SAME GAME PARLAY
My approach to adding new sportsbook features
Overview
In my first case study about the bet card I explained that the most common error on our site was triggered when users added bets from the same game...
…and how I solved this issue by shifting the focus of our bet card from placing multiples/parlays, to being contextual. In the case of bets added from the same game I changed the focus to placing these as singles - this was the only option we could offer our users. However, we were seeing more and more competitors adding a new feature to their sportsbook: Bet Builder is the term used here in Europe; Same Game Parlay is more commonly used in Canada. This feature had been growing in popularity and I was tasked with finding out to what extent this would appeal to our customers.
Challenge
Understanding customer appeal for the 'Same Game Parlay’ (SGP) feature, offering users the ability to parlay bets from the same game.
Objectives
Stage 1: Survey users to gage interest and knowledge of SGP.
Stage 2: Define MVP: Pre-build Same Game Parlays (SGPs).
If players are engaging with MVP move to define Stage 3: ability to build custom SGP.
If players are building custom SGPs move to define Stage 4: ability to parlay SGP with other multiples, aka Same Game Parlay Plus (SGP+)
Survey
In a survey we polled on our site, 25% of customers said they would like to see Same Game Parlay feature added to Sports Interaction:
Audience
These were user personas we had created a few years ago and used many times but for this project I wanted to create some new personas, specifically tailored to the SGP feature:
The Strategist: This bettor loves diving deep into the details. They analyze every aspect of the game – player stats, team performance, historical data, you name it. SGPs allow them to combine their in-depth knowledge into a single game, creating a bet that reflects their comprehensive analysis.
The Enthusiast: This persona is all about their favourite team or sport. They follow every game, know the players inside out, and are emotionally invested. SGPs let them leverage their passion by combining different bets around their favourite team in one go.
The Experimenter: Always on the lookout for new and exciting betting formats, the Experimenter loves the SGP for its novelty and the unique combinations it offers. They're attracted to the creative aspect of building a parlay within a single game.
The Risk-Taker: This bettor loves the high-reward aspect of parlays. SGPs offer them a chance to shoot for big wins by combining several bets. They're not afraid of the higher risk that comes with parlays, as the potential payout is often much larger.
The Casual Bettor: Not overly concerned with detailed analysis, this user enjoys the simplicity and excitement of putting together a parlay on a single game. It's less about deep strategy and more about the fun and potential for a big win on a game they plan to watch anyway.
The Savvy Opportunist: This persona keeps an eye out for value bets. They see SGPs as a way to exploit perceived mispricing’s or overlooked combinations within a single game that could turn into profitable opportunities.
Each of these personas finds something appealing in the SGP feature, whether it's the thrill of the potential win, the depth of strategy, or just the sheer enjoyment of engaging more deeply with the game they love.
MVP
Working with the Sportsbook manager and line managers to create pre-built SGPs:
MVP Findings
We saw that customers were really going for this feature, and while it was not the same as a customisable SGP, we saw this activity as confirmation that there would certainly be interest. This meant that whatever resources we were putting into stage 2 were not as much at risk.
Research
Before attempting to design anything I looked at some examples from major sportsbooks that have implemented SGP already. Here are some of my findings:
FanDuel: They have a Same Game Parlay feature available for NFL, NBA, MLB, and Soccer. FanDuel displays individual leg odds and offers a variety of wagers like spreads, moneyline, totals, and more. They also feature SGP-focused promotions and clearly denote eligible games with a green SGP icon.
DraftKings: Similar to FanDuel, they offer Same Game Parlays for various sports. They do not display individual leg odds but allow bettors to see what the entire parlay will pay. DraftKings also enables bettors to combine bets from different games.
BetMGM: Known as One Game Parlay, this platform provides pre-generated 3-leg parlays and a Parlay Builder for custom tickets. The process is streamlined, targeting new bettors with a simple step-by-step guide to creating parlays, though it may lack depth for experienced bettors.
PointsBet: They offer Same Game Parlay for NFL, NBA, AFL, and NRL. While their product is less developed, they do display odds for individual wagers and provide parlay insurance promotions. PointsBet, however, doesn’t clearly indicate which games are eligible for SGPs.
Caesars: Offers a range of same game wagers, especially for the NFL, including various alternative lines and totals, player props, and even unique bets like scoring details.
User Flow
Visually mapping out the steps a user takes to complete the task helps understand and anticipate their journey, and provides a shared language among team members on the project:
Wireframe
Prototype
Prototyping brings ideas to life, allowing for early testing and refinement of designs by Product Owners and QA based on their interactions and feedback
Working with Dev
Involving development early in a project is vital for ensuring technical feasibility and aligning design intentions with practical implementation capabilities, fostering a cohesive and efficient production process.
Testing & Iteration
To ensure a smooth launch of the feature I wrote out every scenario and test script for QA. We discovered a few exceptions that hadn’t been caught in the initial phase like the redundant runner scenario.
Outcome
The data-driven design approach not only addressed a specific user need but also had a broader impact on the platform's success. By catering to the evolving demands of users, the online sportsbook saw increased user engagement, retention, and overall satisfaction. The SGP feature became a key differentiator in a competitive market, showcasing the tangible benefits of a data-centric design approach.
The proportion of parlay bets placed saw a rise in the period measured immediately post launch – 1 month.