Enhancing Live Sports with Next Play: Insights from Sid El Saghir

On a recent episode of Product Led Growth Leaders, host Thomas Watkins sat down with Sid El Saghir, Founder and CEO of Next Play, to explore how his startup is transforming the live sports experience. From his transition from big tech to entrepreneurship to the role of AI and customer feedback in product development, this conversation offers valuable insights for SaaS founders and product leaders.

From Big Tech to Building a Startup

Sid’s journey into entrepreneurship wasn’t a straight line. After spending years in large tech companies, he gained deep expertise in operations, efficiency, and scaling—but something was missing. He wanted to build something of his own, a product that could directly impact people’s experiences. That led him to the startup world, where he’s spent the past seven years launching products that connect with real users.

Next Play: Making Live Sports Interactive

Live sports are thrilling, but let’s be honest—there can be a lot of downtime between plays. Sid saw an opportunity to fill those gaps with something engaging. Next Play started as a card game that let fans predict plays in real time, bringing an extra layer of excitement to watching football. The concept took off, but scaling a physical product proved difficult. That led to a digital pivot, where Next Play could reach a wider audience with interactive, real-time games that integrate seamlessly with the live sports experience.

Listening to the Audience

One of the biggest lessons Sid has learned? Talk to your users. Next Play’s evolution has been shaped by direct feedback from fans. Through surveys, interviews, and behavioral research, his team uncovered what sports viewers really wanted—engagement that doesn’t disrupt the flow of the game. By focusing on seamless, enjoyable interactions, Next Play is creating a product that enhances the experience without being intrusive.

The Role of AI in Sports Engagement

Artificial intelligence is everywhere, and for Next Play, it’s a game-changer. AI helps simplify complex processes, improve predictive elements in gameplay, and personalize experiences for users. But Sid is clear: AI should be used thoughtfully and responsibly. It’s not about replacing human decision-making but rather enhancing it—whether that’s through better game mechanics or smarter user engagement strategies.

Competing in the Crowded Sports Gaming Market

The sports gaming industry is highly competitive, but Sid believes Next Play’s edge lies in understanding the fan experience better than anyone else. By gathering real, data-driven insights and iterating based on user feedback, they’ve built a product that stands out. Instead of chasing every new trend, they focus on what their audience actually enjoys—and that makes all the difference.

What’s Next for Next Play?

Right now, Next Play is gearing up for its next big step. With tech products in development and a working demo available, Sid and his team are refining the experience before launch. The goal? To make live sports even more engaging for fans everywhere.

Final Thoughts

Sid El Saghir’s story is a powerful reminder that great products come from deep customer understanding. By listening to users, leveraging technology responsibly, and being willing to pivot when needed, startups can create truly engaging experiences.

For more updates on Next Play, check out their website. And if you’re an entrepreneur or product leader looking for inspiration, this episode of Product Led Growth Leaders is a must-listen!

🎧 Listen to the full episode here: Product Led Growth Leaders – Sid El Saghir