Sports Benchmarking Study

Sports Benchmarking Study

This iGaming business has over 1000 employees, 250K active users and achieves an annual turnover of over AUD 240 million. It owns a number of companies and brands which operate entertainment products made available to consumers through partnerships and through its owned digital channels.

The Objective

The objective of this Sportsbook competitive intelligence research was to build a clear and accurate picture of the competitive landscape by creating a framework which can be used to present competitor analysis data in a way that makes it easy to analyse this business’s competitors periodically. This ‘expert review’ was not intended to be exhaustive and would be complimented with behavioural and quantifiable usability data.

Additional aims were to:
  • Establish what ‘best’ currently looks like in the sports betting industry as a whole.
  • Identification of competitive advantage.
  • Measure design differences and trends in customer expectations.
  • Provide a mechanism for understanding how user journeys compare to competitors.
  • Produce UX Benchmarking “scorecard”

Brands Evaluated


This benchmarking report was created using my heuristic review methodology which has been developed over the past 5 years. In this case, the review method focuses on the detailed customer experience using a ‘nine step journey’ shown in summary below.

I built and developed a set of UX heuristics to assess the digital propositions of 10 brands across key user journeys and needs. More than 160 criteria were used in order to assess Sportsbook brands across desktop, mobile and tablet. The categories tested in this heuristic evaluation were:

  • Entry & Homepage
  • Registration
  • Login
  • Depositing
  • General Markets
  • In Play
  • Bet Slip
  • Help & Support
  • Search
  • Navigation and IA
  • Error Tolerance
  • Task Orientation
  • Page Layout & Design
  • Writing & Content
  • Trust & Credibility
  • Mobile & Tablet design

My experience of expert review testing has taught me that brands should really be aiming for a minimum rating of 75% overall and in each category tested. The review was conducted by myself and an independent Sportsbook expert. Having two consultants working side-by-side ensured that any possible effects of subjectivity which might influence our analysis were kept to a minimum. Furthermore, the blend of Sportsbook expertise and UX ensured that all findings were relevant for both new and experienced customers.

Executive Summary

This analysis demonstrated that the Sportsbook market is filled with many products that, although skinned and branded differently, rate similarly at the overall level. As far as the brands included in this study are concerned, the landscape is a collection of average brands where 8 out 10 that were evaluated scored within 9 percentage points of each other.

No product experience met the target minimum score of 75% which, heuristically speaking, would be considered a ‘good experience’. This apparent ‘sea of mediocrity’ presents both a challenge and opportunity for brands.

The below is a consolidated score card (click to enlarge) highlighting strengths and weakness across all brands for the 9 player journeys and 160 criteria tested. Data is a combination of desktop, mobile & tablet (ask me if you’d like to view the criteria tested in more detail).

At the time of conducting this heuristics analysis, the results identified only one innovative Sportsbook amongst this set which was Expekt. It offered a number of genuinely different features, particularly in its mobile app proposition (e.g. statistics coupled with a matching bet).

However, this analysis also identified that there is one important feature that no Sportsbook is delivering particularly well and that is the search functionality. Search was the lowest scored feature of every product proposition that was evaluated in this study. Building an innovative search functionality into Sportsbook is undoubtedly a significant potential investment but it is also might represent the biggest opportunity for brands to differentiate particularly on mobile.

Journey Gaps

Size of circles represent size of lost opportunity. The bigger the circle, the worse the industry average score. Across the brands evaluated, Search was the lowest performing functionality and therefore represented the biggest opportunity to differentiate.

I welcome the opportunity to deliver a more thorough presentation which will include the following content.

  • A detailed look at the UX heuristics and assessment criteria
  • Ratings and ranks across devices
  • Best in class for each stage of the measured journeys
  • SWOT analysis
  • Detailed findings & recommendations for the Betsafe brand


Questions? Drop me a mail and let’s chat.

Get In Touch

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