyboard (or controller) and wanting to fulfill a role within the industry with the background of being a professional player. There are many living examples of players that have turned to commentary and analysis for example. Using their in-depth knowledge of their game to dissect other players’ performances.
Another route that many have gone is to become a coach. Much like in traditional sports – years and years of playing will have honed your understanding of the game, problems for individual players to overcome and will have given you a keen read on other teams, their strategies, and their weaknesses. Similarly though, this is only the correct path for the few players that in their playing careers tend to be actively engaged in strategy and tactical choices.
For those with a more entrepreneurial nature, a common trend you’ll see is the formation of a new esports team or a company within esports that solves a problem they may have uncovered during their days as a player. You’ll find many, many such examples dating all the way back even to some of the oldest esports organizations such as SK Gaming or Ninjas in Pyjamas, but even more so in newcomers such as TSM, G2 Esports or 100 Thieves.
If none of those are the right way to go, luckily the rise of Twitch and the continued success of YouTube have provided any retiring player with an outlet and opportunity to continue their careers even beyond their competitive days. For many viewers, there’s little more entertaining (and educational) than watching players who play at the top level of their game. What’s better than getting an opportunity to directly engage with, chat, and ask questions to a retired star player?
Q. From a personal point of view, what are the advantages an esports player looking for a career in the gaming industry has, compared to a non-player?
A. Put simply – industry knowledge. Esports is still a very young industry and every year more companies enter the sector than there is talent available to staff them. Professional players, retired or not, will have some of the keenest eyes when it comes to authentically speaking to the esports audience. It’s not just an audience for them after all, it will have been their life for the past few years. This means there will always be in-roads for these individuals when looking to move into the business of esports.
Many of them however will experience a heavy reality check when starting this next step of their journey: while they may have a keen understanding of the audience, they might not have many skills directly applicable to their new roles. Be these in marketing, operations, recruiting or what have you. There’s good news though: their diligence, discipline and ability to become the best at something will easily translate into other fields outside of the games they played for so long. Besides from the industry knowledge, the soft skills are easily transferable.
Q. Again from a personal perspective, is the industry welcoming enough to the esports players? Any comments on that?
A. Whenever a professional player retires, that person should be seen as a top candidate not necessarily to join your executive team and lead the charge, but at the very least someone that will no doubt be a fast learner and someone that can intently focus on whatever is put in front of them. It is up to the universities, colleges and companies in the space to provide these paths for these players; but likewise up to these players to identify and accept where they stand within a professional context, how applicable their skills are, and where they may be lacking.
I have no doubt that anybody capable of being the best out of millions of players in any given game will likewise be capable of being the best at many other jobs and tasks thrown at them; that they will learn them quickly and learn how to excel at them, and if we do a good enough job at telling the stories of former professional players and their careers, we can give hope and inspiration to current and future pro players, whilst reassuring companies that former professional players are likely to be top-tier hires if provided the right guidance and opportunity.
Q. What are the potential roles and positions in the gaming industry that particularly suit esports players?
A. Using some of the roles I mentioned previously as examples, commentators and analyst roles lend themselves well to the kind of esports competitors that are naturally charismatic and have an ability to speak concisely. Players choosing to go down this path are often at the mercy of the audience. When it comes to coach roles oftentimes this is a natural fit for team captains, those who have been on the frontline in leadership positions before have an understanding of what different team members need and how to handle group dynamics.
Many retired players have found ways into game balance and later game design teams either for the very same games that they were once competitive in, or for new games in the same, unexplored genre. After all, who understands MOBAs better than someone who has played one for tens of thousands of hours?
Ultimately what roles in the games industry that suit esports players depends greatly on the player themselves. What skills they have and what interests them. There are myriad roles out there for players with a solid industry knowledge base to get involved across art, design, marketing, communications, business, finance etc. It all comes down to what they want to do.
Q. Finally, as someone who has experienced it from both ends of the spectrum – as a player and then as an industry professional – what are the changes you would like to have in the esports vertical in the future?
A. What may be missing today is a safety net catching and training those players that don’t fall into the categories I’ve mentioned above. Those that aren’t as entrepreneurial or self-driven, and those that maybe want to step one further step away from the game itself than a role as a commentator, analyst, coach or game designer would allow them to. I’d like to see more organisations taking responsibility for the futures of their current talent. Not just for the sake of the competitors themselves, but for the sake of the industry as a whole.
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Adam Wilson, CEO at Splash Tech, looks at how operators can best utilise free-to-play (FTP) solutions to drive engagement with their customers.
It is often said that one of the main attractions of sport is the anticipation of the event, even more so than the event itself. How much do FTP games for sportsbooks tap into the buzz around sporting events for fans?
