MENTORSHIPS SHRINKING GENERATION GAP
BUSINESS
Words by Rachel Zammit Cutajar / David Bartram
Different generations bring with them different approaches. How can a 600-strong team spanning the full generational divide come together as one? It’s all about the culture, says Yolo Group Chief Operating Office Anita Brinke.
The online gaming industry has long grappled with the challenge of building products that can better engage millennials, and more recently, the older members of the Generation Z. For Anita Brinke, Chief Operating Officer of the Yolo Group (formerly the Coingaming Group) the challenge isn’t just about understanding the generational preferences of customers, but also of her own team. Brinke now oversees one of the most diverse teams in gaming; the Yolo Group recently picked up the ‘Best Diverse Place to Work’ award at the WiG Diversity Awards in London. Alongside CEO Maarja Pärt, she leads a 600-strong group of people comprising 49 different nationalities across seven global offices. This diversity also extends to age, with a team spanning four generations from Baby Boomers all the through to Gen Z. “Our youngest team member is just 18 years of age while our most senior is 66, with an average age of 31,” Brinke tells EBM Magazine. “We didn’t really set out to build an age diverse team; it happened organically, as our selection process always favours the candidate with the most talent who is also the right cultural fit.”
24 - EBM MAGAZINE - No 15
While most gaming companies like to talk about innovation, few find themselves on the front lines of it to the extent of the Yolo Group. Among a wide range of activities, it operates two of the world’s leading cryptocurrency gaming brands, Bitcasino and Sportsbet. io. It was the first licensed provider of crypto gaming and both brands have become household names; Sportsbet. io has even landed major sponsorship deals with Premier League football clubs Arsenal and Southampton. In its mission to deliver fun, fast and fair gaming experiences that put the user at the centre of the universe, Brinke sees the Yolo Group’s age diversity as a key strength. It has been well established - both academically and in practice - that organisations that prioritise diversity in the workplace tend to outperform their competitors. One study by Deloitte University and the Billie Jean King Leadership Initiative found that 83 percent of millennials were more actively engaged with an organisation when they perceived it to have more inclusive policies. However, leading an age diverse team brings with it challenges. While different generations may possess different skills, motivations and preferences, there’s also a danger in generalising.
