🎤 iGaming Heroes. Ekaterina Guryankina: "We Must Be Honest Towards Our Audience"

The new guest on 3SNET iGaming Heroes is Ekaterina Guryankina, the CEO of PRD Dolphin Software.

Who is the central figure of the company? What is the "idea vault," and what treasures lie inside? How can you avoid pitfalls, and what associations come to mind when you hear the word "dolphins"?

Find out the answers to all these questions and more in the new interview! 👇

🔵How do you market a product that lacks a recognizable identity and a familiar interface?

I wouldn't say that we lack a "face." Everyone knows our owner, Denis. Many recognize our CEO, Iraqli; our product manager, Zhena; and me. We've never hidden the people behind Dolphin{anty} or Dolphin{Cloud}. A large team stands behind the brand, and it grows every month.

Essentially, all our employees embody the face of the company.

As for a familiar interface, I'd argue otherwise, too. If you visit Dolphin Cloud, you'll notice a UI similar to Facebook's*. The cloud essentially replicates it. Anty's interface has become so convenient and user-friendly that calling it unfamiliar would be inaccurate. We regularly update it by adding new features, but fundamentally, it remains incredibly user-friendly for those working with Google, TikTok, or Facebook*.

(The social media service Facebook has been blocked in Russia by court order.)

🔵From a PR perspective, what feature was technically impressive but ultimately challenging to promote?

The Scenario Builder is absolutely a prime example. Technically, it's not just a feature; it's a complete tool within Anty that allows users to create automation noscripts without writing code. Any client on a paid plan can arrange blocks in any order, configure settings, specify trigger conditions, and execute the noscript.

In my opinion, whenever we talk about automation, the subject becomes complicated in terms of promotion. The term "automation" alone can be intimidating. Currently, this functionality is primarily used by veteran media buyers and larger teams, but it could be very beneficial for newcomers to the field.

For example, they could create a noscript that generates, fills out, or farms social media accounts. Pretty cool stuff!

🔵What aspect of Dolphin's inner workings would you be happy to showcase to the outside world?

We absolutely do show it! I'm convinced that we must be honest towards our audience. That's why, on our Telegram channel, we don't only talk about how great everything is or new features or amazing releases. We also openly discuss fixes and corrections.

This transparency builds trust.

🔵Which of your ideas was initially considered excessive but ended up working well?

Honestly, none come to mind—not because all my ideas work out, but because I'm trusted and given the freedom to experiment.
I have a beloved "idea vault" where I toss everything—from fleeting thoughts brainstormed with the team to inspirations spotted in museums or on my commute home.

Whenever we need to tackle a project, I use this vault as a memory reservoir. I combine elements from it and present them to my team. They then inject fresh perspectives and suggestions. Ultimately, we craft something new, such as a special project, campaign, or packaging for a new feature.

Sometimes it doesn’t work out as planned, but that's the point of testing.

💘 READ THE FULL INTERVIEW ON 3S.INFO

***

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🎤 iGaming Heroes. Alexander Duzhnikov: "I Don't Regret Anything Along My Business Journey"

We've never hunted an iGaming Hero with such diligence. He was elusive, swift, and unpredictable.

But we succeeded!

⚡️ Meet Alexander Duzhnikov on 3S.INFO, the founder of the BROCONF conference, the owner of the MyBrocard payment service, and the co-founder of the A3F Group!

🔵Where did it all begin?

Officially, it started with my graduation thesis (although looking back, I had worked on many business projects during my school years). The topic of my thesis was creating a high-load project: the real estate portal Move.ru. Launched in 2008, it was followed by the first e-commerce projects in 2009. The rest is history — every year, we opened something new.

Many of these projects are still operational today. But...

🔵How do you manage multiple businesses at once? What helps you avoid burnout?

Many of our companies are standalone units within the holding company. Each has its own leadership team and so forth. I am not usually involved in day-to-day operations. At most, I participate in discussions or strategic decision-making, which doesn't take much time.

Therefore, I don't foresee any problems with managing a large number of companies. I usually only get involved in operations at the initial stages of interesting projects. This allows me to avoid falling into a routine, and the concept of burnout is foreign to me.

🔵Which qualities helped you grow as an entrepreneur?

I've thought a lot about this, but I can't identify a specific trait that dramatically sets me apart from others.

Perhaps what has helped me grow as an entrepreneur is my ability to find a way out of almost any situation. When faced with a task, I explore every possible route until I achieve the desired result.

🔵Which do you enjoy more, launching or scaling?

I've discussed this topic in various interviews.

Specifically, I derive joy from the initial phase of project development, meaning the startup stage. I love how dynamically the product evolves, how it transforms daily, and how every decision yields immediate results. During this time, I can work on the project around the clock, barely wasting time on anything else.

