Will Booth
Senior Product Manager
My Role
Product Manager
Vision, roadmap, stakeholder relationships, operator integrations, commercial research, and multiplier calculation modelling.
Duration
10 Months
Concept to first live operator in 10 months, with ongoing expansion across new regions.
Most sportsbooks were built for a different era; designed for desktop, for experienced bettors, and for markets measured in fractional odds. The younger and modern fan that follows individual players (LeBron or Messi) rather than a team, was largely ignored.
B2C disruptors like Underdog Fantasy and PrizePicks had proven that simplifying betting into a binary "More or Less" choice could unlock an entirely new audience. No B2B equivalent existed. The opportunity was to build the first white-label Pick'em engine that any operator could plug in and own.
How do you make a Sportsbook feel effortless and tailored to a younger audience?
Pick'em is a second, simpler layer on top of traditional sports betting. Rather than confronting users with decimal odds and obscure markets, it surfaces one clear question: more or less? It provides unique value by meeting fans where they already are, following players, not point spreads.
To support this, I personally modelled the multiplier calculation logic from scratch, reverse-engineering competitor models to establish a baseline before rebuilding the formula to protect margins and maintain player trust.
Pick'em needed to feel like a game, not a spreadsheet. I personally directed and approved every design decision: from the card-based player selection interface to the visual language used to communicate multipliers and outcomes. The goal was to create something that felt native to how modern fans consume sport: fast, visual, and player-first.
Every detail was considered. The way a pick snaps into a slip. The moment of feedback when a leg is won or lost.
The integration process revolved around a three-layer technical dependency. Pick'em, a casino aggregator, and each operator's platform. This was strategically done to help distribute our aggregator into additional platforms for cross-selling opportunities.
As a result, this involved implementing shared wallet infrastructure with inconsistent operator standards, whilst dealing with slow feedback loops created cascading complexity that required flexible microservice architecture and constant stakeholder alignment to navigate.
The product changed significantly after the first operators went live. The most consistent request was for broader sport and market coverage. What launched with a core set of markets expanded meaningfully as we onboarded operators across different regions, each with different fan bases and sporting preferences. This iterative cycle, ship, integrate, listen, expand, became the core rhythm of the product.
I acted as sole PM across the full product lifecycle — defining the roadmap, bridging commercial and engineering teams, negotiating the data feed provider contract, and taking on the role of a directly responsible individual to ensure both the settlement engine and every design detail were executed with a high level of craftsmanship.
Pick'em is a product of the hard work and collaboration of many talented teammates, and I'm proud to have been part of the team that brought it to life across five operators and four continents.
