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  • Betfair
  • Betfair
  • Betfair

Get more eyeballs on more games.

Client: Betfair Group Ltd
Brand: Betfair


Online gaming supremo Betfair approached us with an interesting design challenge for their Casino offer. How do you get more eyeballs on more games and more games being played for longer with an ever increasing game catalogue?


The Betfair Casino website is a place where leisure gamers can go and play online Slots, Live Roulette, Blackjack, Skill Games and much, much more. Betfair have a partnership with PlayTech who provide the gaming platform.  The architecture of such a site is fairly shallow and consequently enabling gamers to view more games per session is quite challenging.
Also visually, there is a lot of noise generated by the game brands themselves (Iron Man, Dare Devil banners, etc everywhere) which means balancing the Betfair aesthetic is hard. 


Else overhauled the UX and Design and worked with Betfair to deliver it. The solution came from an understanding of how players look for 'opportunities' when playing (what's paid out, what hasn't paid out etc) and by applying some good old fashioned online retail tricks to drive discovery through the gaming catalogue.

Initial usage stats show the new design to outperform known industry stats and gave Betfair their best ever trading days for 10 days after launch.


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