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IN ASSOCIATION WITH Back to growth: Salaries rise as AI adoption accelerates SA£ARY $URV€Y 2025For iGaming and Payments organisations planning scaled recruitment projects in 2026. Unlock Insight. Accelerate Growth. With hiring data from 45+ countries, Pentasia has been building teams for over two decades. That same intelligence now powers our Talent & Location Strategy Assessment, revealing the truth behind: • Talent availability and competition by market • Salary and reward benchmarks based on real hiring outcomes • Time-to-hire expectations across roles and geographies This assessment is built on two decades of real-world hiring intelligence from Pentasia, the iGaming industry’s most trusted recruitment partner. Delivered by Pentasia, powered by The Conexus Group. Talent and Location Strategy Assessment Make confident, evidence-based decisions on where to build, what to pay, and how to hire efficiently. theconexusgroup.com/contact-usSalary Survey 2025 For Pentasia Editorial and data analysis: Andre Spahn, Brooke Petersen, Meritxell Martinez, Lorenzo Contini For iGB Global head of B2B content: Robin Harrison Design: Digitalstudioworldwide.com Production: Guy Parsons Published December 2025 ©2025 iGaming Business Ltd All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise without the permission of the publisher. The information contained in this publication is believed to be correct at the time of going to press. While care has been taken to ensure that the information is accurate, the publishers can accept no responsibility for any errors or omissions or for changes to the details given. Readers are cautioned that forward-looking statements, including forecasts, are not guarantees of future performance or results and involve risks and uncertainties that cannot be predicted or quantified. Consequently, the actual performance of companies mentioned in this report and the industry as a whole may differ materially from those expressed or implied by such forward-looking statements. Published by iGaming Business, part of Clarion Events. Registered office: Bedford House, 69-79 Fulham High Street, London SW6 3JW Tel: +44 (0) 207 384 7763 Registered number: 3934419 IN ASSOCIATION WITH PENTASIASALARY SURVEY 2025 8 08 10 06 04 6 Contents Overview Key trends for 2025 Location commentary Salaries by function and role SALARY SURVEY 2025 , , “We’re already seeing AI’s impact: streamlined teams, the phasing out of some entry-level roles and a reshaping of hiring needs across departments” ALASTAIR CLELAND MANAGING DIRECTOR, PENTASIA – PART OF THE CONEXUS GROUP First, the headline: we’ve seen the strongest wage growth in three years, with an average salary increase of 4.09% globally. After two years of relative stability, this marks a meaningful shift – but one that’s far from uniform. Growth continues to be led by Tech and Data & Analytics, where demand for high-impact talent remains sky-high. In contrast, salaries in Customer Services have remained flat, representing a real-terms decline when set against rising costs of living – a challenge for employers competing on experience, culture and retention. AI ON THE MARCH This year also marks a turning point in AI adoption. While still early days, we’re already seeing its impact: streamlined teams, the phasing out of some entry-level roles and a reshaping of hiring needs across departments. The full effect of AI is yet to unfold, but forward-thinking companies are already asking the right questions. Regulatory developments continue to shape where and how operators grow. Brazil’s long-anticipated legalisation of iGaming has sparked rapid movement but also raised concerns. High taxation proposals risk fuelling black-market activity, while a disconnect between local talent and international leadership highlights the importance of genuine localisation. At the same time, we’re seeing growing interest in Asia and the Middle East, where regulatory barriers are gradually easing and market opportunities are expanding. SHIFTING SANDS For those making strategic hiring decisions, one message is clear: the landscape is evolving. Understanding where talent is available – and what compensation, flexibility and career growth professionals now expect – is essential to staying competitive. As Pentasia approaches its 25th year, we continue to partner with ambitious companies worldwide to navigate this complexity. With deep data, a global candidate network and experienced teams in every major market, we’re proud to help our clients expand into new geographies, build new teams and secure the talent they need to lead the way. Thank you to our contributors, clients and colleagues who made this year’s report possible. We hope it helps you navigate change with confidence, make informed decisions and seize the opportunities that lie ahead. It’s a pleasure to introduce the 2025 iGB Pentasia Salary Survey, a snapshot of where our industry stands today and where it’s heading. This year’s findings reflect an industry that’s changing fast: technologically, geographically and structurally. SALARY SURVEY 2025 OVERVIEW 04 Salary Survey 2025 IntroductionIN ASSOCIATION WITH PENTASIA Salary data compiled exclusively by Pentasia, based on advertised, offered and placed rates. SALARY AVERAGE, ONSITE VS REMOTE VS HYBRID 4.09% Average wage growth across the igaming industry in 2025 12% Average salary rise enjoyed by those working remotely since 2022-23 SALARY AVERAGE BY DEPARTMENT 200K 160K 120K 80K 40K 0 A n a l y t i c s & D a t a C o m p l i a n c e L e g a l & F r a u d C u s t o m e S e r v i c e F i n a n c e & O p e r a t i o n M a r k e t i n g M D & C S u i t e P r o d u c t & P r o j e c S a l e s & A c c o u n M a n - a g e m e n T e c h 2022-232023-342024-25 2022-23 2023-242024-25 Remote roles have shown the strongest salary growth since 2022-23, rising by £8,560 or roughly 12% over the period. Onsite dipped in 2023-24 before recovering, and hybrid rose £5,008 year-on-year from 2023-24. PERCENTAGE OF ONSITE VS REMOTE VS HYBRID Onsite roles remain the least common workplace with minimal movement, with the majority of the share being taken by hybrid and remote positions. 