LuckyStreak is in the early stages of transforming how it approaches product planning. In a recent article with Next.io, our new head of product, Neil Brookes, explores how being smaller and sharper gives them a winning advantage in the fast-moving, highly competitive live casino sector.
Product planning gets talked about a lot
But often it’s just long, ambitious roadmaps, vague feature-packed wish lists and vision decks, and limited requirements detail.
Building better products isn’t just about what teams say they’ll do, it’s about how they choose what not to do, and how fast they can move what really matters.
Here are six learnings I’ve taken from my career in virtuals, sports betting and now live casino, that show how to keep teams focused, momentum high and impact real.
1. Raise the bar – then raise your voice
If you want to build buy-in internally, across teams, departments and other stakeholders, start by making what already exists better. Tighten the user experience (UX), refine the flow of your existing games and invest in improving their core performance.
It might not grab headlines, but these early wins build internal (and external) support and enthusiasm. They show what is possible and that’s how belief in the brand builds.
2. Solve problems, not trends
It is easy to chase what’s trending. A new mechanic, a flashy game format or an industry buzzword can quickly dominate the roadmap. But that’s not product planning – it’s following.
Start instead with the fundamentals; what problem are we solving for our clients, who benefits and why does it need solving now?
Purpose-led planning ensures providers build something people need – not just something everyone else is doing, and not as a reaction to what others have already built.
3. Use size as your superpower
Bigger companies often move slowly with long approval chains, sign-off processes and layers of management that stall progress. At LuckyStreak, we can move from idea to decision in a matter of days. That speed is our competitive advantage.
We test fast, learn fast and course-correct fast. Agility beats scale when you know how to use it.
4. Innovate with intention
Live casino gaming is full of ‘me too’ moments. One provider introduces a new presenter style or adds a multiplier mechanic and suddenly, everyone’s doing it.
That’s not innovation. It’s imitation.
Focus on true differentiators – features that add something new to our live casino game offering enhance it. Novelty for novelty’s sake is a distraction, while intentional innovation is where value lives.
We choose, not chase.
5. Improve as you go
Not everything will be perfect the first time and that’s okay. It’s about progress, not perfection.
That means valuing user feedback over internal assumptions, launching early when it makes sense to do so and viewing missteps as learning opportunities.
We don’t wait for the stars to align. Build, test, refine and repeat. The best products are never truly finished – they just keep getting better.
6. It’s entertainment – not just iGaming
We’re not just building gambling products in this industry. We’re building entertainment experiences that need to hold attention, engage players and keep them coming back.
Our competitor isn’t just other providers and their games, it’s all forms of entertainment, from streaming platforms, to social media and mobile games.
The best products perform visually, technically and emotionally like other forms of entertainment. We can’t afford to just think within the limits of a live casino game studio.
Gambling might bring players in, but entertainment is what makes them stay and that’s what we’re here to deliver.
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Neil Brookes joined LuckyStreak as head of product in May 2025 with a brief to will define and execute the company’s product roadmap in line with its vision and strategic goals.
He brings over two decades of industry experience from across B2B and B2C, from sports betting to online gaming product development, having worked for major iGaming brands including BetFred, SkyBet and Inspired Entertainment.
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