As we saw recently with all the attention paid to Super Bowl in the run-up to the game, people were heavily invested to the extent that even the half-time show became the subject of countless articles in the media and commentary on social channels. Naturally, predicting outcomes for teams and players is a major focus for sports fans worldwide and that is where free-to-play (FTP) games come in for sportsbooks by tapping into the sense of excitement. Combining the lure of free rewards and often big cash prizes with the promise of compelling sporting action definitely creates a perfect storm for marketeers. At Splash Tech, we have the technology and product to create tangible results on the back of pre-game noise, be it in the United States or anywhere else in the world, across all sports.
In terms of technology, across UI/UX, data and other areas, what refinements have you seen that have had a big impact in the way end users interact with FTP games?
Over the years, the FTP vertical has certainly become sophisticated in terms of how slick and engaging games and products are when presented to the end user. The effectiveness of a modern FTP strategy rests on how segmentation is carried out. It is all about rewarding the right user at the right time with the right prize and this is the secret to success.
If we look at dynamic segmentation, player experiences can be tailored to their progress within an operator’s ecosystem. New customers encounter more compelling offers, incentivising initial deposits, while established players experience gamified reward systems, promoting and recognising continued engagement. All incentives are personalised based on player lifetime value, delivering appropriate rewards to each user instantly. By offering players pertinent, timely, and enjoyable games, providers of promotional solutions can significantly boost operator revenue.
You recently struck a deal with Wildz Sports to roll out a series of Daily Predictor and Pick 6 games across a wide range of sports. How do you plan to keep these games fresh and interesting?
Localisation is very important when working with multi-regional partners. You can have the same game types running, but the content has to be tailored to user and regional preferences. With the Wildz Sports deal, we are rolling out game experiences across football, ice hockey, cricket, rugby and all US sports. Naturally, you wouldn’t expect a huge take-up for a cricket-based experience in the United States, but operators have found that it’s a sport that is extremely popular with bettors in other geographies. As such, FTP can play a major role in acquisition and retention in countries and regions that love the sport.
Finally, what is the future direction of FTP games? How can they evolve to become even more seamless and attractive as both acquisition and retention tools?
FTP can and should start at the top of the funnel and follow a user all the way through their journey with a sportsbook or casino. With the data we now have at our disposal, we can trigger real-time game experiences tailored to user preferences, optimised to enhance their loyalty with a brand. Given the diverse preferences of players, a one-size-fits-all approach simply won’t cut it in what is an extremely competitive market. Highly targeted and relevant engagement is crucial for capturing and retaining player attention and neglecting the tools that enable this can be a costly mistake.
The post Splash Tech: How operators can tap into the hype appeared first on European Gaming Industry News.
How does the Atlaslive Platform leverage AI to enhance responsible gaming and player protection as a leading B2B iGaming tech provider?
At Atlaslive, we see AI as a game-changer in responsible gaming, offering smarter, data-driven solutions to protect players while empowering operators. Our platform integrates machine learning tools that continuously analyze player activity, detect early signs of risky behavior, and provide personalized interventions—all while maintaining a seamless gaming experience. The goal is to equip operators with proactive tools that support player well-being without unnecessary friction.
Looking ahead, we’re diving deeper into AI’s potential, exploring more advanced profiling techniques to refine risk assessments and deliver interventions that feel intuitive and effective. The responsible gaming landscape is evolving rapidly, and we’re committed to staying ahead, ensuring our solutions meet market demands and regulatory expectations.
AI is also revolutionizing compliance by automating key processes like KYC verification, real-time player monitoring, and reporting. This not only saves operators time but also strengthens regulatory adherence without adding operational complexity. As AI technology continues to advance, it’s clear that its role in responsible gaming will only grow, creating a safer, more responsible, and ultimately fairer gaming ecosystem where both operators and players benefit.
What AI-driven technologies does the Atlaslive Platform use to detect potentially harmful player behaviors?
The Atlaslive Platform uses real-time behavioral analytics powered by AI to detect patterns that may indicate risky player activity. Our system continuously monitors key behavioral signals, such as sudden increases in deposit frequency or unusually long gaming sessions, helping operators identify potential concerns before they escalate.
We leverage advanced machine learning models to refine these detections, ensuring accuracy and minimizing false positives. However, we also prioritize usability—our AI-driven insights are designed to be clear and actionable, allowing operators to intervene at the right time with minimal disruption. It’s about striking the right balance between cutting-edge technology and practical, real-world solutions that enhance player protection.
What are the opportunities and challenges for suppliers and operators when integrating AI into responsible gaming, player engagement, and operational efficiency?