82K 80K 78K 76K 74K 72K 70K 68K 66K OnsiteRemoteHybrid £ 7 4 6 1 0 £ 7 3 4 9 8 £ 7 8 1 4 0 £ 7 1 8 4 4 £ 7 5 6 0 8 £ 8 0 4 0 4 £ 7 6 1 4 0 £ 8 1 1 4 8 2022-232023-242024-25 80% 70% 60% 50% 40% 30% 20% 10% OnsiteRemoteHybrid 2022-232023-242024-25 05 What’s your view? iGamingBusiness, RETENTION, RESTRUCTURING AND THE RISE OF STRATEGIC TALENT MANAGEMENT KEY TRENDS FOR 2025 RETENTION OVER RECRUITMENT: OPTIMISING INTERNAL TALENT 2025 has recorded the strongest wage growth in three years – up 4.09% on last year. But rather than fuelling aggressive hiring, much of this growth reflects targeted investment in existing teams. With succession planning and retention now critical priorities, many employers are focusing on developing internal capability through leadership coaching, organisational design and better onboarding. At Conexus Human Capital, we’ve seen growing demand for services like RPO, L&D strategy and executive coaching, all aimed at future-proofing the workforce and improving long-term performance. TECH AND DATA HIRING SHIFTS TO SENIOR AND AI-FOCUSED PROFILES Entry-level roles are being deprioritised in favour of mid-to-senior hires with advanced skills. AI and machine learning are now expected in roles like BI Analyst and Data Scientist, while new job titles – such as AI Automation Engineer – are emerging. Some employers are sourcing talent from fintech and adjacent sectors. AI GOVERNANCE IS NOW A HIRING ISSUE As AI adoption increases, so does the need for tighter oversight. Employers want candidates who can use AI effectively but within defined boundaries. Misuse during interview tasks is raising concerns, complicating skills verification and assessment. MARKETING EVOLVES THROUGH NEW MARKET OPPORTUNITIES Crypto casinos, sweepstakes and social gaming continue to grow, with marketing being a core focus of this trajectory. Following the April 2025 Google algorithm update, affiliate consolidation has accelerated. Marketing teams are increasingly AI-enabled, with lots of opportunities in the market to upskill. One of the highest demands is for specialists who understand the distinct behaviours of crypto vs. fiat users. FRACTIONAL COMPLIANCE AND LEGAL ROLES ARE GROWING Increased fines and licence exits are driving caution in compliance hiring. Fractional roles are gaining popularity as a cost-effective way to maintain oversight. Gaps in AML automation remain, while demand grows for marketing compliance in smaller teams. SENIOR TALENT ON THE MOVE Restructures and redundancies have released more senior professionals – particularly in commercial and country leadership – into the market. There’s a strong pool of experienced candidates in the £100K-£140K range. WORK-LIFE BALANCE AND BENEFITS TAKE CENTRE STAGE Mid-level professionals increasingly prioritise flexibility, family-focused benefits and work-life balance over bonus structures. These are now central to successful retention strategies. , “Entry-level roles are being deprioritised in favour of mid-to- senior hires with advanced skills” BROOKE PETERSEN CHIEF MARKETING & GROWTH OFFICER, THE CONEXUS GROUP SALARY SURVEY 2025 Salary Survey 2025 Trends 06, IN ASSOCIATION WITH PENTASIA ONBOARDING: SETTING NEW HIRES UP FOR SUCCESS A great first impression lasts. In iGaming, where competition for talent is high, onboarding isn’t just a box-ticking exercise; it’s a strategic advantage. The first few weeks in a role often shape how long someone stays and how well they perform. A structured, supportive onboarding process can boost engagement, accelerate productivity, and strengthen retention. Skip it – or get it wrong – and you risk early departures, lower morale and a fractured team culture. WHAT DOES GOOD ONBOARDING LOOK LIKE? Clarity is essential. Before day one, new hires should know what to expect, what success looks like, and who to turn to for help. That means clear job responsibilities, goals and access to the tools they’ll need. Connection is equally important. Whether remote or in-office, feeling part of the team early on makes all the difference. Assigning a mentor or buddy, arranging meaningful check-ins, and embedding cultural values from the start help new employees feel confident and aligned. While technology can simplify admin and standardise training, it’s not a substitute for human interaction. Managers who take time to welcome and support new hires personally set the tone for strong, lasting relationships. Ultimately, onboarding is an investment in people and in performance. It signals that a company values its employees, understands the impact of culture and is serious about setting individuals up to succeed. In a market where talent is hard-won, great onboarding isn’t optional. It’s your chance to reinforce a positive candidate experience and show new hires they made the right choice. , “Managers who take time to welcome and support new hires personally set the tone for strong, lasting relationships” SARAH KANE CHIEF PEOPLE OFFICER, THE CONEXUS GROUP 07 What’s your view? iGamingBusinessSALARY SURVEY 2024SALARY SURVEY 2025 Salary Survey 2025 Location commentary 08 LOCATION COMMENTARY 1. UNITED KINGDOM UKGC’s financial risk assessment pilot continues shaping policy, with staged reform replacing sweeping changes and influencing future practical rules. 