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Enhancing User Engagement in Mobenga’s Sportsbook

Lam, Chiching LU and Larsson Danell, Carl LU (2016) MAMM01 20161
Ergonomics and Aerosol Technology
Abstract
Online sports betting is a billion-dollar industry with fierce competition to deliver the best possible experience. To be able to withstand the competition from rivals, bookmakers needs to be able to differentiate themselves with innovative and cutting edge solutions that offers a complete user experience.
The goal of this master thesis is to investigate how sportsbook users perceive current betting solutions and based on these results find potential way to increase the sportsbook’s user engagement.
In order to achieve these goals, this thesis included an evaluation of the current user experience for one of Mobenga’s sportsbooks. This consisted of conducting a cognitive walkthrough and a field study with ten participants taking place in... (More)
Online sports betting is a billion-dollar industry with fierce competition to deliver the best possible experience. To be able to withstand the competition from rivals, bookmakers needs to be able to differentiate themselves with innovative and cutting edge solutions that offers a complete user experience.
The goal of this master thesis is to investigate how sportsbook users perceive current betting solutions and based on these results find potential way to increase the sportsbook’s user engagement.
In order to achieve these goals, this thesis included an evaluation of the current user experience for one of Mobenga’s sportsbooks. This consisted of conducting a cognitive walkthrough and a field study with ten participants taking place in the sportsbooks real context. Furthermore, a user-centered design process, focusing on user engagement, was conducted. The design process was divided into three iterations: one conceptual iteration, one low fidelity prototype iteration and one high fidelity prototype iteration.
The results of this master thesis points to that there are room for improvements in Mobenga’s current solution, especially in terms of hedonics since the usability was on a very good level. In addition, the results indicate that a smart and clean introduction of new and more engaging features could increase the overall user engagement of a sportsbook without interfering with already existing functionality. (Less)
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author
Lam, Chiching LU and Larsson Danell, Carl LU
supervisor
organization
course
MAMM01 20161
year
type
H2 - Master's Degree (Two Years)
subject
keywords
User engagement, User experience, User-centered design, Sportsbook, Sports betting
language
English
id
8878713
date added to LUP
2016-06-10 14:07:47
date last changed
2016-06-10 14:07:47
@misc{8878713,
  abstract     = {Online sports betting is a billion-dollar industry with fierce competition to deliver the best possible experience. To be able to withstand the competition from rivals, bookmakers needs to be able to differentiate themselves with innovative and cutting edge solutions that offers a complete user experience.
The goal of this master thesis is to investigate how sportsbook users perceive current betting solutions and based on these results find potential way to increase the sportsbook’s user engagement.
In order to achieve these goals, this thesis included an evaluation of the current user experience for one of Mobenga’s sportsbooks. This consisted of conducting a cognitive walkthrough and a field study with ten participants taking place in the sportsbooks real context. Furthermore, a user-centered design process, focusing on user engagement, was conducted. The design process was divided into three iterations: one conceptual iteration, one low fidelity prototype iteration and one high fidelity prototype iteration.
The results of this master thesis points to that there are room for improvements in Mobenga’s current solution, especially in terms of hedonics since the usability was on a very good level. In addition, the results indicate that a smart and clean introduction of new and more engaging features could increase the overall user engagement of a sportsbook without interfering with already existing functionality.},
  author       = {Lam, Chiching and Larsson Danell, Carl},
  keyword      = {User engagement,User experience,User-centered design,Sportsbook,Sports betting},
  language     = {eng},
  note         = {Student Paper},
  title        = {Enhancing User Engagement in Mobenga’s Sportsbook},
  year         = {2016},
}