MustardBet – Enhancing the in-play experience

The world of online sportsbooks is becoming an increasingly saturated environment, so much so that the team at MustardBet took the decision to completely rethink the sports betting experience, and develop their own bespoke platform.

Believing it has now developed an attractive product, the overall aim to make Mustardbet stand out by doing “things a little bit differently to the other bookies” has been stressed, in addition to appealing to bettors of all shapes and sizes.

Engagement and retention are undoubtedly the key factors here, something the firm’s Head of Marketing Tom Brew highlights as being integral: “Our key difference to the customer will obviously be the betting interface. It’s been said that it looks a bit more like a betting exchange, a bit more like a trading platform than a traditional sportsbook.

“It’s a dynamic interface, it catches your eye but it also informs you. And I think this focus on key metrics like price movement and market liquidity will appeal to high volume bettors. Our speed of bet placement has been measured at under half a second too so it’s pretty fast.

“The speed of our in-play is actually very impressive. In some cases it’s ahead of the TV broadcast”

“Price changes are communicated with each selection flashing either red or blue, depending on whether the price is lengthening or shortening. And those movements are happening instantly based on every bet placed on that event by all customers across the sportsbook. It’s this speed, and transparency, that will help our customers react quicker.”

A roll-out of an in-play product took place before the World Cup, following months of testing; “The speed of our in-play is actually very impressive. In some cases it’s ahead of the TV broadcast. There’s also no bet delay for the vast majority of the game.” MustardBet achieves this through the implementation of a feature they have dubbed Dangerball.

The concept will be similar to those familiar with asian sports betting: “Whenever there’s an increased possibility of a goal or game changing event, the match enters a pending state called Dangerball. If nothing significant happens, all bets requested during Dangerball will be confirmed, if not then bets placed during this period will be voided. We’re essentially creating a level playing field between the customer and us,” explained Brew.

However, the interface and betting experience forms just a small part of what Brew believes stands MustardBet out from the crowd: “Our prices are very competitive, of course you will hear all bookies saying that, but the combination of our in-house traders’ expertise and bespoke market making technology allows us to offer very tight margins.”

“If you’re better than us, then well played. We’ll see you again next time”

“And these prices are available to all, even successful customers. It’s this approach to bookmaking that I think will appeal too, we are happy to accept the high turnover players, the winners. Our max-bet feature allows customers to bet the maximum stake available at that time, then instantly re-bet the max amount. We hear a lot of stories of people having accounts closed by the big boys, because they’re winning, but our approach is that we’ll take them on. If you’re better than us, then well played. We’ll see you again next time.”

Not encapsulating a traditional sidebar betslip throughout the MustardBet experience, is a UI feature that is to be carried through to its next crucial development: “The next big thing for us is our accumulator product, and we’ve got some really good ideas on that.

“As with everything we do, we’re aiming to make the whole process of betting on multiples much quicker. Our multiples product will adopt a similar UI approach to our current betslip – ie inline controls straight from the selection itself but with a new way to visualise your bets that we think makes more sense to the modern bettor.”

An online desktop offering only composes one arm of a sportsbook however, with the instantaneous nature of everyday life meaning the MustardBet app is now live and available on both Apple and Android.

“We are looking how we can communicate value to our customers as fast as possible”

“It’s been a big debate for a while now whether native mobile apps or mobile optimised sites are the best way to go from a UX point of view. So while there remains no convincing case either way, for us, we just see it from the customer’s point of view. If they prefer standalone apps on their device rather than accessing betting sites via a browser then we should give them the choice of doing so.”

“We’re well aware of the trends when it comes to mobile gambling and are committed to developing our mobile experiences further across the whole usage spectrum,” continued Brew.

“From a marketing point of view we are looking how we can communicate value to our customers as fast as possible, price or event updates, in the most relevant way too – whether that’s app notifications, social media or other channels.”

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