Watch: Fabiola Olaso on inclusion and AI in iGaming
In a recent interview with SiGMA, Fabiola Olaso, Board Member of the Women in Gaming Group and Marketing Specialist with more than two decades of experience, offered her insights on the evolving role of women in the iGaming industry. As co-founder of 240 Global Marketing, Olaso has built her career on mentoring, leadership, and strategic marketing.
She elaborated on the founding of the Women in Gaming Group in 2020, a platform designed to empower and provide visibility for women in the industry. Olaso emphasised that giving women a voice has always been the core of their mission. She noted that historically, women have been in the minority in the field, and that current initiatives are aimed at increasing visibility, recognition, and reward for women who work in the industry.
The challenge of balance and inclusion
Olaso commented on the cultural change needed to create more inclusive environments. She remembered the double responsibilities women have to balance family, while at the same time pushing themselves professionally in demanding careers. Within the iGaming industry, this is amplified by the speed and intense competition that characterise the sector.
Too frequently, she observed, the corporate world overlooks these realities, expecting employees to deliver without recognising personal responsibilities.
Hybrid working, one of the positive developments accelerated by the pandemic, has opened new opportunities for balance. Olaso noted that when professionals are passionate and motivated, they often deliver beyond expectations if provided with flexibility and trust. “If you actually give them the space and the support, they will dedicate their time, and even put in more hours,” she said.
She also drew attention to a persistent gap in the industry: training. As technology and customer demands change at unprecedented levels, especially with the recent advancements in artificial intelligence, ongoing education is critical. Firms, she said, need to invest in systematic training, such as AI workshops, leadership training, and diversity training, rather than expecting the knowledge to be already there.
Mentorship and visibility as growth driver
Mentorship, according to Olaso, is one of the most powerful tools for growth in both personal and professional contexts. Throughout her career, she has dedicated herself to guiding others, helping them unlock potential and navigate challenges.
“When you hear someone’s story, when you see a role model, you realise that you can be in their shoes,” she reflected. Storytelling and visibility are not only crucial for women but also for men. They provide tangible steps that can lead to leadership positions, inspiring and guiding the next generation of professionals.
She emphasised the need for leaders to adopt a more human-centred approach. Instead of only relying on emails or directives, executives should spend some time discussing their company’s vision face-to-face. “When you feel a part of it, that company will grow and you will grow with that company,” Olaso confirmed, saying that open dialogue builds loyalty and innovation. Employees will feel more valued, and as part of the company’s growth.
AI as an opportunity for creativity
The discussion also focused on artificial intelligence and its influence on the future of iGaming. Olaso acknowledged that while most of the current leading figures in AI development are male, the work women do is overall more qualitative, which emphasises creativity and empathy. She argued that this is extremely important to ensure that AI solutions represent the human experience.
“You need the tool to understand that you’re a human, not a machine tool,” she said. This concept of human structure and creativity is essential if AI tools are to help with user engagement by providing personal experiences and understanding user behaviour efficiently, rather than engaging the user artificially and through a disconnected, disembodied, and robotic process.
Olaso believes AI tools are already enabling marketing teams to achieve goals more efficiently. However, she cautioned that success depends on having the right mindset and a willingness to adapt. With proper integration, AI can cut down on the time needed to create content, provide insights, and ultimately accelerate growth.
Building the future of iGaming
As the iGaming industry keeps developing, Olaso sees the next phase characterised by a commitment to continuous learning, adaptable work structures, and diversity. Change is constant, and professionals must stay agile to stay competitive, learning new skills and garnering support from their mentors and peers.
She also stressed the role of leadership in catalysing change. When a company develops a culture of transparency, personal growth, and teamwork, it not only retains talent but also builds stronger, innovative teams.
To Olaso, the future of iGaming is not solely centred on technological advancement – it is also to be sure that advancement is human-focused. Innovation without empathy and diversity will not lead to sustainable success.
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