Naive or ballsy? Building a company from scratch in an industry you don’t know with Helen Walton

Naive or ballsy? Building a company from scratch in an industry you don’t know with Helen Walton

In this episode of iGaming Leader, Leo sits down with Helen Walton, Chief Commercial Officer and Co-Founder of G Games, an online casino studio.

Helen shares how she went from working on household brands to co-founding a gaming business that supplies games to over 800 operators.

The conversation explores the challenges of entrepreneurship, the importance of building strong business relationships, and the unconventional strategies that helped G Games stand out in the iGaming industry.

Offering insights into leadership, resilience, and industry innovation, Helen provides valuable lessons for aspiring entrepreneurs and gaming professionals.

Guest Bio

Helen Walton is the Chief Commercial Officer and Co-Founder of G Games.

Over the last decade, she and her business partners have grown G Games from a bold idea into a global company, supplying games to over 800 operators.

Helen has worked across multiple industries, from beauty and retail to logistics and gaming, helping build some of the most recognizable brands.

A well-known speaker and writer in iGaming, she is also a member of the UKGC Industry Forum, advocating for responsible gaming and innovation in the sector.

Key Topics Discussed

00:00 – From consumer brands to iGaming

03:00 – How G Games started

05:38 – Early failures that shaped G Games

08:01 – Why networking is critical to success

09:14 – Standing out in iGaming

12:18 – Overcoming setbacks

20:11 – Building a strong company culture

23:57 – The power of autonomy, trust, and feedback

29:58 – Delegation and letting go

35:14 – Bringing fresh talent into iGaming

41:15 – Take ownership of your career and create your own opportunities

Memorable Quotes

"We started with no network, no industry experience—just a crazy idea and a lot of persistence."

"Failure is a great teacher. Every mistake we made helped shape the company we have today."

"If you want to grow in your career, stop waiting for someone to tell you what to do—take ownership and make things happen."

Important Links

• Connect with Helen Walton:

https://www.linkedin.com/in/helen-walton/
https://www.linkedin.com/company/gforthegamers

• Follow Leo Judkins on LinkedIn: https://www.linkedin.com/in/leo-judkins/
• Subscribe to the iGaming Leader newsletter: https://www.igamingleader.com/signup
• Join the iGaming Leader Mastermind: https://www.igamingleader.com/