Respawn eSports

CLIENT
Sportsbet
Role
Art direction, Design lead, UI/UX design,  Photo retouching, Digital design
Respawn is the brainchild of the innovation labs over at Sportsbet. It is a place where people can watch, bet, and chat on all major eSports tournaments. Currently it is the only site where you can do all these three in one spot.

The challenge

eSports has become a worldwide phenomenon with an estimated global viewership of 245 million people. Some major tournaments even have prize money exceeding USD $20 million for the winners. This has also seen a massive increase in eSports punting. How can Sportsbet evolve their eSports offering and become the bookmaker that punters associate eSports with?

The challenge

eSports has become a worldwide phenomenon with an estimated global viewership of 245 million people. Some major tournaments even have prize money exceeding USD $20 million for the winners. This has also seen a massive increase in eSports punting. How can Sportsbet evolve their eSports offering and become the bookmaker that punters associate eSports with?

idea

While there are numerous live streaming sites of eSports, none of them provided the ability to see game odds and bet directly from there. After having signed a deal to have exclusive streaming rights access within Oceania to all ESL (Electronic Sports League) tournaments, the idea was to combine this with match odds and stats.

idea

While there are numerous live streaming sites of eSports, none of them provided the ability to see game odds and bet directly from there. After having signed a deal to have exclusive streaming rights access within Oceania to all ESL (Electronic Sports League) tournaments, the idea was to combine this with match odds and stats.

Execution

The decision was to create a microsite that became a one stop shop for all things eSports, including integrated odds and team stats. I was engaged as the UI design lead as part of a cross functional team, which included user experience designers and developers. While it was designed as a responsive site, the main focus was primarily for desktop - most professional eSports tournaments are PC based. To appeal to this new segment of customer, I designed a site that felt familiar to them and that had the game content and customer experience at the heart of it. To assist in further iterations, I developed a pattern library that not only sped up the process but also improved consistency. In addition, I contributed to marketing campaigns by supplying design assets.

Execution

The decision was to create a microsite that became a one stop shop for all things eSports, including integrated odds and team stats. I was engaged as the UI design lead as part of a cross functional team, which included user experience designers and developers. While it was designed as a responsive site, the main focus was primarily for desktop - most professional eSports tournaments are PC based. To appeal to this new segment of customer, I designed a site that felt familiar to them and that had the game content and customer experience at the heart of it. To assist in further iterations, I developed a pattern library that not only sped up the process but also improved consistency. In addition, I contributed to marketing campaigns by supplying design assets.

outcome

In 8 weeks the team delivered a fully functional site that achieved all the initial goals, while it was continuously being tweaked in response to further user testing feedback. As a result, the company has seen an encouraging increase in eSports engagement and punting turnover.

outcome

In 8 weeks the team delivered a fully functional site that achieved all the initial goals, while it was continuously being tweaked in response to further user testing feedback. As a result, the company has seen an encouraging increase in eSports engagement and punting turnover.

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