PROFILE PR WHO’S WHO | Sue Yoxail This month: mkodo’s Co-founder and Executive Director

How did you first get involved with the gaming industry?

Stuart Godfree and I founded mkodo in 2001 with the aim of creating a product suite that businesses could use to connect with their customers on the mobile data channel. In 2007 we started working with our long-term partners Rank Group on their BlueSquare mobile site and we have been helping betting, gaming and lottery organisations offer world-class apps and digital experiences to their players ever since.

What attracted you to this sector? Probably James Bond movies as a teenager. A combination of games, sport, fun and business – what’s not to like!

What were you doing prior to the gaming industry?

Having learnt my commercial and product management trade over 11 years with excellent colleagues at Reuters, I decided it was time to put one of my business ideas into practice. This decision lead to the creation of mkodo.

What are you responsible for in your current position?

I look predominately at business development and growth (through partnerships, new client business and strategic opportunities) alongside general board-level oversight.

What have been the biggest industry changes you’ve seen in your time?

The advent of real-money gaming on the mobile channel was clearly a major development for both mkodo and the industry as a whole. The growth of the smartphone usage has been important for widespread usage.

What are the biggest positive factors for your sector right now?

The focus on keeping players safe as they enjoy this form of entertainment is very positive.

And what are the negatives ones – the obstacles to growth?

The steps to get new games and new game concepts live in regulated markets can be seen to stifle innovation which is certainly required for engaging new generations of player. These processes need a shift in perspective; this is something here at mkodo we are keen to explore.

Looking at your entire career, what do you think was your smartest move?

Starting mkodo – but only after having learnt my trade within a large corporate structure. It was useful to take what I knew of ‘enterprise grade’ processes into our new start-up.

Band/Artist: Avicii (pictured), Libertines, Blondie, Undertones

CIO JULY 2019 69 Food: Seafood Past time: Wakeboarding, Mixed Media Art

Movie: Lock, Stock and Two Smoking Barrels

Location: Away end at away grounds watching Hull City And dumbest one?

In the early days of mkodo I turned away a new business opportunity because I thought the lads involved were inexperienced – but I hadn’t really listened to them or their idea. Their business went on to be a huge success to the benefit of their chosen supplier. Lesson learnt!

What do you think the igaming space will look like in ten years’ time?

I think players will be engaging in a blend of layers of reality – real world/augmented and virtual; it’s going to be fascinating. The growth of the e-sports sector will be phenomenal.

If you’d never embarked on this career, what other line of work would you have liked to pursue? I’ve always been interested in ideas and creativity plus I love business and have a strong sense of social purpose.Hopefully I will to continue to create sustainable jobs, trade opportunities and help people fulfil their potential throughout my lifetime – whether in this sector or something new.


TV Show: Sunday night costume drama


Book: Complete Works of Shakespeare

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