Pulse
SPORTSBOOK AESTHETICS PRONET GAMING, ASPIRE GLOBAL, BETBY
Looking great in close-up
As bookmakers adopt a mobile-first approach, technology evolves and video streaming becomes front and centre, the sportsbook aesthetic of 2021 is a far cry from a decade ago. In our latest roundtable, we ask industry experts from Pronet Gaming, Aspire Global and BETBY how they see betting interfaces developing in the years ahead.
What is the trendy, contemporary sportsbook aesthetic in 2021?
Leonid Perstovskiy, CEO at BETBY: Te interface of a modern betting product, just like any other long-established online service, must simultaneously be understandable to a conservative audience and attract a new one. It should aim to be modern while at the same time be easy to navigate to traditional customers. In the last couple of years, betting interfaces have also been influenced in part by the rise of e-sports, which in turn has made video streaming a key part of the interface.
Along with the entire online industry, bookmakers have moved to a mobile-first approach. When mobile traffic is already generating more than 80 per cent of revenue in almost every country in the world, it's clearly the right thing to do. It is important to maintain full functionality of the product on any device and at any speed of the end user's Internet.
And technology, of course, drives the desired aesthetic. Web development is progressing incredibly fast. If you do not follow the new technological solutions of the IT business giants and stop developing your own product for a year or so, you can easily find yourself behind the curve, and it will be very expensive and difficult to catch up later.
Morten Hauge, Head of Sports at Aspire Global: We are seeing some operators move towards a personalised frontend, aiming to present the users’ preferences in predominant positions, whether that be the sports they enjoy most or the kinds of bets they like to make.
P112 WIRE / PULSE / INSIGHT / REPORTS
When a customer that enjoys basketball logs into the site, the first thing that should appear is a basketball game and betting options that the player would usually place. Te biggest challenge here is reworking the frontend to represent an ever-growing database. We need to work off a lot more player data points in order to facilitate this. Certainly, an operator needs AI and a very strong segmentation engine to be able to achieve this.
It’s probably the number one factor that is keeping operators from having this kind of frontend. Tat being said, I expect to see this become a lot more common in the next year or so as wielding this much data becomes more manageable.
Tomas Molloy, Director of Sportsbook and Trading at Pronet Gaming: Tere probably isn’t a single answer to that, as it depends very much on where the sportsbook operates. At Pronet Gaming our strategy is to offer a very localised product to ensure a bespoke look and feel. Our operator UI/UX requirements in Africa differ significantly to those in Canada, for example.
African clients tend to go for a minimalistic, less data heavy approach, that is focussed on pre-match markets and easy to understand. In Canada, like many of the more mature markets across Europe and LatAm, the focus is on slick front-end design and personalisation, with in-play betting being a central pillar. But there can be more subtle differences too.
Our front end in Nigeria displays expected modules key to this territory, which differ in Tanzania or Kenya. Our platform’s flexibility
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