Hennadiy (Gena) Novikov is the Head of Consulting at 4H Agency, global gambling advisory in the fields of licensing and payments. Prior to joining 4H Agency, Gena held a position as a member of the Ukrainian Commission for Regulation of Gambling and Lotteries. As a result, Gena is familiar with the state’s perspective on gambling regulations and is able to use this knowledge to offer high quality insights on the issues of our industry.