Gamification Product Lead

Stay Group is an innovative Marketing company focused on building and scaling products in the iGaming and entertainment industry. We are looking for a Gamification Product Lead who will own the development, performance and evolution of gamification mechanics across our brands and GEOs.

Must Have

• 3+ years of experience in Gamification, Live Ops, CRM, Retention or Product roles within iGaming.

• Hands-on experience designing, configuring and launching casino and/or sports book mechanics, including:

  • tournaments;
  • missions;
  • challenges;
  • lotteries and prize draws;
  • loyalty programmes;
  • prize drops;
  • wheels and loot boxes.

• Strong understanding of:

  • bonus structures;
  • wagering requirements;
  • tournament logic;
  • loyalty progression;
  • gamification psychology;
  • player engagement and retention mechanics.

• Experience with a leading gamification or CRM platform such as Smartico, Optimove Gamify, Fast Track or a comparable solution.

• Strong analytical skills and the ability to independently evaluate gamification performance and ROI.

• Experience measuring incremental impact using control/holdout groups.

• Experience owning campaigns end-to-end: from concept and configuration to launch, analysis and optimisation.

• Strong understanding of iGaming product and business metrics.

• Ability to work cross-functionally with Product, Analytics, CRM, Retention, Casino, Sports book and Engineering teams.

• Ability to translate business and player needs into clear product requirements.

• English — Intermediate+.
  Nice to Have

• Experience running A/B tests on promotional mechanics and engagement campaigns.

• Experience working across multiple brands and GEOs.

• Knowledge of Tier 1 player behaviour and market specifics.

• Experience with sports book bonus and cross-sell mechanics.

• Experience working directly with casino game providers.

• Experience building or improving gamification products or platforms rather than only executing campaigns.

• Experience establishing gamification standards, processes and reporting from scratch.
  Key Responsibilities Gamification Product Ownership

• Own the gamification direction across multiple brands and GEOs.

• Design, launch and optimise gamification mechanics based on business and product goals.

• Build and maintain a gamification and Live Ops calendar aligned with acquisition and retention strategies.

• Develop and improve mechanics such as tournaments, missions, challenges, lotteries, loyalty programmes, prize drops, wheels and loot boxes.

• Adapt mechanics, prize structures, thresholds and campaign cadence to specific GEOs instead of applying the same approach across all markets.

• Identify opportunities to improve existing mechanics and introduce new engagement models.
  Analytics & Performance

• Own the analysis of gamification performance from launch through post-campaign evaluation.

• Measure the incremental impact of mechanics using control/holdout groups rather than relying only on participation metrics.

• Analyse the impact of gamification on activation, engagement, retention and revenue.

• Evaluate bonus cost and ROI for each mechanic.

• Identify underperforming mechanics and make data-driven decisions to optimise, redesign or stop them.

• Build and maintain gamification dashboards and reporting.

• Establish clear measurement frameworks for evaluating gamification initiatives.
  Experimentation

• Design and run A/B tests together with the experimentation and Analytics teams.

• Test different mechanics, prize structures, thresholds, messaging and participation conditions.

• Use experiment results to continuously improve gamification performance.
  Product & Cross-functional Collaboration

• Work closely with Geo Product Managers, who own their markets, players and bonus economics.

• Collaborate with the Casino Lead on game content, providers and casino mechanics.

• Work with the Sports book PM and Bonus Manager on cross-vertical mechanics.

• Coordinate with Retention and CRM to align gamification with lifecycle campaigns and promotional calendars.

• Work with the VIP team on mechanics and rewards for high-value players.

• Partner with Analytics on measurement frameworks, experimentation and incrementality methodology.

• Work with Product Owners and Engineering to prioritise gamification requirements and develop new platform functionality.

• Translate business needs into clear and prioritised product requirements rather than simply creating development tickets.
  Process & Standards

• Establish configuration and quality standards for gamification campaigns.

• Ensure mechanics are properly configured and tested before launch.

• Establish post-campaign analysis…