A conversation with Carl Mansson goes way beyond lead generation or compliance. It’s a glimpse into the human side of running a business in one of the world’s most dynamic industries. Our though provoking and candid discussion encompassed the complex world of iGaming, lessons in entrepreneurship, innovation and Christmas.
Carl shared the journey behind his success, the challenges shaping today’s industry and what lies ahead for the iGaming sector in 2025. From navigating the fragmented U.S. regulatory landscape to remaining agile in a rapidly evolving market, he stays focussed on sustainable growth, embracing change as AI evolves the industry, and nourishing strong relationships. Carl Manssons’ insights offer a masterclass in adaptability and resilience.
The spark that started it all
“You know,” Carl begins, sounding like someone about to spill a great secret, “I wasn’t always planning to be here.”
Back in 2015, when the iGaming industry was still maturing, Carl was working on the operator side of things. “Most of the websites were clunky, outdated, and, honestly, awful to look at. But they were making serious money.”
That was his lightbulb moment. At that time, operators survived with uninspired, undistinguishable platforms. Carl thought his ambition, vision and grit could translate to put him ahead of the curve. So, picking up knowledge as he went along, Carl dived in. “It was all about learning by doing,” he says. “No perfect roadmaps, just figuring it out as I built it.”
Dreams lead to a blueprint for smarter growth
Fast forward to today and Carl’s company Dreamlead Ltd, as they say, “is a small happy company where we cherish the family spirit.” Carl is director and co-founder of a company that is thriving in 13 markets from the United States to Romania.
But what sets them apart in a competitive field? “Regulated markets,” Carl says simply. “We don’t touch anything outside that framework. Our focus is on compliance and long-term sustainability. Right now, we’re heavily invested in the U.S., Romania, and Malta, with gambla.us being our flagship for the American market.”
“We are going more towards only focusing on casino and on sweepstakes as these are more niche things,” Carl points out. “Many people are focusing on sports because that’s the biggest issue in the U.S. But we recognise there’s already a lot of competition. Newspapers in every single state—they all have sports departments, so they’re naturally ahead of the game. But no one has casino sections. That’s where we see an opportunity.”
Carl’s excitement for the U.S. market is infectious. “It’s still finding its feet,” he said, “but the potential is enormous. People expected things to change overnight, but these things take time. It’s a marathon, not a sprint.”
SiGMA News recently published a series of articles based on a Vixio Regulatory Intelligence report about the U.S. sweepstakes and we discussed this and the idea of federal regulation. This could be a potential game changer in the fragmented U.S. market. “Imagine one unified set of rules,” Carl ponders. “It would simplify everything, though I know it’s easier said than done.”
Building relationships in a 8457.me
AI advances faster than a speeding bullet and the iGaming industry relies heavily on digital technology, in-person connections and old-fashioned networking remain essential to stay ahead in today’s landscape. Community is key for solidifying partnerships and Carl is keen to emphasise this point as he talks about the recent SiGMA Europe event in Malta.
“Look, it’s great working online,” Carl says, “but business is built on trust. You can’t replace the impact of shaking hands or sharing a laugh over coffee—or a pint.”
, a testament to its importance. Carl called it “the highlight of our calendar,” and while the main event moves to Milan next year, he welcomed the change. “Milan’s a great city, and it’s not too far from Malta. We’ll definitely be there.”
The regulation rollercoaster
As seen in Latin America in a recent SiGMA News series, regulation is a constant challenge for stakeholders worldwide, even in the established markets. iGaming has its own complexities, and Carl is no stranger to these intricacies. Dreamlead’s approach is proactive and focussed on compliance from day one. “The biggest challenge is regulation. Instead of being unhappy about it, just try to be on top of things and adapt.”
“Sometimes the best thing isn’t chasing the next big innovation,” Carl says pragmatically. “The best thing might be what always did work—going for the boring stuff that works. It’s tempting to overthink it, especially in this industry, where we’re always looking for the next big product. But sometimes, sticking to what works delivers the best results.”
The U.S. market presents unique challenges with its state-by-state rules. “It’s like trying to manage 50 different countries,” Carl jokes. “Each state has its quirks, but that’s the game we play.”
We discussed the growing pains of Europe’s regulatory frameworks, where stringent rules have sometimes driven players to the unregulated market. “It’s a tough balance. You want to protect players, but overregulation can push them toward unlicensed operators. It’s a lesson everyone is still learning.”
Carl is refreshingly pragmatic about innovation. “Everyone in this industry loves chasing the next big thing,” he says. “But sometimes, you don’t need to reinvent the wheel. The tried-and-true methods work for a reason.”
That’s not to say DreamLead isn’t evolving. Carl highlights the importance of social retention tools like push notifications, chatbots, and email campaigns. “Retention is everything,” he emphasises. “Once you’ve got a customer, you need to keep them engaged. Don’t let them slip away.”
The human factor
It is clear early in our conversations that Carl not only bases his success on strategy. He embraces an inclusive culture. This is clear as he speaks about his small, tight-knit team. He acknowledges he has been a part of building a business that has a distinct family feel to it rather than a business or corporation.
“We are, I believe, 12 full-time in Malta, plus some freelancers—probably around 20,” Carl says. “We try to keep it small and manageable. It’s all about quality over quantity. We’re not chasing insane growth; we’re staying lean and focusing on high margins. That way, we can weather tough times without having to lay people off.”
“Every voice matters,” he continues. “We’re not corporate. We are agile. We can pivot quickly, and that’s a tremendous advantage in this industry. We keep it lean, focusing on quality over quantity. It’s about healthy margins, not chasing unsustainable growth,” Carl explains. “We invest in our people because, in the long run, that’s what builds a strong business.”
Carl has learned the ropes through experience and offers inspiration advice for aspiring iGaming entrepreneurs. “Start small. Don’t overthink it,” he insists. “With today’s tools, you can build something valuable with minimal investment.”
He is also keen to emphasise the importance of curiosity. “The industry changes fast. What worked five years ago might not work today. Keep learning and don’t be afraid to get your hands dirty.”
Looking ahead to 2025
Dreamlead has ambitious plans for 2025, including bringing its finance department in-house. “It’s about gaining better control,” Carl explains. “Managing payments across different countries can get messy,” he admitted. “It’s very common to not get paid on time. Sometimes the payment solutions are complicated, especially compared to places like Sweden, where if you don’t pay your bills, the state can come after you. That’s one of the big reasons we’re bringing our finance department in-house for 2025—to gain better control and streamline things.”
When asked about the festive season and his resolutions for the new year, Carl smiles. “We’re staying in Malta this year. My wife and I are expecting our first child in January, so it’ll be a quiet Christmas. Family, good food, and keeping things simple.”
As he looks ahead to 2025, one thing is clear: , led by people who know that success isn’t just about numbers. It’s about people, passion, and a willingness to learn.
Resilience, adaptability and staying true to what works define Carl’s story. Whether navigating the regulatory minefields of the U.S. market, fostering innovation, or building a team that feels like family, his approach is both grounded and inspiring.
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