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Paddy PowerLive casino · Alderney licence

Built a live casino business from launch, then moved it onto a single platform without losing players.

End-to-end ownership of product, P&L, promotions and research, including consolidating two inherited platforms onto Playtech IMS.

Head of Live Casino · 2010 – 2014

+30%

P&L growth over five years

+15%

monthly actives from the platform consolidation

20–30%

ROI on marketing & promotional spend

The challenge

The live casino vertical ran on two inherited platforms, WagerWorks and Evolution. It was desktop-heavy, under-penetrated on mobile, and had to hit growing budget targets.

What I did

  1. 01

    Platform consolidation

    Consolidated both platforms onto Playtech’s full IMS platform with Live Dealer in 2013, including the launch marketing plan and migration.

  2. 02

    Driver-based P&L

    Modelled revenue across eight customer lifestages, with per-segment churn. Every initiative was built around three levers: cut churn, lift value per player, and shift the mix to mobile.

  3. 03

    Promotions with ROI discipline

    Ran a structured retention, acquisition and reactivation programme using promotional ROI and risk models, plus active VIP management.

The result

  • P&L grown 30% over five years to around 16,000 monthly actives
  • Monthly actives up 15% from the platform consolidation
  • €5m marketing and €10m promotional budgets delivered at 20–30% ROI

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