Usability and Online Bookmaking

Online bookmakers are relying on attracting new audiences previously excluded to some degree or other from the traditional betting shop. With this in mind it is imperative that there is a deep understanding of what these audiences require from an online bookmaker.

One industry that seems to be weathering the current online storm - and which has a reputation of being 'recession proof' in any case - is bookmaking. A combination of established offline players (William Hill, Ladbrokes and Paddy Power for example) and online-only companies (such as Blue Square) continue to provide plenty of choice to punters. This in itself is hardly surprising, as bookmaking is one industry tailor-made for the Internet environment for a variety of reasons:

• Nothing tangible changes hands, so the business is unlikely to run into the problems of distribution and stock-control that can bedevil other Internet businesses.
• For many users gambling is something of an impulsive habit, and the 24 hour availability of a web-based operation means that users are able to place bets whenever they choose.
• The traditional betting shop is often not the most welcoming environment for some people who would otherwise enjoy the odd flutter. Similarly, there can be a stigma attached to being a regular in the bookies.
• An online operation can theoretically be based upon a companies pre-existing back-end systems (which handle risk management etc). This should mean that costs can be kept low in terms of development.

The key to success

Of course, building a successful bookmaking business online is hardly a piece of cake. Competition is intense and most sites will have to resign themselves to the fact that they can only hope to attract a minority of the total market. In such an environment, success will obviously depend to some extent on offline and online marketing, but a properly implemented usability strategy can also help.

A central part of that strategy must be user requirement gathering. Online bookmakers are relying on attracting new audiences previously excluded to some degree or other from the traditional betting shop. With this in mind it is imperative that there is a deep understanding of what these audiences require from an online bookmaker. What sports or events are they interested in? Are they likely to be more interested in 'fun' bets? What sort of special offers might encourage them to bet more regularly? These questions must all be answered by some sort of research programme.

Similarly, language and jargon must be carefully chosen. Whilst experienced punters will be familiar with the concepts and terminology of betting, a housewife looking to pick 'lucky numbers' online may not be. The complex world of trebles, yankees and spreads might require further explanation for those new to the industry or simply curious about getting involved.

In some cases it may even be worth re-thinking the nature of gambling entirely. The spread betting industry, mentioned above, has seen a number of companies bring a whole new audience profile into the gambling industry, simply by refocusing how the 'game' works and the types of events that are used for betting purposes.

On-site Usability

Obviously, user requirement gathering, and understanding the potential of new audiences is important. But on the other hand, even the finest array of features will be worthless if it is not implemented in a usable fashion. Betting is an interactive service - it relies upon the user being able to complete an online transaction as quickly and easily as possible. As in all such applications, certain guidelines should usually be followed

• Make registration as easy as possible. Initial registration - setting up an account and entering personal details - can be a chore for many users. The process must be as logical and non-intrusive as possible - if you ask for reams of personal information you are only likely to put off potential customers.
• Slow and unwieldy registration can be a significant factor in reducing the customer base, so as much thought as possible must be put into making this process efficient. Placing a bet, which is the common task on any site of this nature, must also be as efficient as possible.
• If this process is slow, confusing or off-putting to the user in any way, site revenues are bound to suffer. A well-designed task will be efficient, clear and understandable, follow a logical sequence, and provide relevant feedback to the user.
• The site should convey the range of bets available without compromising task efficiency. This is vital if the site is to encourage 'impulse' betting. Although some users will know what they want, others may be looking to be 'tempted' and will benefit from having a range of possible bets presented to them.·
• Enable users to get a good feel of the site, even to the point of placing bets, before registration becomes required. Any form of demo or explanatory tour of the site will help users gain confidence before they make the 'commitment' implied by registration.
• As always, test with real users as often as possible. Nothing will reveal usability issues as accurately as a user testing programme, and in any site which relies on successful interaction to such an extent, user testing is almost essential.