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Interview with Aleksandar Popović – Founder, Owner & CEO at Goldenbet
AffPapa recently interviewed Aleksandar Popović, Founder, Owner, and CEO at Goldenbet, about the brand’s journey, challenges, and plans for the future.
Yeva: Aleksandar, can you take us back to the early days of Goldenbet? What initially inspired you to launch the brand, and at what point did it become clear that your vision was becoming a reality?
The idea for Goldenbet started taking shape after I’d spent years in the iGaming world, watching how fast the industry was evolving—but also noticing how many brands were failing to keep up with player expectations. I wanted to build something more intuitive, more transparent, and ultimately more player-focused. Goldenbet wasn’t born overnight, but I’d say the turning point was when our early user base kept coming back, not because of promotions but because they genuinely liked the experience. That’s when I knew we were onto something. I think that clarity comes in part from my upbringing—my mother, a Ukrainian linguist, always stressed the importance of listening and clear communication, values that have shaped how we engage with our players to this day.
Yeva: Starting a new brand in a space as competitive as iGaming is not an easy task. What were some of the most unexpected challenges you faced in the early days, and how did you overcome them?
Breaking into such a competitive space with a new brand is always a test of vision and resilience. One of the more unexpected challenges was earning player trust without the advantage of an established name. Instead of overpromising, we focused on delivering a consistent, intuitive experience from the ground up. Having worked across various corners of the industry before relocating to Cyprus — I was able to bring together a team that understood both the technical and human side of the business. That combination helped us stay agile and build momentum quickly.
Yeva: With both sportsbook and casino products on offer, how do you ensure a smooth user experience across the platform, especially as new features and technologies are introduced?
User experience has always been central to our strategy. From day one, we wanted Goldenbet to feel seamless, whether a player was playing casino or placing sports bets. That means investing heavily in UX design, responsive development, and performance testing across devices. We also monitor player feedback closely, which helps us catch friction points early. The key is not just rolling out new features, but integrating them in a way that adds value without overwhelming the user. It’s an ongoing balance of innovation and simplicity.
Yeva: iGaming is becoming more regulated, especially in key markets. How do you ensure that Goldenbet remains compliant while continuing to drive innovation?
Compliance and innovation aren’t opposites — they can actually support each other when approached strategically. At Goldenbet, we’ve built a framework that allows us to adapt quickly to evolving regulations while continuing to enhance the product. Our legal and tech teams work hand in hand to make sure every update, feature, or market expansion aligns with both local laws and our internal standards. It’s about being proactive, not reactive — seeing regulation as part of sustainable growth rather than a barrier.
Yeva: When it comes to building your team, what qualities do you look for? Is there a certain mindset or skill set you believe is essential for succeeding at Goldenbet?
For me, it always starts with mindset. I look for people who are curious, accountable, and not afraid to challenge ideas — including mine. In iGaming, things move fast, so adaptability is key, but so is having a long-term perspective. Whether it’s someone in tech, marketing, or support, I value team members who understand the bigger picture and can take initiative without losing sight of the player experience.
Yeva: You’ve been early to embrace crypto and alternative payments. How do you see these evolving, and how important are they to the future of Goldenbet?
Alternative payments, especially crypto, are no longer niche—they’re part of how many people transact daily. Embracing them early wasn’t about chasing trends but about giving players flexibility and privacy. As the ecosystem matures, I see these methods becoming even more central to the iGaming experience, especially in markets where traditional banking is restrictive or slow.
Yeva: Can you share a sneak peek into what’s next for Goldenbet – whether it’s new markets, features, or perhaps something completely unexpected?
We’re constantly testing and exploring. Without giving too much away, I can say we’re focusing on deeper localization and a more personalized experience for players. There are also some exciting product upgrades in the pipeline that will take our sportsbook and casino verticals to a new level.
Yeva: If you hadn’t chosen the path of founding Goldenbet, is there another industry or type of venture you could see yourself pursuing, and why?
I’ve always been drawn to building things from the ground up. Growing up in Serbia, in a time of transition and rapid change, I developed a deep interest in entrepreneurship and how industries evolve. If I weren’t in iGaming, I could see myself working in emerging tech or fintech — sectors where innovation, agility, and strategic thinking are essential. But whatever the field, it would need to involve creating something with impact and navigating complex markets. That’s where I’ve always felt at home.
Company: Goldenbet
Interviewee: Aleksandar Popović
Date: 28.04.2025
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