BET ON IT
ASSESSING FANS' SPORTS BETTING JOURNEYS
Observe consumers to identify needs in varying settings.
Determine time periods when consumers are most likely to participate.
Identify features and activations that would encourage consumers to use the program again.
A popular online sportsbook company wanted to better understand how sports betting and fantasy fit into sporting event fan experiences. The ExperienceBuilt Group (EBG) was tasked to uncover how the live game experience, at home, in social settings, and in-person, can be enhanced with sports betting and fantasy play.
The Experience Solution
1) Avoid Assumptions to Boost Discovery
EBG created a team of researchers with varying sports betting knowledge to reduce preconceived notions, creating fresh questions and hypotheses.
2) Identify Fans' Key Touchpoints
EBG identified what information bettors needed at certain points before, during, and after the game through live participant feedback.
3) Create Guardrails for Next Steps
EBG facilitated and reported on conversations that allowed the Company to make decisions about new features, products, and partnerships based on real fan feedback.
The EBG Impact
The Company's product team now has a treasure trove of fan insights and design principles to tailor their products to multiple viewing settings. With this feedback the Company can maintain and improve their brand position in the marketplace.
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