Who:
A large Italian online sports betting company
Strategy:
To increase discovery, the sports betting company leveraged user browsing history to personalize the category menu according to users’ sports preferences.
Hypothesis:
The site menu is a door to discovery, and when designed properly, it can guide users toward exactly what they are looking for. For betting companies, these menus can help them cut through the noise and quickly find games and bets they are interested in. With personalization, companies can tap into user affinity data to re-order the options listed in these menus based on each player’s browsing history, making it easier for players to discover games they will most likely interact with.
