Sue Schneider, a veteran with over 40 years in the gambling industry, is leading a new initiative to support innovation and diversity in the iGaming sector. Her latest venture, Defy The Odds, aims to foster new talent and ideas, leveraging decades of industry experience to drive growth and transformation.
Defy The Odds, co-founded by Schneider alongside Paris Smith and Kelly Kehn, is a startup launchpad designed to promote diversity and innovation in iGaming.
Speaking to Hannah Gannage-Stewart at COMPLETE iGAMING, Sue Schneider said: “Collectively, we figured out that we have 80 years in the industry,” highlighting their extensive expertise.
The initiative, born from a brainstorming session at Smith’s Curacao home, is not just about funding but leveraging networks to support startups.
The startup launchpad focuses on connecting new businesses with necessary resources and networks. “We love startups, we love innovation, we love diversity. So, it just kind of came together,” Schneider recalls. Despite initial thoughts of creating a fund, they opted to use their extensive connections to benefit the industry instead.
Schneider’s involvement in iGaming began in 1995 when her publication evolved into an early affiliate site. She later founded major industry trade shows like GIGSE and AIG, eventually selling them to Clarion in 2006. Her path crossed with Smith in the late 1990s, and she became acquainted with Kehn a few years later. Their shared passion for startups and innovation led to the creation of Defy The Odds.
Defy The Odds has attracted considerable interest, with media coverage aiding in connecting with startups. Schneider notes, “We really thought we were going to have to beat the bushes more, to be honest with you.” The initiative currently supports around eight startups, starting with short-term relationships that often extend due to the value provided.
The trio also seeks to expand their reach by partnering with educational institutions like Zero Labs at UNLV, broadening their network beyond their immediate circle. An upcoming online platform aims to unify investors, startups, and other stakeholders, fostering a cohesive iGaming community.
Beyond Defy The Odds, Schneider continues to advocate for iGaming in regulated markets, navigating the complexities of legislation and regulation. She remains optimistic about the industry’s growth despite current challenges. “I started in 1995, and I have seen cycles,” she reflects, noting the ongoing evolution of the sector.
Schneider is particularly interested in addressing the regulatory challenges posed by prediction markets and sweepstakes, which she sees as both loopholes and potential innovations. Her pragmatic view of these controversies illustrates her understanding of the industry’s legal landscape.
Despite the hurdles, Schneider remains committed to building a robust foundation for iGaming’s next wave of innovators. The path forward involves not only regulatory advocacy but also fostering a supportive environment for new entrants to thrive. As Defy The Odds continues to evolve, Schneider’s leadership will undoubtedly play a crucial role in shaping the future of iGaming.
