Launching SBTech's first native mobile apps driving 40% growth in global gaming revenue
SBTech
Product Strategy,
Native Mobile
40%
$82bn
global sportsbetting market with 4% YoY growth
$3.3bn
acquisition by DraftKings
SBTech is Europe's leading B2B white-label sportsbook platform, powering operators like BetWay, 10Bet and global betting brands.
A new mobile team was set up to expand into native mobile apps - I joined as Head of Product and Design and take mobile penetration from 0-to-1.
Approach
Defined a phased strategy to deliver operator value quickly while building toward an experience to drive higher engagement and retention.
Phase 1: Launched a native wrapper with strategic native elements focused on activation (e.g. fingerprint login and push notifications)
Phase 2: Prioritised behaviour-driven friction reduction, making the app feel native and reducing effort to the most common betting actions
Phase 3: Experimented with new features to drive repeat visits and additional deposits through gamification
Prioritised features were based on user behaviour analysis and drop-offs to address pain points that impacted active usage.
Quick Bet let users place single bets instantly without navigating through traditional bet slips, increasing conversion. Pulse Bet enabled real-time betting on events within a 30-second window with returns scaling based on timing. Jackpot automatically entered users into prize draws simply by placing bets, driving retention and operator differentiation.
Built a native design system to enable high-velocity delivery. Conducted guerrilla user testing with bettors, iterating on live prototypes. Focussed on interaction to reduce clicks and time to value, using motion design to create perception of speed. Micro-interactions (e.g. haptic response on bet) were used to create feel good moments that encouraged continued play.
Result
The native apps drove 40% increase in global gaming revenue (GGR) within three months, with some markets seeing 60% higher GGR.
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