Project Title

Inspired by Superbet – Promo Journey Strategy (March 2025)

Introduction

In March 2025, I developed a product strategy inspired by real-world challenges observed in the iGaming space, specifically focusing on how promotions are surfaced and experienced. Drawing from industry patterns (including platforms like Superbet), I explored opportunities to integrate promotional moments more natively into the player journey — blending UX design, behavioural insight, and strategic alignment.

The Challenge

Promotions were isolated from the main gaming flow and suffered from “banner blindness,” low contextual relevance, and complex journeys. Despite being a key acquisition and retention lever, their impact was diluted by navigation friction and a lack of personalisation.

The core challenge was:
How might we make promotions feel like an organic part of the player journey rather than an afterthought?

My Role

As Product Manager for Player Engagement, I led the development and presentation of a comprehensive product strategy. This included a UX audit, behavioural and funnel analysis, competitive benchmarking, technical feasibility review, and a phased delivery roadmap. I translated user pain points and market insights into clear product recommendations aligned with business goals.

Tools & Setup

• Figma: Wireframes and design prototypes
  
• Optimizely: A/B testing approach planning
  
• Snowflake, Tableau, Microsoft Clarity: Data and behaviour tracking
  
• Miro: Journey mapping and stakeholder collaboration
  

What We Tested

• Hypothesis: Promotions embedded in core flows would increase engagement and reduce friction.
  
• Explored:
  
  • Contextual CTAs vs generic promo hubs
    
  • Dynamic promo visibility via profiling
    
  • Welcome offers integrated into onboarding
    
  • Real-time feedback tools (surveys, emoji reactions)
    
• Benchmarks: Candy Crush, Steam, bet365, Betway
  

What I Found

Insight 1: Promotions were not contextually placed and often redirected users mid-journey.
Insight 2: Personalised offers and simplified CTAs improved promo engagement (based on competitor benchmarks).
Insight 3: Many promo interactions required 4+ steps, reducing conversion.

What I Learned

What worked well: Mapping broken journeys revealed key gaps and quick-win opportunities (e.g., opt-in indicators, fewer clicks to promo eligibility).
What we decided: Prioritise embedded promotions, better onboarding profiling, and a unified hub with contextual nudges.
What I’d do differently: Involve CRM and tech stakeholders earlier to uncover implementation trade-offs.
Surprises: Banner fatigue was more severe than expected — consistent design and placement drastically changed interaction rates.

📸 Visuals

Findings from UI Analysis of Platform A

UI observations from the analysed platform revealed redundancies in navigation, inconsistent banner placement, and poor visual hierarchy — all contributing to low promo engagement. These insights formed the foundation for targeted UX improvements.

Competitor Benchmark: Betway Sports Experience

An audit of Betway’s promo journey highlights strong use of in-app notifications, real-time feedback loops, and onboarding offers. These patterns informed key recommendations around engagement triggers and contextual visibility.

Delivery Roadmap: 90-Day Strategy Across 3 EPICs

This roadmap outlines the phased implementation plan across three EPICs — integrating promotions into the gaming flow, enhancing personalisation, and improving backend infrastructure. The strategy balances quick wins with long-term impact.

Have Thoughts or Suggestions?

I welcome feedback on this case — whether it’s about the approach I took, the prioritisation logic, or how the strategy aligns with real-world product constraints.

If you’re a fellow product manager, designer, or someone in the iGaming or engagement space, I’d love to hear:

• What you might have done differently
• How you’d improve or expand this work
• Where you see blind spots or opportunity areas

Feel free to reach out or connect with me on LinkedIn.