Betting on the Long Game

For Thomas Berman, success in gaming hasn’t come from shortcuts or timing trends, but from persistence, teamwork and a focus on building something real.

As director of CRM and player engagement, sportsbook–North America at Bally’s Interactive, Berman has helped build the company’s sportsbook business from the ground up. When he joined just over two and a half years ago, the North America sportsbook product was in its earliest stages. Today, it is a sustainable business thanks to team members who bought into the same shared vision. One team. One goal. 

Building brands instead of inheriting them is a defining theme in Berman’s career. “I take the greatest pride in what we build and bring to life,” he explains. “How do you take a sportsbook from an initial concept to a live product that customers trust and sustainably engage with?”

Berman’s path wasn’t built on an established network or easy entry into the industry. Like many young professionals, he had to create opportunities from scratch. “Your network might be small at the start,” he says, “but that’s where resilience comes in. How do you keep pushing forward and staying optimistic as you build something bigger?”

Resilience and optimism still anchors his approach to both career and people. “You’re going to hear a lot more ‘no’ than ‘yes’ along the way,” he says. “But that one ‘yes’ can change everything.”

A few key relationships helped shape who he became. Prior to Bally’s and during his time at NYRA Bets, colleagues Jonathan Fowler and Jennifer Bayer left a lasting impression, not just through what they taught but how they showed up every day.

“They led with accountability, integrity and kindness, but they never lowered the bar,” Berman reflects. “They held people to high standards and proved that you can do both at the same time.”

That balance has influenced his leadership style. As a director, one of his primary responsibilities is “carving career paths for people on your team and helping unlock their potential,” he says. “Few things are more rewarding than witnessing someone’s journey from where they started on day one to the progress they’ve achieved today. That growth is where the real impact lives.”

Berman says development isn’t handed out—it’s earned. But once the potential is there, it’s up to leadership to unlock it. “I wish they could have the confidence in themselves that I see in them,” he says.

That philosophy extends to his view of team success. At Bally’s, operating as a smaller, more focused group has reinforced the importance of alignment and accountability. “If we’re going to succeed, we need everyone to roll up their sleeves and do it together,” he says.

Berman often draws parallels to sports, where success depends on every role being executed. “If you want to win,” he says, “everyone has to buy into their role.”

Looking ahead, his focus isn’t just on performance metrics and business growth, but on people. Over the next 12 to 18 months, his focus is on developing talent and, in particular, helping team members understand what it takes to reach the next level in their careers. “When a team is equipped with the right capabilities, resources and clear strategic direction, performance outcomes and sustainable growth naturally follow,” he says.

That long-term mindset also shapes how he views the industry more broadly. While trends come and go, Berman is more interested in what lasts. “What’s sustainable five years from now? Five years ago, everyone was talking about NFTs, but where are they today?” He cautions against overcommitting to short-term hype cycles.

For young professionals looking to break in, his advice is straightforward: stay resilient, keep pushing, and make your move. “You miss 100 percent of the shots you don’t take,” he says.

Being named to GGB’s 40 Under 40 list is meaningful, but for Berman, it’s less about recognition and more about responsibility. “I’m committed to empowering the next generation to channel that same ambition and achieve at a higher level,” he says.

For him, success isn’t just about what you build; it’s about who you help build along the way.