Role: Project Lead, Design Lead
Team: Gianni Selvaggi (Producer), Noel Zahra (Design)
Through a determination to re-invent online casino, Casumo established a set of principles that define how we approach product innovation. These include:
• Make products more accessible, less complicated, more welcoming • Find a long term competitive advantage • Design for emotion
We believe these principles are transferable to other products, and that innovation needs to remain at the core of the company. If we are to transcend into a new category, we need to innovate in multiple areas.
Sports gambling shares similarities with the traditional online casino space. Both have a legacy of overly complex products that have been slow to react to changes in consumer behavior dynamics. Large bookmakers, with decades of history and brand equity, have found it difficult to pivot and innovate their products to attract new players.
In the UK, around 2.1 million people bet on sports last year. That is a huge number, but compared to 8.2 million ‘avid and active’ soccer fans between 18 - 69, it shows that there is room for growth still. What would happen if we start to consider the 6 million fans who don’t bet? What would happen if we could bridge that gap with something new and inviting for all?
We have always described ourselves as an ‘entertainment platform, that right now does Casino’. By innovating the sports betting experience, we open our brand up to a whole new audience, whilst giving us a new vehicle with which to accelerate away from the traditional gambling space.