Degree 53, specialists in the UX, design and software development for the online gambling industry, has published a new report looking at in-play betting products.
The In-Play UX Review examines 10 leading sports betting operators in the UK to compare and highlight the best approaches for optimising the user experience of their in-play products.
The team at Degree 53 reviewed various steps of in-play betting from a user’s perspective and how each area of the product facilitates this experience. UX experts focused on the best elements of each operator’s in-play product and what could be improved, as well as providing recommendations for how this could be achieved.
The In-Play UX Review includes brands such as Bet365, Betfair, Paddy Power and Sky Bet.
Andrew Daniels, managing director at Degree 53, said: “In-play is one of the most engaging areas in a sportsbook, so we feel it’s important for operators to provide the UX that reflects this. Customers want to feel the excitement as their favourite sports events take place and this will subsequently increase their loyalty and interaction with the brand.
“Overall, the reviewed bookmakers have a good standard of in-play betting features, but it was the smaller details and functionalities that added something different and made some of these products stand out. Hopefully, our suggestions will help other operators think about how they could create a product that exceeds their customer expectations and adds value to their betting experience.”
