Interview with Nadiya Attard (Head of Sales at NetEnt)

First, I would like to ask you to shortly introduce yourself and tell us when and why you started working in this industry.

I entered the gambling industry more than 11 years ago, juggling my studies alongside working at land-based bookmaker Pari Match.

Fast forward to 2006 and I found myself moving to Malta, where the online gaming boom was just beginning to hit the sunny island.

Betfair handed me my first opportunity and it was great, but I was always keen to work on the supplier side of the industry and thankfully NetEnt saw the potential in me.

My hard work at university saw me leave with a Masters in programming, so I have much more appreciation for what NetEnt does as a supplier. They make it an artform.

It’s not just a case of cloning the latest releases and churning them out, the whole team works meticulously to create the highest quality product possible and it’s really rewarding.

Will you please speak about the strong sides, values of the company that led to this great success?

NetEnt’s global core values are a vision of where we want to be as a brand, with the aim to enhance rapid growth and innovation while attracting quality and highly self-driven employees.

Supporting one another in this fast-moving industry and showing our passion daily is the key. We’re all leaders within the business and it’s helped us progress to where we are today.

NetEnt is a leader of digital casino industry providing several services. Please inform us on these services.  Which are the most successful ones?

To power a successful casino in such a fast-growing industry you need an extensive range of top performing content, as well as a smart management tool.

For example, our CasinoModule is a complete gaming solution comprising exactly that; premium games such as Gonzo’s Quest and Warlords, and a powerful back office to give operators peace of mind.

As well as exclusive branded titles such as Guns n’ Roses and the soon-to-be-launched Planet of the Apes, we also offer the customisable NetEnt Live casino and the biggest pooled markets in the industry.

But just as importantly we offer a range of extensive services including bespoke marketing and technical services to ensure your successful casino always runs smoothly.

Will you please tell us our readers what role you undertake in the company’s life? What are your tasks and responsibilities?

My official title at NetEnt is Head of Sales, so my task it to bring in as much new business as I can, while also ensuring all new customers meet our high standards in terms of compliance. This is especially important as NetEnt is the leading supplier in regulated markets.

Of course, it helps my cause that NetEnt’s products are of the highest quality, but it’s important we impress operators with our services around the games too.

We have a strong culture of team-work at NetEnt. All members of staff are team members and this ensures we offer the highest level of service at every level.

One of our core values is actually ‘Together we Win’ and that is together as colleagues, but we also strive to win together with our customers.

We have close relationships with, legal, compliance, finance and account management departments to ensure the whole business works as one as we push ahead as a brand.

Which were the most difficult periods in your career at NetEnt and what do you consider your personal success?

It’s very easy for your mind to stray in Malta. There’s an influx of new suppliers and operators looking to fill roles with experienced heads.

Recruiters contact you all the time with crazy promises and job titles, but I always remember to look at the big picture and just enjoy what you are doing.

At NetEnt, they aim to make you feel as comfortable as possible. The freedom and trust is priceless and everyone helps one another in order to strive towards a common goal and although at times it is hard work, the feeling of accomplishment afterwards is the best reward.

I have read on the website of your company that it has recently dropped one of its highest ever jackpots.  I am sure that our readers would like to know more about this great piece of news. Will you please share some details connected to this?

It’s true, one of our Norwegian players kicked off the summer by winning an astonishing €7.5million when playing the desktop version of our popular Norse mythology-themed title Hall of Gods.

NetEnt has now paid out more than €54million this year, with a UK player landing a €7m haul back in December when playing the aptly-named slot Mega Fortune Dreams.

Another NetEnt customer also claimed a jackpot in excess of €5million on the same game earlier on July 2nd via Leo Vegas.

Mega Fortune currently hold the Guinness World Record for a record-breaking pay-out on an online slot machine of €17.86m back in January 2013.

The company has been growing in amazing pace, but to continue this process it needs a clear vision and plans for the future. Which are these plans?

Rather than resting on our laurels, we continuously push the boundaries of what can be achieved when it comes to technology and gamification in the industry.

Our attention to details on slots titles is second to none, and it’s that quality control that keeps us one step ahead of the chasing pack in everything we do.

The hard work that goes on behind the scenes is essential and one vision I am excited to see develop going forward is NetEnt’s new 50/50 gender balance goal.

This will see a 50 per cent split between male and female staff across the business, including at managerial level.

Our Sales team received a Women in Gaming Award earlier this year which is a great boost as we look to drive down the diversity split.

If you could change anything in the world of gambling what would that be?

It would be beneficial if universal regulation could be brought into the industry, especially as more and more markets are becoming regulated.

At the moment conforming to different regulations in different territories is very resource consuming and it feels as though there could be a much simpler format we could follow.

Where would you like to travel the most in Central Europe?

As a Ukrainian-Maltese working in Malta, it’s safe to say travel is quite often on my agenda. I obviously love going home to see my family, but I also enjoy exploring new places.

One of my favourite destinations to visit is Vienna. The architecture is stunning and the food similar to that of the Ukraine. I guess you could say it’s a home away from home.

Which are those places in Central Europe that you are not interested in and you would not like to visit them?

I love to explore and soak up new experiences in new towns and cities across Europe, so I wouldn’t say there is anywhere I would really look to avoid.

Stockholm is a beautiful place that I love visiting and we have amazing new office there. However, it was a shock to the system visiting there from Malta in March and having to dig out my winter coat!