20+ Years of iGaming Leadership – Imagine Live Appoints Nadiya Attard as Chief Commercial Officer
Imagine Live has appointed Nadiya Attard as Chief Commercial Officer, adding one of the industry’s most experienced commercial leaders as the live casino supplier enters a more strategically important phase of growth.
The appointment represents more than a senior executive addition. It signals a deliberate move by Imagine Live to strengthen its commercial infrastructure as it looks to convert operational scale into deeper operator partnerships, broader market penetration, and a stronger position within regulated live dealer markets.
With competition intensifying across the global live casino segment, the supplier’s next stage of expansion will depend not only on content delivery and studio output, but increasingly on enterprise-level commercial execution, regulatory capability, and structured go-to-market strategy.
A Proven Commercial Executive Joins at a Critical Time
Attard arrives with more than 20 years of experience across both B2C and B2B gaming, bringing a commercial track record built at some of the sector’s most established names.
Her career includes senior leadership roles at Betfair, NetEnt, Relax Gaming and most recently Elantil, giving her broad exposure to revenue growth, partnership strategy, product commercialisation and business scaling across highly competitive markets.
That background is commercially significant for Imagine Live.
Attard’s experience spans exactly the capabilities required when a fast-growing supplier begins transitioning from rapid expansion mode into a more mature institutional growth phase – where structured partnerships, account development, and long-term market positioning become more important than headline launch momentum.
Her appointment adds executive weight in areas that directly influence supplier valuation and operator adoption: commercial leadership, enterprise sales discipline, and strategic market execution.
Operational Scale Now Needs Commercial Conversion
Since launching in 2022, Imagine Live has expanded aggressively, building a meaningful operational footprint in a relatively short period.
The company has established studio capacity across Armenia, Romania and Spain, grown its portfolio to more than 150 live tables, and secured regulatory approvals across multiple important jurisdictions including the United Kingdom, Malta, Romania and Ontario.
That gives Imagine Live operational credibility.
However, infrastructure alone does not guarantee commercial scale.
The company’s next challenge is converting that footprint into wider operator distribution, deeper strategic partnerships, and disciplined execution across regulated markets where compliance standards are high and competition from larger incumbents remains intense.
This is where Attard’s appointment becomes commercially important.
Leadership Focus Shifts Toward Strategic Growth
CEO Martin Martirosyan positioned the hire as leadership necessary for the company’s next chapter, reinforcing the idea that Imagine Live is now entering a more structured growth cycle.
Attard has already outlined her commercial priorities, describing her vision as building a model that is “focused, scalable and built around the right partnerships.”
From an industry standpoint, that language points toward a clearer enterprise strategy built around:
- larger operator account acquisition
- stronger strategic integrations
- deeper regulated-market penetration
- more disciplined commercial execution
- scalable long-term partnership development
This is a notable shift from pure expansion toward commercial optimisation – a stage where supplier growth becomes less about footprint and more about monetisation efficiency.
What It Means for Operators and the Wider Market
For operators, Attard’s arrival could make Imagine Live a more structured and commercially aggressive supplier proposition.
In today’s live dealer market, differentiation is no longer driven solely by game presentation or studio capacity. Increasingly, competitive advantage comes from distribution strength, regulatory reliability, account servicing, and the ability to execute partnerships at scale.
With Attard leading commercial strategy, Imagine Live appears to be positioning itself more assertively for larger enterprise relationships across regulated markets.That could elevate the company from fast-rising supplier to a more serious long-term competitive force in the live casino category – particularly as operators continue looking for differentiated partners beyond the sector’s established leaders.
