Ep 521: Inside iGaming In Eastern Europe - Part 2, with 4H Agency's Ilya Machavariani

In this concluding episode of iGaming Daily’s deep dive into Eastern European markets, host Ted Menmuir is joined once again by Ilya Machavariani, Founder and CEO of 4H Agency, to explore the fast-evolving regulatory environment across the Balkans. 

With sweeping changes underway, the episode equips the SBC audience with practical insights and strategic guidance for navigating this multifaceted region. Ilya emphasises the importance of understanding local specificities, highlighting how cultural, historical, and linguistic overlaps contribute to both collaboration and complexity among countries like Serbia, Greece, and Romania.

Listeners will gain an on-the-ground view of the unique regulatory dynamics in countries such as Albania, Bosnia and Herzegovina, Bulgaria, Croatia, Montenegro, and North Macedonia. From Albania’s ongoing transition between white and grey markets to Montenegro’s controversial digital payment ban, each jurisdiction presents its own challenges and opportunities. 

Ilya also points out the broader forces shaping policy—such as political instability, protection of vulnerable populations, and the role of gambling as a politicised issue—underscoring how public perception and youth protection are being used to justify stricter regulations.

The episode concludes with a forward-looking discussion on 2025, where reforms are expected to reshape markets in Romania, Croatia, Montenegro, and Serbia. As Ilya explains, EU integration efforts—or the lack thereof—continue to influence regulatory harmonisation across the region. For operators eyeing Eastern Europe, this episode delivers a comprehensive understanding of the interplay between national policies, industry trends, and geopolitical pressures that will define the region’s iGaming future.

Host: Ted Menmuir
Guest:  Ilya Machavariani
Producer: Anaya McDonald
Editor: James Ross

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