Marina Ilina, RedCore: “All of our areas of focus are the result of working with real problems faced by our partners and internal clients”

RedCore’s CEO & Founder, Marina Ilina, shares how the company evolved from PIN-UP Global into a multi-industry tech group, developing innovative B2B solutions beyond the igaming sector.

Exclusive interview.- In August, PIN-UP Global became the RedCore business group. A decision that marked a significant evolution from an igaming-focused operation to a multi-industry technology group offering advanced B2B solutions.

In this exclusive interview with Focus Gaming News, Marina Ilina, CEO and founder of RedCore, discusses the driving forces behind this transition, the business group’s expanding portfolio across anti-fraud, payments, communications, and RegTech, and how RedCore is leveraging its expertise to bridge the gap between regulators and the industry while supporting innovative startups worldwide.

Marina, PIN-UP Global has grown from a small team to an international holding company. What was the turning point in realising the need to transform into the RedCore business group?

You know, it wasn’t one specific moment of a large structural turnover. It was rather a confirmation of the fact that independent services were allocated into their own business structures. We have been working in igaming for over 9 years, and all this time, we have not only been engaged in operational activities but have also constantly identified issues faced by operators in different geographies and areas, created centres of expertise, and developed in-house products to solve specific issues.

At some point, it became clear that we had accumulated sufficient expertise and technological base, so it was simply irrational to limit ourselves to one industry. Each of our internal products was essentially a ready-made solution that could work far beyond igaming.

So the transformation is the result of your internal development?

Absolutely. It is a natural evolution from developing solutions for our own needs to creating B2B products demanded by the market. Thanks to the fact that we did everything in-house, each product turned out to be customised and scalable for different types of businesses.

But it’s not just about the products. We are ready to share the expertise of our teams — this can be that fresh outside perspective, which is sometimes so lacking to get out of the box.

Let’s talk about the RedCore portfolio. Antifraud, payments, communications, martech — why did these areas become priorities?

We never intended to simply create a product to sell on the market. All of our areas of focus are the result of working with real problems faced by our partners and internal clients.

Think about any business: it always has two main goals — to earn more and reduce costs. We built our expertise at the intersection of these goals and the specifics of the business.

Could you give specific examples of how these solutions work outside of igaming?

Sure. For example, Frogo. In fact, it is a large computing engine for real-time risk scoring of any transactions. The industry does not matter; anything can be scored: financial transactions, web events, taxi orders, food delivery, even employee activity logs in admin panels. Any online business has anomalies that lead to losses, and we identify them.

Communications Hub grew out of our own pain point of managing a complex customer communications infrastructure: SMS, flash calls, messengers. We created a platform with smart routing, analytics, and budget savings without compromising quality. Today, this solution can work not only in igaming, but also in e-commerce, fintech, banking, and anywhere that requires large-scale communications.

We have Pay.Partners, a solution for media buyers and webmasters who need to manage their finances quickly and without unnecessary hassle. Easy payment methods in a single interface — everything digital teams need to work flexibly and scale up while complying with all legal requirements.

One of the areas of activity of your business group is RegTech — regulatory technology. This is quite a bold step. Why did you decide to take this direction?

The igaming industry is very specific, and without detailed knowledge of how it operates, it is impossible to establish the right regulations for the business to run smoothly. For us, RegTech is a natural development of our expertise in highly regulated markets. We are already advising the governments of three countries, building a bridge between regulators and the industry.

Regulation is not always only a technical issue, but also a political one. Where, in your opinion, is the balance between protecting the interests of the state and ensuring conditions for the industry’s growth?

You are absolutely right. The activities of igaming companies are always a fine line between big money and big responsibility.

The state’s task is to recognise that the igaming sector always has a target audience that will gamble regardless of whether gambling is prohibited in the country or not. At the same time, it is important to maintain a balance between state control, protecting the interests of players, protecting businesses, and relevant legislation, including tax legislation.

But authorities often choose the path of prohibition…

Unfortunately, yes. Very often, the igaming sector becomes a political arm in the “fight against evil.” However, such tools can only force the market into a grey area and lose control over it.

I am sure that the government agencies of certain countries may lack the expertise and tools to build this sector correctly, with benefits for both the country’s economy and business. We have these tools, and we are ready to share them.

So your role is to be an intermediary between the industry and regulators?

Exactly. I believe that igaming can operate according to the internal rules of each country, for the benefit of players, and make a significant contribution to the economy through tax payments. All that is needed is the right approach and a high-quality mediator who can bring both sides together.

In addition to developing its own products and consulting for regulators, what other strategic areas is RedCore developing?

We are actively developing our investment arm, supporting young projects because we understand how difficult it is to scale up with a good idea and product at the MVP stage when you are just starting out.

How does your approach to investment differ from traditional funds?

We have a comprehensive approach. It consists not only of financial investments but also of a SMART approach. We have learned to assess potential and understand whether we can help scale the business using our own capabilities. This allows for rapid growth and enables companies to become profitable much faster.

At the same time, we help structure businesses from a legal and financial perspective, which is also important for startups. I am sure that young talent and new technologies need to be given a chance to enter big business and prove themselves.

“We have learned to assess potential and understand whether we can help scale the business using our own capabilities.”

Marina Ilina, CEO & founder at RedCore.

What areas are you primarily interested in?

We are considering projects in igaming, MarTech, AI, and WEB3. It is important that the projects can strengthen both our business group and the industry as a whole.

Finally, let’s look to the future. What are your main strategic goals for RedCore for the next 3-5 years?

I want RedCore to continue to develop its expertise and make it available to both operators and selected countries.

I want the industry to move out of its borderline uncertain status and become a business sector adequately perceived by society. For this purpose, we will continue to create high-quality products and develop tools for managing not only the igaming business.

“I want the industry to move out of its borderline uncertain status and become a business sector adequately perceived by society.”

Marina Ilina, CEO & founder at RedCore.

So you want to change how the industry is perceived?

Absolutely. I have always believed and remain confident that the tools created in igaming are cutting-edge, both in terms of technology and approach. This is due to the high user load and constant innovative approach.

So what are your specific ambitions in terms of figures or positioning?

We will introduce our tools into new areas and become one of the top three leaders in all areas we launch. I trust in the quality of our products and that using them in different businesses will let owners earn more and faster. These aren’t just words; it’s our responsibility to the market.