Christian Heins
Director IGaming At Tipico | Commercial IGaming Strategy | Digital Marketing & Growth | Speaker & Moderator
San Giljan
Summary
Internationally recognized iGaming expert and business leader with nearly three decades of experience in online gaming, media, and marketing. Successfully transformed strategy into action and built scalable structures to drive results in highly regulated environments. Instrumental in repositioning Tipico's online casino business, expanding market presence, modernizing tech infrastructure, and establishing it as a core growth driver within the group. Known for launching industry-standard initiatives and co-founding ventures under challenging conditions, combining strategic foresight with operational execution to drive growth and innovation in regulated tech markets.
Overview
29
29
years of professional experience
2
2
Languages
Work History
Director iGaming
Tipico
08.2022 - Current
- As Director iGaming at Tipico, I serve as the strategic and operational champion of the company's online casino business, reporting directly to the Chief Commercial Officer (CCO). I lead a cross-functional team across marketing, CRM, and operations, driving innovation, regulatory excellence, and commercial growth within one of Europe's most demanding gambling markets.
- My key mandate has been the full transformation of our iGaming operations from an MGA-licensed environment to full compliance under the German GGL regime, including the technical integration with the national LUGAS system. This complex shift required not only regulatory alignment, but also a fundamental evolution in technology, culture, and go-to-market strategy-successfully delivered while maintaining business continuity and performance.
- Beyond Tipico, I actively help shape the broader industry. I founded the German Gambling Gathering, a recurring network of licensed operators in Germany, fostering collaboration, data sharing, and regulatory alignment across the sector. I also initiated our Trusted Partner Program and an internal Code of Conduct, setting quality and compliance benchmarks for providers, media partners, and platforms.
- As a recognized industry Market Maker, I focus on delivering real competitive advantage through bold vision, operational execution, and empowered teams. My leadership style is defined by clarity, accountability, and a deep understanding of both the regulatory and commercial dynamics of the iGaming space.
Managing Director - Masterpiece Gaming GmbH
ProSiebenSat.1 Media SE
08.2020 - 08.2022
- As Co-Managing Director and CMO, I was responsible for building JACKONE from scratch as part of a corporate incubation by ProSiebenSat.1 SE. I led both the marketing and product development domains, managing the full go to-market lifecycle from business planning to operational launch-across Germany and Malta.
- In collaboration with internal and external experts, I directed the creation of a fully compliant, consumer-facing sportsbook product tailored to the German market. This included defining the product roadmap, overseeing UX/UI development, and aligning technology partners and regulatory requirements.
- At the same time, I developed and executed a high-impact acquisition and brand strategy, optimizing the full conversion funnel and media mix to ensure a scalable cost-per-acquisition model.
- The business was launched within 11 months, despite COVID-19 constraints, and quickly gained traction in terms of brand awareness and user engagement. I also represented the company within the German Sports Betting Association (DSWV), contributing to regulatory discussions at the national level on behalf of the ProSiebenSat.1 Group.
- Although the group ultimately deprioritized JACKONE due to long-term regulatory and tax uncertainties in the German market, the venture delivered valuable strategic and operational insights. It demonstrated what's possible when product innovation, regulatory readiness, and entrepreneurial speed are aligned within a corporate structure.
Managing Director | Geschäftsführer
DVTM - Deutscher Verband für Telekommunikation und Medien e.V.
06.2019 - 07.2020
- As Managing Director of DVTM, a long-standing policy and industry association at the intersection of digital media, telecommunications, and regulation, I was responsible for driving the strategic growth and operational management of the organization. In this role, I focused particularly on regulatory advocacy within the gambling sector, helping shape the revision of the German State Gambling Treaty 2021.
- I led cross-industry working groups that developed position papers and regulatory proposals-grounded in data and legal analysis-which contributed to the association's success in influencing national legislation. I also significantly increased DVTM's visibility through proactive public relations efforts, including media placements, industry panels, and political roundtables.
- Under my leadership, DVTM expanded its membership base by bringing in major stakeholders from the gambling sector and strengthened its credibility as a neutral and informed voice in regulatory discourse.
