In an industry often weighed down by public misunderstanding, the story of iGaming is slowly shifting from stigma to empowerment. Jennifer Innes, CEO of BettingJobs, reflects on this transformation from both a personal and professional perspective, highlighting the importance of community — especially for women — in shaping a more inclusive and supportive sector.
Breaking the Ice
When asked what she does for a living, Jennifer admits that she sometimes hesitates before answering. Despite the enormous professional opportunities the sector has given her — from global travel to building diverse relationships — she often softens her description to avoid the instant judgement triggered by words like “gambling” or “betting”.
This experience isn’t unique. Many in the industry have encountered similar responses from those unfamiliar with the positive side of iGaming — its career pathways, innovation culture and the chance to make meaningful connections across borders.
Celebrating the Community
Jennifer is quick to acknowledge the reality of the stigma attached to iGaming, but she is equally determined to champion the things worth celebrating. One of the most powerful aspects of the sector, she believes, is its community — particularly the supportive network of women who are reshaping the industry from the inside.
For Jennifer, empowerment comes through speaking up — challenging assumptions and calling out unconscious bias when she encounters it. She recounts moments where she’s corrected gendered language in professional conversations, often sparking immediate change in how colleagues perceive talent.
Her leadership role has allowed her to not only advocate for more balanced representation, but also to open doors for rising talent and inspire others to do the same.
Building Inclusive Networks
Recognising the importance of community support, Jennifer didn’t stop at joining industry networks — she helped create one. Alongside Elaine Gardiner, Managing Director of TAG Media, she co-founded the AyeGaming Group, a network aimed at connecting iGaming professionals based in Scotland.
This initiative was born out of a simple observation: there were more Scottish professionals in the sector than she had realised, but they were spread across companies and events with limited local connection. By building an inclusive network at home, Jennifer fostered a meaningful support system where peers can exchange advice, share experiences and celebrate wins — big or small.
What began as a regional idea quickly grew into a thriving platform for collaboration and connection, and today remains a source of pride for its founders.
Driving Change for the Next Generation
Over the past two decades, the iGaming landscape has evolved dramatically. Jennifer’s journey — from being the first female hire in her early career to becoming CEO of a global recruitment firm — underscores the progress the industry has made. Yet she insists there is still work to do, particularly in creating accessible opportunities and promoting diversity across gender, nationality and background.
Her vision is clear: a future where young professionals can answer the question “What do you do?” without hesitation or judgement — proud of their industry and optimistic about its potential.
Looking Forward
The iGaming sector has often been misunderstood, but the growth of strong, inclusive communities is helping reshape its narrative. By sharing experiences, challenging stereotypes and building networks that support growth and equality, leaders like Jennifer are helping move the industry toward a more confident and respected future.
For many working within this space, the sense of belonging — created through mentorship, networking and shared ambition — is one of the greatest strengths of all. That unity, growth and shared empowerment is something the industry can truly be proud of.