PROFILE
Who’s who: Lauren Bradley This month: Realistic Games’ Commercial Manager
When did you first get involved with the gaming industry? I did some freelance writing for Foxy Bingo when I first left university and got to know Michael Brady, who was a director there. He then helped set up Bede Gaming and I joined him, taking on more of a commercial role. When I moved down to London with them I worked with a number of game providers on the business development front. That brought me into contact with iSoftBet, who I joined to get some different experience. I then moved on to Realistic a few months ago.
What attracted you to this sector? As a fairly new industry there is a lot of scope to be creative, which I find appealing. You can create your own role and gap in the market. As a result, you can take a few risks which you might not have the opportunity to do in other sectors.
Favourite…
Movie: Anything Disney Music: The Spice Girls Pastime: Karaoke Book: How To Be A Woman, Caitlin Moran Pizza topping: Jalapenos
What were you doing prior to the gaming industry? Studying Media, Communication and Cultural Studies at Newcastle University. Other than that, it’s been gaming all the way!
not enough just to release your games these days. Players demand extra functionality and a more immersive gaming experience.
What are the biggest positive factors for your sector right now? There are a lot more opportunities to showcase our games around the world than there were a few years ago. There are new operators and players who all want a form of differentiation. That gives us the opportunity to create new features and games, as well as maintaining the high standards which we’ve become known for as a supplier. There’s also a lot more collaboration among suppliers and operators, as we’ll demonstrate with a new game release shortly.
And what are the negatives ones – the obstacles to growth? The technical requirements from the regulator are very challenging. Regulation is obviously a good thing as it protects the player. But it is becoming harder and harder, and the rules and regulation often prevent you from doing the more fun stuff.
Looking at your entire career, what do you think was your smartest move? I think I’ve got to say joining Realistic – as I’m not long in the door! Seriously, though, I’m very excited to be here and believe we have some great opportunities coming up.
What are you responsible for in your current position? Pretty much everything other than coding. We look after sales, account management, compliance, event management, and working on PR and marketing. A key priority for us is regulated markets and we’re in the process of certifying our games for Spain and Denmark. So, we’ve been managing that process with GLI and our operator partners. We’re also in the process of putting together some exciting content, including some new instant win titles, so there’s plenty going on.
What have been the biggest industry changes you’ve seen in your time? There have been some major regulatory changes, which has kept everybody on their toes. Then there has been the onset of gamification, which has changed the way we develop and present games. It’s
And dumbest one? I don’t think I’ve really made any dumb moves yet in my career. That’s not to say I’m super bright and don’t make mistakes. I’m sure I’ll know it when I see it – and I’ll come back to you then!
Where do you hope you’ll be, professionally, in ten years’ time? That’s a hard one. Still in the industry, I would like to think, and doing something creative. But who knows when it comes to specifics.
If you’d never embarked on this career, what other line(s) of work would you have liked to pursue? I’d probably have stayed at university indefinitely, if they’d let me. Other than that, I’d love to have been on the West End stage. Only the two left feet and lack of a singing voice that has held me back so far!
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