In-Play UX Review

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In-Play betting is one of the largest and most lucrative areas for operators. It enables customers to place bets on live sports events as they take place, the most popular being football. In-Play betting is mainly online based, with nearly a quarter of all customers betting on In-Play events in 2018. Offering In-Play services on bookmakers’ websites and apps has enabled customers to engage with their favourite events in real time at any place. It also offers additional betting opportunities on live events that are taking place around the world.

In-Play not only offers customers increased engagement and immediate excitement during matches, but it’s also a great opportunity for operators to maximise revenue and gain new customers around key events, such as the World Cup or Wimbledon. In addition, customers also are able to get their winnings quicker during the match and reuse them on more bets. It plays an important part in the sportsbook and it’s key to getting the user experience right to accommodate any type of customer - experienced and new.

In this report, we look at the UX of In-Play sections of ten leading UK operators. We review them from a user’s perspective to find out how the available features and content facilitate the betting experience. We reviewed the following areas of In-Play:

  • How In-Play events are displayed on the sportsbook home page.
  • How the In-Play section is presented and what features it offers.
  • How the In-Play event page is presented and what features it offers.
  • How the In-Play event page is presented and its specific features for two of the most popular In-Play sports: football and tennis.

We want to highlight the importance of offering a simple and clear UX across all betting and gambling products to support users of all levels to increase engagement and customer retention. UX is something all operators can continuously update without significant redevelopment and this report highlights different areas for improvement.

The review took place between March and April 2019, so some features and functionalities may be subject to change. We carried out this analysis on desktop devices for each website and used an iPhone X for each mobile app.

What makes a great In-Play product

Sportsbooks are complex and contain lots of different content and features. It’s very hard to present every feature within a sportsbook, especially on mobile, so it’s understandable that many operators will have to make compromises in order to show key elements. However, it’s important to review what the minimum requirement for an In-Play product is and what would make it exceed customer expectations to offer a great betting experience.

Here’s what we think should be the basic requirements to fulfill a great In-Play betting experience.

Minimum requirement:

  • Home page
    • In-Play events can be accessed from the home page, within its own section and from individual sports.
    • Live events stand out clearly to help customers find In-Play events quicker.
    • Customers can bet on In-Play events from the home page.
  • In-Play page
    • Events are scannable and easy to identify by sport, league, tournament and team/player.
    • Customers have the ability to change the market type, e.g. Full Time Result to Under/Over Goals.
    • Markets and sports are also easy to change so they can place additional bets quickly
    • Upcoming events are displayed to maximise betting opportunities.
  • In-Play event page
    • Markets are grouped and can be scanned efficiently.
    • Visuals, live streaming, commentary and statistics are available to help customers follow the event and make decisions around betting based on this information.
    • Visuals are presented in a clear way and can be scrolled through easily regardless of the device.
    • Any price changes or suspensions are clearly highlighted to inform the customer during the bet placement.
    • Cashout icons are displayed where available.
    • Customers can easily see and switch to other In-Play events.

Additional features:

  • In-Play page
    • The page looks and feels ‘live’, using different graphics, timers and highlighted updates to create excitement and anticipation.
    • Numbers of ongoing sports, events and markets are visible to show what is available to bet on.
    • Customers are able to favourite events and sports to track them easily.
    • Upcoming events are listed separately from live events and customers can easily find them.
    • Visual data or live streaming is offered for live events.
    • Animations and/or transitions are used to make the page more engaging.
    • New customers are supported with helpful tooltips to learn about available features.
  • In-Play event page
    • Use of graphics pertinent to the sport to illustrate its theme to make it more visually appealing.
    • Customers are able to favourite markets to keep track of them.
    • Detailed statistical information about the event, team and match is provided to help customers make better decisions when betting.
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Reviews

bet365

bet365 offers the most comprehensive In-Play product of all the reviewed operators, with more content and features being available across the sportsbook.

Customers can easily find In-Play events from the home page and access the In-Play section from different areas (sports, events etc). The In-Play page can be viewed by Overview, Event View or Schedule which offers a great use of personalisation as the customer can choose how they wish to view In-Play betting. Overview is the main listing of all live events with start time, scores, odds, markets and live streaming where available. Customers can view events by sport and league/competition. Event View offers a more detailed view of specific events. The Schedule displays all future events, which is useful for many customers wishing to see a full day’s schedule.

