Chief Product & Marketing Officer at A GAME ABOVE ApS
Ismail Vali is a strategic marketing specialist fuelled by commercial discipline, creative ideas, curiosity for what makes players play, and dissatisfaction with the status quo.
Over his professional experience, Ismail has a proven track record of commercial and creative success across consulting, advisory and senior marketing roles, including as Head of Development for Ladbrokes, and Chief Marketing Officer for ParadisePoker, SportingBet and PokerStars – all three of which were taken to the status of global number one by the teams and initiatives Ismail led during his management.
An early entry into the iGaming industry, informed by an academic legal background, and constant exposure to the brick and mortar heritage, has provided Ismail with an awareness and understanding of many international markets, and how to effectively manage and run central and regional teams to focus upon lifecycle loyalty from committed customers, responding to “career-path” signposting of their playing hobby.
A pioneer of promotional schemes and marketing incentives – like The Million Dollar Freeroll, Slaget om Norden, Transfer Window and the 4 Nations Million Kr Challenge – to encourage mainstream response, registration and real-play retention, on a little but often revenue basis – Ismail is known for providing the place for players, and the point justifying their play.
A detailed focus upon the audience and consumers, and in particular the journey from customer to player for betting & gaming Brands, led Ismail to become a Co-Founder of, and the Chief Product & Marketing Officer for, marketing experience agency A Game Above.
Ismail is responsible for leading the creative direction and product delivery on A Game Above client missions across the globe, helping brands, product providers and content partners gain and retain customers across the long term view of lifetime value.