Our work with Tabcorp

UX Makes Money

Winning the Race

Placing a Bet

Tabcorp is one of the world’s largest publicly listed gaming companies. Last year, they generated over $2 billion in revenue, primarily through physical gaming machines. An emerging online market prompted them to shift focus to their online presence, which was little more than a spreadsheet and a “bet” button. Stakeholders recognized their biggest issue—that their interactive experience didn’t match the quality of their brand—but they needed help pinpointing why. It was cumbersome and difficult to learn. We even saw users struggle just to place a bet; a sure bet that Tabcorp’s latest venture was in trouble. Accenture, Tabcorp’s business consultant, invited us to partner with them.

The goal was to create an online experience to not only streamline betting, but to mirror the exhilaration of in-person gambling.

Online gaming is a big business.

$41.4 B

Online gaming market is expected to reach 41.4 Billion in 2015.

1.6 B

In any given year, 1.6 billion people place a wager.


About 10% of Australian gambling money is spent online.

"Tabcorp’s original look wasn’t much different than a spreadsheet, and it’s hard to draw in people with rows of data. We included custom graphics, brighter colors, and compelling interactions to recreate the experience of being at the sporting event."

Nick Bray
Director of UX Design

Understanding the User

Living the Experience

To truly understand the customer’s real gambling experience—his betting strategy and the environment—we spent research time at a horse track observing the pace, taking in the atmosphere, and placing our own bets. We saw a constant flow of people moving from the stand to the register, everyone thinking on their feet. Experienced customers placed complex wagers, while novices had a tendency to be more conservative—a takeaway that informed one of the key features of our final design: multiple ways to place a bet.

"Now I understand how exhilarating the track can be. It’s intense, fast-paced and there is no time to second-guess yourself. We knew the site had to make people feel the same way."

Andy Van Fleet
Partner & UX Strategist

How it comes together

The Solution


Tabcorp: Before


Tabcorp: After

Measuring Results

Our Impact

Tabcorp’s initiative to improve its site’s user experience has paid dividends. Transactions have more than tripled from 600 to nearly 2,000 per second.

UX helped Tabcorp make money.

Tabcorp: UX Results

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