Key Red Flags in iGaming Product Teams

Vladimir KH, Product Lead for Gambling (NDA) and author of the iGaming CPO channel, outlines prevalent red flags in iGaming product teams. These indicators point to underlying issues challenging product efficacy and development.

Lack of Accountability

Often, no single person is responsible for the product. Decisions become dispersed among C-level executives, founders, and diverse departments. This diffusion of responsibility leads to outcomes being neglected in favour of process management.

Feature Over Metrics

Discussions frequently concentrate on building features rather than understanding the reasons behind them or the metrics they should impact. Consequently, roadmaps often resemble wishlists, lacking strategic purpose.

Bonuses as Quick Fixes

In times of decline, increasing bonuses is seen as a panacea, masking underlying issues without investigating root causes.

Data Accessibility Issues

The absence of real-time data access forces decisions to be based on intuition rather than evidence. Obtaining data often involves navigating through development or multiple platform layers.

Urgency Over Strategy

Every new request becomes a top priority, leading to a reactive rather than strategic approach. Such urgencies hinder the formation of a cohesive product strategy.

Superficial A/B Testing

While A/B tests are presented, they're rarely executed or completed, indicating an aversion to facing potential mistakes or truths about the product.

Lack of Technical Insight

Technical knowledge often resides with a long-term team member or, sometimes, a departed employee. Without comprehensive documentation, it's challenging to ensure compatibility with the product's overall architecture.

Misguided Retention Efforts

Retention strategies often over-rely on CRM tools like push notifications, discounting fundamental user experience issues within the core gameplay and user journey.

Detached Team Dynamics

When teams do not actively use their own products, decisions are made without practical insight into the player journey.

Constant Distractions

Frequent interruptions from calls, tickets, and urgent fixes leave no time for strategic thinking, leading to stagnation rather than evolution of the product.

A mature iGaming product team should build fewer features, focusing on the 'why' driving each decision. Ownership of the backlog is pivotal, with a single person in charge ensures aligned priorities. Strategic metrics and KPIs reinforce a coherent development strategy.

Source: igaming_inside Telegram