Founder & Partner
iTV Gesellschaft für interaktiven Medienmehrwert mbH
07.2014 - 07.2020
- Provided strategic advisory services to digital businesses, with a focus on iGaming, affiliate marketing, and crypto ventures. Delivered interim management for startups and transformation projects, supported investment structuring, and guided portfolio expansion. Led the operational turnaround of a gambling company and advised a listed firm on successful M&A activity. Also developed and launched a private investment vehicle for a client in the gaming sector.
Member 'Code of Conduct' Commission | Mitglied der Kodex Kommission
DVTM - Deutscher Verband für Telekommunikation und Medien e.V.
06.2017 - 06.2019
- The DVTM's 'Code of Conduct' is a practical guide for companies navigating legal regulations in marketing and service design. Designed for accessibility, it provides planning stability in a fast-paced world. The Code is user-friendly, featuring interactive elements for an engaging exploration of regulations.
- Helpful guides simplify complex content, making it easily understandable. Visual add-ons illustrate how to seamlessly implement requirements, bridging theory and practice for successful execution. The 'Code of Conduct' empowers companies with clarity, understanding, and a pathway to success.
Advisor
Wetten.com
12.2016 - 12.2018
- Advised Wetten.com during its strategic repositioning from a licensed sportsbook operator to a digital affiliate brand. Supported the transformation through insights on market positioning, product focus, and marketing strategy.
CEO & Co-Founder
TVSMILES (Now part of Verve Group)
07.2014 - 12.2017
- As Co-Founder and CEO of TVSMILES, I developed the business model and product from the ground up, establishing the company as a pioneer in mobile native advertising and one of the most widely used bonus apps in Germany. By combining gamification and advertising, we transformed passive ad consumption into an interactive and rewarding user experience-making TVSMILES a reference point in mobile engagement innovation.
- I was responsible for shaping the overall strategy, product roadmap, investor relations, and commercial growth. Under my leadership, the company scaled rapidly across Germany, Austria, Switzerland, and the UK, attracting millions of users and hundreds of direct brand clients. I personally acquired and managed a large share of our advertiser network and led the company through multiple successful funding rounds with leading VCs in Germany, the UK, and France.
- Internally, I built a collaborative, transparent company culture supported by agile workflows and digital tools-positioning TVSMILES not only as an adtech success story but also as an innovation-driven organization known for executional excellence and user-centric thinking.
Advisor
expertcloud.de
10.2010 - 11.2016
- At Expertcloud.de, I supported the business development of a fast-growing, cloud-based customer service platform redefining how organizations approach scalability, flexibility, and quality in customer interactions. As a strategic advisor and sparring partner to the management team, I contributed to shaping a remote-first operating model that connects skilled customer service professionals across geographies and cultures.
- Expertcloud.de enables companies to deliver high-quality, multichannel customer support by orchestrating distributed agent teams with precision and efficiency. The platform's agile structure allows clients to scale quickly while maintaining service excellence-offering a compelling alternative to traditional call center models. My focus was on strengthening strategic positioning and supporting operational scalability in a rapidly evolving service landscape.
Founder & CEO
iTV Gesellschaft für interaktiven Medienmehrwert mbH
01.2004 - 06.2014
- As founder of iTV, I built and led a digital innovation hub focused on performance-driven user acquisition, product strategy, and media-tech ventures. iTV served as both a company and an entrepreneurial platform-a 'digital playground' for launching, testing, and scaling new monetization models at the intersection of content, marketing, and technology.
- Over a decade, I successfully delivered a diverse portfolio of projects for both corporate and startup clients, often acting as an interim executive or strategic advisor: Conceptualized and launched the first online casino TV show in Germany, in cooperation with a leading Swedish sportsbook operator and a major German media house.
- Designed and executed more than 10 monetization models that played a central role in transforming a major German TV station from double-digit million losses to double-digit million profits during a turnaround initiative.