AI presents significant opportunities for both B2B tech providers and operators in iGaming. On the player engagement side, AI-driven personalization is a game-changer. By analyzing real-time player behavior, AI can recommend games, promotions, or responsible gaming interventions tailored to individual habits. Research shows that AI-powered alerts can be highly effective—over 50% of high-risk players who received targeted warnings adjusted their gambling behavior the same day, with 54% continuing to play more responsibly a week later. This level of personalization not only supports safer gaming but also fosters stronger player loyalty by making interactions more relevant and meaningful.
From an operational perspective, AI enhances efficiency across multiple areas. It automates KYC processes, detects fraud, and streamlines resource allocation. Machine learning models can also identify risk patterns—such as sudden spikes in deposits or extended play sessions—and trigger timely interventions, helping operators act proactively rather than reactively.
However, these benefits come with challenges. Transparency remains a key concern, as players increasingly want clarity on how AI-driven decisions impact them. Studies indicate that over 80% of people have concerns about AI transparency, according to research by Jobin et al. Additionally, navigating evolving regulations, such as the EU’s AI Act, requires operators to ensure their AI tools meet strict standards for fairness, privacy, and accuracy.
Ultimately, while AI is reshaping responsible gaming and operational efficiency, success depends on balancing innovation with compliance and building trust with players. The real challenge lies in leveraging AI’s potential while ensuring ethical, transparent, and player-friendly implementation.
What ethical considerations should iGaming operators keep in mind when implementing AI for responsible gaming?
When it comes to using AI for responsible gaming, operators need to understand that it’s about supporting players, not controlling them. Transparency is very important here, and players should know how AI is being used and feel confident that it’s there to help, not to invade their privacy or manipulate their behavior.
It’s also important to keep the human element in mind. While AI can handle a lot of the heavy lifting, like spotting risky patterns or automating interventions, as I mentioned before, operators should make sure there’s still room for empathy and personalized support when it’s needed. AI should complement human oversight, not replace it entirely.
Another consideration is fairness. AI systems need to be designed and monitored to avoid any unintended biases or outcomes that might negatively impact certain groups. I think it is more about creating tools that genuinely protect players while building trust and a sense of fairness in the gaming environment.
How do you see AI shaping the future at Atlaslive, not just in responsible gaming but across your entire iGaming platform?
AI is set to play an even bigger role at Atlaslive, enhancing multiple aspects of our platform beyond responsible gaming. One of the most exciting areas is real-time odds optimization — AI’s ability to process vast amounts of data instantly allows us to adjust odds dynamically based on live events. This makes betting faster, smarter, and more responsive, ensuring that operators can offer the most competitive and accurate odds at any moment.
Another major focus is automated customer care. AI-powered support systems can efficiently handle player queries, from setting limits to finding specific games or resolving account issues. By streamlining these interactions, AI ensures that customer service is not only faster but also more personalized, creating a smoother user experience.
We’re also exploring AI-driven content personalization. By analyzing player preferences and behavioral patterns, AI can recommend games, bonuses, and features that feel uniquely tailored to each user. This level of customization keeps engagement high and makes every interaction on the platform more relevant and immersive.
Ultimately, AI is helping us refine and elevate every part of the iGaming experience, from betting mechanics to customer engagement and operational efficiency. As technology continues to evolve, its role in optimizing both player satisfaction and operator performance will only grow.
About Atlaslive
Atlaslive, formerly known as Atlas-IAC, underwent a rebranding campaign in May 2024. It is a B2B software development company that specializes in creating a multifunctional and automated platform to optimize the workflow of sports betting and casino operators. Key components of the Atlaslive Platform include Sportsbook, Casino, Risk Management and Anti-Fraud Tools, CRM, Bonus Engine, Business Analytics, Payment Systems, and Retail Module. Follow the company on LinkedIn to stay updated with the latest news in iGaming technology.
The post The Future of Responsible Gaming: AI’s Role in Player Protection – Atlaslive’s View appeared first on European Gaming Industry News.
2024 was your debut year with Xanada Investments. Looking back, what are the key highlights or moments that defined this first year for the fund?
2024 marked the beginning of an ambitious journey for Xanada Investments – a year where we laid a strong foundation for what’s to come. While the real work lies ahead, I can confidently say that we’ve set the stage.
The highlight was undoubtedly our successful allocation of $9 million across 8 impactful projects, selected from a pool of 350 submissions. Each startup impressed us with its scalability, strong team, and ability to deliver real results – qualities we value as the cornerstone of every successful partnership.
Another defining moment was the debut of the Xanada Startup Contest. It was a platform not just to identify potential investments. We actively participated in major industry events like iGB LaunchPad, SiGMA Pitch, and SBC First Pitch – events we couldn’t pass up. As a newcomer, we not only made our presence known but also earned recognition, securing awards and forging valuable connections.
