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Dainis Niedra on leading Entain into Europe¡¯s emerging frontiers
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From poker rooms to boardrooms, Dainis Niedra has spent more than two decades navigating the unpredictable currents of the gaming industry. Today, as Chief Operating Officer at Entain for nine European markets, he is shaping how one of the world¡¯s largest gambling firms approaches regulation, competition, and expansion.
From his home near Riga¡ª¡°a small, small town on the seaside颡ªNiedra oversees Entain¡¯s operations across the Baltics, Nordics, DACH, and CIS regions. He recently shared his insights with SiGMA News on the future of these markets.
A track record of entering hard-to-crack markets
From Austria to Kazakhstan, Norway to Ukraine, Niedra sees fragmented potential. Entain¡¯s entry into Lithuania¡ªorganic rather than through legacy partnerships¡ªis a clear example of the company¡¯s willingness to lead where others hesitate.
¡°We were the first operator to join the market organically,é¢ Niedra explains. Unlike competitors with retail roots and brand familiarity, Entain started without a local office, without brick-and-mortar history, and without an existing customer database. ¡°From the very beginning, it was very similar to any other market under our operations,é¢ he says.
However, the regulatory environment soon became one of the most restrictive in Europe. ¡°No bonuses, no retention, no communication with the customer whatsoever,é¢ Niedra says. ¡°It makes life quite challenging, especially if you don¡¯t have a well-established brand or retail presence.é¢
Still, Entain remains committed¡ªthough realistic. ¡°We do what we can here,é¢ he notes. ¡°But we understand that maybe Lithuania won¡¯t be a focus market for us in the future.é¢
Finland: the next battleground
Looking ahead, Finland looms large. With the country¡¯s long-standing gambling monopoly coming to an end in 2026¨C2027, Entain is gearing up to jump in right from the beginning.
¡°Yes, we¡¯ll be in Finland,é¢ Niedra says confidently. He acknowledges that while some might be wary of competing against a former monopoly, Entain, and Niedra, see opportunity: ¡°When someone has operated without competition for many years, they might not be prepared for the fight.é¢
He is clear-eyed about the stakes: ¡°All the big names, all the big brands, all the big guys will be there for sure. It will be interesting. It¡¯s one of the sweetest spots left on the map. The first year will be a battle, for sure.é¢
Making the case for pragmatic regulation
Niedra is unapologetic about one thing: regulation must enable profitability. ¡°If you¡¯re not making a profit, then it¡¯s a hobby¡ªnot a business.é¢
That principle drives Entain¡¯s regulatory strategy. The company is proactive, providing feedback and participating in stakeholder conversations. ¡°We tried to contribute to the discussion with policymakers, politicians. I do believe that our comments and concerns were heard.é¢
If Niedra sounds clear-headed about regulation, it¡¯s because he¡¯s seen the consequences of getting it wrong.
¡°The black market is the biggest challenge for licensed operators,é¢ he says. ¡°Especially on big markets, when it¡¯s attractive to create black operations.é¢ Over-regulation, he warns, doesn¡¯t help anyone. ¡°If the player sees that their experience is far better in the unregulated environment, why do they have to play [in the regulated one]?é¢ he asks.
Instead, he calls for balanced, informed decision-making by policymakers: ¡°Finland is in the best position you could have. There¡¯s so much accumulated experience in Europe. If the goal is high channelisation, it¡¯s quite clear what needs to be done.é¢
He believes regulators need to listen¡ªand act: ¡°We¡¯re okay to pay high taxes. We¡¯re okay to create jobs. But we want an environment that supports us, not the black market.é¢
A career fuelled by motion
Niedra¡¯s career began in the offline poker scene, running tournaments before moving into affiliate marketing and eventually joining Lifland Gaming, which was later acquired by Entain. ¡°It¡¯s 20 years in gaming, more or less,é¢ he says. ¡°I started with poker tournaments when online gaming wasn¡¯t that big.é¢
He¡¯s lived through the transformation of gambling from niche to mainstream¡ªand brings that grassroots knowledge to every boardroom discussion. ¡°I don¡¯t think gambling is fundamentally different from other industries,é¢ he reflects. ¡°But if you feel comfortable working here, if you understand the audience, then never stop learning. Never stop pushing yourself.é¢
Speed, he adds, is everything. ¡°This is a very fast industry. You have to keep moving¡ªlike a shark. If you want to survive, you can¡¯t stop, not even for a moment.é¢
But it¡¯s not just the pace that keeps him going¡ªit¡¯s the people. ¡°I had the opportunity to build a great team¡ªthat¡¯s my proudest achievement.é¢ It¡¯s also what keeps him energised. ¡°If there were no people in the office, I wouldn¡¯t show up,é¢ he laughs. ¡°That¡¯s the fuel.é¢
