BETBY The Silent Power of UX Aglaja Geta, Head of UX & Analytics at BETBY, has spent more than a decade turning behavioural data


into design that not only looks good, but builds trust and drives retention. Aglaja outlines how sportsbooks can evolve to meet today’s demands while preparing for tomorrow’s challenges.


AGLAJA GETA Head of UX & Analytics BETBY


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Markets should be presented in a clear and understandable way, with tooltips available to explain complex bets and avoid confusion. And the betslip should never “fight back,” but instead make it possible to place a wager with as few clicks and as little delay as possible.


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