GAN
Who are they?
GAN is a B2B platform provider specialising in iGaming and SaaS products for North America.
What did I do?
Responsible for the creation and build of the company's product function, transforming the culture and processes of the business to deliver end-to-end solutions for the B2B iGaming platform. I successfully introduced a tribe & squad structure, scaled the UX & UI design teams and laid the foundations for the company to increase its client portfolio with a clearly defined product strategy for the company's white label sportsbook and both real money and social gaming products, while overseeing a multi-million dollar budget and owning the department P&L.
As Director of Product & Design, I defined the company's long-term product strategy, focusing on a mobile-first approach with enhanced gamification, delivering GAN's first fully native mobile app frameworks, reducing production costs by 35%, and incorporating the Coolbet sportsbook platform into the GAN product portfolio.
Additionally, I owned the design and development of GAN's bespoke gaming output for both Real Money and Social Casinos. Working with game designers, developers and mathematicians, the team produced a range of new titles, including table games, slot games, standalone Free-to-Play games for mobile and desktop, and branded games.
I Managed the full life-cycle of products, from spec to launch, post-live tuning, leveraging remote-config and segmented release strategies, overhauling key customer journeys for the B2B product by undertaking extensive user research and analysing behavioural data to improve the user flows for registration, login and payment methods, improving engagement and customer retention by over 25% year-on-year.
I also introduced a new approach to automation that utilised Machine Learning and Artificial Intelligence to improve performance capabilities, focusing on content delivery, personalisation and customer reporting and integrated a best-practice approach for early-stage proposition development to promote innovation, identifying opportunities for new products and features, building teams where necessary to execute.
Skills:
- digital direction
- Product strategy
- Product management
- Product Innovation
- Product Direction
- head of department
- team leadership
- Product Design
- user centric design
- visual design
- UX
- UI
- AI
- Large Language Models
- Mobile App design
- Augmented reality
- Customer experience
- user research
- User flows
- wireframing
- Prototyping
- Content Management Systems
- mentoring
Clients included:
- Wynn Bet
- Twin Spires
- Bet MGM
- William Hill America
- FanDuel
- Churchill Downs
- Penn National
- Agua Caliente
- Snoqualmie
- The Cordish Companies
- Wynn Resorts
- Gila River
- Parx
- Ainsworth
- Winstar
- Seneca