Play'n GO
Who are they?
Play’n GO are a global B2B2C provider of iGaming products to betting and gambling companies, specialising in slot and crash games.
What did I do?
As part of the senior leadership team within Play'n GO's Games Department, I was responsible for the product life cycle of the company's portfolio of games, driving and owning all improvements, including but not limited to the game quality, game engine, product optimisation, gamification features and mechanics, e-Commerce payment methods, back-office SaaS tools, and new markets & jurisdictions.
During my time with the company, I spearheaded the establishment of a new product function and dedicated game studio, responsible for the department’s multi-million Euro budget and P&L, owning the product strategy and roadmap for Play’n GO’s game portfolio, featuring over 400 mature, live game titles with millions of daily players. My team and I leveraged data analytics, market performance, user testing and customer feedback to improve product quality and player satisfaction across all jurisdictions and channels, helping define the franchise identity and long-term product direction, aligned to player emotional value and commercial goals, to boost the company’s market visibility via key brand IPs.
As part of my remit, the department led the development of new games and remastered existing titles through the full development cycle and oversaw the upgrade of the game engine to an open-source model, utilising PixiJS and React Native to establish a solid foundation for rolling out new features and gamification mechanics to produce more competitive gaming products contributed to year-on-year growth.
I helped optimise the customer journey, collaborating with the UX and UI design teams to improve Play’n GO’s core functionality and mechanics and introduced a series of automation and AI initiatives, streamlining the CI/CD pipelines and improving the QA cycle by 65% and making significant cost savings with regards to manual testing (inluding the integration of Large Language Models (LLMs) to handle translations of both existing and new games across all territories and jurisdictions, utilising Natural Language Processing (NLP) for content delivery).
As a result of our efforts, we successfully delivered games that met strict regulatory requirements in over thirty territories, including Germany, Finland, Peru, UK, Argentina, New Jersey, Michigan, Connecticut, West Virginia and Pennsylvania while delivering in-house SaaS tools and products to accelerate game production, including a game simulator that allowed QA to test products on every available mobile and desktop device in multiple languages.
Skills:
- Product direction
- Product strategy
- Product management
- Product Innovation
- head of department
- team leadership
- AI
- Generative AI
- Large Language Models
- Automation
- Machine Learning
- Product Design
- Game Design
- Game product lifecycle
- Mobile Gaming
- Game Development
- Creative Direction
- user centric design
- visual design
- UX
- UI
- Customer experience
- User research
- User flows
- wireframing
- Prototyping
- Critical Thinking
- mentoring