William Hill
Game-changing ‘Australian Open 2018’ promotion boosts revenue by 30%
I led a promotion for the Australian Open Tennis tournament, offering users enhanced betting odds. This innovative approach resulted in a 30% revenue increase from the previous year. We explored various concepts before deciding on a gaming-oriented direction. Daily communication with development teams ensured timely delivery across iOS, Android, and Web platforms. This collaboration's success highlighted our creative approach's effectiveness, exceeding user expectations and driving significant revenue growth.
Personalisation was seamlessly integrated into the registration process.
I developed a personalisation concept to assist new users in customising their gambling preferences. I aimed to ensure this feature was seamlessly integrated into the registration process, becoming indispensable. Upon signing up, users were prompted to make selections that suited their preferences, ranging from favourite sports to preferred betting markets and even desired wagering limits.
This personalized approach made the registration process more engaging and laid the foundation for a tailored gambling experience. As users made their choices, the platform dynamically updated to reflect their selections, providing a live overlay of current and upcoming betting opportunities throughout the day.
Introducing a Personalised live overlay for simplified wagering
A dedicated ‘Live’ overlay of personalised gambling opportunities and favourites based on the registration and personalisation process noted above. This concept was to be added to enhance the existing mobile application. User research determined that the current mobile application contained much data to navigate to find specific bets and last-minute opportunities, creating a cognitive overload by offering too much choice.
This personalisation layer would provide an easy way to surface live relevant data based on your black book, favourites, and current and historical betting, allowing the user quick and uncluttered access to preferred odds in one place.
Chase the ace - further ideas for in-app games
Spot the Ball / Swipe to Serve / AR In-Venue game - These games would give the user more favourable odds for placing bets at the Australian Open 2018.
