RTFM 248: The End of the Assembly Line: Pini Yakuel on the Rise of the Artisan Marketer
OK, no intro on this episode for a bunch of excellent reasons. First, Fintan could not be there (WE MISSED YOU GOOD, BRAH); second, as it was at ICE do you really need us to tell you awesome things about Clarion and how they made the industry’s best show somehow even better?; and third, we introduce a new sponsor onto the podcast next week and it’s nice to build towards that. Oh, and fourth, this is an interview with the top man at one of our current excellent corporate overlords. I’ll let AI give you the bones of what we talked about, it’s topical after all…
In this episode, Jon sits down with Pini Yakuel to discuss the state of the gambling industry as we head into early 2026. Pini reflects on the lessons learned from the massive AI investments of 2025 and introduces his core philosophy for the future: Positionless Marketing.
The conversation covers how AI is shifting the industry back toward "artisan" values, the importance of incremental self-improvement, and what operators should be analysing ahead of the 2026 World Cup.
Oh, and a phrase you will want to take away for future use: “Good, better, best; never let it rest”.
Chapters (which we can do because there was no separately recorded intro, you see)
0:00 The scone debate
4:15 Sophisticated vs. Complex: Pini explains why he prefers the word "sophisticated" when describing powerful software and how users often surprise developers.
7:50 Reflections on 2025: A look at the "continuum" of learning and the evolving hype vs. reality of AI.
9:30 The M&A Landscape: Pini discusses why Optimove passed on several acquisitions in 2025 and the current valuation of SaaS companies.
11:00 "Good, Better, Best": The philosophy of "Kaizen" (continuous improvement) and why progress is the key to happiness.
13:50 Delayed Gratification: The challenge of focus in a "cheap dopamine" world and how environment impacts the brain's ability to work.
16:45 The desk, feng shui and the Black Museum – a detour.
20:55 Why the positionless marketer is an artisan, not a factory worker.
26:40 The 2026 World Cup: Preparation strategies for operators, focusing on past behavioural data and managing "generosity budgets".
Choice quotes:
"Positionless marketing is about expanding our range and versatility, allowing us to change the organizational structure we’ve been confined to since the Industrial Revolution."
"Happiness is an upward trend line of your development... whether it's skill-based, spiritual, or just being a kinder person.”
Pini Yakuel on LinkedIn: https://www.linkedin.com/in/piniyakuel/
As ever, we thank all of our sponsors for their vibrant and excellent support that makes all of this… magic… possible.
Optimove, who turn customer data into something special, with tools that make businesses just plain work better. Optimove, your support helps us to keep creating content for an industry that probably thinks we disappeared years ago.
Then of course there is Clarion Gaming, providers of the magnificent ICE expo (January ’26 in Barcelona) and iGB Live! in London. There is simply nobody better at what they do.
We also say goodbye to the lovely folks at EveryMatrix this episode. It's been a genuine pleasure, and regardless of sponsorship, they're a terrific group of people with some wonderful product. Get the demo, you'll see exactly what we mean.
The...
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