Viviana David - Head of Commercial LATAM at IGT PLAY DIGITAL
Viviana David – Head of Commercial LATAM, IGT PLAY DIGITAL
That deep operational knowledge became the foundation on which she built a solid and strategic commercial career, one that today places her at the forefront of the digital expansion of one of the industry’s most relevant global players. Currently, as Head of Commercial LATAM at IGT PlayDigital, Viviana connects the legacy of traditional gaming with the innovation of the online environment, driving omnichannel models designed for diverse, complex, and constantly evolving Latin American markets.
Throughout her career, she has taken on key responsibilities at international companies such as Novomatic, Merkur Gaming, and IGT, participating in strategic negotiations, technical integrations, due diligence processes, and high-impact regional projects. Her strength lies in understanding the business end to end, from the casino floor to digital strategy, including operators, regulation, and the player experience.
With a pragmatic mindset, a strong focus on sustainable results, and a proven ability to build long-term relationships, Viviana has established herself as a relevant voice in the convergence between land-based and digital gaming in Latin America.
We spoke with Viviana David to learn more about her professional journey, her perspective on the evolution of iGaming in the region, and the human side behind an executive who today plays a key role in IGT’s digital strategy, in a new edition of More than a Game.
Professional Journey
What did you dream of becoming as a child before entering this industry?
From a young age, I pictured myself in a practical and challenging profession. I was always drawn to technology and, very early on, leaned toward electronic engineering. I enjoyed understanding how things worked and finding solutions rather than following traditional paths.
What was your first paid job?
My first job was my own entrepreneurial venture. I sold mobile devices, accessories, and cellular plans. It was a key experience that allowed me to develop commercial, negotiation, and customer service skills at a very young age.
And your first job in the world of gambling or gaming?
My first role in the industry was at Unidelca, now Cirsa, in Medellín, working as a slot machine technician. I provided casino floor support, handled collections, maintenance, and online connections for slot machines. That experience gave me a very strong operational and technical foundation.
What do you enjoy most about this industry?
It is a highly dynamic industry. Every day brings new challenges and constant learning opportunities. I enjoy stepping out of my comfort zone and embracing change, which is why I have deep respect and appreciation for this industry.
Which current trends will shape the future of betting over the next five years?
True omnichannel integration between land-based and online, advanced data usage to personalize player experiences, smarter engagement tools, and more mature regulation in emerging markets such as Latin America. All of this will come with a stronger focus on responsible gaming and prevention technology.
How do you see the relationship between responsible gaming and sustainable growth?
They are fully complementary. Sustainable growth cannot exist without a clear responsible gaming strategy. The industry has a responsibility to grow ethically, protecting players and building long-term relationships with regulators and operators.
What concerns you most about problem gambling?
It concerns me when it is not addressed through prevention and education. Today’s technology allows us to identify risky behaviors, but it requires genuine commitment from all industry stakeholders to act early and responsibly.
What skills do you consider essential for a leader in this industry?
Adaptability to change, strategic vision, empathy, data-driven decision-making, and a strong ability to build trust-based relationships. Understanding both the business and the operational side is also crucial.
If you had to choose a leader who marked your professional journey, who would it be?
Definitely Florencia Bobbio, who was my director during my time at IGT Land-Based. She trusted me, allowed me to grow, and supported me during key years of my professional development. I learned a great deal from her and am deeply grateful.
What was the most difficult decision of your career and what did you learn from it?
The most difficult decision was moving from direct casino operations to the supplier side of the industry. It was a period of major challenges and learning, where I developed strong adaptability, resilience, and a broader strategic vision of the business.
What is the best professional advice you have received?
That professional growth is not immediate, but the result of consistency, preparation, and coherence between what you say and what you do. Reputation is built every single day.
If you had to summarize your leadership philosophy in one sentence, what would it be?
Lead with purpose, closeness, and long-term vision, building trust at every step.
If you had not worked in this industry, what other profession would you have liked to pursue?
Without a doubt, something related to technology or engineering, and probably entrepreneurship as well. I have always been motivated by creating, building, and transforming.
Quick-Fire Rounds
A book you would recommend?
One Hundred Years of Solitude
A movie that impacted you?
The Pursuit of Happyness
Favorite food?
Asian food
A place in the world to live?
Medellín
A pending dream?
Flying in a hot air balloon
A hobby or passion outside of work?
Singing
Coffee or tea?
Coffee, 1000%
Remote work or office?
Remote
Casino or sports betting?
Casino
Messi or Cristiano?
Messi
Sweet or savory?
Savory
Netflix or Disney+?
Netflix
Early riser or night owl?
Early riser
Beach or mountains?
Beach
Paper book or e-book?
Paper book
Data or intuition?
Intuition
Cold or heat?
Heat
Formal or informal attire?
Informal
Window or aisle?
Window
Wine or beer?
I don’t drink alcohol
Are leaders made or born?
Made
The Legacy
How would you like to be remembered?
As an integral, coherent, and approachable woman. Someone who built her path through work, respect, and empathy, and who understood that true legacy is not only about professional achievements, but about the human impact we leave behind. I would also like to be remembered as a voice that helped bring visibility to diversity and inclusion, especially regarding Down syndrome, from respect, dignity, and real opportunities.
Who would you like to hug that is far away or no longer physically present?
My father. A long hug, full of gratitude, to tell him that his teachings, strength, and example live on in the way I raise my son and face life.
What was the best decision of your life?
Becoming a mother. Juan Pablo completely transformed the way I see the world. Down syndrome entered my life as a light, giving me clarity, purpose, and a strength I didn’t know I had. It didn’t change my dreams, it organized them.
If you had to give one life advice, what would it be?
Don’t compare yourself to others and don’t fear being different. Consistency, empathy, and love always build the future.
What question have you never been asked in an interview and would like to answer?
How did Down syndrome influence your leadership and decision-making?
It influenced everything. It taught me to lead with genuine empathy, to be more aware, patient, and human, and to create inclusive environments.
Which industry colleague would you like to see answering this interview?
Florencia Bobbio, a woman with authentic, firm, and human leadership.