Vision and Velocity: Evolving Product Management and Agile Delivery at Betfred
Faster releases, a predictable cadence, stronger expertise within teams, and a cultural shift towards delivering lasting value for Betfred and their customers.
The Results
71% fewer reported live issues
Delivery ticket throughput doubled
Cycle time down by 36%
A 40% average increase in completed work vs committed
Betfred rethinks products and delivery
Betfred, one of the biggest names in betting and gaming, had just completed a huge multi-year tech migration. It was a big milestone, and it opened the door to rethink how products were built and delivered.
They wanted to move faster, work smarter, and make sure every product decision connected back to customer value. That’s where Nimble Approach came in.
By providing a team that combined agile coaching with product coaching, we integrated into Betfred’s teams and worked alongside them to cut cycle time by over a third, improve sprint completion rates, and bring outcome-focused Objectives and Key Results (OKRs) into over half a dozen betting teams.
The result? Faster releases, a predictable cadence, stronger expertise within teams, and a cultural shift towards delivering lasting value for Betfred and their customers.
Their key challenges
In betting and gaming, speed and adaptability aren’t optional, they’re essential to stay in the game.
After completing a complex multi-year migration, Betfred saw the opportunity to better understand their customers, modernise their products and give teams the tools and confidence to deliver value at pace.
The focus was on:
- Shifting focus from outputs delivered to customer outcomes achieved.
- Deliver new value to customers through faster feature development.
- Improving decision-making and collaboration.
- Embedding modern product management and agile delivery practices that would last.
Our Solution for Betfred
Integrating both Agile delivery and Product management expertise directly into Betfred’s squads.
Product Management Coaching
- Introduced structured OKRs to link work directly to business outcomes
- Embedded product discovery practices like user testing and design sprints
- Ran prioritisation sessions to focus effort on what mattered most
Agile Delivery Coaching
- Strengthened agile ceremonies and reflection practices, with a focus on learning loops
- Used delivery data to improve forecasting to give more confidence and consistent flow
- Helped squads work together across disciplines, breaking down organisational silos
Our Approach
We started by listening – spending time with delivery teams, product leads, and senior stakeholders to understand their business context. Together, we co-created improvements that fitted Betfred’s culture and would last.
Everything was designed to align with their wider technology modernisation project, so process improvements and platform changes worked hand-in-hand.
Through a systems thinking approach, we supported company-wide evolution — reducing bottlenecks, fostering a culture of continuous learning, and strengthening collaboration across teams.
The Results and Outcomes
The shift was quick and clear.
By focusing on discovery and real customer behaviours, the teams avoided costly assumptions, saving significant time and effort while enabling innovative offerings for their customers.
Teams have now become empowered, courageous and confident, with healthy challenges driving enriched perspectives – ultimately driving the right thing, done the right way, and delivered at the right time.
Within a few months, delivery was faster, smoother, and more predictable:
Cycle time dropped by over 36%, so ideas reached customers faster
Ticket completion improved by 50%, giving teams predictability and the business confidence in delivery
All betting teams now use outcome-focused OKRs, creating alignment and clarity across the portfolio
Live issues fell by 71%, thanks to stronger collaboration and reduced single points of failure
Product discovery prevented wasted builds, saving time and unlocking space for innovation
Feedback from Betfred team:
- “Feels like we’re actually a team now, not just a group of roles.”
- “We get to own the plan, not just follow it.”
- “Excellent knowledge of Agile principles. Clear impact on the team and culture.”
- “They [Nimble] add so much value to this place!”
- “I have taken a great deal of knowledge out of every call and meeting we have shared”
- “Prompting the right questions from an outside view to enable the team to think more deeply”
Looking Ahead
We’d love to show you how our agile coaching and product management expertise can help your organisation deliver business and customer value at pace, with confidence.
Want to do the same?
If you’re looking to scale your platform, strengthen your team, or improve delivery outcomes, Nimble can help.
Discover what's possible for you
Speak to one of our projects team to see how Nimble could help your organisation.
