Barry McCann, Sportsbook Product Owner at Pronet Gaming, emphasizes that in a standardised sportsbook market, product agility is the key competitive advantage, rather than sheer feature volume.
Agility Over Features
While product roadmaps may look ideal on paper, unexpected scenarios—like sudden spikes in demand during major sporting events—can disrupt even the best-laid plans. McCann argues that agility enables teams to respond effectively to such changes rather than merely speed up production.
Importance of Flexibility
McCann notes that no two operators have the same product requests. For example, operators in Asia may need localized payment solutions, while those in Europe might focus on in-play betting engagement. This variation underscores the importance of a flexible platform that can be tailored to different markets without starting from scratch.
Incremental Improvements
Innovation is often linked with major launches, but McCann asserts that smaller enhancements—like simplified promotions and relevant market additions—can yield significant commercial benefits over time. Agility is about refining existing products, not just developing new ones.
Insights from Operators
Some of the best product insights come from direct interactions with operators. Feedback helps product teams identify opportunities and adapt their platforms. Therefore, product development should be collaborative rather than a one-way communication.
Agility as a Mindset
Agility isn’t just about quick feature delivery; it’s about building flexible technology that evolves without constant redevelopment. The goal is to create a platform that adapts to the unique needs of each operator, ensuring that the true advantage lies within their ability to evolve quickly in a competitive market.