However, because the design of the sportsbook is quite homogenous and content-heavy, it may be hard for new customers to understand what to do straight away. bet365 supports seasoned customers more with the amount of details and markets available.

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Pros

  • Ability to view live events by Overview, Event View and Schedule is useful and provides great information to customers.
  • In-Play markets and sports are easy to change on the In-Play event page.
  • Customers can favourite events, but only on desktop - there’s an animation that moves them up in the list which is a really slick feature.
  • Customers can easily view other live events from the widget on the left (when on an In-Play event page) which is useful for placing additional bets.
  • The football In-Play event page has all the data that customers may want to know while following a match and placing a bet - there are great visuals and stats provided, so they don’t even need to watch the streaming if they don’t want to.

Cons

  • The In-Play section is quite hard to find next to the rest of the content on the sportsbook. It could stand out more, especially to support new customers.
  • The number of available In-Play events per sport isn’t shown, which is normally used to highlight that there are different events available to bet on.
  • The number of available markets for each event is shown as an arrow on the In-Play page, but new customers may not know what it is straight away so a better indication would be useful.
  • Cashout isn’t displayed - some customers might think it’s not available at all.
  • Price changes are displayed, but not clearly and are hard to spot - they need to be highlighted either a different colour or with arrows.

Recommendations

  • Make the In-Play section stand out more on the home page to help customers find it easily.
  • Enable customers to favourite events on mobile too to keep track of them easily.
  • Display the number of available sports and events for each sport to show what’s available.
  • Provide a clearer explanation/guide for displaying available markets for each event to help new customers.
  • Display the cashout icon prominently to show that this option is available.

Betfair

Betfair offers a similar UX across web and mobile sportsbook and In-Play events are very easy to find from a number of points on desktop. However, the home page on the mobile app doesn’t show any In-Play events and customers need to go to the In-Play section.

Customers can view events by sport and competition, place bets and also see a list of upcoming events (on desktop). The use of bright colours for odds and different data means customers of all levels can easily find information to support their betting experience.

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Pros

  • Upcoming events are listed together with the ongoing ones (but are greyed out) on desktop.
  • Events are listed by sport and customers can easily switch sports.
  • The In-Play page displays numbers of available sports and events.
  • Cashout icons are displayed.
  • In-Play markets and sports are easy to change from an In-Play event page.
  • Customers can easily view other live events from the widget on the left which is useful for additional bets (on desktop only).

Cons

  • Upcoming events aren’t listed on mobile which makes it confusing for cross-device customers.
  • Customers can’t change In-Play markets on the In-Play page.
  • Customers can’t switch between In-Play events.
  • Customers are unable to favourite events, sports or markets which would be useful to allow them to access their favourite areas easily.
  • Price changes aren’t highlighted well, so customers might miss them.
  • Visuals on the web football event page aren’t as detailed as on mobile and could be displayed better, offering more statistics and data around the events during a match

Recommendations

  • Enable customers to favourite events to keep track of them easily.
  • Display upcoming events on mobile too.
  • Enable customers to change In-Play markets and events easily on the In-Play page and event page respectively.
  • Highlight price changes better, so customers would be able to notice them
  • Improve the visuals displayed on live football event pages, as this is what makes the betting experience engaging and exciting for customers

BetVictor

BetVictor offers a similar In-Play betting experience across its web and mobile sportsbook. In-Play events are easily accessible from various points, apart from sports on desktop. However, the UX could be significantly improved by highlighting In-Play events better and displaying more ongoing events. The overall design of the sportsbook is quite plain and doesn’t reflect the excitement that is expected of the product. The use of space isn’t every efficient which means customers need to take more steps to view other events. Sports and events are listed under dropdowns. The event page visuals could also be more interactive to drive engagement and excitement.

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Pros

  • Upcoming events are listed in a separate tab on desktop and are easy to find.
  • The In-Play page displays numbers of available sports and events at the bottom of each tab, but it’s not easy to spot.
  • The In-Play page shows some information to customers to help them find details for an event (league or competition name, event time, scores etc) but it could all be displayed better.

