There was a moment on the 19th March episode of the All-In podcast where they were interviewing Jensen Huang, CEO of Nvidia, that stopped me mid-listen.
Podcast moderator David Sacks set it up: the old software playbook is build horizontal, generalise, sell wide, then add customisation at the end. Then Huang flipped it.
"I believe that these platform companies themselves have the opportunity to become experts, players in that vertical field, and true masters of a specific area."
It landed because that old software logic is almost exactly the model Pretty Technical used to run — and what we've spent the last six months moving beyond.
Products first, then something bigger
For most of our history, we were a products-first business. Clients came to us, we'd sell them a licence to the source code of our platform, then sell them a team to configure it, get it live, and deliver their roadmap. The product was the centre of gravity. Everything else orbited around it. That model served us well. But something shifted. Clients stopped coming to us with "We need a platform." They started coming with something much bigger: "AI is exploding. We have no strategy. We don't know where to start."
Services first, software inside the relationship
Today, Pretty Technical is a services-first AI technical partner for the iGaming industry. The software — whether our own products or bespoke enterprise software we build for you — is what we deliver inside that relationship. Not the reason for it. When the product is the centre of gravity, you're always selling the next feature. When the partnership is the centre of gravity, you're invested in your client's outcomes across the whole organisation. You build something that compounds.
Project Zero
One thing we've been working on is called Project Zero — a structured way for iGaming operators to answer exactly those questions: where to start with AI, how to implement it in a way that's measurable, and how to build trust in it within a regulated environment. The operators I want to work with aren't looking for a software vendor to manage. They're looking for a partner who brings deep domain expertise, genuine AI capability, and skin in the game.