INSIGHT
ROADMAPS, BLUEPRINTS & PIPELINES MASTER PLANNERS
Giorgi Tsutskiridze Chief Commercial Officer, SPRIBE
Can you explain the dynamics and intricacies of developing a robust content roadmap that delivers results for partners and hits KPIs in targeted geographies?
Giorgi: Developing a robust content roadmap involves a meticulous blend of market analysis, player insights and technological capabilities. Te process begins by gauging an understanding of player preferences and the different behaviours of our target audience across a range of geographies.
Tis involves analysing player data, market trends and competitor strategies to identify new opportunities and gaps in the market. We then work closely with our partners to align our roadmap with their goals and objectives, thereby ensuring mutual success. Troughout the process, we continuously monitor key performance indicators to measure the effectiveness of our content strategy and make data-driven adjustments if needed.
Iryna: Crafting a content roadmap that delivers strong results requires a strategic and data- driven approach. We continually conduct data analysis of how our games are performing to identify what type of content resonates best with players.
We also conduct competitor research to analyse popular game features and themes, and identify potential areas for improvement and differentiation. Our product team takes a collaborative approach to develop ideas and implement our roadmap strategy.
Katya: Crafting a successful product strategy and rallying behind it is a collaborative effort! Our Product Strategy acts as our guiding North star, shaping our decisions and endeavours. It's imperative to translate this strategy into tangible milestones that drive towards our business objectives.
Te culmination of this strategic alignment is seen in the development of a robust content roadmap. Tis roadmap is grounded in a profound understanding of partner needs, target audience preferences, and key performance indicators (KPIs) across diverse regions. It demands meticulous planning to harmonise content development with our strategic aims, ensuring resonance with our audience while
Katya Machuganova Product Owner, Silverback
achieving desired outcomes.
Furthermore, certification is a critical aspect that can significantly influence roadmap precision. We remain vigilant in adhering to industry regulations, platform requirements, and quality standards, which may necessitate adjustments in timing and content releases.
Additionally, we are attuned to the broader marketing strategy, aligning with specific global events or trends as part of our roadmap navigation.
What data is most valuable in the roadmapping process? Which datapoints are given the greatest weight, and why?
Katya: Gather as many signals as possible to inform your understanding of the opportunity and determine the best course of action. Te roadmapping process unfolds through several key phases: planning, input collection, organisation, building support for our roadmap strategy, maintenance, and execution.
Flexibility is paramount as we continuously refine our approach. Crucial data points, including market research insights, audience analytics, past campaign performance metrics, and competitor analysis, inform our decision- making process and enable us to identify opportunities and challenges.
Giorgi: SPRIBE’s roadmap planning is closely tied to key engagement metrics of our players. We particularly focus on assessing player behaviour from activation right through to adoption. But given the significant load from high volumes of traffic, our primary focus is still on metrics related to the stability of game operations and services under high loads.
Iryna Dragulina Game Tribe Leader, Playson
Iryna: First of all, our strategic goals are mapped out across each quarter, setting out our aims for the year’s performance. Te decisions are continuously inspected to reflect where we want to be and how far away we are from achieving this. We use data to measure the KPIs of our released games to understand what went well and what should be adjusted going forward.
How is the roadmap segmented and broken down? Is it divided into themes, mechanics, game types?
Iryna: We take a multi-faceted approach to roadmapping, looking at different angles including mechanics, themes and game families. It is important for us to have a good overview of the teams working on the roadmap and ensure they have the autonomy to fulfil our aims. We approach high-level planning on a quarterly basis to remain adaptable and react to industry changes or trends.
Giorgi: Our annual roadmap is divided into quarterly segments, which serve as the primary tools for our development teams. When it comes to dividing up our roadmap, it’s important to understand that SPRIBE can have multiple teams working on the development of a single product or service.
Te roadmap itself is centred around achieving the key results that we have outlined within a particular timeframe and often consists of projects that involve several teams working on the development process together.
Katya: Te roadmap is typically segmented and broken down based on various factors such as themes, audience segments, content types, and strategic priorities. It may involve a combination of themes, mechanics, and game types to ensure a diverse and engaging content lineup that
SPRIBE’s roadmap planning is closely tied to key engagement
metrics of our players. We particularly focus on assessing player behaviour from activation right through to adoption. But given the significant load from high volumes of traffic, our primary focus is still on metrics related to the stability of game operations and services under high loads. Giorgi Tsutskiridze
WIRE / PULSE / INSIGHT / REPORTS P39
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