Oleksandr Hryshchuk on the balance between structure and people
In the context of the iGaming market’s rapid growth and constant change, business stability is becoming a key factor for prosperity. In an exclusive interview with SiGMA News, Masons Traffic’s Chief Operating Officer, Oleksandr Hryshchuk, discussed how to build an effective management system, maintain team focus and adapt to external challenges.
Hryshchuk shared practical solutions that have stood the test of time in times of crisis. He explained why striking the right balance between structure and people is the foundation of stable growth.
The system is the foundation, and people are the driving force
‘Without a system, no team can grow, no matter how strong it is. The system and business model are the foundation. But people still play the most important role in this system,’ notes Hryshchuk. According to him, chaos in processes leads to burnout even among the strongest specialists, especially in an unstable market where a clear structure and clear communication between departments are essential.
Crisis as a growth point: the Play Store case
One of the most serious challenges facing the media buying ecosystem is the widespread blocking of apps on the Play Store, which is part of Google’s global initiative to enhance the security of the Android ecosystem. According to ASO World, the number of apps available on Google Play fell from 3.4 million to 1.8 million by April 2025, representing a 47% reduction.
In 2024, Google also blocked 2.36 million apps and 158,000 developer accounts that used malware or violated publication rules. More than 92% of the threats were detected using AI tools.
For companies working in the field of media buying and mobile traffic, such measures have threatening consequences. The loss of advertising channels, reduced reach, and the need for urgent business model restructuring require teams to be highly flexible and able to adapt quickly.
‘We lost a large amount of traffic and faced the risk of financial collapse. That’s when I realised how dangerous it is to rely on a single direction.’
The restructuring of Play Store algorithms began in autumn 2023. Apps started being banned en masse and it became impossible to release new ones at the same rate as before. The familiar software used for work entered a period of stagnation and the existing infrastructure required radical changes. It was during this period that the Masons Group ecosystem began to form. This association includes the media buying company Masons Traffic, the media buying hub Masons Partners, and services operating in foreign markets.
‘The most valuable thing is that none of the key employees left. We really worked shoulder to shoulder. Today, these same people are leading the divisions,’ Hryshchuk adds.
How to combine growth and maturity
According to Hryshchuk, the main threat to sustainable business development is the mismatch between the speed of growth and the maturity of processes. ‘The company is growing, actively hiring, but the processes are not keeping up. At some point, there are more people, but efficiency is lower.’ To avoid this, he recommends implementing process audits, transparent motivation, onboarding, and quality control.
When it’s time to rebuild the management system
‘The main signal is when the team’s energy is spent not on development, but on overcoming internal barriers,’ says Hryshchuk. Among the warning signs, he cites outdated processes, overload of key employees, and loss of synchronisation between departments. In such cases, it is necessary not just to ‘fix’ the system, but to rebuild it: to update the structure, roles, and management principles.
Unpopular but effective solutions
Hryshchuk highlights several management decisions that seem harsh but lead to stable growth:
- Structure optimisation: ‘Sometimes you have to redistribute tasks or reduce roles that do not create value.’
- Performance reviews and dismissals based on results: ‘This is not a matter of personal relationships, it is a matter of efficiency.’
- Management discipline: ‘Tables, meetings, regulations – this is what creates the framework of the company.’
- Stop-start approach: ‘A project that does not deliver results should be closed. That is not a defeat, but a recovery.’
- Delegation of responsibility: ‘Scale is impossible without trust. Delegation is an indicator of a company’s maturity.’
In conclusion
Masons Traffic’s team combines media buying, product development and growth strategy, working exclusively with licensed operators. ‘We conduct in-depth audits before launching traffic – from the quality of support to the payment infrastructure and retention mechanics,’ emphasises Hryshchuk.
The Masons Group’s approach demonstrates how systematic management, discipline and team involvement not only enable crises to be overcome, but also allow a sustainable business to be built in a dynamic environment.
This article was first published in Russian on 5 November 2025.
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