General Information About
Skill Games Product Team
The team deals with the promotion of skill games (belote, backgammon, poker) in existing and prospective markets using all possible technical and marketing tools. The team is responsible for developing and managing the technical and marketing activities of the casino product. They are responsible for positioning the key gaming products in the market, targeting customers correctly and presenting the product properly in the market.
Meet Our Team
Dmytro Fedyukov
Chief Transformation Officer
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Artem Dmytrenko
Chief Product Officer
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Vladimir Sargsyan
Skill Games Product Team Lead
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Skill Games Product Team
Functions of the team
The functions of the department are divided into two parts: technical part and marketing part. The work involves developing various technical and marketing solutions to promote skill games in the markets in close cooperation with almost all departments in the company.
The technical functions of the Skill Games Product Team consist of several main parts.
- Technical analysis of competitors in the market, learning what solution the competitor has for various functions (e.g. buttons) in skill games or what tools the providers add to facilitate the user journey in the game.
- Making comparisons - this stage is divided into 2 parts:
- Research and compare what we have on our websites with the same features of those of the competitors
- As a result of the study and comparison, those functions that we do not have but that our competitors have are identified
- Product development - when the comparisons are finished, we start to build different functionalities on our website as needed
Marketing functions also consist of several main parts:
- Analysis of competitors, internal and external marketing - within the scope of work, the team analyzes the competitors that exist in different markets, the analysis consists of 3 important points:
- Technical analysis
- Analysis of marketing campaigns
- Tournament analysis
- Creating a strategy - after studying and analyzing the competitors, an internal marketing strategy is created and budgets are calculated for the promos that are created
- Marketing planning is carried out to promote attraction, retention and reactivations - already created strategies are divided into 3 types:
- Attracting - attracting and increasing the number of new users
- Retention - increase user loyalty through marketing promotions
- Reactivations - reactivation of old registered and inactive users through promotions or offers.
- Packaging - After the adoption of the marketing strategy, the packaging begins, at this stage the presentable appearance of the promotion, design, text, links and everything that will help the user to deliver the promotion in a simple and convenient way is developed.
- Go live – The promotion created launches.
Marketing campaigns are created for the quarter. After their completion, the team conducts studies, creates reports, post-fact analysis, draws conclusions and reveals the results of the work done as well as makes changes as necessary and plans the next quarter's campaigns.
Working procedure
The working procedure begins with the technical part. The project marketing manager, after carrying out studies and comparisons, starts the process of creating functions. They create a big epic (separately for each new function) in which they clearly formulate the idea stating why the introduction of the given function is important or what possibilities it will provide. The created epic is transferred to the lawyers, because before implementing any tool, it is necessary to coordinate it with the laws in force in the Republic of Armenia (for example, during the introduction of sonic poker, the lawyers received approval from the Ministry of Finance).
After legal approvals, the relevant teams create product content and then product design for the given functionality. The completed work is sent to the web development department for coding, after which it is transferred to the QA team in order to find bugs in the coding. After the completed work, the finished product is partially launched for a small segment of users in order to collect feedback based on which changes will be made as needed. Only after this stage, the created functionality will be fully launched.
Along with technical works, marketing works are also done. As a first step, they conduct marketing studies of competitors, after which, when all the necessary strategies are identified, there is an exchange of ideas within the team. Then the team decides what work it has to carry out in the given period and what promotion should be active. The process is controlled by the team lead who distributes work and creates epics for each promo separately. The Skill Games Product Team engages the relevant teams in the work process and tasks are sent to their Jira boards. At that stage, the Team Lead is informed about the process but does not participate in the actual work, the employees themselves monitor the normal process of applications.
Area of responsibility of the team
The team is responsible for properly presenting the skill games in the markets, fixing technical issues in a timely manner, as well as keeping old users engaged and attracting new ones.
Software used by the Team
Jira - to create and manage tasks by the Skill Games Product Team
Confluence – for analyzes and reports
Microsoft Office – to create analysis, strategy and ad planning
Backoffice – for analyzes and reports
Metabase – for analyzes and reports
Google Analytics – for analyzes and reports
Bitly – for analyzes and creating short links
Short.IO – for creating short links
Photoshop – to collaborate with the design team
Figma – to collaborate with the design team
