Maha Otu, the Country Director for BETWinner Nigeria, is a standout figure in the Nigerian gaming industry. With a remarkable trajectory from contact centre agent to a top executive, Maha’s success comes off the back of lifelong curiosity about general street trends and how people use things offline and online.
Maha understands gaming in Nigeria deeply; combined with her abilities as a skilled product designer, she has played a pivotal role in enhancing the smooth experience on BETWinner’s digital platforms.
In this interview with TechCabal, Maha shares insights into her journey in tech and gaming, and how she uses her design principles to drive innovation and improve user experiences for their over 400, 000 users in Nigeria.
To start, can you tell us a bit about how your background in product design has influenced your role as Country Director at BETWinner Nigeria?
Maha: My journey in product design began long before I stepped into the role of Country Director. I’ve always been passionate about creating beautiful, yet functional digital experiences from websites to apps. When I joined BETWinner and became more involved in our growth, I saw an opportunity to bring this passion into my role.
My background in UI/UX design has been invaluable in refining our digital products. It’s allowed me to focus on enhancing the user experience across our mobile and website platforms, ensuring that our users have a seamless experience each time they visit.
Can you elaborate on how you’ve leveraged your design skills to improve BETWinner’s user experience?
Maha: One of the first things I focused on was understanding how our website and mobile app presented data compared to competition, where we were lacking, and what our customer frustrations were. By analysing multiple user feedback and behaviour, I was able to identify areas where our platforms could be more intuitive and edge the competition. Which is why today, we have been able to streamline navigation on our mobile app and website, making it easier for users to find their favourite betting markets and place bets quickly. We also incorporated more visually engaging elements and simplified the overall design to enhance usability.
What other specific product experience challenges did you face in your early days at BETWinner, and how did you overcome them?
Maha: When mobile betting apps and websites first hit the scene, operators had a major concern: users were creating multiple accounts and not funding their wallets. To solve this, they loaded the sign-up forms and process with various compulsory data entry points and built layers upon a simple account creation process trying to keep out anyone who wasn’t serious. But this seemed a bit tedious to me. So, when I joined BETWinner, we rolled out a “one-click” sign-up feature. Users could quickly create unique IDs with just their phone numbers, get into the app/website, and play across various betting markets. In just two minutes of signing up, they can fund their wallets and place a bet. This change was a game-changer—customer retention more than doubled in the first month!
We only need KYC checks when users withdraw funds to their bank accounts. With all the right documents, your withdrawal is approved in just five minutes. It’s been a huge win for us!
How do you balance your dual role as a product designer and Country Director? Does one role influence the other?
Maha: I am not so much of a product designer these days; my role requires coordinating our operations across multiple departments. To be fair, my background in user experience is still a massive edge despite my day-to-day executive duties. It’s allowed me to develop a user-centric approach to issue prioritisation. Improving our product and making informed decisions that align our business goals with user needs and not the other way around.
In a rapidly evolving industry like gaming, how do you stay ahead of design trends and technological advancements?
Maha: At BETWinner, we are staying ahead because we have ingrained in ourselves a can-do spirit. Personally, I am very open to continuous learning and adaptation. I regularly attend industry conferences, participate in design workshops, and keep up with the latest trends in products and digital services. Additionally, I encourage my team to explore new tools and methodologies. This commitment to ongoing education helps us implement the latest design innovations and maintain a competitive edge.
Looking ahead, what are your future goals for BETWinner’s digital platforms?
Maha: My vision for BETWinner’s digital platforms is to continue enhancing the user experience through the application of design and empathy. We plan to introduce more personalized features, leveraging data to provide users with the best sports book they can have in their pocket. In the near future, as AI continues to unravel, we would also integrate advanced technologies like AI to improve our predictive analytics and offer a more satisfactory experience for the modern day digital consumer. I would like to make BETWinner the most user-friendly and exciting platform in the African gaming market.
You’ve made a significant impact in a predominantly male-dominated industry. What advice do you have for other women aspiring to enter and excel in tech and gaming?
Maha: I would recommend that you believe that it’s really not a boys club, as much as possible, pursue your passion with confidence and resilience. The tech and gaming industries are indeed challenging, but they are also full of opportunities, just like any other. Focus on building your skills and expertise, and don’t be afraid to take on challenges. Seek mentors and allies who can support your growth. The industry needs diverse perspectives, and I believe women have a lot to contribute.