Cons

  • Upcoming events aren’t listed on mobile.
  • Customers can’t change In-Play markets easily on the In-Play page as this option isn’t obvious.
  • Customers can’t change In-Play events from an event page which adds additional steps to this journey.
  • Cashout icons aren’t displayed, so customers might think it’s unavailable.
  • Customers are unable to favourite events, sports or markets which would be useful to allow them to access their favourite areas easily.
  • The In-Play page offers additional markets to bet on, but they are hidden in the menu - they can be found by clicking on the arrow on desktop/dots on mobile in the navigation, but it’s not obvious.
  • Price changes aren’t highlighted well, so customers might miss them.

Recommendations

  • Enable customers to favourite events to keep track of them easily.
  • Display the number of available markets to show customers there are different betting options available.
  • Enable customers to change In-Play markets and events more easily on the In-Play page and event page respectively.
  • Highlight price changes better, so customers would be able to notice them.
  • Improve the visuals displayed on live football event pages, as this is what makes the betting experience engaging and exciting for customers.

 

Betway

Betway’s In-Play content is easy to access from a number of points and it’s clear which events are live. The In-Play events are easily recognisable and customers can find how many sports or events are available. Customers can also switch between these quite easily. The graphics and stats for live football could be more active and engaging, as tennis offers quite a good overview of a game.

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Pros

  • Upcoming events are listed in a separate tab and are easy to find.
  • The In-Play page displays numbers of available sports and events on desktop, which helps customers understand their availability.
  • Cashout icons are displayed.
  • Customers can easily change In-Play events from an event page.
  • Suspensions are greyed out and price changes are highlighted.
  • Sport event pages offer quite detailed stats, which is useful for many customers.

Cons

  • While customers can find additional markets, they can’t switch them easily without going into an event page - this could be made simpler.
  • The number of available In-Play events per sport isn’t shown on mobile.
  • Radio/audio isn’t available which doesn’t support customers who want to listen to the events or with accessibility issues.
  • Customers can’t favourite events or markets.

Recommendations

  • Enable customers to change In-Play markets from the In-Play pagemore easily.
  • Add live streaming to events.
  • Display the number of available sports and events on mobile so customers are aware of what is available to bet on.
  • Enable customers to favourite sports, events and markets to keep track of them easily.
  • Offer better radio/audio options for accessibility.
  • Improve the visuals displayed on live football event pages, as this is what makes the betting experience engaging and exciting for customers.

Coral

Coral’s In-Play offering is accessible from different points within the sportsbook both on web and mobile. Customers can easily find In-Play and upcoming events, find more details about specific live events and different markets. Event visuals could be more dynamic to help customers monitor what happens during a game, however, the details available for them are great.

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Pros

  • Upcoming events are listed in a separate tab and are easy to find.
  • Cashout icons are displayed.
  • Customers can easily change In-Play events and markets from the In-Play event page.
  • Suspensions are greyed out and price changes are highlighted.

Cons

  • While customers can find additional markets, they can’t switch them easily without going into an event page - this could be made simpler.
  • Customers are unable to favourite events or markets which would be useful to allow them to access their favourite areas easily.
  • Radio/audio isn’t available which doesn’t support customers who want to listen to the events or with accessibility issues.

Recommendations

  • Enable customers to favourite events and markets to keep track of them easily.
  • Display upcoming events on mobile.
  • Display the number of available sports, events and markets on mobile for a consistent experience.
  • Enable customers to change In-Play markets and events easily from the In-Play page and event page respectively.

Ladbrokes

Ladbrokes offers a good In-Play experience, with easy access to this section from different points within the sportsbook. The UI between web and mobile varies, but customers are easily able to find the services they need.

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Pros

  • Upcoming events are listed in a separate tab under the live events, but might not be very easy to find.
  • The In-Play page displays numbers of available sports, events and markets on desktop, which helps customers understand their availability.
  • Customers can easily change In-Play events and markets from an event page.
  • Suspensions are greyed out and price changes are highlighted.

Cons

  • While customers can find additional markets, they can’t switch them easily without going into an event page - this could be made simpler.
  • Available sports and events aren’t displayed on mobile.
  • Customers are unable to favourite events or markets which would be useful to allow them to access their favourite areas easily.
  • Radio/audio isn’t available which doesn’t support customers who want to listen to the events or with accessibility issues.
  • The In-Play event pages don’t offer enough details about a match, which means a customer would need to find it elsewhere.

