Setting the scene
Mustard was commissioned by the Workshop (a specialist IT business providing software and technology solutions to some of the largest digital and gaming brands in the world) to explore betting behaviour and attitudes, with the ultimate aim of increasing sign up rates and revenue potential amongst its portfolio of online Sportsbook clients.
The Workshop wanted to develop closer ‘partnership’ relationships with several major online Sportsbook Operators. Essentially, the business was looking to gain an edge; deep and meaningful insights around Sports betting behaviour from which it could advise and guide its clients in creating personalised betting experiences and higher levels of brand engagement.
What we did
Using both focus groups and online discussion forums we gained insight as to how the emotions and behaviours around Sports betting differ across three global markets (North America, South America and Asia) eliciting feedback on the drivers of Sports betting behaviour.
We also conducted ethnographic research amongst Sports bettors, observing and understanding how their betting behaviour and feelings differed when alone and with friends. We were able to:
- Uncover the functional and emotional needs-states which Sports betting satisfies
- Understand the different planned vs. spontaneous / impulse decision making processes participants experience
- Explore the emotional impact of experiencing issues when looking for / placing bets, and the psychological impact of fixing the problem
With this emotive subject matter we were able to identify personas of different bettors and uncover the feelings and instincts that underlie / motivate betting, and those that accompany winning and losing.
The research delivered a depth of previously unconsidered player/bettor intelligence at both a local and global level from which Mustard was able to make several strategic recommendations (including various ‘quick wins’) relating to online Sportsbook UX, the engagement of seasonal players in the off season, leveraging player emotions to increase retention and Sports betting persona interaction/conversion.
“It was evident from the first conversation that we were dealing with seasoned research professionals with a thorough understanding of the complexities of this kind of fieldwork. From finalising the research objectives to regularly updating the team on project status, Mustard gave us confidence that the project was on the right track… As someone with over 15 years of research experience, I valued being able to collaborate closely with their research team every step along the way.”