About our team.
Over their professional experience, the team have a proven track record of commercial and creative success across consulting, advisory and senior industry roles across betting, gaming, marketing, travel, fulfilment and events.
Chief Executive Officer:
Relied upon regularly across senior management and consulting roles, Steen Madsen is a casino and sports betting specialist with over 20 years’ experience in the Industry.
His broad and detailed knowledge of gamblers and bettors covers marketing, trading, commercial, customer service and VIP, with senior management roles over recent years including:
- Head of Trading for Danske Spil, the Danish Lottery Operator
- Head of Sports Betting & Casino for NordicBet, a Betsson brand
- Head of Sports Betting – Nordic Brands at Betsson.
- Managing Director for NordicBet, a Betsson brand
- Head of Sportsbetting for Nederlandse Loterij, the Dutch Lottery Operator
A detailed focus upon the customer, across the experience of betting & gaming from punter to player, led Steen to become the founder and Chief Executive Officer for the marketing experience agency, A Game Above, leading the business and team missions across the globe and helping brands, providers and content partners gain and retain customers across the long term view of lifetime value.
Steen is often called upon to speak at global betting and gaming conferences and regularly provides his views as a speaker and panel member for events such as Betting on Football and Casino Beats.
President, North America:
Bill Pascrell, III (BP3)
Known in the industry as BP3, Bill Pascrell, III is a leading international expert on online gaming, casino, sports betting, lottery, exchange wagering, e-sports and horse racing, most significantly across the United States, where he led the precedent-creating campaign to legalize sports betting in New Jersey, culminating in the landmark New Jersey Online Gaming Act being signed into law by Governor Chris Christie in 2013. Bill’s work on this legal change to betting and gaming in America is the model now followed by all US States as they legalize and regulate their future across various betting and gaming products.
A detailed focus upon consumers, and in particular the betting and gaming customer, led Bill to become President, North America for the marketing experience agency, A Game Above, leading client outreach and operations across the USA and Canada, helping brands, providers and content partners gain and retain customers across the long term view of lifetime value.
BP3 is a member of the National Council of Problem Gambling Federal Affairs Committee, The Ampersand Assembly for ICE and GIGSE, and serves on the Board of Directors for the GVC US Foundation. BP3 has been routinely cited as one of the 100 most influential personalities in New Jersey politics by NJ Globe, PolitickerNJ.com, Insider NJ, and NJ Cannabis Insider. He is a frequent national media political commentator on MSNBC, ESPN, CNN, Court TV, Comcast CN 8, NJTV, News 12, and Newsmax TV in addition to many national newspapers, and industry titles such as Calvin Ayre.
Alongside his work for A GAME ABOVE, Bill remains a partner in Princeton Public Affairs Group (PPAG), America’s largest state contract government and public affairs firm.
Chief Operating Officer:
An expert in travel, events and marketing activation campaigns, Jakob is a seasoned professional and serial entrepreneur. His professional experience covers advisory and self-built business roles, with senior consulting across diverse brands, including Maersk SA, Volkswagen, Betsson AB, Audi and Danske Spil.
Jakob’s detailed history across travel, events & marketing has provided him a “get the job done” reputation, with experience including:
- Founder & MD at Event Creation ApS
- Founder & MD at Famme Creative Consulting ApS
- Advisory for BetHard, a Nordic-focused Betting & Gaming brand
- Advisory for NordicBet, a Betsson Brand
- Founder & MD at Event Travel ApS
- Founder & MD at Sports Events ApS
Jakob has worked extensively upon live events for betting & gaming brands, originating the successful 4 Nations Million Kr Challenge concept for Betsson Group.
A detailed focus upon consumers, and in particular the betting and gaming customer, led Jakob to become a Co-Founder of and Chief Operating Officer for the marketing experience agency, A Game Above, leading the commercial and Client missions across the globe and helping brands, providers and content partners gain and retain customers across the long term view of lifetime value.
Chief Product & Marketing Officer:
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:
- Head of Development for Ladbrokes
- 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
- Dozens of consulting and advisory assignments across Brand, Marketing, Promotions, Legal and Regulatory projects
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, Ismail is known for his commercially-disciplined creative output and holds a US Patent for game and prize methods.
A detailed focus upon the audience and consumers, in particular the journey from customer to player for Betting & Gaming brands, led Ismail to become a Co-Founder of and Chief Product & Marketing Officer for the marketing experience agency, A Game Above, leading the creative direction and product delivery for client missions across the globe and helping brands, providers and content partners gain and retain customers across the long term view of lifetime value.
Ismail writes extensively across Betting & Gaming industry matters and examples of his published work can be found at SBC News, iGaming Times, Casino Beats and Casino Review.