Today, Casino Guru News is joined by Nicola Wallbank, who shares her experience in the iGaming industry, particularly as an Interactive Account Manager at AGS. Wallbank discusses the importance of authentic relationships, consistency, and adaptability, contrasting these core tenets with "one-off" big pitches. Passionate about problem-solving and long-term partnerships, she highlights her role in AGS’s Brazilian market entry and her recent B2B Excellence Award. Wallbank's ultimate goal? To help partners succeed in the fast-evolving iGaming landscape.

Q: Can you share how you first became interested in the gaming industry and describe your career path leading up to your current role as Interactive Account Manager at AGS?

My journey into gaming began unexpectedly with a summer role in the accounts team at a national pub operator. My sister’s connections got me in, and I was hooked by the energy and camaraderie of the group. What started as cash-in-hand work soon turned into a permanent gig, postponing my plans to become a sports teacher. A brief data role led to me becoming the CEO’s PA, an unofficial apprenticeship that exposed me to every corner of the business and sparked my curiosity to ask questions and dig in.

As the industry shifted from analogue to digital, I joined Blueprint Operations in content management, rolling up my sleeves in a small team and building strong customer relationships. Leading sales across casinos and single-site operations taught me that I thrive on solving problems and building partnerships. Encouraged by friends, and after a chat with our VP of Interactive Zoe Ebling at ICE London, I leapt into AGS as Interactive Account Manager. It’s been a whirlwind ever since, and I couldn’t be happier where I’m at.

Q: What aspects of iGaming excite you most, and what do you find most rewarding about working in the interactive space?

What I love about iGaming is the people. It’s all about building authentic relationships. There’s nothing quite like taking an idea from an initial chat to a live launch and seeing the impact in real time. True partnerships are at the heart of what drives me. If it doesn’t benefit everyone, it won’t last. Anyone can make a one-off sale, but creating long-term value requires honesty, trust, and yes, a little vulnerability. I make it a point to really understand who I’m working with as everyone has their own style and priorities, so adapting my approach is key. There’s no one-size-fits-all solution in this space, and that’s exactly what keeps it exciting every day.

Q: Looking back on your experience working with operators and game launches, what’s the single most important lesson you’ve learned, and how has it shaped your approach to account management?

The most important lesson I’ve learned is that nothing in iGaming stands still. You must maintain a healthy pipeline to keep momentum alive. Game launches and partnership deals often take months to come to fruition, so having depth in planning and a clear forward view is essential. Equally, it’s the basics - staying organised, responding quickly, and making critical information readily accessible - that truly set you apart. In a market where operators are bombarded daily by suppliers, attention to these fundamentals makes all the difference. I’ve seen time and again that consistency and reliability outweigh one-off big pitches. Showing up, delivering on your promises, and simplifying your partner’s day-to-day operations build the trust and goodwill that turn short-term collaborations into long-term partnerships.

Q: Can you tell us about a standout moment or project where you felt particularly proud of helping an operator achieve a goal?

One of my proudest moments was leading AGS’s entry into the Brazilian market. Coordinating a launch in a brand-new jurisdiction is always a significant achievement, navigating licensing complexities, aligning our game roster with local preferences, and guiding our operator partner through every step. But I’ve learned that it’s often the smaller, consistent wins that matter most, such as regularly checking in on performance metrics, streamlining communication around certification updates, and proactively flagging potential roadblocks. Those day-to-day efforts build trust and clear the path for big successes. Knowing that our behind-the-scenes dedication gives partners confidence, so they can focus on player engagement, reminds me why this role is so rewarding. Ultimately, it’s the combination of strategic milestones and steady, reliable support that fuels long-term growth for everyone involved.

Q: For someone hoping to build a career in client services within iGaming, what advice would you offer?

For anyone aiming to build a career in client services within iGaming, my top advice is simple - master the fundamentals. Reliability and consistency are non-negotiable. If you say you will deliver something, make sure it happens. Follow-through builds credibility faster than any big pitch ever will. Cultivate a strong work ethic and don’t shy away from rolling up your sleeves to get the job done. Be proactive in your communication. Regular check-ins and timely updates keep partners confident that you’re on top of things. You won’t know everything on day one, and that’s okay. What matters is being eager to learn, asking the right questions, and applying new insights immediately. Over time, these habits compound into trust and respect, laying a rock-solid foundation for a long and successful career in iGaming client services.

Q: You were recently awarded the B2B Excellence Award at the 2025 Women in Gaming Awards. What does it mean to get this recognition from your peers?

Being recognised with the B2B Excellence Award at the 2025 Women in Gaming Awards was genuinely humbling. Just being nominated by colleagues felt like a huge honour, so winning the award completely took me by surprise. The outpouring of congratulations, from AGS teammates, industry peers, and even friends and family, has been incredibly touching. It was my first time at The Savoy for the WiG Awards, and I came away inspired by the resilience and achievements shared that evening. The energy in the room, with both women and men championing progress, reinforced my belief that our industry is heading in a positive direction. Of course, there is still work to be done and gaps to bridge, but this recognition serves as a reminder that collective efforts are paying off, and why we must keep pushing forward together.

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