Reimagining Live Betting
Overview
Live betting was a major growth opportunity, but the organization lacked a shared view of what the experience should become.
I aligned product, engineering, trading, research, and commercial around a live-first vision, then converted that vision into a prioritized roadmap.
Outcome: Established more than a year of product direction and directly informed Quick Bets, contextual stats, event IA, and event visualization.
The problem
Live betting asks customers to make decisions while the game is moving. The existing experience was built around traditional sportsbook structures: long market lists, fragmented journeys, limited context, and interaction-heavy betting flows.
The company saw the opportunity, but teams did not yet share a clear view of what a better live experience should be or how to get there.
The three decisions that shaped the work
1. Define the future before committing to delivery
I helped create a live-first concept that made the opportunity tangible. It gave product, engineering, trading, research, and commercial teams something concrete to react to rather than debating the opportunity in the abstract.
2. Evolve the product instead of rebuilding it
Research showed that a complete overhaul could disorient existing customers. I shifted the direction toward focused improvements that could move the product forward without forcing users to relearn the sportsbook.
3. Prioritize context over novelty
The strongest ideas were the ones that helped customers understand what was happening and act with more confidence: contextual stats, improved event structure, visualization, and faster access to relevant markets.
The trade-off
Ambition versus adoption risk
A more radical concept created excitement internally, but customer research showed that too much change at once would increase cognitive load. The roadmap therefore preserved the long-term vision while sequencing the work into smaller, testable improvements.
What I delivered
- A shared live betting vision
- Cross-functional alignment on the experience principles
- A prioritized opportunity map
- A roadmap spanning Quick Bets, event page IA, contextual stats, visualization, and live parlay support
- Clearer criteria for balancing customer desirability, technical feasibility, and business value
Result
- Aligned senior stakeholders around a common direction
- Identified more than a year of meaningful product opportunity
- Directly shaped the Quick Bets work that later delivered measurable conversion gains
- Established scalable principles for faster, more contextual live betting experiences
Reflection
The value of the work was not the concept alone. It was turning a large, ambiguous opportunity into a sequence the organization could act on.