Recommendations

  • Enable customers to favourite events and markets to keep track of them easily.
  • Display the number of available sports and events on mobile for a consistent UX.
  • Enable customers to change In-Play markets and from the In-Play page.
  • Offer better radio/audio options for accessibility.
  • Offer more details and stats about a game.

 

Paddy Power

Paddy Power offers a very similar UX across its web and mobile sportsbook, but it’s interesting to note that the first thing customers see or can bet on on desktop are horse racing events and football on mobile. The In-Play section can be accessed from different areas of the sportsbook and customers can easily place bets on any of the available sports. The In-Play page feels ‘live’ with the use of colour and changes in prices being highlighted clearly. However, there could be more betting options given on the In-Play page, such as additional markets, favouriting events and sports, as well as displaying the cashout icon. The In-Play event page display certain information regarding the game, however, it could offer more details to help customers make decisions around their bets.

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Pros

  • The In-Play page displays the number of available sports and events, which helps customers understand their availability.
  • The In-Play event page includes a variety of features that make the betting experience engaging and interesting for the customer, as well as facilitating their betting decisions (scoreboards, visuals, sport details, grouped markets etc)
  • Suspensions are greyed out and price changes are highlighted.
  • The football and tennis In-Play event page provide a detailed overview of the game.

Cons

  • Upcoming events are listed on the homepage in the Popular tab, but they’re not highlighted very well. They’re listed under ongoing events so it’s not very obvious if anyone is looking for future events. They’re also not listed in the In-Play section.
  • Cashout icon isn’t displayed
  • Customers are unable to change markets on the In-Play page, which limits their options and adds extra steps to the experience
  • Customers are unable to favourite events or markets which would be useful to allow them to access their favourite areas easily
  • The commentary available on mobile is hard to scroll and read, which makes it a very unintuitive feature

Recommendations

  • Highlight upcoming events more so customers would be able to see when they will be happening.
  • Display the number of available markets and enable customers to change them on the In-Play page for quicker bet placement.
  • Enable customers to favourite events and markets to keep track of them easily.
  • Offer better radio/audio options for accessibility.
  • Improve the commentary feature on mobile so customers would be able to scroll through it easily.
  • Display the cashout icon where available.

Sky Bet

Sky Bet offers similar In-Play services on web and mobile. Customers can easily access In-Play from different points and place bets on ongoing events. However, sports are hidden in dropdowns which is an extra step for users to find out other sports. They can only bet on the main match market and the page doesn’t feel ‘live’ at all, as there aren’t many different graphics or colours used.

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Pros

  • Events are listed by sport and it’s easy to switch them. Once a customer selects a sport and then leaves for another page within Sky Bet, if they return to the In-Play page, they’re shown their initial sport which is a great feature.
  • Cashout icon is displayed
  • Suspensions are greyed out and price changes are highlighted. Suspensions could be spelt out in full (Suspended) instead of SUSP on desktop as there is enough space.

Cons

  • While the available In-Play sports are listed in a tab, there are no icons used to illustrate each sport which makes the page dull and unexciting.
  • Customers are unable to change markets on the In-Play page, which limits their options and adds extra steps to the experience.
  • Customers are unable to favourite events or markets which would be useful to allow them to access their favourite areas easily.
  • In-Play events can be switched but they’re hidden in the Score Centre which is not obvious.
  • The football and tennis In-Play event page provide a small overview of the game, but could include more information that would help customers make a decision around their bets.

Recommendations

  • Highlight upcoming events more so customers would be able to see when they will be happening.
  • Use icons next to sports to make the page more appealing and interactive.
  • Enable customers to favourite events and markets to keep track of them easily.
  • Enable customers to switch In-Play events easily and make this feature more prominent
  • Offer more information about events to help customers make a decision around their bets.