2. MALTA Hiring in Malta remains active, but competitive salary expectations and clear relocation packages are essential to attract international candidates. 3. CYPRUS Limassol continues its rise as an iGaming hub, with new office openings and events cementing Cyprus as a strategic operations base. 4. UNITED STATES No major legalisation changes, but fiscal tweaks and model policy proposals dominate the fragmented US regulatory landscape in 2025. 5. COLOMBIA Colombia remains a leader in Latin America, with firm enforcement, tightened controls and new taxation aimed at public welfare initiatives. REGIONAL SNAPSHOT 6. FRANCE France’s online casino reform debate continues, with proposals pulled back for review amid concerns over land-based impact and consumer protection. 7. GIBRALTAR High property demand and limited talent supply makes hiring entry-level positions in this territory a challenge. 8. UAE The GCGRA plans to mirror their existing land-based model by granting seven B2C Online Gaming licences, attracting new operators and driving market revenue. “Limited talent supply makes hiring entry-level positions in Gibraltar a challenge” 1 4 2 6 5 3 8 709 What’s your view? iGamingBusiness EUROPE Across Europe, regulatory activity remained high in 2025. Germany focused on implementation under its existing framework, while Spain and the Netherlands tightened advertising and consumer protections. Italy’s headlines centred on licence renewals and operational timelines. As markets mature, operators face increasing complexity; from stricter enforcement to evolving standards in AML, advertising and licence management. NORTH AMERICA Despite ongoing optimism around iGaming in North America, the market has matured into one dominated by a few giants. Regulation remains fragmented, with online casino live in seven states, and even sports betting yet to pass the halfway mark. This patchwork has limited new market entries, concentrating growth in the hands of those whose marketing budgets effectively shut out smaller challengers. As a result, new operators have shifted focus toward sweepstakes and social casino models, legal grey areas that leverage old federal laws to offer “free play” experiences similar to real-money gaming. Hiring has followed this shift. With fewer new operators, senior vacancies have slowed, but sweepstakes businesses are fuelling demand in marketing and user acquisition roles, from growth leads to VPs. Data and product positions are rising again too, driven by the emergence of prediction markets and a resurgence in Daily Fantasy Sports. Initially, incumbents resisted these alternative models, but with prediction markets now reaching critical mass, even top operators are adapting or acquiring in this space. Looking ahead, expansion opportunities such as Alberta’s newly regulated market will attract cross-border growth from Ontario. The future of North American iGaming belongs to those who adapt fast, in regulation, in product and in people. BRAZIL Brazil remains the region’s headline market, but operators continue to face growing pains. While regulation is technically in place, uncertainty lingers; particularly around tax reform proposals, which could trigger renewed black-market activity. Tensions between local teams and foreign operators are also evident, as North American methodologies clash with the nuances of Brazil’s unique market. Streamer-led marketing, player perceptions of gambling as investment and cultural preferences demand a truly localised approach: GLOBAL VIEW Brazilian strategy, for the Brazilian market, for the Brazilian player. Talent mobility remains high, with country managers, department heads and legal professionals frequently changing roles, often through informal networks. Brazilians tend to switch jobs more often than European counterparts expect, making retention a challenge. Foreign operators are becoming more open to hiring outside the sector, particularly from fintech, insurance and neobanking. Meanwhile, hybrid models are failing to satisfy both sides: overseas managers want staff in São Paulo offices, but local talent is resisting long commutes and office mandates. Salaries are rising gradually, though competition from international employers – especially in North America – is reshaping expectations for remote roles. In a market where talent is in motion, differentiation, flexibility and local understanding are essential. REST OF THE WORLD Despite iGaming’s scale, Asia remains constrained by tighter 2025 rules and enforcement. India introduced a sweeping ban on real-money online games, now facing Supreme Court scrutiny over constitutional grounds. Nigeria’s controversial Central Gaming Bill drew fierce criticism, sparking legal and political battles over federal control versus state authority. New Zealand proposed a regulated framework granting up to 15 licences, aiming to curb offshore operators and boost tax revenue. “Despite ongoing optimism around iGaming in North America, the market has matured into one dominated by a few giants” ROBERT GRAY, VP AMERICASNext >