An Exclusive Interview with Emma-Elizabeth Byrne, Director of Publishing at Gentoo Media

Written by

Miona Ludoski

Last modified: Sep 18, 2026

7 min read

With a decade-long background across the iGaming space, Emma-Elizabeth Byrne brings a fresh and insightful perspective to the slot industry. In our second interview piece, I had the opportunity to speak with her on several key topics, focusing on her experience as a woman thriving in this fast-paced field. We discussed her career path, her work mentoring women in tech, and her insider take on where online gaming is headed next.

To find out what she has to say, check out the full interview below.

You’ve been in the iGaming industry for more than a decade. Can you tell us about your beginnings and how you got into this field?

To cut a long story short, I was working in marketing previously, which led into SEO. Via a recommendation from a friend who was working at Guts Casino at the time (previously owned by GIG, now Betsson), I got an opportunity to work at GIG as an SEO Executive, and my career has grown from there.

How has the industry changed since you began? 

Since I began, I think the industry has changed quite significantly, particularly with trends and the way people discover and interact with online casinos and sportsbooks. There’s much more emphasis now on having a strong digital presence, building a brand, and creating a smooth player experience. In addition, responsible gambling and player protections have strengthened.

The iGaming space is fast-paced and challenging. What keeps it exciting for you, and how do you manage the constant changes? 

I manage the constant changes by staying curious and making sure I’m always speaking to different people in the industry. I try not to get overwhelmed by change, but instead look at it as an opportunity to improve and do things differently. I also believe communication and being adaptable are really important. You can’t always predict what’s coming next, but you can make sure you’re ready to respond to it.

I also believe communication and being adaptable are really important. 

How does it feel to be a woman in the iGaming industry? 

Honestly, I really enjoy being a woman in iGaming. It’s such a fast-moving industry, and I’ve been lucky to work with some really talented and supportive people along the way. There’s still room for improvement in the industry, but it’s heading in the right direction. I’m proud to be part of the industry, and if I can encourage other women to see iGaming as an exciting career option, then that’s great.

What do you think makes the UK one of the most heavily regulated markets in the world? 

I believe so much of it is related to the fact that the UK’s gambling market has been around for a long time. The UKGC really seems to care that gambling is safe, secure and transparent, especially in terms of protecting the players.

As a UK native, what do you think is the one thing that distinguishes UK players from the rest of the world?  

UK players are probably more savvy and knowledgeable when it comes to gambling. It’s such an established part of the culture there, so players tend to know what they like and definitely aren’t afraid to shop around for the best experience.

We mostly like to talk about slots, slots, slots. Can you tell us which one is your favourite and why? 

My pick would have to be Esqueleto Mariachi by Red Tiger. I love everything about the theme. It’s bright, lively and playful, with a lot of character about it, which makes it really stand out. I’m also a huge fan of slots that don’t take themselves too seriously, and I think Esqueleto Mariachi really delivers on that.

How have online slots evolved over the years, in your opinion?

I think online slots have come a long way over the years. When I first got into the industry, slots were quite simple; there were the reels and maybe some other basic features. Today, the game developers have put a lot more focus into their slots. Expectations from the players have also evolved, which is a huge driver for what we see today. 

What do you find to be a bigger challenge: being a niche affiliate site, or dealing with all different kinds of content as an affiliate site? 

I’d have to say dealing with lots of different types of content is the bigger challenge. Being a niche affiliate site actually gives you a really clear content focus, so you can become very knowledgeable about your particular area and really understand your audience.

When you’re covering lots of different topics, you have to constantly switch gears and make sure the content is still accurate, useful and engaging. 

You’re a regular at industry conferences. Which one has been your favourite so far, and why? 

That’s a difficult one because I’ve been to some really good conferences, but I’d probably say that AffPapa and SBC have been my favourites so far. What I really enjoy about these conferences is the people. You get to catch up with people you already know, meet new contacts and have conversations that you probably wouldn’t have online. There’s also such a good mix of networking, panel talks, discussions, and just having fun with people from the industry (especially on awards nights).

You were a mentor this year in the Women in Tech SEO organisation. Can you share what you did, and the one thing you’re most proud of as a mentor?

I was really excited to be a mentor with Women in Tech SEO this year. My role was mainly about being a sounding board for my mentee, Favour, talking through challenges, sharing my own experiences and helping her reach her goals. What I found most rewarding, though, was the fact that it wasn’t only that I was giving advice; I also learned a lot from Favour. 

For me, the highlight has been watching my mentee gain confidence. Even if you’re only able to help someone look at something from a new angle or give them that nudge of confidence to keep going, I think that’s invaluable. Personally, the greatest thing you can do as a mentor is help someone realise their potential.

What does it mean to you to be part of Gentoo Media? 

I love that I get to be part of such a talented and diverse team at Gentoo Media. There’s a real wealth of knowledge to learn from, as well as opportunities. I also enjoy the high level of collaboration within the company, but at the same time, you are trusted to take ownership of what you do and bring your own ideas. I think that’s really crucial to having a great employee experience.

How do you see the role of AI in the iGaming industry, especially online slots?

I believe it’s going to make a huge difference to the entire betting industry, and we’re only just starting to see its influence. I believe in slots especially; it’ll be a huge help with understanding what players want by combing through player behaviours and surveys faster, to creating games, to testing new ideas out quickly.

When it comes to creating content and working as a slots affiliate, AI is already making a difference there as well. It’s been very useful in helping us research things, analyse data, and get through some of the more boring tasks, so we can focus on the things that need a real human input: namely offering up our opinions and insights to keep improving our websites, content, and games. 

How do you see the future of online slots?

I think online slots are in for an exciting future. Having been part of the industry for a while, I’ve seen how much they’ve already evolved, and honestly, I think we will see even more innovation and creativity coming through. Technology and the use of AI will definitely have a bigger part to play too, especially when it comes to producing more personalised experiences for players and helping developers understand what gamers really want. 

I think online slots are in for an exciting future […] I think we will see even more innovation and creativity coming through.

Finally, responsible gaming will also be even more crucial as things develop. But it would be great to see a future for slots that is even more innovative, engaging and transparent whilst keeping the player experience at the heart of it all.