Game manager: business—a role, not an operating system
In the pursuit of iGaming industry trends, many operators forget that gaming is what generates online casino revenue. It is the presence (or absence) of the right games that directly affects business performance.

This is why it is crucial that games are not just the responsibility of an operations person who uploads new releases to the site, but a separate Game Manager (GM) - the person for whom the product's revenue is a direct area of responsibility.

In this post, our take on the role of GMs in online casinos and why it's one of the key business positions that shouldn't be taken lightly.

A GM is not just someone who knows how to enable the game in the admin.
This is a manager with business vision who understands that every decision he makes directly impacts the LTV and GGR of the product.

GM Tasks

1. Actualization of game tops and lineups
   The GM follows trends, realizes which games need to rise to the top and which ones need to drop lower.
   The goal: to show players (especially new players) that they will find what they are currently interested in on this product.
2. Selection of games for welcome chains
   GM is involved in the development of welcome bonuses.
   If freespins are given out, he is the one who selects the games that best convert new users to register and deposit.
3. Selection of games for activities
   For a promotion or tournament to gather maximum engagement, it must be linked to popular slots. This is the GM's responsibility.
4. Response to ISP “falling off the grid”
   If a popular provider falls off (and this is a regular story in gray markets), the GM highlights the problem and offers alternatives to retain players.
5. Working with metrics
   GM analyzes game metrics and helps marketing build campaigns.
   For example: if freespins are given in little-known slots, engagement and ROI decrease - GM sees this and adjusts the strategy.
6. Reactivation campaigns
   When a top provider is connected, the GM can initiate reactivation of departed players, using strong content as a reason to bring back an audience.
7. Monitoring the performance of games
   If the GM notices abnormal performance on a play, he analyzes the cause and makes a decision.
   For example: the slot began to load too long - temporarily put it in the lobby until we find out the cause.
8. Monitoring game download speeds
   GM periodically tests the speed on itself, compares it to competitors, and orders local inspections.
   If the game takes too long to load - it can be «stashed» below, so as not to lose GGR.
9. Commercial terms and conditions
   While GM doesn't negotiate directly with providers, it knows who has more favorable terms.
   This helps to build lobbies and bonuses towards profitable partners on one side, but also to balance the interests of players on the other side.
10. New releases
    GM is responsible for making sure that new releases get to the prod in a timely manner and get promotional support.

Conclusion

You can't do without an operational routine - any role at an online casino comes with one.
But Game Manager isn't just a content administrator.
This is the person (or team) that directly impacts GGR and profit.
Every decision he makes is reflected in revenue, either in the plus or minus side.
So GM needs to deeply understand analytics, see the numbers behind every action, and make decisions with a business focus.