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.
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.
How might we connect a live sporting moment with the personal thrill of a bet in progress — without disrupting either experience?
Sports Tracker comes into play.
The tracker provides information on how your bet is progressing while providing the related stats such as scoreboard and players involving in a play.
These supporting information helps paint a more completed scene of the game, keeping you engaged on the app.
Punters weren’t just using it - they were feeling it.
There were strong customer sentiments post-launch.
“It makes watching the game even more exciting.”
“I didn’t even realise I needed this until I had it.”
In post-launch surveys, the numbers speak for itself:
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.
Feedback revealed 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?”
We knew this is not hurdles, this is opportunity to champion the users with better product experience.
Competitors enter the race - we raise the bar
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.
90% of punters who placed a bet engaged with tracker
We didn’t just build a feature. We built a reason to stay.
Future Vision
With growing appetite for real-time context, a few future concepts are in explore stage:
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
