TESTA’s User-First Vision: Seeing Products Through the Player’s Eyes

At SiGMA Asia 2025 in Manila, TESTA CEO Kyle Wiltshire laid out a vision built around one powerful principle: testing products through the eyes of real users, in real-world environments, on real devices. In an in-depth interview, Wiltshire discussed TESTA’s evolving model for product testing in the iGaming space—one shaped by the diversity of global markets and driven by continuous feedback loops from players on the ground.

“What Does the Player See?”

Wiltshire was clear: TESTA’s mission is to enable operators and suppliers to evaluate their products not from a developer’s desk, but from the perspective of players experiencing them on their own terms—on local phones, in native languages, and within the constraints of real-world infrastructure.

“We want to give people the ability to see digital products through the eyes of people around the world,” he said.

This philosophy shifts product evaluation from theoretical assumptions to evidence-based decisions, tailored to specific market realities. Whether it’s the UI layout on budget Android devices in Southeast Asia or payment flow friction in Africa, TESTA’s model zeroes in on how products actually perform where they’re used.

Global Feedback, Local Context

Wiltshire highlighted major differences across markets like Latin America, Africa, regulated U.S. states, and Asia—emphasizing that these variations require more than generalized market knowledge. They demand ongoing, structured feedback directly from the front lines.

“Without that frontline intelligence,” he noted, “teams can’t adapt to shifts in user behavior or evolving local constraints fast enough.”

TESTA’s continuous data cycles allow product teams to keep pace with fast-moving market changes, grounding roadmap decisions in real user insights.

Compliance-Aware, Not Compliance-Blind

Although product testing doesn’t typically fall under the strictest regulatory scrutiny within the iGaming ecosystem, TESTA takes compliance seriously—especially in jurisdictions with complex payment laws or heightened operational risk.

“The key is understanding the legal terrain in every market,” Wiltshire said.

TESTA assesses what’s legally permissible and what local testers are willing to do, balancing operational readiness with caution. This careful, informed approach helps companies avoid missteps while still moving quickly in competitive markets.

Mobile-First, Fast-Feedback Generation

Speaking specifically about Asia, Wiltshire described the region’s young users as part of the “TikTok generation”—mobile-first, impatient, and used to frictionless interfaces.

He predicted a shift toward mini-games, simplified mechanics, and stripped-down UIs, where decision-making is fast and feedback is immediate. Products that once relied on dense betting grids or complex flows may find themselves outdated.

This behavioral trend is one reason TESTA places such importance on testing in real environments. Performance bottlenecks or UX breakdowns often only surface on lower-end devices or slower networks—conditions that lab simulations can miss entirely.

Why Market-Specific Testing Is Now Essential

Wiltshire stressed that what works in one market may completely fail in another, not because of the concept, but because of technical, linguistic, or cultural mismatches. Only by putting real products in real hands can companies surface these mismatches early.

TESTA’s model reframes global feedback not as a nice-to-have, but as a competitive edge—a core part of building better, faster, smarter products.