Interview with with Joya Zhang and Julia Uskova

Empathy, adaptability, and growth: Inside Comtrade Gaming with Julia Uskova and Joya Zhang

At Comtrade Gaming, business development managers Julia Uskova and Joya Zhang are helping operators turn bold ambitions into scalable success. In this interview, they share how empathy, adaptability, and partnership drive sustainable growth in iGaming.

NEXT: When an operator comes to you with big growth ambitions, how do you turn that into a practical platform strategy?

Julia Uskova: When an operator comes to me with big growth ambitions, I don’t jump straight into features or timelines – I focus on trying to understand what’s really driving that ambition. Is it entering new markets? Reducing tech dependency? A multi-brand strategy? Or simply the need to scale without losing control?

Once we have that clarity, the real work begins – turning that ambition into something practical. That means shaping the platform strategy around how the operator wants to grow: what needs to be flexible, where speed matters, and where they need more ownership.

At Comtrade, we’ve built iCore to support exactly that. It’s not about pushing a product, it’s about offering a setup that adapts to each operator’s situation. And that’s our goal: making sure the decisions we make today set them up to scale confidently tomorrow. 

NEXT: When you first sit down with a client, what’s your process for identifying their needs and shaping the right solution?

Julia Uskova: Operators often come in looking for specific tools or functionality – but the real value is in understanding why they’re looking. I try to get more clarity on what they’re trying to solve or change. I treat the first meeting like a “diagnosis” session – What’s currently working? What needs attention? Where are you heading, and what’s blocking you? That lets me guide the conversation toward the decisions that really matter and the right solution for this specific client.

NEXT: Can you share an example where adapting iCore to a client’s specific requirements delivered standout results?

Julia Uskova: One operator came to us facing repeated delays and limitations with their existing platform. They needed more flexibility and a setup that could actually support their ambitions. We adapted iCore to their specific requirements and gave them exactly what they needed: a stable platform, a faster release cycle, and a dedicated dev team that felt like an extension of their own. Once the tech stopped getting in the way, growth followed quickly.

NEXT: You work with operators across different markets. How do their priorities and expectations differ, and how do you adapt your approach?

Joya Zhang: For operators expanding across different markets, their priorities vary – their success depends on understanding each jurisdiction in depth. Each market has its own dynamics: local player preferences and betting behaviours, cultural attitudes toward iGaming, advertising regulations, tax structures and workable payment methods etc. In regulated markets, compliance can be one of the big challenges due to iGaming laws and technical requirements evolve rapidly. At the same time, licensed operators face competition from offshore unregulated operators.

At Comtrade Gaming, our approach is more clients driven rather than market driven. Once a client decides to enter a new market, we provide end to end support – from iGaming platform certification and integration of localized content to help connecting the right payment, casino and sportsbook partners. We also understand that operators want to engage players with locally tailored promotions, so our dedicated development teams deliver custom solutions aligned with the client’s strategy, timeline and budget – always with full transparency.

Our iGaming platform is designed to manage multiple brands and jurisdictions under a single backend, allowing operator to streamline control and operations without needing separate platforms for each market. This not only simplifies management but also significantly reduces operation and platform costs, enabling our clients to launch faster and compete more effectively in new regions.

NEXT: How do you translate the buzzword of personalisation into something meaningful for clients using Comtrade’s technology?

Joya Zhang: Well, Personalisation is one of those buzzwords everyone loves to use, but at Comtrade Gaming, we like to give it actual meaning. For us, personalisation isn’t about fancy branding or fancy logo – it’s about making your players feel engaged, seen, heard and valued.

Our iGaming platform technology is packed and build with smart tools and AI features to help the operator to achieve their end goals – predicting lifetime value, identifying potential Chrun, spotting bonus hunters and even recommending game content that players actually want to play. We help operation turn personalisation from a marketing name into measurable player engagement and retention.

NEXT: If you had to sum up why operators choose Comtrade over competitors, what would you point to first?

Joya Zhang: Now, why do operators choose Comtrade? The answer is simple: revenue growth that’s built to last. We don’t just launch your project and wave goodbye – we stay with you. Each client gets a dedicated development team that becomes an extension of your own, ensuring your roadmap is delivered on time and on budget.

After more than 20 years in the industry, we’ve learned that real success comes from partnership, not releases. Our low staff turnover means you will be working with the same people who know your business inside out – no endless team member changing reintroduction, no “who’s new on the project” moments.

At Comtrade, we like to say: you bring the vision, we will bring the code – and together, we will make the magic happen.

NEXT: The iGaming sector is still male-dominated. What has helped you succeed in this environment, and what advice would you share with women starting out today?

Julia Uskova: I think it’s staying curious and being genuinely interested in the people I work with. I ask questions, stay open to feedback, and try to understand the other side of any situation. My goal is to build strong relationships – not just to close a deal, but to create something valuable and long-term.

I’ve also learned not to be afraid to say “I don’t know.” I don’t try to have all the answers – and that’s exactly why we work as a team. I focus on being helpful, supportive, and making things easier for the people around me. That mindset has opened more doors than any formal strategy ever could.

My advice to other women in this industry? Don’t feel like you have to know everything from day one. Be curious, be brave, and be useful. That’s it. Don’t underestimate how far you can go by asking great questions, being genuinely helpful, and showing people they can count on you.

Joya Zhang: It’s true that the iGaming sector – like many others – remains largely male-dominated. From my own experience, I’ve learned that success often comes down understanding how to navigate different communication and thinking styles. Men and women are wired differently, and that’s perfectly fine. What matters is being flexible, compassionate and adaptive – qualities that I believe are among women’s great strengths.

We also need to recognize reality without being discouraged by it. Understanding the dynamics of a male-driven environment allows us to approach situations with courage, confidence and clarity. That does not mean we should stay quiet or compliant. On the contrary, it’s about expressing our voice, value and ambition with authenticity and intelligence. 

I’ve met many inspired women in the iGaming industry who led with emotional intelligence, compassion and excellence – and I truly believe that soft skills are sometimes even more powerful than technical skills or IQ. 

For women just starting out, my advice is to find a strong and supportive network – whether it’s a women’s community, a mentor or simply colleagues who believe in lifting each other up. Having people who inspire and empower you can make all the difference in turning challenges into opportunities.

Julia Uskova is business development manager at Comtrade Gaming, where she helps operators shape platform strategies that turn ambitious goals into long-term success. Driven by curiosity and genuine connection, she believes great partnerships are built on trust, collaboration, and the courage to keep improving. Beyond her role, Julia is passionate about health, fitness, and personal development, believing that consistency and curiosity are the foundations of lasting progress.

Joya Zhang is a business development professional at comrade gaming, where she drives revenue growth, marketing expansion and strategic partnership across global iGaming markets. With over 10 years of experience in the industry, Joya focuses on helping operators to solve their challenges and scale business up with Comtrade’s leading platform technology. Originally from China and now based in Europe, Joya combines cross-cultural insight with a passion for connecting people, ideas, and technology. Her people first approach has helped Comtrade Gaming build long-term collaborations with leading operators, supporting them in achieving growth through innovation and trusted technology solutions.

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