Exclusive: Thaluana Muscat on strategy, sales and iGaming expansion
With a background in advertising and a career focused on commercial operations and account management, Thaluana Muscat did not enter the gaming market by chance. Her entry into the sector took place in 2019, when she moved to Malta, one of the world’s main iGaming hubs, and had her first contact with an industry that, until then, was completely new to her. Since entering this market, she has not looked back.
From marketing foundations to iGaming sales leadership
As she immersed herself in the iGaming universe, Thaluana began working directly in the commercial area of game providers, gaining experience and learning lessons that she carries with her to this day. She is currently Lead Sales Manager at Amusnet. Her entire trajectory and knowledge in marketing, commercial vision and customer service have become a differentiator in a sector where sales go far beyond simply closing contracts.
According to her, standing out in iGaming sales requires, above all, knowledge. Knowing the market is essential, as well as mastering the product and deeply understanding who is on the other side of the table. For Thaluana, sales professionals need to be constantly up to date, expand their network of relationships and, above all, know how to listen.
At Amusnet, her role is directly linked to expanding the company’s presence in strategic markets. As it is a global company, with offices spread across different regions, the work is divided by territories. Currently, Thaluana’s focus is mainly on Northern Europe, in addition to the expansion of markets on other continents. Although she does not work directly with Brazil (which also has one of Amusnet’s offices), she makes it clear that the Brazilian market will always be part of her strategic vision. As a Brazilian, she sees the country as a territory to which she will always be professionally connected. “Being Brazilian, I consider it will be my market forever.”
Balancing compliance and expansion in emerging markets
Those who work with regulated markets face different challenges every day. Each jurisdiction imposes specific requirements, which force providers and operators to adapt very quickly and efficiently. For Thaluana, regulation is fundamental to ensuring a safe and responsible gaming environment, but in many cases, excessively restrictive rules end up limiting companies’ creativity and capacity for innovation. Finding the balance between compliance and innovation has become one of the sector’s biggest challenges.
“As with any regulated market, the challenges are meeting different requirements for each regulation and maintaining innovativeness. Although regulation is essential to keep gaming safe and responsible, we often come across very restrictive rules that do not give us room to explore creativity.”
Thaluana believes that credibility and transparency are the pillars of any long-term partnership. Being honest from the first contact, aligning expectations and delivering what was promised are attitudes that make a difference. More than selling a product, she advocates a consultative approach, in which the provider acts as a strategic partner to the operator, understanding their individual needs and collaborating towards joint growth.
When speaking about Latin America, the challenges multiply, but so do the opportunities. Thaluana says that the region is extremely diverse, both from a cultural and regulatory point of view. Each country has its own reality, with distinct player behaviours, different levels of regulatory maturity and diverse economic contexts. At the same time, it is a market with enormous growth potential, driven by an expanding player base, strong mobile presence and great interest in digital entertainment.
Among the most mature countries in the region, Thaluana believes that Colombia and Mexico are the main references, with particular emphasis on the Colombian regulatory model, considered more consolidated and predictable. “Peru, considering that there is a land-based culture, and Brazil are also advancing quickly. But we have to consider that regulation is still very new in Brazil and we still need to educate players.”
Brazil, in fact, is on the radar of virtually every company in the sector. For Thaluana, the country offers many opportunities, driven by the size of the population, high digital engagement and affinity with sports betting and online games. However, risks also exist, as they do anywhere else. Regulatory uncertainties, high competitiveness and the need to adapt to an audience with very specific cultural and technical characteristics require well-planned, long-term strategies.
Diversity, leadership and future industry trends
In addition to market challenges, Thaluana has also built her career in a historically male-dominated sector. She says that, from the beginning, she had mentors and important references, which reinforced her view that diversity generates real value in strategic decisions. Being connected to initiatives such as AMIG, GGW and Women in Gaming has been fundamental to expanding dialogue, strengthening networking and creating more inclusive spaces within the industry. According to her, the scenario is changing, and female presence in iGaming tends to grow increasingly.
“Today, there is a strong trend towards product personalisation, intensive use of data for commercial decisions and a greater focus on compliance and responsible gaming, as well as AI.” In the sales area, the traditional model gives way to a more consultative approach, based on strategic partnerships and personalised solutions, and less on purely transactional negotiations, says Thaluana when talking about future trends.
Still speaking about the future, her professional objectives remain aligned with this scenario. Thaluana intends to continue growing in strategic positions within iGaming, contributing to Amusnet’s expansion in regulated markets and participating in the construction of solid and sustainable operations. Developing teams, strengthening partnerships and positioning the company as a competitive player in different regions are her goals for the coming years.
This article was first published in Portuguese on 16 February 2026.
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