Alex Serrano - Cofounder at Calimaco
Alex Serrano – Cofounder, Calimaco
Over more than two decades, he has worked on highly complex projects for top-tier operators and providers in Europe, North America and Latin America, participating in the design, implementation and optimization of platforms that integrate casino, sports betting, poker, bingo, lotteries and new verticals such as fantasy sports and e-sports. His perspective combines technical knowledge, business vision and a very practical understanding of how to scale operations in regulated markets.
Currently, as co-founder of Calímaco, he leads the development of a modular, API-first platform designed for Tier 1 operators seeking flexibility, control and sustainable growth. His previous experience as COO and project manager in leading PAM systems allowed him to live the business from the inside, with direct responsibility for operations, product and results across multiple jurisdictions.
We spoke with Alex Serrano to delve into his professional journey, his view on the role of technology in the future of gaming and the lessons that a career built at the intersection of innovation, regulation and real-world operation leaves, in a new edition of More than a Game.
The Origin
Where were you born?
I was born in Madrid.
If today you could walk through the neighborhood where you grew up as a child, what would you remember?
I grew up in a neighborhood in Madrid that in the 1980s was hard hit by drugs, a place with many shadows but also a strong neighborhood identity. Over the years, that same area transformed until it became one of the most modern neighborhoods in the capital. If I walked its streets today, I would remember the doorways full of life, the games in the street, the conversations between neighbors and that mix of toughness and solidarity that marked daily life.
If you could turn back time to those years, what would you like to be doing?
I would like to be living those moments with more awareness, enjoying the small things without rush: playing in the street until it gets dark, listening to the elders' stories and absorbing everything happening around me without yet knowing how much it was shaping me.
Which part of that child is still present in your life?
What remains is curiosity, the ability to adapt and a somewhat critical but hopeful outlook on reality. Also still present is the importance I place on people and the environment, something you learn when the neighborhood and community carry so much weight in your childhood.
What did that child dream of working as when they grew up?
They dreamed of having a job that would allow them to leave the neighborhood, experience other worlds and, in some way, demonstrate that the place they came from did not define their limits, but their strength.
Career Path
What was your first paid job?
My first paid job was at 16, selling ice cream in bars.
What was your first job in the world of betting/gambling?
My first contact with the world of betting came almost by chance. At that time I had a company and we were looking for investors in order to grow. After many meetings, one of them told me something that changed the course of my career: “I'm not interested in investing in your company right now, but I am interested in you joining me on a very interesting project I'm creating.” I was mentally and physically exhausted, and my mother and the woman who is now my wife convinced me not to let that opportunity pass.
That project was Tecnalis. That was where I really began to learn about the betting industry and I learned a lot about its operations, its complexity and its enormous potential.
What do you enjoy most about this industry?
It's an industry in constant evolution. Technology, regulation, user behavior and competition change all the time, which forces you to keep learning and not become complacent.
What trends will shape the future of betting in the next 5 years?
Data-driven personalization, advanced use of artificial intelligence, increasingly strict regulation and a growing focus on responsible gambling will clearly set the sector's course.
What worries you most about gambling addiction?
I am especially concerned about the normalization of the problem and the lack of early detection. Gambling addiction not only affects the player but their entire environment, and as an industry we have a responsibility to prevent, educate and act.
If you had to choose a boss who shaped your professional trajectory, who would it be?
I would choose a boss who trusted me even when I didn't yet have all the answers, someone who demanded a lot of me but also gave me room to make mistakes and learn.
What was the best professional advice you have received?
“Don't make important decisions in the heat of the moment.” Learning to stop, analyze and think in the medium and long term has been key in my career.
If you had to sum up your leadership philosophy in a single sentence, what would it be?
Set clear expectations, lead by example and always listen before deciding.
What do you value most in a job, beyond the salary?
The human environment, the possibility of learning, the real impact of my work and feeling that there is a purpose beyond immediate results.
If you hadn't worked in this industry, what other profession would you have liked to pursue?
Something related to teaching or communication, professions that allow sharing knowledge, positively influencing others and constantly learning.
Ping-Pong Questions
Which book would you recommend?
The Tibetan Book of the Living and the Dead.
A movie that left a mark on you?
The Arrival (La llegada).
A favorite food?
Mediterranean cuisine, especially croquettes.
Wine or beer?
Wine.
A place in the world to live?
Madrid, for its quality of life and roots, although with frequent getaways.
A pending dream?
To devote a stage of my life to a personal project, unhurried and with purpose.
A hobby or passion outside of work?
Traveling and discovering other cultures.
A personality you admire?
Nelson Mandela, for his leadership and resilience.
Work at the office or at home?
A combination of both, seeking balance and efficiency.
A day at the beach or in the countryside?
In the countryside.
Employee or entrepreneur?
Entrepreneurial in spirit, even when I'm an employee.
Born or made?
One is born with something, but above all it is made over time and through learning.
Family & Friends
If your parents had to describe you without mentioning your position or achievements, what would they say about you?
They would say I'm a hardworking person, sometimes stubborn, but with clear values. Someone who tries to do things right, who doesn't give up easily and who places great importance on family and keeping one's word.
How would your friends describe you?
They would probably say I'm loyal, direct and that, although I don't always say what others want to hear, they can count on me at any time. Also that I know how to listen, even when I don't have all the answers.
Who is that person who still dares to tell you “you're wrong” when everyone else tells you you're right?
My family and a couple of very close friends. They are few people, but enough to keep me grounded.
To what extent has your family influenced where you are today?
They have influenced everything. Not so much through direct opportunities, but through values, education and unconditional support.
Which person, who is far away or no longer physically here, would you like to give a hug to? What would you say to them?
To my aunt Mariajosé. I would give her a long hug and tell her that everything she taught me is still very much with me.
Successes and Failures
What would you tell your younger self who at some point was suffering or about to give up?
Hang on a little longer; not everything that hurts is a mistake, and many of those difficult stages are giving you tools for the future. Don't be afraid to ask for help.
What was the most difficult decision you made in your career and what did you learn from it?
Closing a professional chapter in which I had invested a lot of time and emotion. I learned that being able to let go is also a way to move forward.
What has been your greatest achievement and what did it mean to you?
Having built a career consistent with my values. It proved to me that you can grow without losing your identity.
The Legacy
Where do you see yourself in 5 or 10 years?
Active, with energy, and contributing value beyond the job title.
How would you like to be remembered?
As someone consistent, approachable, and honest, who treated people well.
If you had to give one piece of life advice to someone else, what would it be?
Don't be in a hurry to arrive, but don't be afraid to take action.
What question have you never been asked in an interview that you would like to answer?
What makes you feel proud when no one is watching?
The answer would be: knowing that I try to make fair decisions, even when they aren't the easiest.
Which colleagues in the industry would you like to see responding to this piece?
To professionals with diverse careers, who are not afraid to talk about both successes and mistakes.