Betfred, the UK's largest independent bookmaker, approached Degree 53 to enhance their online mobile business. Betfred wanted to launch a bespoke sportsbook which would replace an existing third-party off-the-shelf mobile product. They wanted it to improve conversion, offer more efficient performance, as well as new features with a possibility to scale it and keep adding on new ones in the future. The solution needed to be relevant to Betfred’s regular customers, as well as appealing to new ones with its fun and vibrant look.
FOCUS ON THE UX
Betfred required a feature-rich product and it was crucial to be able to offer an enjoyable user experience from any type of device with a variety of betting options. Degree 53 created web applications for iOS and Android and incorporated platform-specific features to take advantage of how they can enhance the UX (e.g. TouchID).
To understand the desired product and its objectives, Degree 53 carried out extensive customer research. This helped to identify essential areas to simplify the customer journey and improved user experience. The team focused on creating a smooth and user-friendly UX to help customers find specific options as easily as possible.
A FRESH LOOK
Betfred wanted to modernise the design of the new sportsbook and the Degree 53 UX designers identified common patterns which would help to further improve its usability. They started working on each section, adding new or refreshing the existing design. The designers removed any surplus process steps for faster and simpler navigation. They also worked with Betfred product teams to revitalise the Sportsbook image to make it engaging and appealing to the users.
DATA FEED INTEGRATION
A sportsbook is a database for sports results and betting options involving various games that users can choose from. It pulls all the information from a number of data feeds, which are often external and need to be integrated separately. It is important to be able to manage this process correctly without compromising on product performance.
Degree 53 utilised a large number of complex data feeds for internal and external sources to be included in the Betfred Sportsbook. Developers went through a data feed integration process to be able to display different sports results. To optimise product performance, they carried out analysis and testing to ensure that only the required data was shown. A bespoke system was built to manage and process that information, which reduces the risk of overloading the app.
Throughout development, the product was under constant review from both Degree 53 Quality Assurance teams and the client. This allowed them to identify further areas for improvement and provide the client with confidence that the Sportsbook fully met performance, load and usability requirements.
THE FINISHED PRODUCT
Degree 53 developed and designed a full-featured HTML5 sportsbook for Betfred. It is essentially a mobile web application with container apps for iOS and Android using native functionalities. The Betfred Sportsbook includes the following features among many others:
- Native functionalities, such as TouchID login, push notifications, geo-location and mobile tracking
- Sportsbook key features - In Play, Virtual Sports, Lotto, Goals Galore, Totepool, Poker and more
- In Play Scoreboards for all major sports
- Horse and Greyhound racing sections integrated with Racing Post (a daily newspaper) for the latest information and results
- Watch Live video streaming for live sports events
- Integrated eGaming products – games, casino and bingo with a single sign on
- Integrated third-party PCI payment providers for secure transactions
- Rich inbox with personalisation for tailored marketing and information messages to individual customers
The push notification functionality offers enhanced tracking capabilities built into the mobile site that interact with the container app. Through user interaction, Betfred have access to banks of data that tell them how many users register over a certain period, how many haven’t recently logged in, how many bets are placed on sports and how many registration abandonment events there are. This data is used to target customers and provide relevant messages or promotions to retain them with the betting operator.
Geo location tracking
Betfred have the ability to set up regions to send targeted push messages. For example, Old Trafford (Manchester) can be set up as a region to push enhanced betting offers on Manchester United on a match day. This could be used in numerous locations and offers an effective personalisation tool to capitalise on the data that Betfred has access to.
Betfred Sportsbook is a complex, strictly regulated platform that provides customers with extensive betting opportunities. Since its release, the Betfred Sportsbook has resulted in over 70% growth in Betfred's mobile revenue and received an overwhelmingly positive response from the industry. Majority of the bookmaker’s customers now use it for every day betting. It is considered to be one of the best solutions thanks to its ease of use. It has provided Betfred with a stable base product that they can constantly add new features to.
Degree 53 has been working with Betfred on this project for the past five years and continues to develop it as the technology and online betting trends evolve. The agency releases 1-2 updates a month. It is important to be agile to modernise the system and review the functionality to deliver a great product that the customers want.