Elena Ryazanina, CEO and Founder of Lenkep Recruitment

Publication date: 08 Jul 2025

Meet Elena Rzianina, CEO and Founder of Lenkep Recruitment, on iGaming Heroes at 3S.INFO. What awaits the gambling industry in the near future? What to do when skilled professionals are scarce? How to be a true boss? Find out in this new interview!

– How did you come up with the idea to launch your own recruitment agency in the iGaming sector?

The idea of starting my own agency predates our entry into iGaming. This wasn’t the first sector Lenkep worked in. I’ve been in HR for over 15 years, with specialized education and experience in large companies like PepsiCo.

Seven years ago, I moved to Serbia and founded the agency. iGaming is very prevalent here, with many companies in the market. Gradually, we acquired our first clients, and it soon became clear that we understood the industry well. We immediately expanded into CIS and international markets. For me, this represented another career milestone. Today, Lenkep is one of the most prominent agencies in the field.

On 3S.INFO, we’ve created a new section called “Jobs” where you can submit job applications and find suitable employment opportunities!

– Where is the iGaming job market headed? Does it feel like the market is overheated, or is supply still keeping up with demand?

There’s a solid report confirming what we observe ourselves: iGaming is increasingly merging with IT. Technology adoption is accelerating: blockchain, cybersecurity, and legalization solutions are entering the market. The sector remains in a growth phase, with optimistic projections at least until 2027. We’ll evaluate further developments afterward.

Structurally, the market is changing: geography is expanding, processes are maturing, and transparency is improving. Nevertheless, the market remains fluid and dynamic. Currently, the iGaming job market is one of the fastest-growing segments in all digital industries.

Crucially, the market has finally learned to manage budgets effectively, measure results at every level, and avoid wasting resources.

– What are the main challenges in candidate searches today? What problems do you face most often?

The iGaming market is highly dynamic, giving rise to common pain points: fierce competition and a shortage of talent. Often, the necessary specialists simply haven’t emerged yet since technologies develop faster than experience can accumulate. However, the industry sustains itself: professionals migrate from adjacent fields like payment systems and adult.

A specific challenge is working internationally. The dream of breaking into Western markets hits a wall: half of CIS companies lack proficiency in English. This is a genuine issue.

The biggest headache and driving force in the industry are media buyers. Demand for them is enormous, especially for experienced professionals who know how to manage traffic, avoid scams, and maintain stable sources. Practice makes perfect. We’ll definitely overcome these challenges together. They’re essential for everyone, representing a growth point for the entire market. This is a task we must solve collaboratively.

– Many stories circulate about young professionals setting firm boundaries at work: “Don’t call me after 7 PM,” “On Fridays, I’m already mentally on the weekend,” or even quitting jobs because “summer is for relaxing.” Have you encountered such candidates? How do you handle them? Is this treatable, or simply a new reality we must accept?

Each generation arrives with its own priorities. The previous generation valued careers and aspired to a stable retirement. The new generation has different aspirations, and that’s perfectly normal.

It’s important not to assume that all twenty-somethings think alike. Some articulate sensible ideas about work-life balance, while others, particularly those without experience, define balance as doing nothing at work and nothing afterwards. This seems less about the generation and more about individual perspectives.

It’s enjoyable to work with young professionals. Many initially fantasize, but once immersed in the structure and understanding how things work, they become passionate and ambitious.

The best way to work with young professionals is not through strict leadership but mentorship. Being communicative, explaining one’s position, and guiding them is key. Sometimes, it’s necessary to be frank: “Guys, it doesn’t work that way. If you want an easy ride, such places exist, but not here. Here, we focus on results.” Therefore, those who are too detached from the industry’s values don’t stay long. Thus, those who don’t align with the industry’s ethos don’t last long. Others learn, grow, and find their place in the market.

If someone works efficiently and leaves promptly at 7 PM, there’s no issue. In fact, it shows excellent self-discipline. Personally, I advocate for giving employees downtime. On one hand, we strive to keep them productive, but on the other, burnout is a real concern. As leaders, finding this balance is crucial. Work occupies a third of our lives, and ideally, it should be an exciting journey.

– Where to find candidates in iGaming? What works best?

There are many effective sources, and the more you have, the better. We use classics like hh.ru, Rabota.kz, Rabota.ua, Indeed, Glassdoor, and LinkedIn. Conferences and meetups are also beneficial for networking with top talent and presenting your business. The more knowledgeable and specialized the candidate, the better.

Separately, I’d mention Telegram channels. For example, we have our own channel focused on high-risk topics, where we fill up to 30% of vacancies. The audience is engaged and responsive.

It’s vital to target where the right people are. If you’re looking for a specialist for a new GEO, like Brazil, expecting to find them in the ua. zone is unrealistic. The more precise your sourcing method, the greater the chance of finding the right person.

– Do you encounter biased views toward iGaming from those outside the industry? How do you respond when iGaming is called a “dirty sphere”?

Bias? Frankly, it’s fading. Perhaps there was some bias earlier, but now iGaming is recognized as part of the industry, and perceptions are calming down. Sure, there are countries unfamiliar with iGaming, treating it cautiously. Ironically, in these same countries, betting might be legal while iGaming is banned, though fundamentally, they’re the same.

Biased views are diminishing. Conversely, many are actively pursuing iGaming as it’s dynamic, lucrative, and lively. Here, there’s movement, young teams, and opportunities for substantial earnings.

– Any funny or unexpected stories from interviews or client requests? Any memorable funny or surprising moments? Entertaining or unexpected questions/requests from candidates and employers?

We’ve seen it all. Candidates who showed up for interviews as if they’d just stepped off the beach — technically clothed, but the vibes said otherwise. Someone smoking a pipe during a Zoom call. Recently, we tangled up with identical twin brothers who applied for the same role. We’re still unsure if it was genuinely two people or one.

We laugh a lot, sometimes messing up ourselves — it happens to everyone. But the industry is exciting, full of energetic personalities, and these bizarre stories, like the twins incident, add humor to our workdays.

– What was the most valuable career advice you’ve ever received?

Perhaps I didn’t receive such advice myself, but I’ll gladly share mine — maybe it’ll prove useful to someone else: do what you truly love. Then you’ll consciously choose your profession day after day, over and over again.

Make sure at least 70–80% of your work consists of activities you love. The rest — reports, meetings, routine — is inevitable. But if your foundation is something you enjoy, that’s the secret to a long and rewarding career, regardless of your field.

– You are now not just a specialist, but also a leader. What has been the most unexpected or difficult aspect of managing people? Was there a specific moment when you thought, “Alright, now I’m definitely the boss”?

Honestly, I’m genuinely called “boss” within the company. Initially, it felt a bit irritating — seemed harsh or overly stern. But with several Lenas around, “Lena-boss” became more practical. Occasionally, I still ponder, “Am I really enough for this role?”

Though I’ve accumulated 15 years of HR experience, formal education, an ICF coaching certification, and run a successful agency, there’s always room for improvement. Leadership isn’t a status, it’s a journey. A leader isn’t someone who knows everything but recognizes potential, “polishes gems”, and supports others’ growth. Relying solely on past achievements won’t propel anyone far.

I truly feel my efforts are meaningful when I see my team members grow and thrive. They absorb our methodologies, customize them to their strengths, infusing them with their unique DNA, achieving remarkable feats. In those moments, I genuinely feel like a great leader, experiencing sheer joy and pride!

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