However, once the project grows big and cumbersome, decisions take considerable time to show visible effects. At that point, I get bored and gradually hand over governance to senior management.

🔵What is the most valuable piece of advice you have ever received?

Honestly, I can't recall any advice that was extremely valuable. However, there is one piece of advice that stands out to me. In the past, we used to develop companies while counting every penny. We believed fervently that the less you spend, the bigger the gap between revenue and expenses and therefore the more profit.

Then, at a corporate event a hundred years ago, my business partner said,

"Why are you pinching pennies? The more you spend, the more you earn."

Strange as it may sound, he was right. You shouldn't hesitate to invest in a project. The sooner and more heavily you invest, the faster and stronger it will grow, thereby bringing in much more money in the long run. Ever since then, we haven't hesitated to spare time or resources when launching a new venture.

🔵Is there a project that you either regret starting or not starting?

No, I don't regret launching any of my projects. Even if a project doesn't generate a profit and has to be closed, I take away valuable experience from it. Honestly, I don't regret anything about my entrepreneurial journey.

👍 READ THE FULL INTERVIEW ON 3S.INFO

***

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💳 LPM in iGaming Media Buying: how to choose a payment method in 2025 and secure your payouts

The wrong LPM = lost payouts

In the new article from 3SNET:

🔵Which payment systems are working in 2025?
🔵What’s crashing in Brazil, India, Mexico, and the CIS?
🔵What signals to watch for when your CR drops?
🔵How not to kill your conversion in hot GEOs?

Trends, risks, and tips

READ NOW ON 3S.INFO

🎤 CEO of Legalbet Dmitry Zaytsev: "Work Legally, and Everything Will Be Fine"

In today's regular iGaming Heroes column on 3S.INFO, we welcome Dmitry Zaytsev, the CEO of Legalbet. What excites him, and what frustrates him about today's affiliate marketing landscape? Where should you go to stay ahead in this niche? How to minimize scam risks? What is he proud of?

Find out in this interview!

🔵 A classic first question: How did you get started in betting and media? We're eager to hear your story, from your early days to the present?

Before joining Legalbet, I spent twelve years working in marketing and sales across various fields. I have experience working in startups and corporations, as well as managing my own microbusiness.

Eventually, I felt the need for a change, so friends invited me to work in a casino. There, I quickly rose to the position of Head of Affiliate. Afterward, I served as Head of Affiliate in e-commerce on behalf of a direct advertiser.
I joined Legalbet as Head of Sales and, in just over two and a half years, progressed to CEO.

Interestingly, I didn't deliberately aim for a position in media or betting, but I was strongly drawn to the company's culture, values, and business approach.

My current position is a combination of coincidences, accumulated experience, and a perfect alignment with the company's values and culture.

🔵 What was the most important lesson you learned in your first year as a leader? Was there a defining moment that changed your approach to managing a team?

The most important lesson is to listen to your team. Once you take on a serious managerial role, it's easy to get caught up in strategy and higher-level business concerns, accidentally overlooking the fact that people are actually the ones who make the business happen.

People are the most important asset for any company.

🔵 What aspects of the current state of affiliate marketing make you particularly happy or frustrated? Which key problems need urgent changes, and how would you change them if you had the power to do so?

I'm pleased to see how much affiliate marketing has matured over the past few years. There's been a shift toward a more businesslike mindset, with a focus on long-term partnerships. It's no longer just about quick money-making schemes like it was 3-5 years ago.

What irritates me is recruitment. The affiliate sphere is oversaturated with gambling. Nowadays, people with little to no experience demand salaries 1.5 to 2 times higher than the industry average without possessing the necessary skills or qualifications.

🔵 Here's one of our favorite questions: what advice, either received or given, has proven to be the most valuable in managing a team, building a product, or in life in general?

Never be afraid to hire people who are smarter than you.

I firmly believe that experts should teach me what to do and how to do it, not the other way around. Only in this way can teams achieve remarkable success.

🔵 What section or feature of Legalbet are you most proud of personally?
Why is it so special?

I’m proud of that, but I'm not responsible for that myself. Legalbet provides honest and transparent information to users. We don't sell spots in rankings or publish sponsored content. All ratings for bookmakers and casinos are based purely on objective metrics. This approach allows us to maintain our reputation as industry experts.

As for my personal accomplishments, I’m proud to have built one of the strongest affiliate/sales departments in the market over several years. Without false modesty, many affiliates acknowledge that it's very pleasant to work with us. Furthermore, our team members excel at interpreting direct and indirect traffic metrics, enabling us to cultivate mutually beneficial relationships with partners.

👍READ THE FULL INTERVIEW ON 3S.INFO

***

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