Football homepage bet discovery
Improving football bet discovery and accumulator creation by bringing key match markets directly onto the football homepage.
GROSVENOR CASINO SPORTSBOOK • SENIOR PRODUCT DESIGNER • TIMELINE 4 WEEKS
The problem
The existing football homepage required customers to navigate into individual fixtures before viewing many popular betting markets.
This created additional steps for customers looking to build accumulators across multiple matches.
Stakeholders wanted to explore whether key football markets could be surfaced directly on the homepage, giving customers faster access to betting opportunities while maintaining the flexibility provided by the sportsbook platform.
Constraints
Core sportsbook experience managed by Kambi
Limited control inside event pages
Homepage offered greater design flexibility
Large volume of leagues and fixtures created scroll-depth challenges
Need to balance discoverability with performance
Discovery
I reviewed competitor sportsbooks, analysed football engagement data, and explored navigation concepts to identify opportunities to improve bet discovery and accumulator building.
Early concepts
Learning from the market
A review of competitor products highlighted common approaches to league navigation, market filtering and bet discovery.
Exploring navigation models
Created and tested a range of concepts focused on time filters, market selection and league filtering to balance discoverability with simplicity.
Key themes
Discovery highlighted that the challenge wasn't simply surfacing more football content, but helping customers quickly find relevant matches and markets without overwhelming the experience. These principles guided the final solution.
Make bet discovery faster
Surface popular markets directly on the homepage.Reduce navigation depth
Minimise the need to enter individual fixture pages.Support accumulator building
Make it easier to browse and combine selections across matches.Focus on popular competitions
Prioritise high-engagement leagues while maintaining access to broader football coverage.
Solution
Discovery showed that customers had to navigate too deeply to find football markets and build bets. The redesign focused on surfacing key markets earlier and making match discovery faster through filtering and league selection.
Day navigation
Browse football by time
Customers could quickly switch between in play, today, tomorrow and upcoming match days, making it easier to find relevant fixtures without excessive scrolling.
Market filters
Switch between popular betting markets
Customers could browse football through markets such as match result, bet builder, total goals and both teams to score, with odds updating instantly across visible fixtures.
League selection
Focus on the competitions that matter
A league selector allowed customers to filter fixtures by competition, reducing visual clutter while maintaining access to broader football coverage.
Live match context
Stay informed while betting
Live scores and match status were displayed alongside betting markets, helping customers make decisions without leaving the homepage.
Bet builder access
Build accumulators faster
Bet Builder markets were surfaced directly within the experience, reducing navigation and making it easier to combine selections across multiple matches.
