Pulse
SPORTSBOOK AESTHETICS PRONET GAMING, ASPIRE GLOBAL, BETBY
has been key to our achievements in the last two years. By building out our modular front end we are able to adapt our aesthetics to suit the local market and offer bespoke UI/UX.
How has the 'sportsbook look' changed over recent years? What has driven this change?
Tomas: Tis also depends on the individual market the user is in. Many years back the focus was desktop only, but the introduction of mobile, the rise of In-play betting and, more recently, personalisation, particularly in the more developed markets, has changed that. Te focus for frontend UI/UX designers when it comes to in-play betting is to make it easy to place a bet, whilst also ensuring the process is attractive to the user.
Our Fastbet functionality, (which allows a user to skip out the betslip completely) has driven In-play betting numbers by over 200%. Our Popular Leagues, Popular Events and Pre-made Multi Bets all sit in prominent positions on both mobile and desktop. Operator desire to steer customers into higher margin markets, such as multiples, has been another driver. We can now offer whole leagues via neat and tidy tables that allow for multiple bets with fewer clicks.
Tis drives revenues up and provides a much better user experience and was the reason BetBuilder came about. On top of BetBuilder, we also offer the opportunity to send users to the most popular bets of the day. We can populate areas on our front-end with these automatically. Te issue designers tend to find is how and where to place the ever-growing list of products which continue to roll off the conveyor belt.
From Cashout to BetBuilder, the main question is always, ‘How can we display this in a way which doesn’t detract from the core betting offer but adds to the user experience.’ Here at Pronet Gaming our fully modular platform allows us to adapt our aesthetics accordingly.
Morten: If you look at the last ten years, then it has changed dramatically because it was predominantly desktop-first. Now companies adopt a mobile-first strategy and delivering a good mobile user experience is of utmost importance in today’s market.
It’s becoming more obvious to everyone that data is the key factor in delivering a sportsbook that looks good from the customers’ point of view. Dealing with incoming player data has become a lot easier in the last few years so that makes presenting the information in an aesthetically pleasing way more intuitive.
Trough an API, an operator can use this data to inform their frontend in a lot of different ways. Some bookmakers are offering an incoming bet feed, for example. Tis will become more
P114 WIRE / PULSE / INSIGHT / REPORTS
common as operators will be able to show their players what is being betted on in an easy-to- digest way.
Leonid: We have found that five factors have had a fundamental influence on the bookmakers' interfaces in recent years:
1. Te increase of mobile traffic in the world
2. Te increase in internet accessibility of mobile devices for the world population in developing countries
3. Te development of regulation and legislation in developed countries and as a result more legal advertising and penetration in different layers of the population
4. Millennials and Gen Z generations have now grown into a target audience for bookmakers, but they grew up with e-sports, social
It’s becoming more obvious to everyone that
data is the key factor in delivering a sportsbook that looks good from the customers’ point of view. Dealing with incoming player data has become a lot easier in the last few years so
that makes presenting the information in an aesthetically pleasing way more intuitive.
elements and new values that must be respected in interfaces
5. New technologies and more native integrations into users' devices and OS (widgets, pushers, apps, etc.)
Putting it all together, we can formulate that today's modern sportsbook should have a healthy balance of mobile-first, fast, understandable, functional, and flexible components, aimed at casual players and accessible all over the world.
At BETBY, we strive to balance and take all the factors into account. We've even made several different interfaces available to our clients to hit the audience and geographical preferences more accurately. Tere is no universal recipe for 100 per cent audience satisfaction, some will always be dissatisfied. Our approach reduces the level of dissatisfaction to a minimum.
Tere were a lot of attempts to make "betting- Tinder", "betting-Netflix", "betting-Uber", but all of them remain at the experimental stage. So far, the customer is voting with his money for evolution, not for a revolution in betting interfaces.
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