Betfred Lotto

THE BRIEF

Betfred wanted to modernise their Lotto product with an updated user experience, design and the overall functionality. The bookmaker approached Degree 53 to take on the challenge as we have been working together on developing their products for over five years.

Betfred Lotto apps

THE CHALLENGE

We originally developed the Betfred Lotto app for mobile platforms (iOS, Android and Windows 8) in 2011. In 2018, it was time to update it.

We wanted to make sure that the new update for Betfred Lotto would provide a great betting and gaming experience to customers and would meet their expectations regardless of which devices they use. We needed to optimise the user experience and how certain features worked to enhance the product.

LOTTO DESIGN

We overhauled Betfred Lotto by creating a new look, redesigning the user journey and updating its functionalities. Customers are now able to bet on the outcome of a variety of international lotteries available on the day and upcoming weeks more efficiently. Instead of the previously available five numbers, they can pick up to eight numbers, perming their bets. Alternatively, they can opt for a Lucky Dip for a more fun betting experience.

We’ve added a number of cross-selling points into the customer journey, such as the option to bet on the same numbers in other lotteries or play games for additional betting opportunities, such as Instant Wins and Scratch Cards. This boosts engagement and keeps players on site longer. We also added numerous info points across the product to help novices understand the terminology better.

Betfred Lotto number picker

BETFRED LOTTO DEVELOPMENT

Our team provided extensive development services for the backend of Betfred Lotto, updating betting functionalities, improving content management options and optimising the responsive build of the product. Customers are able to favourite numbers and use them on all lotteries, add extra bets and lines and pick from a wider variety of draws. The transactions and usability are now much smoother and feel in line with the customer journey.

The native iOS and Android apps have been updated to a web container, which include the latest native app features, such as Touch ID and Face ID, as well as app onboarding, tutorials and push notifications.

THE RESULT

Thanks to our ongoing work on improving Betfred Lotto, we’ve created a modern and exciting betting product that embraces the Fun & Friendly attitude of Betfred and offers its customers a great experience. Betfred Lotto was designed with a mobile-first strategy in mind and is fully responsive across web, tablet and mobile.

The user journey is much smoother and offers helpful tips for novices. Customers are able to bet on a number of lotteries available on the day and upcoming days by choosing up to 8 numbers. This has added more engagement and additional betting options for the customers. We also added numerous info points across the product to help novices understand the terminology easier. This was a massive drive for Betfred to offer more features in the Lotto product.

I am very pleased with the work the Degree 53 team have been delivering. Since the relaunch, we have seen record sessions and improved conversions on the product. Feedback has been very positive and we can see that many of our customers have started using the new apps and features. Overall, the improvements the team made have generated fantastic results and I expect this to continue going forward. Thanks to the team’s expertise, we’ll carry on making small improvements to optimise the user experience and create a fun and exciting product.
Chris Young
Head of Lotto, Virtual and Esports, Betfred

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