Unibet

Unibet’s In-Play is displayed as a tab and stays visible when a customer selects an event on desktop. However, it’s not in a separate section on desktop and it might be confusing for some customers when navigating around the sportsbook. On mobile, In-Play has a separate section in the navigation which makes it easy to find. The banner in the header on the desktop takes up far to much space, which brings the main content of the page down and the customer needs to scroll to get to the relevant content. The events are also listed in dropdowns which makes it harder for customers to find them and add extra time spent searching for the relevant events.

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Pros

  • Upcoming events are listed in a separate section, but not within In-Play
  • Events are listed by sport and it’s easy to switch them, however, because sport names aren’t shown, some are hard to recognise from the icons.
  • Customers are able to favourite events, but it doesn’t work well.
  • The In-Play event page includes a variety of features that make the betting experience engaging and interesting for the customer, as well as facilitating their betting decisions (scoreboards, visuals, sport details, grouped markets etc).
  • The commentary provided for sports is good and offers additional match info which might be useful to make a decision around a bet.

Cons

  • Sport names aren’t listed in the top navigation and some icons don’t make it clear which sport they represent.
  • Events are listed by sport but they’re all in dropdowns which makes the page longer and harder to see all of the events.
  • The numbers for ongoing events per sport aren’t listed in the top navigation, but on the left hand side (on desktop) and in dropdowns (on desktop and mobile). It’s not easy to scan and should be shown clearer without making customers spend time looking for this.
  • Customers are unable to change markets on the In-Play page, which limits their options and adds extra steps to the experience.
  • Cashout icon isn’t displayed.
  • Customers can favourite events, but they stack up on top of ongoing events and double up, so these events are listed in favourites and the general list. This makes it quite ineffective and hard to scroll.
  • Price changes are shown as tiny arrows which are hard to spot.
  • The football and tennis In-Play event page provide a good overview of the game, but could include more information that would help customers make a decision around their bets.

Recommendations

  • Make it clear which sports are listed by writing sport names next to the icons.
  • Display In-Play sports and events clearer, without having to go through different dropdowns.
  • Display the numbers for available sports and events clearer in the top navigation.
  • Enable customers to change markets on the In-Play page for quicker bet placement.
  • Enable customers to favourite events and markets to keep track of them easily.
  • Highlight price changes and suspensions more so it’s very obvious to customers.
  • Offer more information and stats for each game to help customers make their decision around bets.

William Hill

William Hill’s In-Play events can be accessed from different points across the sportsbook (e.g. home page or an individual sport’s home page) and customers can place bets on them directly from the home page. Due to the plain colours of the sportsbook, In-Play events don’t seem to offer much excitement or urgency, and need to use more colour. Any price changes or suspensions aren’t clear due to the light colour and are easily missed. The In-Play event page offers detailed information about a game and uses visuals to help customers understand what is happening.

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Pros

  • The In-Play page shows the number of available sports and events.
  • The desktop sportsbook shows the number of available In-Play markets.
  • Events can be sorted by ‘Streaming Events Only’ which is useful if customers want to watch them live
  • Cashout icon is displayed.
  • The football and tennis In-Play event page provide a good overview of the game with statistics which helps customers make a decision around their bet.
  • The commentary provided for sports is good and offers additional match info which might be useful to make a decision around a bet.

Cons

  • The number of available markets is only displayed on desktop as a number and none on mobile, so customers might either find this confusing or not be aware that they’re available from an event page.
  • Customers are unable to change markets on the In-Play page, which limits their options and adds extra steps to the experience.
  • Customers are unable to favourite events or markets.
  • Price changes and suspensions aren’t clear, so customers might miss them.
  • On the In-Play event page, many market selections are hidden under dropdowns and customers need to click to open them - this could be simplified and displayed directly on the page to save time and space.
  • Other In-Play events aren’t shown on the event page which makes it harder for customers to switch between events.

Recommendations

  • Display upcoming events more clearly to maximise betting opportunities
  • Enable customers to change markets on the In-Play page for quicker bet placement and display the number of available numbers on the In-Play page so customers could switch them more efficiently.
  • Enable customers to favourite events and markets to keep track of them easily.
  • Highlight price changes and suspensions more so it’s very obvious to customers.
  • Display all market selections on the In-Play event page without hiding them in dropdowns so customers can find them easily.
  • Enable customers to switch between In-Play events more efficiently.

To see a detailed comparison of the operators' In-Play product features and how they scored, please enter your details below.


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