Unibet product chief dreams of true innovation

Unibet product chief dreams of true innovation

Thursday, June 11, 2015 Totally Gaming
Daniel Eskola is looking forward to his new challenge

Daniel Eskola says he hopes to help create something “truly innovative” after being appointed as Unibet’s new chief product officer.

Eskola has been tasked with leading the gaming operator’s product initiatives and strategies on all key verticals after it was announced that chief operating officer Britt Boeskov is to take a requested break from her role.

After his promotion from head of iGaming, where he launched Unibet’s stand-alone online poker platform and announced plans for a unique bingo offering, Eskola is now charged with responsibilities within the four key business areas of Sportsbook, Gaming, New Channels and Payments. 

“The product area is core for ensuring sustainable customer satisfaction and growth across all channels,” Eskola told TotallyGaming.com.

“The task at hand is continuing to deliver improvements on existing products and launch suitable new products that our customers will enjoy. In essence it is about out delivering our competitors in terms of quality and time to market.”

Eskola, 34, began his career in the gaming industry within a marketing role, but switched to a focus on product when he became head of poker at Entraction. He made a huge impact in that role – tripling the company’s customer base – before becoming head of product and then being lured by Unibet in 2010. 

Having held the head of poker and head of gaming product roles at the Swedish giant, Eskola wants to maintain the company’s position but he is also keen to promote cutting-edge options.

“It is no surprise though that the main focus will be on our two main products, Sportsbook and Casino, which together stand for around 90 per cent of our revenues," Eskola said. “Mobile has been a success story so far and we are keen to continue to progress and innovate in that area.

“The ambition is also to truly innovate and launch something disruptive, however this is of course also the most challenging thing to do.”

As well as his new responsibilities. Eskola has also been charged with the task of finding his replacement as head of iGaming, and believes that a passion for gaming will be key in choosing the successful applicant.

“The staff in the iGaming team are to a very large extent players themselves and I think this cannot be underestimated in value when it comes to delivering products and games that players will enjoy,” he said.

“Although Casino is the lion share of the revenues for the iGaming team, both Poker and Bingo are important for our overall product portfolio. So, the new head of iGaming should ideally have experience in all three verticals.”
 

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