As the market landscape becomes saturated and maturing, a key strategic emphasis has emerged on prioritizing customer experience in tech and product roadmaps. IT departments, once viewed primarily as cost centers, now play a crucial role in enhancing business productivity and efficiency.
In our research, we’ve engaged with tech and product leaders from Betsson Group, PrizePicks, Casumo, Betfred, and Fanatics Betting and Gaming. These experts shared their insights on platform builds and migrations, AI implementation, advancements in product UX, inspiration drawn from non-gaming apps, and the importance of knowledge sharing within tech communities.
### Ryan Schembri, Chief Product Officer, Betsson Group
Under the leadership of Pontus Lindwall, president and CEO of Betsson AB, Betsson Group has made significant investments in technology and product development, particularly in AI-supported processes and sportsbook development as highlighted in their Q1 2025 interim report. Significant strides in enhancing the user experience of their sportsbook and bet builder products as well as their football product offerings were noted over the past year. Ryan Schembri, the Chief Product Officer, noted that these enhancements have been well-received by customers.
Based in Malta, the company is leveraging AI to enhance internal efficiencies, thereby improving the customer experience (CX). “We’re experimenting in different ways. It’s helping us to scale our operations and work more efficiently,” said Schembri. Betsson Group has recently established an artificial intelligence center of excellence with teams in Malta, Hungary, and Greece, focusing on projects such as generative AI for content creation and machine learning for recommendation systems development.
Schembri leads a 200-person team across Malta, Greece, Estonia, and Sweden, concentrating on updating apps across various markets. A major transition has been from web-based ‘wrapped’ versions to native apps, reflecting a shift towards mobile use. “Most of our business is now mobile, so it makes sense that we go fully native,” he commented, stressing the importance of investing in superior apps to strengthen their market position.
Development efforts are currently centered on the sportsbook, which remains a ‘hybrid’ but is expected to shift more towards native over web by the end of 2025. Schembri is proud of his achievements in team building and directing product developments that significantly enhance CX. He emphasized the necessity of having skilled and passionate personnel to deliver top-quality products.
Schembri also addressed challenges such as meeting regulatory and compliance demands, which can divert resources from product and CX enhancements. Another challenge is the scaling of operations to deliver quality products across diverse markets. He believes that understanding customer usage and needs is crucial for innovation, along with keeping pace with technological advancements. He highlighted how technology transitions, from desktop to mobile, and now to emerging areas like cryptocurrency, continue to transform the industry.
Owning their technology provides Betsson Group with the ability to “control our destiny,” Schembri asserts, underscoring the benefits of independence and flexibility in product development and adaptation. Collaborating closely with third-party providers is also integral to their strategy, enabling effective integration and leveraging of external innovations.