“I believe a product contains the DNA of the team that worked on it”

What are the most important skills you’ve developed from your work on projects at Penn Interactive and Fanatics that have been particularly helpful in building new products and services in iGaming?

Patience is definitely one skill you absolutely need in iGaming. Nothing happens quickly. The regulatory testing and approval process adds many months to a project. Restraint is another skill you need. As product managers and game designers in iGaming, we must resist the allure of chasing “shiny objects”. The US market specifically has many customers who are used to land based slot machines, so they are looking for similar games online. It would be easy for us to design “video game” style games that might look great, but may not appeal to the core casino customer.

Could you tell us more about the operations of Fanatics Game Studios? What would you consider the biggest achievement within this venture?

We built a great team at Fanatics Game Studios. I am most proud of the games we delivered, and the robust roadmap we built. Fanatics Blackjack (both multi-hand and single hand) are standout performers at Fanatics Casino. Players clearly love what we built. We also built an innovative instant win game called “Field Goal Frenzy” that allows players to select their kick distance (volatility) which impacts win frequency and amount. Our well-designed daily free to play game called “Spin to Win” allows players to spin the wheel for prizes and bonuses.

In designing “Spin to Win,” what were the key factors that drove its popularity among users? Were there any elements you tested that turned out to be less effective?

We knew from experience and competitive market research that a daily free to play game would be welcomed by users. We performed research on the game title and on a few different designs. Nothing was necessarily surprising from the research but it is always good to validate assumptions. In terms of why the game is popular: an intuitive design, beautiful graphics and animations, haptic feedback, and easy to use controls played a huge role in the rapid game adoption with our players. The game is built natively for both iOS and Android, resulting in near instantaneous load times versus a traditional HTML5 game. The ability to load the game instantly, spin, and then get a reward – all within 10 seconds – is key to Spin to Win’s success. We respect players’ time while also giving them a rewarding experience.

What are some trends in the online casino sector that have gained particular traction over the past two years? Are there any that you see as pivotal for the industry’s future?

I had several key observations from G2E this year, in addition to the trends we see with players and the broader market. The three big items are jackpots, collection/progression mechanics, and pigs.

Jackpots: Players are demanding jackpots. They enjoy the thrill and anticipation of the big win. Many game suppliers are dramatically increasing jackpot offerings heading into 2025.

Collection mechanics: It was hard to spot a game at G2E that didn’t have some type of “3-pot” collection mechanic. These mechanics give players a sense of progression and accomplishment. We saw a number of games in the iGaming space that are bringing these mechanics in more games.

Pigs: Games with a pig themes were everywhere. This theme is proving to be a huge hit with players, and the game suppliers are bringing many Pig themed options to the table.

Future: Gameification is the next frontier. Video games, crypto and sweepstakes casinos have leaned into the gameification model but iGaming (to date) has not seized upon this opportunity well. I see this changing over the next few years with meta-game mechanics like leaderboards, tournaments, hot seat promotions, badges, achievements, and multi-player games. Linking these mechanics to the bonus engines will be key for player engagement and retention.

How do you envision the future of integration between sports betting and online casinos? Do you think cross-selling between these areas will play an increasingly important role?

Sports to Casino cross-sell has typically delivered strong table game players. Sports bettors enjoy table games due to the skill and decision making element of the gameplay. Sports to casino cross-sell is a key metric online casinos measure and look to increase. On the sports side I think you will begin to see more game-like UI/UX such as enhanced data visualization mixed with same game parlays and live betting. In states with both online sports betting and casino this can further be designed to increase player engagement in your app. Merging live casino with sports betting is another area I see coming in the next few years.

What is your guiding principle in your work, or your personal formula for delivering top-quality products?

Having started my product development career at Disney, the number one thing is to not compromise on quality. Every detail matters. I believe a product contains the DNA of the team that worked on it. A product is a living thing. Customers notice this quality. They can feel it even if they cannot articulate it. This intangible quality in the final product starts with that uncompromising commitment to quality from the start.

You recently concluded your time with Fanatics. What’s next for you? How do you envision your professional journey moving forward?

My passion is creating amazing customer experiences. I enjoy the fast paced and uncertain nature of product and experience development. The process of taking an idea from inception to reality is what drives me. My next step will definitely involve driving innovation in product and gaming experiences.