Hear from Entain Managing Director of Gaming Ciara Nic Liam

The gaming industry, once perceived as a male-dominated space, is rapidly transforming into a dynamic arena of opportunity for women.

With the sector’s continuous growth and diversification, there are a many exciting career paths - from game design and development to marketing, esports management, community building, and executive leadership.

The gaming sector is emerging as a powerful platform for women to thrive, innovate, and shape the future of interactive entertainment. As such, there are many exciting job opportunities available with prime employer for women, Entain.

Entain Managing Director of Gaming, Ciara Nic Liam, leads Entain’s in-house game development teams and the group’s personalisation and gamification strategy.

Entain has a global reach and presence. "We are one of the largest operators all the way around the world," says Ciara. "The customer is really at the heart of every decision we make. And I'm really lucky in Entain because we have such amazing data that surrounds all the decisions that we make."

Innovating entertainment for customers

With customers at the heart of everything Entain does, exclusive games play a vital role in the experiences its people create. Entain's exclusive titles are designed in-house by its world-class studio team or by its leading partners, meaning they're often not found anywhere else - original gameplay, tailored for Entain players.

Ciara defines an "exclusive game" as a game that customers can only play on an Entain brand, which creates a USP for these brands and a key reason to visit.

"When we think about design, we think about building those games with clear access to our customer data, so the chances of those games succeeding are much higher," explains Ciara.

“What we try and do when we think a game will really work is we partner with our suppliers to get that game before the rest of the operators out there. So, we get exclusivity on that game. We might launch it a month, a week. Sometimes we will make a big difference or we will work with the provider if we see a gap in their portfolio to build a game with them that we think our customers will love as well," continues Ciara.

“We’re always looking to bring more exclusive games for our customers whether that is through our in-house studio or working with our partners. If we look at brands like BetMGM, that is their number one USP in the US market - the broadest range of games and games that you can’t play anywhere else. It’s a key part of our strategy and something we work really hard on that we should expect to see grow well into the future," adds Ciara.

Entain employees are always working on what’s next, bringing fresh, exciting exclusives to the table to keep things entertaining and innovative for its customers. Join them!

Many impressive career achievements

A Gaming Intelligence Magazine HOT 50, Ciara has been featured for her success: "Hiring Ciara was a major coup for Entain, and her impact has been as significant as it has been immediate since joining the business in May 2022. She is one of the most experienced executives in the industry having held top-level gaming product roles at the likes of Paddy Power, William Hill and Betsson. Achievements over her distinguished career include launching Paddy Power’s first mobile casino and app, building Rank’s digital casino team in Gibraltar, overseeing the full rebuild of William Hill’s live casino studios and proposition, and centralising Betsson’s casino operations globally under her team. Her responsibilities now include leading Entain’s in-house game development teams and the group’s personalisation and gamification strategy. There are few others in this industry that could not only manage, but excel in such a diverse role, covering both B2B and B2C. Ciara’s success has been entirely on merit, and she is highly regarded by her peers. She is sure to continue to blaze a trail at Entain..."