SPORTSBET
Bringing personalisation, relevance, and education to Sportbet’s offerings to boost punter engagement, confidence, and excitement.
Sportsbet, owned by Flutter Entertainment, is a leading online gambling platform in Australia. Through its app, it offers customers extensive digital access to betting, delivering over a billion dollars annually in value-driven incentives such as boosted odds, money-back offers, and personalised promotions.
Task: Redefine what 'value' means for Sportsbet’s core user base. Develop north star solutions that uncover new ways for users to discover and engage with value-driven offerings.
Business Benefits:
- Improved customer perception of generosity and brand, SOW.
- Define a central branded access point to refer to in comms and marketing of where to go to receive generosity.
Customer Benefits:
- Better comprehension of generosity available
- Less likely to miss a promo
- Personalisation
Despite changes to the Generosity strategy, there has been no impact on the current consumers perception of ‘value’ as we define it through price and promos.
Sector:Gambling & Entertainment
Role:Strategy, Qualitative Research, Competitor & Comparative Analysis, Synthesis, Ideation & Workshopping, Low & Hi-fidelity Wireframing, Prototyping, Usability & Concept Testing
Time: 6 Weeks
Website: https://www.sportsbet.com.au/
Problem Statement
Punters often overlook Sportsbet’s value offerings due to confusion or uncertainty around what’s available and how to access it.
Punters often overlook Sportsbet’s value offerings due to confusion or uncertainty around what’s available and how to access it.
Research: Qualitative
Our qualitative insights revealed that punters lacked clarity around Sportsbet’s generosity. They didn’t understand what was being offered, when or where it applied, or why it was context-dependent. This pointed to a clear need for greater transparency, simpler language, visual communication and personalised relevance.
Research: Competitor
Analysis
The competitive analysis revealed clear opportunities for Sportsbet to elevate its generosity. Despite its leadership in the gambling space, there was room to differentiate through bespoke value products and tailored generosity packages—opening new pathways for brand elevation and user engagement.
Personas: Betting Mindsets
Our research revealed distinct betting mindsets that helped frame how value should be redefined. The frequency and intent of punters underscored the need to improve how generosity is communicated and delivered—especially since most users didn’t know what value was available, when it applied, or how to access it.How Might We
How might we make Sportsbet’s offers more understandable, relevant, and effortless to use—while adding excitement at key betting moments?
How might we make Sportsbet’s offers more understandable, relevant, and effortless to use—while adding excitement at key betting moments?
Ideation: Value Reimagined
We ran internal workshops with cross-functional teams to explore new interpretations of ‘value’ and how it could be mobilised for punters. After identifying the strongest concepts, we refined them within the app to assess functionality and integration into existing user flows.Concept Testing: An Inspired Response
After finalising and approving solutions with Sportsbet, we conducted concept testing with our original audience to evaluate the new functionalities and value products. Users were excited about the potential integration and even inquired about the timeline for implementation.