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, LiveOps, CRM, Retention or Product roles within iGaming.
• Hands-on experience designing, configuring and launching casino and/or sportsbook 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, Sportsbook 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 sportsbook 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 LiveOps 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 Sportsbook 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 standards.
• Document best practices, processes and configuration requirements.
• Identify gaps between current platform capabilities and business needs.
• Build a prioritised roadmap of gamification platform improvements together with Product.
• Ensure gamification activities are aligned across brands and do not conflict with acquisition, CRM or retention campaigns.

Key Metrics

The role will be focused on measurable business and product outcomes, including:

• Activation rate:
• Registration → First Deposit;
• First Deposit → Real-money session;
• First Deposit → Second Deposit;
• Active users.
• Participation and opt-in rate by mechanic, brand and GEO.
• Completion rate for missions and challenges.
• ROI per mechanic.
• Bonus cost per participant.
• Gamification share of total bonus cost / GGR.
• Wagering completion rate.
• Retention uplift, including D7 and D30.
• Incremental lift versus control groups.
• Engagement depth:
• active days;
• sessions;
• session length.

• Freedom to choose where to work: work from anywhere in the world with the freedom of remote options.
• Flexibility: enjoy flexible working hours that let you balance your personal and professional life while staying focused on delivering great results.
• Corporate English speaking club: improve your English proficiency with regular practice and expert guidance.
• A Culture That Cares: thrive in a friendly environment where a strong corporate culture builds connections, drives innovation, and makes you feel truly valued.
• Comfort Fuels Success: experience comfortable conditions that inspire productivity and foster professional growth, giving you the tools and space to excel.
• Accelerate Your Growth: seize career advancement opportunities in a rapidly expanding marketing company. As the company scales, so will your professional journey.