Skip to contentSergio PorcelliPortfolio · Business Transformation, Gaming/Betting
SergioPorcelli
Eight years across gaming, iGaming and sport, the last five on digital products.
Operators, publishers and tipsters as partners. Today, the digital products of a national federation.
Product Manager at the Italian Tennis and Padel Federation since 2025. Before, tournaments and sponsorships at QLASH, and TipKlub, a sports prediction app. I started in project management and moved into product.
Politecnico di BariBSc Computer Science and Automation Engineering2021MSc Management Engineering, Entrepreneurship and Innovation2024Product HeroesShort Master in Product Management
RomeItalian, English (Cambridge B2)Office suite, Power BI (basic)
When a player comes back, what are they telling us?Data, feedback, decisions.
Brands I have worked with
01
The sector
Gambling, iGaming and video games, from the partner and supplier side
Tournaments, sponsorships and a tipster app, built with operators, publishers and tipsters.
Who I worked with, and for whom
Regulated operators
Game publishers
Tipsters
Clubs and brands
Digital product
Players
Community
Sponsors
Product teams
Platform · QLASH
QLASH App
Tournament platform for mobile, PC and console games. It passed 300,000 registered users.
I defined the requirements for the game integrations and the API and webhook layer
As Partnerships & Community Manager: 1,000+ online tournaments, 99% completed
Product · Mindset Lab
TipKlub
Sports prediction app with some of Italy's best-known tipsters, from concept to launch.
I worked closely with the tipsters, who were linked to Sisal
I analysed user feedback in the discovery phase and read retention data to set UX priorities
More than 20,000 users in the first two months, 70,000+ today
Video games · Federation
myFITP eSports
The eSports section of the federation's app: tournaments are played inside the app, on the game developer's APIs.
I designed the player journey, from entry to leaderboard
A circuit co-organised with the game's developer
I know this world as an external partner and supplier. I have not worked on the operator's side.
02
Measuring
From player behaviour to KPI
One metric, how it is defined, what I discarded and how it is checked.
The metric2+tournaments in the first month
North Star Metric of myFITP eSports. The discarded ones are written down, each with its reason.
The controlRecalculated independently before publishing
Dashboards updated weekly from the partner's data, in an automated way.
The funnel67% of registered visitors agreed to open a myFITP account
At the Internazionali BNL d'Italia 2026 stand, registered visitors rose from about 1,227 to 3,172.
What the data says: players who join come back. The limit is how many join.
03
Delivery
How I keep a delivery under control
1
Written requirements
APIs and webhooks, translated into written requirements for the vendor.
2
One list, priorities and times
One list with the vendor: a priority and a release time for every item.
3
Criteria and progress reports
Release criteria agreed before the deadline. Work progress reports (SAL) for TipKlub and the QLASH App.
04
Regulated operators
What I did with LeoVegas and Admiral Pay
2017
Partnerships & Community Manager (2017 to 2022)
2020
Esport Manager for AC Milan and FC Internazionale (2020 to 2023), in parallel
2022
Head of Gaming Operations (2022 to 2025)
Content and activation · 2022 to 2023
LeoVegas
The “Become a Pro” FIFA22 tournament and “LeoPlay”, a Call of Duty content series. How it ran:
Kickoff, timeline and social media plan
Branded graphic assets and content on several platforms
Influencers and casters coordinated for the Call of Duty content
A contest with a FUT Card to collect leads
Periodic reporting on reach, impressions and clicks
Sponsorship · 2024 to 2025
Novomatic Italia · Admiral Pay
Five months of sponsorship of a tournament circuit on the QLASH App, under the Admiral Pay brand. How it ran:
Contract terms negotiated with the QLASH legal office and with Novomatic Legal and Compliance, Marketing and Digital
Activation on several channels: in-app banners, logos on the app, website and social channels, a brief to the graphics team
Merchandising at live events and presence at fairs
A joint press release
Monthly reporting and prize payments
05
How I would start
From my work
What I carry over
Four vendors, four offices, three products
A KPI defined, checked and read
Operators, publishers and tipsters, as a partner
1Hypothesis
Map
Each process with an owner, its data and the decision it changes.
2Hypothesis
Measure
Each KPI with its definition, a baseline from the client's data and an independent check. Player feedback next to the numbers.
3Hypothesis
Compare
Costs and benefits of each option, then a pilot with a stop rule set before the start. Where an AI assistant could remove repetitive work, test it the same way.
Example · hypothetical
A player who registers and does not come back
Which step loses them, which data shows it, what changes first.
KPIs stay hypotheses until they have a baseline, and the baseline comes from data.
In short
I am a product manager who knows gambling, iGaming and video games as a partner and external supplier. I define KPIs and check them, keep deliveries under control with written requirements and progress reports, and read what users say.
