The Companies Winning in iGaming May Not Be the Biggest – Just the Most Agile

The iGaming industry has changed dramatically over the past two decades. What was once a relatively simple and lightly regulated sector has evolved into one of the most competitive and technology-driven industries in digital entertainment.

In an exclusive interview with iGaming News Today, Nadiya Attard CCO at Imagine Live shared insights from her 20-year journey across both B2C and B2B gaming, discussing leadership, regulation, AI, and the future of industry growth.

Q1 . Can you tell us about your journey over these 20 years in iGaming?

Nadiya:

It flew very fast. I love the gaming industry. A big plus for me is that I made my way from the bottom to the top, so I understand everything closely. I started in betting shops before online gaming even existed, and I understand betting very well. I spent around ten years on the B2C side across sports, casino, and poker, and later moved into B2B, which I personally enjoy more. My B2C experience helped me understand customers much better, and that allows me to offer better service. I’ve also seen the industry move through major regulatory changes, so I understand different markets, what works, what doesn’t, and how to approach partners properly. On the leadership side, I’ve worked across many functions, so when I build teams, I know what tools people need to succeed. I believe in giving strong guidance at the start, building trust, avoiding micromanagement, and helping teams grow independently.

Q2. What are the biggest changes you have seen in the iGaming industry over time?

Nadiya:

The industry changes constantly, but I would say regulation has been the biggest change. When I started, it was like the wild west. It was much simpler then, and there were only a few major casino suppliers. Now competition is massive, with hundreds and thousands of companies across every product vertical. Today, it’s not only about having a good product. You also need attractive commercial model, agility, and the ability to move quickly. Technology has changed a lot too, and companies now need much stronger tech behind the scenes. AI is also a major development. It has already been working behind the scenes for some time, and we have started implementing it ourselves in areas like fraud monitoring and dealer behaviour analysis. I think the companies that are more agile and modular will win, while companies that are less flexible will fall behind.

Q3. As a commercial leader, what is most important when building long-term business growth?

Nadiya:

You need to be ahead of trends. You need to know what is going to happen next. It’s not enough to only look inside the industry. You also have to look outside the industry, understand what players want, and see how behaviours are changing across generations. Younger and older audiences have very different expectations and motivations. If you only follow what everyone else is doing, you will always be behind. You need to be at least half a step ahead. For me, that means looking at what tech companies are doing, what’s happening in Silicon Valley, and also what broader marketing and influencer trends are emerging outside gaming. Then you can bring those ideas into your own business and stay ahead while continuing to deliver a strong product.

Q4. What major changes do you expect to see in iGaming by 2026?

Nadiya:

I would say AI is the major change right now. It is changing so many things and it is a real game changer. Companies that implement AI into their operations, products, and workflows in the right way will gain huge momentum and multiply their output. But it should not be done blindly. I don’t think it should simply replace humans. There needs to be a balance between AI and people. Companies that are more flexible and less dependent on legacy technology will find it easier to adapt. Older companies often struggle because their systems were built years ago and are harder to modernise. Today, if you are building technology, you already need to be thinking about what will happen in five years.

About Imagine Live

Imagine Live is a live casino provider focused on technology-driven gaming experiences, operational innovation, and scalable solutions for global gaming markets.