ICONIC21 targets 350+ jobs as Vilnius becomes a key European hub

ICONIC21 is expanding its presence in Lithuania with new offices in Vilnius and plans to create more than 350 local jobs. Alongside the investment, the game products provider has partnered with basketball club BC Rytas. In this interview, Rokas Benetis, ICONIC21’s Country Manager for Lithuania, explains its choice of Vilnius, its recruitment ambitions and how it hopes to build lasting connections with the local community.

ICONIC21 has opened new offices in Vilnius. Why was the Lithuanian capital the right location for this next stage of the company’s growth?

Vilnius stood out because of its strong talent pool, modern business ecosystem and growing reputation as a destination for international investment and innovation.

As we continue to expand across Europe, we wanted a location where we could attract ambitious people, build a long-term operation and create meaningful career opportunities. Vilnius offered all of those.

What does the investment in the new Vilnius office tell us about ICONIC21’s longer-term ambitions in Lithuania and the wider Baltic region?

We wanted this investment to reflect a long-term commitment to Lithuania. Our new facility will serve as a key operational hub, supporting our wider European growth while creating more than 350 local jobs. We see Lithuania as a base that directly supports our European operations and as an important part of our future.

Vilnius has developed a growing reputation as a hub for technology and international business. What advantages does the city offer ICONIC21 when it comes to attracting talent, fostering innovation and supporting future growth?

Vilnius is home to a highly skilled and internationally minded workforce, which is essential for a fast-growing business like ours. The city attracts people looking to grow their careers, while its business-friendly environment and strong infrastructure offer the right conditions for innovation and sustainable growth.

How significant do you expect the Vilnius operation to become within ICONIC21’s wider international business, and are there plans to expand the local team further?

We expect Vilnius to become one of our key operational centres in Europe. Recruitment is already under way across a range of roles, and the creation of 350+ jobs highlights the scale of our ambitions.

As the business continues to grow, we expect the local team to grow with it.

I’d encourage anyone interested in joining us to keep checking our roles every few months, even if they don’t see anything suitable right away. The shape of what we need will keep changing as our operations expand.

Alongside the new office, ICONIC21 has strengthened its presence in the city through its sponsorship of BC Rytas. What attracted you to the club, and why was this the right partnership for the business?

We were drawn to Rytas because of the depth of its roots here. This is a club Vilnius has supported for generations, and basketball is not something you can be indifferent to in Lithuania.

We’re a company that intends to stay in the city, so partnering with Rytas was the natural place to begin putting down roots of our own.

Sports sponsorships can be about much more than brand visibility. What do you want the BC Rytas partnership to achieve in terms of building relationships with the local community, employees and the wider Lithuanian market?

This partnership is about becoming part of the local community. It helps introduce ICONIC21 to potential employees, strengthens our connection with the city and demonstrates that we are investing in Lithuania for the long term.

We want people to see us not only as an employer but as a company that actively supports the communities in which it operates.

ICONIC21 operates within an industry that continues to attract debate around responsible gambling and the relationship between betting brands and sport. How do you approach that responsibility when entering into a high-profile partnership such as this?

Whenever any company enters the sporting world, there is a responsibility to ensure those partnerships are approached carefully and transparently.

ICONIC21 is not a sportsbook or gambling platform. We’re a provider and creator of game products. Responsible gaming considerations are crucial and at the forefront of our minds when we develop those products. Ultimately, our games are made to be entertaining.

That same principle guided us to sponsor Rytas. Basketball is a great, entertaining sport that brings people together, so we wanted to support it and help it grow.

Being involved in sport also raises the importance of acting responsibly, and we take this very seriously. We wanted to support that journey while continuing to invest in the Vilnius community.

Taken together, the new office and BC Rytas sponsorship suggest ICONIC21 wants to become part of Vilnius rather than simply operate from it. What would success in Lithuania look like for the company over the next three to five years?

Success would mean establishing Vilnius as a thriving, long-term operational hub, creating hundreds of career opportunities and building a reputation as an employer of choice.

We also want to be recognised as a company that contributes positively to the local community. If talented people in Lithuania see ICONIC21 as a place where they can start, develop and grow their careers, that will be a very strong measure of success.