Staff Product Manager, Free-to-Play

Fanatics Betting & Gaming•New York, NY

About The Position

Fanatics is building a leading global digital sports platform. We ignite the passions of global sports fans and maximize the presence and reach for our hundreds of sports partners globally by offering products and services across Fanatics Commerce, Fanatics Collectibles, and Fanatics Betting & Gaming, allowing sports fans to Buy, Collect, and Bet. Through the Fanatics platform, sports fans can buy licensed fan gear, jerseys, lifestyle and streetwear products, headwear, and hardgoods; collect physical and digital trading cards, sports memorabilia, and other digital assets; and bet as the company builds its Sportsbook and iGaming platform. Fanatics has an established database of over 100 million global sports fans; a global partner network with approximately 900 sports properties, including major national and international professional sports leagues, players associations, teams, colleges, college conferences and retail partners, 2,500 athletes and celebrities, and 200 exclusive athletes; and over 2,000 retail locations, including its Lids retail stores. Our more than 22,000 employees are committed to relentlessly enhancing the fan experience and delighting sports fans globally. Fanatics is building a leading global digital sports platform, with the Fanatics App as the front door to fandom and a broader ecosystem spanning Commerce, Collectibles, Betting & Gaming, and Live Experiences. We are seeking a Staff Product Manager, Free-to-Play to define and scale Free-to-Play (FTP) as a core engagement and growth engine across the entire Fanatics ecosystem. This role goes beyond a single product surface. You will own the enterprise FTP strategy, shaping how games, challenges, and gamified experiences drive habit formation, cross-product engagement, and LTV across all Fanatics properties. You will operate as a product leader, working across App, FBG, Commerce, Collectibles, and Loyalty to build a cohesive, scalable FTP ecosystem powered by Fanatics ONE and FanCash.

Requirements

8+ years in product management, with experience operating at Staff / Principal level or equivalent scope
Proven track record of defining strategy across multiple teams or products
Experience in games, gamification, or engagement systems at scale
Strong understanding of growth loops, retention mechanics, and lifecycle design
Demonstrated ability to influence senior stakeholders across functions
Comfortable operating in high ambiguity, high ownership environments

Nice To Haves

Experience working in multi-product ecosystems or platform environments
Familiarity with loyalty systems, rewards economies, or virtual currencies
Experience building cross-surface or cross-platform engagement systems
Passion for sports, gaming, and fan experiences

Responsibilities

Define the Enterprise FTP Strategy
Own the vision and multi-year strategy for Free-to-Play across Fanatics
Position FTP as a core pillar of the engagement layer, driving daily habit and ecosystem participation
Define how FTP connects to FanCash, Fanatics ONE, and cross-OpCo journeys
Build the FTP as a System, Not a Feature
Evolve FTP from standalone games into a connected ecosystem of experiences (games, challenges, quests, live interactions)
Partner with platform teams to integrate FTP into: Bonus / Rules Engine CRM lifecycle Personalisation systems
Define reusable patterns that scale across surfaces (App, Sportsbook, Web, Live)
Drive Cross-Ecosystem Impact
Design FTP experiences that drive measurable behaviours across OpCos: Commerce (shopping uplift) FBG (betting activation) Collectibles (new collector acquisition)
Build and optimise cross-sell journeys and “next best actions” tied to gameplay
Own the Engagement & LTV Flywheel
Define and track success against key ecosystem metrics: Retention, frequency, and DAU/WAU Cross-product adoption Incremental gross profit and LTV
Leverage insights such as FTP’s demonstrated impact on retention and engagement to scale impact
Lead Through Influence
Operate across multiple product, engineering, and commercial teams without direct authority
Align stakeholders across App, FBG, Commerce, Collectibles, Loyalty, and Data
Drive clarity in ambiguous, high-stakes problem spaces
Deliver High-Quality Experiences
Partner with Design and Engineering to create best-in-class, fan-first game experiences
Ensure experiences are: Intuitive and rewarding Deeply personalised Tied to real-world sports moments