Beyond numbers, the year was about building a community – a network of partners, founders, and investors who believe in driving transformative change.This is just the start of an exciting journey.
What inspired you to launch the Xanada Startup Contest, and how would you evaluate its impact in 2024?
It’s no secret that many startups are in need of investment. But the real question is, do they have the expertise, networks, and strategic foundation to actually make that investment work? This was one of the key insights that led us to create the Xanada Startup Contest. It wasn’t about running a competition with just a single winner; it was about creating a transparent process: a live showcase of how startups grow, pivot, and adapt in real-time.
Too often, what happens behind the scenes stays hidden, but we wanted to change that. The results speak for themselves. With 250 applications pouring in, representing a diverse range of ideas from around the globe, we witnessed firsthand the depth of creativity within the startup ecosystem. And through a rigorous selection process, we identified and elevated one standout winner – FTDx. The real impact of the contest lies in its ability to challenge founders to think bigger and execute better. That’s what makes the Xanada Startup Contest more than just a competition.
Many associate investment funds with slow decision-making processes. Yet Xanada Investments has been incredibly dynamic. What’s your secret to keeping up this pace in the previous year?
The secret lies in creating frameworks that balance precision with speed. We’ve developed rigorous evaluation processes that combine both quantitative and qualitative metrics to assess startups effectively without losing momentum.
But beyond frameworks, it’s about having a team with the right mindset. At Xanada Investments, we embrace adaptability and foster collaboration. Our team operates with the energy and agility of a startup, and that allows us to move quickly, even in an industry often seen as traditional and slow.
You partnered with 8 startups this year. What caught your attention in these projects, and what’s your strategy for picking the “perfect match” for Xanada Investments?
At Xanada Investments, our focus has always been on backing projects that bring something unique to the table. What sets us apart is not just what we look for, but how we see it. For us, it starts with the people – the founders. Their vision, resilience, and ability to execute are what capture our attention first. These are individuals who truly understand their markets, are ready to pivot when challenges arise, and have the determination to turn ideas into reality.
Among the projects we’ve backed this year, Promofy is revolutionizing user retention with AI-driven gamification, delivering personalized engagement at scale. Gamixter is helping operators optimize player interaction with real-time engagement tools, creating more immersive gaming experiences. Bettorify, focused on the rapidly growing Asian market, provides localized white-label and turnkey solutions, enabling operators to navigate regional complexities with ease.
These are just a few examples of the startups we support. Each project we invest in plays a role in building a stronger, more dynamic iGaming landscape. And we’re only getting started.
With 11 award nominations and 2 wins already, success is clearly part of Xanada’s DNA. But how do you define success beyond the numbers?
For us, success isn’t measured by the number of awards. Of course, we are talking about financial returns, about impact, although we deeply appreciate the recognition – it’s always rewarding to see our efforts acknowledged on such a level. These awards are proof that we’re on the right track, but they are only part of the story.
But are we helping startups achieve their goals? Are we setting new benchmarks in the iGaming industry? The true measure of success lies in the growth of the projects we support and the people behind them. When we see startups flourishing, scaling their businesses, and turning ideas into impactful solutions, that’s the ultimate reward.
Another key indicator of success for us is the relationships we cultivate. When founders and partners come to see Xanada Investments not as just an investor but as a trusted collaborator and ally, we know we’re doing something right. These connections, built on trust and mutual ambition, are the foundation of our ecosystem.
What does the future hold for Xanada Investments in 2025? Are there any ambitious goals or projects you can share with us?
2025 is about scaling powerful results. We plan to invest in 10–12 new startups, focusing on projects with strong business fundamentals, exceptional teams, and clear strategies for growth. Our approach prioritizes opportunities with a targeted IRR of 25–40% and a MOIC of 3–5x, ensuring every investment aligns with our commitment to sustainable, measurable returns.
We’re taking the Xanada Startup Contest to the next level this year. Xanada Investments is expanding its reach and updating the evaluation process to attract a wider range of participants from diverse industries and markets. To ensure the best selection, we’re involving not only our team but also top industry experts to evaluate the entries. This will help us find and support the most promising ideas out there. With more transparency and live engagement, you’ll have the chance to see and hear these groundbreaking ideas in action. Stay tuned, big things are on the horizon!
Xanada Investments is also focused on strengthening our internal capabilities. A key priority for 2025 is to grow our team by bringing in top talent, including a dedicated analyst, to refine our data-driven approach to startup evaluation. We want to be a partner that equips startups with the tools, mentorship, and connections they need to succeed. The road ahead is ambitious, but we’re ready to seize the opportunities 2025 has in store.
The post XANADA’S BREAKTHROUGH YEAR AND THE ROAD AHEAD appeared first on European Gaming Industry News.
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