- Joined the relaunch leadership team of Germany's largest online gaming and e-sports community, including the development of a digital TV and VOD platform, which was later acquired by an international media group.
Director Sales & Online - 9Live Fernsehen GmbH
ProSiebenSat.1 Media SE
01.2002 - 01.2004
- As Director Sales & Online and member of the management team, I was responsible for driving revenue growth through strategic integration of advertising partners and for establishing the channel's digital business model.
- In this role, I helped transform 9Live into a commercially pioneering format for interactive TV-blending live entertainment with real-time viewer participation through quiz and lottery formats, broadcast 24/7.
- My focus included expanding the online monetization strategy and aligning digital offerings with the core TV experience. By positioning 9Live as a platform for performance-driven advertising and audience engagement, I contributed significantly to its financial performance and market leadership.
- 9Live became one of Europe's most profitable television channels by margin and was ultimately acquired by ProSiebenSat.1. Its innovative format marked a milestone in the evolution of interactive broadcasting-creating a model that connected entertainment, viewer participation, and monetization in entirely new ways.
Media Consulting / Sales Manager
Hamburg 1 Fernsehen
01.2001 - 01.2002
- At Hamburg 1, a regional TV station serving over a million households in northern Germany, I was responsible for classical TV ad sales and the development of new entertainment formats. Among other initiatives, I created and launched Germany's first live dial-in astrology show-an early example of interactive viewer engagement within regional broadcasting.
Media Consulting / Sales Manager
Zeitungsverlag Krause GmbH & Co. KG
01.1999 - 01.2001
Media Consulting
Kreiszeitung Wochenblatt
08.1997 - 09.1999
Military Service
German Federal Ministry of Defence - Bundesministerium der Verteidigung
08.1996 - 07.1997
Skills
- Competitive online gaming experience
- ROI-focused brand performance strategies
- Effective digital marketing tactics
- Brand development
- Market entry strategies
- Recruiting Top Performing Teams
- Entrepreneurship
- Driving growth in regulated markets
- Proactive problem-solving
- Proven Track Record in Gambling
- Great Industry Network
Awards
- Gründerszene Startup Newcomer des Jahres
- Germany's Startup Vote 2014 - #1
- Made in DE Award 2014
- App des Jahres 2013
- Gründerpreis der WLH für den Landkreis Harburg
Hobbies
- Passionate about culinary arts and gourmet cooking
- Enthusiast of emerging technologies, especially AI and its business applications
- Avid music lover with a wide taste—from classical to heavy metal—and frequent concert and festival attendee
Timeline
Director iGaming
Tipico
08.2022 - Current
Managing Director - Masterpiece Gaming GmbH
ProSiebenSat.1 Media SE
08.2020 - 08.2022
Managing Director | Geschäftsführer
DVTM - Deutscher Verband für Telekommunikation und Medien e.V.
06.2019 - 07.2020
Member 'Code of Conduct' Commission | Mitglied der Kodex Kommission
DVTM - Deutscher Verband für Telekommunikation und Medien e.V.
06.2017 - 06.2019
Advisor
Wetten.com
12.2016 - 12.2018
Founder & Partner
iTV Gesellschaft für interaktiven Medienmehrwert mbH
07.2014 - 07.2020
CEO & Co-Founder
TVSMILES (Now part of Verve Group)
07.2014 - 12.2017
Advisor
expertcloud.de
10.2010 - 11.2016
Founder & CEO
iTV Gesellschaft für interaktiven Medienmehrwert mbH
01.2004 - 06.2014
Director Sales & Online - 9Live Fernsehen GmbH
ProSiebenSat.1 Media SE
01.2002 - 01.2004
Media Consulting / Sales Manager
Hamburg 1 Fernsehen
01.2001 - 01.2002
Media Consulting / Sales Manager
Zeitungsverlag Krause GmbH & Co. KG
01.1999 - 01.2001
Media Consulting
Kreiszeitung Wochenblatt
08.1997 - 09.1999
Military Service
German Federal Ministry of Defence - Bundesministerium der Verteidigung
08.1996 - 07.1997
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