Pulse
SPORTSBOOK AESTHETICS PRONET GAMING, ASPIRE GLOBAL, BETBY
Is the look, accessibility, and usability of a sportsbook more important than the offer itself?
Morten: No, I don’t think so. You can have the prettiest, most accessible sportsbook, but if the market is suspended while the end customer is trying to place their bet then none of that really matters.
Te back-end functionality is equally important, as our BtoBet strategy proves. As well as enhancing our tournaments, our bet recommendation engine is taking all bets and identifying a lot of useful trends. For example, it will flag if a customer has made a huge bet on one match or suggest a combination of bets that has been made by a lot of players.
Ultimately, the operator wants the best up-time as possible and this is achieved by having high quality data sources. Te most important functionalities come down to the backend. Of course, they go together, but the priority is the brains – not the looks.
Leonid: No, the look is not more important on its own. Design and interface are a tool to deliver the right content in the right way to the user, but it's the content itself that matters the most in the first place. Te service that the user is provided by the bookmaker.
Different companies put emphasis on different elements of their product - some companies don't change anything in the design for decades (not always intentionally, but rather because of legacy), and some companies enter the market with innovative UI/UX, but give mediocre odds, coverage, or risk management. But one way or another, over time, everyone comes to realise that they need to work on both.
Tomas: Tey go hand in hand, so it’s hard to say what is more important. Obviously having a good UI/UX but nothing to bet on is doomed to fail. But you can have the best products in the world and if people can’t find them then you’re in just as much trouble.
Poor navigation, difficulty in placing bets, too many clicks and too much scrolling will have an effect on any brand’s ability to retain users. Again, location plays a part here. We have effectively regressed our technology to build out a new Light UI/UX allowing many of the African players to continue to enjoy a great experience, albeit via a very light website.
With data costs pivotal in Africa, our aesthetic has been adapted to allow users to bet at less cost but importantly keep many of the same products that are available via a mobile+ website.
Looking forwards, what is the direction of P116 WIRE / PULSE / INSIGHT / REPORTS
travel? How do you see the sportsbook aesthetic evolving over the next few years?
Leonid: Everything has been going towards personalisation for quite a long time. Tis is evident in the interface, and the content, and even the margins put into the odds. Tere is such focus on automation, but right now, it's more like a "blooming fern" - everyone is talking about it, but so far no one has seen it.
We’re focused on this as well, devoting a lot of resources to research and experiment, and working with data, clients, and users. Te user, even the new one, must see what they need and in what way they need it. And this is the sensible way to evolve betting interfaces.
Tomas: Mobile will dominate further and increasing personalisation will become more prominent. Each customer is likely to see only the betting coverage which is suited to them via AI based models pushing out desired content.
Te battle for market share will continue to drive operators into looking to differentiate themselves from their competitors via new products and slick new website features. Here at Pronet Gaming we are coming off the back of a record-breaking Euro 2020 tournament which was all driven by our new proprietary Euro 2020 widgets.
Tese offered everything from Events, Groups, Outrights and Specials all available via our mobile and desktop homepages. Whatever route things take next, Pronet Gaming will continue to be at the forefront of innovation long into the future.
Morten: Te personalisation of the frontend is key. A great deal of companies are working towards developing a platform that is similar to what Netflix and Spotify have constructed. Tere are so many markets that could improve if the information was displayed better, rather than the end user having to go and find it for themselves each time.
As well as that, the bet grid needs to be more intuitive. To achieve this, companies are going to need to use data that is aggregated on the player’s level to display the most in-demand bets and events. At the moment, a sportsbook might just flag a basketball match.
But each player values certain statistics and bet types over others. Tey need to see the event they are interested in as well as the kinds of bets they would normally place.
I would love to see an option for both teams to score inside a bet grid. It shouldn’t be in a separate statistics section, but it always is. Tose functional and intuitive aesthetics are the next steps.
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