Bet Tracker: A New Way to Sweat a Bet
At Sportsbet, we’ve poured years into bettering the betting experience — placing a bet or building a multi.
We never asked ourselves: what happens after a bet is placed?
For punters, the experience doesn’t end the moment the bet is placed, rather it begins the moment the game kicks off.
The Challenge
From early user research, we noticed a recurring behaviour: Our most engaged customers often split their attention between the live game and our app ie. checking, refreshing, switching between platforms to piece together how their bet was tracking.
One insight stood out:
69% of users were using the AFL app to track their bets placed on Sportsbet.
This created friction — context lived outside our ecosystem. We were framing this opportunity with a question:
How might we connect a live sporting moment with the personal thrill of a bet in progress — without disrupting either experience?
Phase 1: Bring on MVP core experience
Design & Launch Approach
Launching two Tracker templates for AFL that delivered key stats mapped to user bets, enabling live stats update with refresh button.
Expanding to NBA, NRL and other sports codes in the pipeline with more appropriate tracker templates to present information.
What We Heard Post-Launch
Customer sentiment was immediately strong. Punters weren’t just using it — they were feeling it.
“It makes watching the game even more exciting.”
“I didn’t even realise I needed this until I had it.”
In post-launch surveys:
70% of customers rated tracking their bets as important
40% rated it as very important
There were organic waves of social media screenshots showing how close people came to winning big multis — a new form of social proof for bet tracking as a feature.
Yet feedback revealed deeper needs for context:
“I want to see time left — when is this leg going to hit?”
“Why did my bet lose? Did the player get subbed off or injured?”
“I don't know if this tracker is actually live. Can I trust it?”
These were moments of doubt , not excitement
We knew this is not hurdles, this is opportunity to champion the users with better product experience.
Phase 2: Raising the Bar
With competitors now entering the space, we focused on deepening the experience — pushing visual cues and contextual clarity.
What we added:
Jersey numbers and logos for faster player recognition (sports fans don’t read names — they spot guernseys).
Live performance cues — is your player on the field, benched, injured, or on fire?
Visual clarity on player grouping — multiple legs on one player? No more repetition. We housed it in one place.
Predictive signals based on form and minutes played to inform next actions (e.g. cash out opportunity).
We tested rigorously:
Users responded positively to jersey iconography and updated colour semantics
Recognition and trust in the tracker increased significantly
Impact
Bet Tracker has reshaped what users expect from the My Bets experience. It kept users on-platform during the most critical moments.
We didn’t just build a feature.
We built a reason to stay.
Future Vision
With growing appetite for real-time context, we’re already exploring:
Lock screen live tracker — for passive updates without the needs of opening the app
Condensed vs expanded views — for the mass users vs highly engaged users
Expanding to other codes — where user demand continues to grow
