ABOUT YES.COM
Yes.com is an AI-native online gambling startup launching in Denmark, with expansion planned across Europe and other regions. We operate on an established third-party platform and are building an entertainment-first player experience across sportsbook, casino, and live casino.
In most iGaming markets, traditional retention tools are restricted. Gamification is the key retention differentiator.
THE ROLE
You will own gamification end-to-end — from strategy through to shipped product.
This is a 0-to-1 role. There is no existing gamification system. You will define the architecture, design the mechanics, write the specs, coordinate delivery, and measure impact.
Gamification is the meta-layer that bridges our vertical products (sportsbook, casino, live casino) through progression, missions, live events, and achievements. It turns individual bets and spins into a connected engagement experience.
You will work with a shared internal engineering pool, third-party products, and the platform’s loyalty engine. There is no dedicated squad — you will need to be hands-on and persuasive with shared resources.
WHAT YOU’LL DO
Define the Gamification Architecture
* Audit available third-party loyalty engine capabilities and identify gaps
* Recommend technical approach: platform-native, third-party, custom build, or hybrid
* Present trade-offs and build vs. buy decisions to leadership
Design & Spec Gamification Mechanics
* Progression systems (XP, levels, unlocks)
* Missions and quests (daily, weekly, seasonal)
* Achievements and collections
* Leaderboards and social competition
* Live ops and seasonal events
* Map every mechanic to markets’ regulatory constraints
Coordinate Delivery
* Write detailed specs with acceptance criteria
* Work with shared engineering to build and ship
* Prioritise ruthlessly — define what launches with the platform vs. what’s added incrementally
Measure & Iterate
* Own retention metrics attributable to gamification (D7, D30, session frequency)
* Run experiments and kill what doesn’t work
* Provide a measurement framework that proves gamification’s commercial value
Collaborate Across Teams
* CRM — define boundary between in-product gamification and CRM-driven engagement
* Creative — gamification = mechanics + visuals (tight integration)
* Legal & Compliance — every feature has a compliance lens
* Analytics — experimentation infrastructure, KPI definition, deep dives
FIRST 90 DAYS
Three deliverables expected:
* Gamification Architecture Decision
* Audit loyalty tools, assess build vs. buy for each mechanic, recommend technical approach with trade-offs
* MVP Gamification Spec
* Minimum viable feature set mapped to Denmark regulatory constraints, with detailed specs, acceptance criteria, and prioritised phasing
* Gamification Strategy
* End-to-end strategy covering mechanics, compliance mapping, measurement framework, and multi-market roadmap
WHAT WE’RE LOOKING FOR
Must Have
* Mobile gaming product experience — shipped gamification systems in a live product as a PM or equivalent
* Shipped at least two of: mission/quest systems, progression/meta-game, live ops/events
* Holistic product thinking — can adapt gaming mechanics to a regulated gambling context
* Hands-on — writes own specs, prototypes ideas, digs into data
* Evidence-led — forms hypotheses, tests them, measures results, iterates or kills
* Strong documentation discipline
Strong Plus
* Experience in a regulated industry (fintech, healthtech, gambling)
* Understanding of player psychology or behavioural design
* Multi-market product experience
* AI fluency in daily workflow
* Experience working with third-party platform providers or vendor integrations
Not a Fit If
* Feature factory mindset — ships without measuring impact
* Consensus-driven — can’t operate in ambiguity or make decisions without full alignment
* Copy-paste gamification — would transplant mobile gaming systems without adapting to context
* Theory over execution — talks frameworks but can’t write a spec or analyse data
* Exclusively large-company background — only worked with dedicated squads and mature processes
REGULATORY CONTEXT
You will likely come from unregulated or lightly regulated mobile gaming. In gambling, every gamification feature has a compliance lens:
* Missions can’t encourage overspending
* Leaderboards can’t rank by wagered amount
* Urgency can’t drive problem gambling
* XP must be action-based, not wager-size-based
Legal & Compliance is the guardrail. You are not expected to be a regulatory expert from day one, but you need to internalise core principles quickly.
HOW YOU’LL WORK
* Shared resources: no dedicated engineering squad
* AI-assisted workflow: AI supports research, competitive analysis, and spec writing
* Autonomy within guardrails: high autonomy, leadership sign-off on architecture, compliance review on all features
* Async collaboration: chat and Google Meet, minimal meetings
WHO YOU’LL WORK WITH
* Leadership — strategic direction, commercial judgment
* Technology — engineering pool, platform integrations, AI tooling
* Creative — visual design for gamification mechanics
* CRM — engagement ownership and coordination
* Analytics — measurement and experimentation
* Legal & Compliance — regulatory guardrails
* Third-party systems — platform and loyalty engine
COMPENSATION
* Competitive compensation package
* Health insurance
* Paid learning and growth opportunities
INTERVIEW PROCESS
* Application
* CV + short note: name one gamification system you shipped and its impact on retention
* Screening call (30 min)
* Motivation, gamification experience, comfort with ambiguity
* Portfolio review + case study (take-home)
* Walk through 2–3 shipped systems, then present a recommended gamification architecture and MVP for Yes.com’s Denmark market
Final interview
Co-CEOs — strategic alignment, culture, long-term fit
WHY THIS ROLE IS DIFFERENT
Most gambling companies treat gamification as a bolt-on — loyalty points and badges managed by CRM.
We treat it as the core retention mechanism, owned by a dedicated PM with real gaming experience.
You will not adapt CRM tools into gamification. You will design engagement systems the way mobile gaming companies do — progression, missions, live events, seasonal content — within a regulated gambling context where these mechanics genuinely matter.
If you have built engagement systems in mobile gaming and want to apply that craft to a new industry where it is the competitive differentiator, this is the role.