As the VP of Commercial at SmartSoft, Miranda Guliashvili is at the forefront of the iGaming industry’s innovation wave. With a deep background in the gaming sector, Miranda has been instrumental in expanding SmartSoft’s global reach and driving commercial success. SmartSoft has become a leader in developing non-traditional casino games like JetX, continually pushing the boundaries of player engagement and game design. In this exclusive interview, Miranda talks about her career journey, what excites her about working at SmartSoft, and the unique culture that fuels innovation within the company.
From her experiences in iGaming to her personal insights about the future of the industry, Miranda provides an in-depth look at how SmartSoft continues to innovate and the importance of collaboration—particularly through partnerships like that with Timeless Tech. Whether you’re a seasoned professional or just starting your journey in iGaming, Miranda’s story and perspective offer valuable lessons and inspiration for anyone interested in the future of this dynamic industry.
INTERVIEW
Personal Background and Career Journey
- Miranda, before becoming VP of Commercial at SmartSoft, what was your career path like? How did your experiences prepare you for this role in the iGaming industry?
My career path has been deeply rooted in the iGaming industry, where I started by building my knowledge and responsibilities from the ground up. Over the years, I’ve gradually expanded the teams I lead, involving experts from various functions to create a well-rounded, data-informed approach. I believe that in iGaming, holding a comprehensive understanding of both market data and operational details is essential. This experience of continually learning, adapting, and strategically growing teams has been instrumental in preparing me for my current role as VP of Commercial, enabling me to make informed, impactful decisions
- What surprised you most about the iGaming industry when you first entered it, and how have you adapted to its fast pace?
What surprised me most about the iGaming industry was the endless opportunities and how quickly things change. Just when you think you understand something, there’s something new to learn. It’s fast-paced, and nothing stays the same for long, which makes it really exciting. I’ve adapted by staying open to change, learning as I go, and always being ready for the next opportunity
- Leading SmartSoft’s commercial operations must come with a lot of responsibilities. What drives you to keep innovating in this role?
Leading SmartSoft's commercial operations indeed comes with significant responsibilities, but what keeps me motivated is our collective vision and the incredible team that stands behind it. Together, we’re driven by progress, constantly pushing boundaries with boundless creativity, cutting-edge technology, and captivating design. Our commitment is to redefine user entertainment by merging the excitement of gaming with the thrill of gambling, creating next-level casino games that elevate user enjoyment to new heights. We’re here to bring our vision to life, making every experience more engaging, innovative, and unforgettable.
All About SmartSoft
- You’ve been with SmartSoft for some time now. What is it about the company’s culture and vision that keeps you excited about your role?
SmartSoft’s culture and vision continue to inspire me every day, largely due to the values that guide us. Progress is at our core – we’re dedicated to redefining the gaming industry by erasing the boundaries of gaming with the excitement of gambling, always with an eye on making each experience more engaging. Positive change drives our philosophy, fueling our efforts to set new market standards, embrace fresh challenges, and adapt to stay ahead of industry shifts.
Our ambitious goals wouldn’t be possible without the teamwork and unity that SmartSoft fosters. Collaboration is central to our culture – we share goals, communicate openly, and work together in a way that aligns our team and partners. At the same time, we celebrate individual contributions, recognizing that our diverse perspectives come together to create something remarkable. It’s this unique blend of collective purpose and respect for each individual’s role that makes SmartSoft such an exciting place to be.
We don't change for the sake of change. We change to progress – always having the mindset to seek opportunities to set new market standards, find new challenges and fresh perspectives, and adapt when necessary. This approach helps us meet the evolving demands of the industry as market leaders and influencing how games are played and enjoyed globally
- If you could highlight one key aspect of SmartSoft’s work environment that fosters innovation, what would it be?
If I were to highlight one defining aspect of SmartSoft's work environment that truly fosters innovation, it would be our mission-driven approach to progress. We’re not just about change for the sake of novelty; every step we take is intentional, designed to reshape the gaming industry by merging the excitement of gaming with the thrill of gambling. Positive transformation is embedded in our philosophy – we constantly set new standards, embrace challenges, and adapt to meet the industry's evolving demands. This mindset empowers us to lead the market, continually elevating how games are designed, experienced, and enjoyed worldwide.
The Relationship with Timeless Tech
- How has your experience been working with the Timeless Tech team? Are there any moments or collaborations that stand out to you?
My experience with the Timeless Tech team has been smooth from start to finish, beginning with the integration process and extending through our ongoing partnership. They bring a highly collaborative approach, especially with third-party operators. One unique aspect of working with them is their willingness to connect us directly with key contacts, which is rare in the iGaming industry and has really streamlined our communication and results
- Are there any particular people from the Timeless Tech team who have made a difference in your collaboration? If so, who, and how have they contributed?
Absolutely, Nicola stands out to me. His friendly approach has been key in making the whole process feel effortless. He’s been a reliable problem-solver, always able to step in and quickly resolve any blockers we encountered. His ease and efficiency have been essential to our smooth collaboration
- What’s the first thing that comes to mind when you think about working with Timeless Tech?
A tech company that’s always pushing for something big, which really does make them feel timeless. They’re constantly evolving and looking forward, which brings a unique energy to our work together
SmartSoft’s Innovation and Future
- With new game launches and innovations, where do you see SmartSoft heading in the next few years?
With each new game launch and innovation, I see SmartSoft solidifying its position as the leading provider of non-traditional casino games on the global stage. Our commitment to creating next-level gaming experiences drives us to continually elevate user entertainment, redefining what players expect from casino games. While our mission is ambitious, we embrace the challenge – it’s part of what makes our work so rewarding. At the end of the day, everything we do centers around one thing: creating exceptional, memorable entertainment.
Personal Insights
- For anyone considering a career in iGaming, what’s the most important lesson they should know?
The key is to stay open to all experiences. Even if a certain area doesn’t initially feel like the right fit, dive in and get involved. You might be surprised at what you learn, and over time, you’ll build a deeper understanding of the industry. Each new experience adds valuable knowledge and helps you see the bigger picture.
- What excites you most about the future, both for yourself and for SmartSoft?
I’m most excited about the challenges ahead for both myself and SmartSoft. We’re facing exciting goals to accomplish, and these challenges push us to grow, innovate, and redefine our place in the industry. It’s motivating to be part of this journey.
