Company
Pure Casino Entertainment Limited (PureCasino.ca)
Reports To
Jon Zworth, Director of iGaming
Location
Candidate location may be flexible. Remote, within Canada (Alberta preferred)
Employment Type
Full-Time, Permanent
AGLC Registration
Required — appointment conditional on AGLC registration/background check
The Casino Front-End Manager owns the player-facing online casino experience on PureCasino.ca, including the casino lobby, game portfolio, content merchandising, new game releases, provider coordination, and front-end performance across desktop and mobile. This role is responsible for ensuring players can easily discover relevant, high-quality casino content, while helping maximize engagement, conversion, game performance and overall casino revenue in a compliant way.
Reporting to the Director of iGaming, this person works closely with Boyd, game providers, compliance, CRM, Marketing, manage the casino content roadmap, launch new titles, support promotional activity, monitor performance and optimize the lobby experience on an ongoing basis.
A key part of the role is staying close to the broader iGaming market, especially that in Alberta: monitoring what other leading casino sites are prioritizing, understanding why those approaches are working, and translating relevant best practices into practical recommendations that keep Pure competitive, current and player focused.
Key Responsibilities
Casino Lobby, Merchandising & Player Experience
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Own the casino lobby structure, category taxonomy, game ordering, naming, tagging, search visibility, banners, featured rows and seasonal refreshes.
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Merchandise the casino lobby to surface the right games, providers, jackpots and live dealer experiences based on player demand, product priorities and performance data.
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Manage ongoing lobby optimization across desktop and mobile, including game placement, category performance, discovery paths, page depth, click-through, search behaviour and conversion into play.
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Develop and maintain a structured content plan for new releases, featured games, provider spotlights, live dealer content, jackpots, exclusives, seasonal themes and promotional support.
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Ensure the casino front end feels high-quality, current, easy to navigate and aligned with Pure’s brand experience across the online site and app environment.
Game Portfolio & Provider Management
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Manage the online casino game portfolio across RNG, slots, table games, live dealer, jackpots and other approved casino content.
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Own the game release roadmap, including title selection, prioritization, launch timing, provider coordination, asset collection, lobby placement and post-launch performance review.
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Build and maintain strong working relationships with game providers and Boyd to support game delivery, roadmap planning, operational issue resolution and new content opportunities.
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Identify underperforming, duplicated or outdated content and recommend whether games should be repositioned, refreshed, deprioritized or removed from the lobby.
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Support discussions around exclusive content, branded games, provider promotions, commercial opportunities and new product mechanics in partnership with the Director of iGaming.
Performance, Insights & Optimization
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Monitor game, provider and lobby performance on an ongoing basis, including GGR/NGR contribution, active players, sessions, handle/wagers, margin, RTP, conversion into play, search usage, click-through and retention indicators.
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Use performance data and player behaviour to make practical recommendations on game positioning, category structure, content mix, provider focus, promotional support and lobby refreshes.
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Build recurring reporting on game and lobby performance, including top movers, new launch performance, underperforming titles, provider mix, jackpot performance and content opportunities.
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Run or support structured testing of lobby placement, categories, game tiles, new game messaging, provider rows, jackpot positioning and other front-end merchandising approaches.
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Partner with CRM, Marketing and VIP/Player Development to identify relevant casino content and player segments for campaigns, promotions, onsite messaging and VIP engagement.
Market Best Practices & Competitive Intelligence
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Maintain an ongoing view of competitor activity and best practices across Alberta, and other relevant regulated iGaming markets such as Ontario.
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Monitor what leading operators are prioritizing in their casino lobbies, including game categories, new releases, live dealer treatment, jackpot merchandising, personalization, search/filter tools, content refresh cadence and promotional positioning.
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Translate competitive learnings into clear recommendations on what Pure should test, adopt, avoid or adapt based on player relevance, commercial impact, operational effort and compliance considerations.
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Stay current on player trends, provider roadmaps, emerging casino mechanics, live dealer innovation, jackpot formats, mobile UX expectations and responsible gaming considerations.
Operations, QA & Change Management
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Coordinate new game onboarding with Boyd, game providers, compliance and testing partners, ensuring launch requirements, assets, certifications, configuration and approvals are in place before release.
