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188Bet

188Bet aims to become one of the world’s leading in-play gambling providers and commissioned us to help them design its online experience, based on the requirements of sports betters in both the UK and China.

Firstly, we evaluated the competitive landscape for both in-play and regular sports betting, which was supported with consumer research in both the UK and China (based out of Hong Kong to avoid breaking Chinese gambling laws).

By employing our customer driven innovation methodology, we were able to co-create with customers an ideal online experience that would meet the needs of both audiences, as well as promote the 188Bet proposition to best effect.

The initial focus was on acquiring customers to capitalise on 188Bet’s major sponsorship deals with Premier League teams Wigan Athletic and Bolton Wanderers. The new site aims to help new registrants place their first in-play bets and engage them in a wider range of activities. Subsequent releases will target retention via a range of tools to help customers manage their accounts and improve their enjoyment of the site.

Andy Scott, CEO at 188Bet, explains: Foolproof’s understanding and interpretation of the behavioural and appetite differences in local territories across our global audience is helping us to refine a UK-specific proposition. As a result, we are able to incrementally deliver improved offerings that are designed with the local customer in mind. We engaged with our customers to identify what they want, how they want it presented and have employed best practice to deliver against those requirements.”