Commercial and product advisory for betting and gaming — and for the investors backing it.
Start a conversationMost advisers in this industry have only ever stood on one side of it.
They have either sold to operators or worked inside them; either read the commercial model or judged the platform underneath it.
Sam has done both — a decade running sportsbook and casino P&Ls on the operator side, then Chief Product Officer at OpenBet supplying the tier-one operators he used to be.
I know how operators make money, how suppliers win their business, and where the claims each makes about the other tend to break.
For operators entering new markets, and suppliers rethinking how they sell. The work sits close to the P&L — what the revenue model should be, what it’s worth, and what has to change to get there.
Market entry & licensing / Pricing & commercial model / Partnership negotiation / Portfolio strategy & monetisation
For businesses whose product organisation isn’t delivering, or who need to tell real AI opportunity from theatre. AI here is a commercial lever: what it does to margin and throughput, not what it demonstrates.
Roadmap & metrics / Organisational design / Platform selection & build-vs-buy / AI from pilot to production / Interim product leadership
Commercial diligence and technical diligence usually come from two firms that never talk to each other. The interesting questions sit in between: whether the growth case survives contact with the platform meant to deliver it.
Commercial model validation / Platform & product assessment / Organisation capability / AI claims tested against reality / Post-deal value creation
Revenue at TOTO, grown from €180M during tenure
Person product & technology organisation led across ten offices
Months from launch to market leader, Dutch online casino
Delivery cycle time removed by the AI programme at OpenBet
Chief Product Officer since 2023 — the first senior product hire brought in to professionalise the function. Built a sixty-person organisation covering sportsbook, trading, platform, casino, responsible gaming and geo-location, with product, AI and UX reporting in.
Client launches and renewals across OPAP, Veikkaus, WSB and Singapore Pools, with Tabcorp and Loterie Romande launching in 2026. Built the geo-location product from scratch with AWS and launched it with Fanatics.
When the CTO left in 2025, he ran day-to-day technology across the full four-hundred-person organisation — ten offices, six time zones — for six months until a successor was in place.
Six years running TOTO Sportsbook & Casino at Nederlandse Loterij as a full commercial P&L, with a €50M budget and forty people across brand, customer and product. Built the online casino from nothing for the Dutch market opening and took it to market leadership within twelve months. Double-digit sportsbook growth for five consecutive years. Two Effie Golds.
Before: Betway's Belgian market, run from London. In 2014, co-founded Media Odds in Gibraltar — pricing markets on politics, television and entertainment, a decade before prediction markets found their name.
Background: MSc Economics, Ghent University. Executive education at London Business School. Belgian, based in Athens, working across Europe in Dutch, English and French.
Then a scoped proposal with a fixed price and a defined deliverable. No discovery phase sold to justify the next discovery phase.
Not just advised on it. Every engagement is scoped so there is something to own — a decision, a launch, a plan with my name on it.
On site where it helps, direct with the people doing the work. The output is a decision you can act on, not a deck describing your own business back to you.
No reseller relationships, no supplier commissions, no referral fees. When I recommend a platform, nothing turns on which one you choose.
Dutch, English and French, with working Spanish, German and Greek. Useful when market entry means dealing with a regulator in their own language.
A short description of the situation is enough to start. I’ll tell you honestly whether it’s something I can help with.
info@kerdomax.com