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QA new releases and front-end changes in staging before production, including game launch, loading, playability, wallet behaviour, win/loss recording, game information pages, tile assets, links and responsible gambling prompts where applicable.
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Manage jackpot display, table limits, bet configuration, game availability and other front-end settings with Boyd within approved parameters.
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Maintain accurate records for game releases, lobby changes, configuration updates, QA outcomes, known issues and remediation steps.
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Escalate technical, compliance, player experience or provider issues quickly and work with the appropriate teams to resolve them.
Regulatory & Compliance Responsibilities
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Ensure all live casino games have the required regulatory approvals and certifications for Alberta before activation, with documentation maintained as audit evidence.
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Maintain a clear certification and launch register for all casino titles, including provider, game ID, market approval status, launch date, RTP, game type and any relevant restrictions.
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Verify that published game information, RTP, rules and responsible gambling messaging are accurate and aligned with certified game details and regulatory requirements.
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Ensure responsible gambling tools, session reminders, limit prompts, reality checks and other required player-protection elements function as expected as part of the game QA process where applicable.
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Maintain change logs for material lobby, game and configuration changes to support internal controls, SOC 2 requirements, audit readiness and issue resolution.
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Work with the Director of iGaming, compliance stakeholders, Boyd and game providers to ensure casino front-end activity is commercially effective, operationally practical and regulatory defensible.
Required Qualifications
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4+ years of online casino content, games, lobby, product operations or casino merchandising experience with a regulated operator, platform provider or major iGaming supplier.
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Hands-on experience managing an online casino lobby, game portfolio, new game release roadmap and/or casino content merchandising plan.
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Strong understanding of online casino products, including slots, table games, live dealer, jackpots, RNG mechanics, game providers, RTP and player preferences.
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Experience working with major casino game studios or aggregators such as Evolution, Pragmatic Play, NetEnt, Red Tiger, Playtech, Light & Wonder, IGT or comparable providers.
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Data-driven approach to casino merchandising, with the ability to interpret game, provider and lobby performance and turn insights into clear actions.
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Working knowledge of regulated market requirements, certification processes, responsible gambling considerations and front-end compliance expectations.
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Strong attention to detail and QA discipline across game setup, lobby placement, assets, links, game information, approvals and launch readiness.
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Strong project management skills with the ability to manage multiple game releases, provider requests, platform tasks, internal stakeholders and deadlines.
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Ability to work independently, take ownership and operate effectively in a lean launch environment.
Preferred Qualifications
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Experience working for a regulated Canadian iGaming operator or in another regulated North American iGaming market.
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Ontario market experience, including familiarity with AGCO/iGaming Ontario, AGLC or comparable regulatory expectations.
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Experience with Boyd Interactive, White Hat, Playtech, GAN, EveryMatrix or comparable PAM/content management platforms.
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Experience managing GLI certification workstreams, market transfer approvals or game launch documentation.
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Experience with casino reporting tools, Tableau, Looker, Power BI, GA4, platform reporting dashboards or similar analytics tools.
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Experience supporting casino promotions, provider campaigns, tournaments, missions, jackpots, exclusive games or branded content.
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Experience with mobile/app lobby optimization, personalization, game recommendation logic, search/filter improvements or A/B testing.
Candidate Profile
The ideal candidate is a hands-on online casino operator who has directly managed a game lobby and game portfolio in a regulated environment. They should understand how players browse, discover and choose games, and be able to explain the logic behind lobby structure, row placement, category strategy, new game promotion and underperforming title management.
The best fit will combine strong casino product knowledge with commercial judgment, data fluency, operational discipline and a genuine interest in the player experience. This person should be comfortable working closely with platform teams, game providers, compliance, CRM, Marketing, and support teams and senior leadership to turn casino content decisions into measurable results.
This role requires someone who is proactive, detail-oriented and curious about the market. The right candidate will regularly review what other operators are doing, understand why certain approaches are being prioritized, and bring forward practical ideas to help Pure keep the casino experience competitive, fresh, compliant and easy for players to engage with.
Additional Requirements
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Appointment is conditional on completing any required AGLC registration, background check and internal onboarding requirements.
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Participation in required responsible gambling, AML, privacy, compliance and security training is expected.
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Some flexibility may be required to support major launches, urgent issue resolution, provider releases, platform deployments or key promotional periods.
