The second major thing we did was to create a ‘discovery grid’ layout for the homepage, that can be filtered or targeted at logged in users. The idea here was that Betfair could promote whatever games they fancied (which they couldn’t do so easily with the previous design), but users could also filter according to their needs – again seeing many more games in one place.
Gamers want to see ‘slot games that are paying out’, or if you are the other way inclined, ‘slot games that haven’t paid out’, or indeed, ‘card games that have been played the most’, or one ‘that has been played the least’.
More filters will be added over time, allowing gamers to slice and dice the ever increasing game catalogue in a way that suits them. It’s all part of the gaming experience – if any one has ever stood in a pub and seen someone put lots of cash into a slot machine, only to see them walk away without winning, you’ll know what we mean.
To gamers, it’s an opportunity – ‘it’s going to pay out!… Right?’
Something else that we decided to expose was the gaming data itself. Why not build an experience around showing people what has paid out and what hasn’t, what the jackpots are, how many spins for each roulette table and so on?
By simply hovering over a game that interests them, people can see key gaming data and decide whether to play or not. Before, users had to dive into the catalogue, moving several pages at a time in order to find something to play. Typically they played the same games, but spent too much time searching around.
Now they can access games more easily, discover new games and the all important lead time to playing is less. Which means more time playing – which is great for Betfair!