Dainis Niedra is a person whose career in the iGaming industry spans numerous transformations, challenges, and victories. From his early days in poker to creating his affiliate programs and serving as Chief Operating Officer at Entain, his journey inspires bold decisions and constant growth.
Niedra answers 10 questions from SBC Eurasia about key moments in his career, challenges, and important lessons learned over the years.
– What was your first job and what led you to pursue a career in the iGaming industry?
– It all started with poker, many years ago. First, playing in a circle of friends, then tournaments in casinos, and eventually opening and managing a poker club. The poker club had a large number of major loyal players. They always had difficulties related to playing online – rakebacks, payment systems. To solve these kinds of problems, we created our own affiliate program, which covered all the major online networks at the time. I think this can be considered our full-fledged introduction to the iGaming industry.
– What was the single biggest turning point in your career?
Starting at the age of 20, I worked in several fields at the same time. Gambling was one of them. However, I never thought I would end up focusing solely on that path. I saw myself more in HoReCa or the entertainment industry. At one point, I had to make a choice — I was considering opportunities at Red Bull, Coca-Cola, and British American Tobacco. In the end, the stars aligned, and I became part of a growing iGaming company that later became Entain.
– What have been the biggest challenges you’ve faced in your career, and how did you overcome them?
– I would highlight two main challenges that are partly interconnected. The first is the very rapid growth of the business, which you simply can’t keep up with. Every new quarter brings the launch of a new brand, entry into a new market, acquiring and integrating someone, or being acquired and integrated yourself. Teams grow so quickly that every year, you have to reassess the structure and job responsibilities. In offline business, everything was significantly slower.
The second challenge, which took me some time to adjust to, is the constant and never-ending change. These changes could be of any kind, and most often were extremely unpredictable. They can be driven by both internal and external factors. At some point, you just have to accept it – not try to fight it, but learn how to live within the chaos. Focus on what you can control, and spend less energy on what you can’t change or predict.
– Who has been the key mentor in your career, and what is the best piece of advice you ever received that still drives your work today?
– I’ve met many truly talented and capable people. There are a few individuals who have influenced my perspective on the industry. Sadly, some of them are no longer with us.
I have a mentor in the industry whom I go to with questions, ideas, thoughts, and concepts. I think the main message he’s drilled into my head is this: you have to see opportunity in everything and always maintain a positive outlook. It might sound a bit childlike, but more often than not, the truest insights are the most simple and obvious ones.
– What advice would you offer to those just beginning their journey in the industry?
– My advice is extremely simple – never stop learning. The moment you tell yourself that you know everything about this business will mark the end of your career.
– You’ve seen the iGaming industry evolve over the years. What are the biggest changes you’ve witnessed, and where do you think the industry is heading next?
– I’ve witnessed two major shifts over time – the transition from desktop to mobile, and a sharp shift in user behavior from betting to slots. This was driven by significant product improvements, a surge in content availability, and the deep penetration of digital marketing.
There are three major trends that are already clearly visible today:
- Gamification and personalization – this is still in its early stages compared to the casual gaming industry, but now, with AI, everything can be done much faster.
- A turning point in the balance between regulated (white) and unregulated (grey) iGaming. Previously, no one even considered local licenses, then suddenly everyone shifted toward them, and now it feels like the industry is beginning to reassess and weigh the pros and cons again.
- Crypto and blockchain – not just for payments, but also for smart contracts in games, decentralized platforms, and so on.
– You’ve made bold moves throughout your career. Do you have a personal mantra or philosophy that guides your professional decisions?
– Let’s go with two mantras – one more philosophical, the other more practical:
‘I am a great believer in luck, and I find the harder I work, the more I have of it.’ And – ‘Hire slow, fire fast.’
– What accomplishment in your career are you most proud of, and why does it stand out to you?
– There are several launched projects and brands built from scratch that I’m proud of – both the work and the results. But my greatest achievement, I believe, is the team we managed to build and that I’m still honored to be a part of to this day. None of it would have been possible alone.
I truly believe that success isn’t a sudden flash – it’s the result of steady, meticulous daily work. What’s the secret to a perfect English lawn? – There is none. You just have to mow it. Every day. For a hundred years.
– iGaming is known for its fast-paced and innovative environment. How do you stay inspired and maintain your creativity amidst the industry’s rapid evolution?
– I try to read a lot about the industry and use every opportunity to talk to people who live and breathe this business. I aim to replace inspiration with discipline, and as for creativity, it’s just like any other skill. You have to train it constantly, and if you do, it won’t be a problem.
– Looking back, is there anything you would have done differently in your career? What lessons have you learned from any missteps or regrets?
– Scars make a man more handsome. So, I wouldn’t change a thing. The main lesson? – To trust myself and my intuition more.
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