Bet on the next play result, next drive result, field goal attempt success or failure, and next play outcomes faster than ever.

An uninspired market offering, overshadowed by fierce competition, is driving a decrease in bet handle for premier sports events and compromising their hold of market share.

Increase Bet Handle
Increase Gross Win
Improve Average Session Duration
Improve Market Offering

Drive Result markets’ gross win surged from 2% to 10% within weeks, showcasing a remarkable turnaround within the first month of the feature’s release in 2022.

“Caesars provides bettors with the most data-driven experience allowing you to make the most informed wagers possible.” – Covers.com, Aug 2023

As Caesars Sportsbook aims to grow in-game engagement and convert more users from pre-game to live betting, we needed to address critical experience challenges. Currently, our micro-betting feature, “Next Batter Up,” allows users to bet on the next play outcome in MLB games. While this presents an exciting opportunity, research revealed several friction points:

• Users aren’t always aware they can bet on the next moment of an event.
• Scanning through betting options is time-consuming and confusing.
• Markets are frequently suspended, creating frustration when attempting to place a bet.
• Users struggle to track their bets in real-time.
• Settlement delays cause users to miss their next betting opportunity.

To drive engagement and increase bet placement, onboarding, presentation, and data speed had to work seamlessly together—every second matters to the customer.

To meet our Super Bowl launch deadline, I led execution meetings with customers, executives, and product managers. Through in-depth discovery and competitive analysis, I identified best practices and gaps in the market. This research reinforced that a frictionless experience, centered on clear onboarding, intuitive UI, and real-time data synchronization was essential to success.

Working closely with the Product Manager and Product Lead, I helped drive a fast yet thorough discovery process to define a clear path forward. With limited time, we focused on:

• Understanding the competitive landscape and benchmarking market offerings

• Conducting rapid discovery to identify opportunities and gaps

• Validating key assumptions to ensure our approach was both innovative and user-centric

This strategic alignment allowed us to move efficiently toward a scalable and differentiated solution in the microbetting space.

As part of my discovery process, I conducted a deep dive into microbetting offerings across top competitors. With the exception of DraftKings and PointsBet, most operators provide only basic live bet markets within event detail pages, lacking true innovation in this space.

• DraftKings offers some variety but still has room for improvement in delivering a seamless microbetting experience.

• PointsBet is making promising strides, particularly with its microbetting widget on the homepage, a huge win for findability and quick bet placement. This signals a strong foundation for future expansion.

• FanDuel stands out in live streaming synchronization with live markets, creating a seamless experience, a key benchmark for us to consider.

These insights helped shape our strategy to differentiate our microbetting experience, ensuring we move beyond the industry standard and provide an innovative, engaging product.

View the full catalog here

To assess how Caesars stacks up against top competitors, I cataloged market offerings across major sportsbooks, benchmarking our positioning against industry leaders. I then presented these findings to the Product Lead and VP of Trading, identifying both quick-win opportunities and differentiation strategies that competitors have yet to explore.

Key Insights from Football Market Analysis:

• Drive Result (4–5 selections) is the most popular market, supported by all five major sportsbooks, including ours.

• DraftKings and PointsBet strategically surface this market multiple times, on the event feed and homepage, maximizing visibility and engagement.

• Over 50% of all football betting markets across competitors offer only two selections, reinforcing a critical industry trend.

Strategic Opportunity:

This analysis validated our assumption: “The fewer options provided, the faster decisions are made, leading to quicker bet placements.” By allowing customizable selections, we could potentially refine Drive Result offerings to just three options: e.g., Punt, Offensive Score, Turnover on Downs, streamlining the betting experience while maintaining strong engagement.

This data-driven approach informed our roadmap, ensuring we optimized our microbetting experience for both speed and usability.

View the full workshop file here

With microbetting still in its infancy, I led a strategic workshop with our Betting Team, Designers, Engineers, and Leadership to brainstorm innovative features that could differentiate us from FanDuel and DraftKings and capture market share.

This highly productive session generated numerous forward-thinking ideas, including several key contributions I made:

• Microbetting Flash Deals – In-play parlays with limited-time boosted odds to drive engagement.

• Fan Trivia During Commercial Breaks – Interactive challenges to keep users engaged between live action.

• Bet Streak Notifications – A dynamic feature (similar to Betr) that celebrates winning streaks, milestone achievements, and even close calls to enhance the betting experience.

By fostering collaboration and driving innovative, user-centric solutions, this workshop helped shape our roadmap for next-gen microbetting experiences.

To ensure a seamless rollout before the Super Bowl, we executed a soft launch of our solution and micromarkets integration toward the end of the football season, allowing us to identify and resolve any critical issues early.

I worked closely with the Product Manager and engineers to ensure a smooth deployment, and even during the soft launch, the impact was immediate. Bet handle saw a significant rise, and Drive Result markets’ gross win surged from 2% to 10% within weeks, a remarkable turnaround within just the first month of release in 2022.

This strategic, data-driven approach validated our investment in microbetting and positioned us for continued growth and market differentiation.

All designs shared reflect publicly available or launched work. Any metrics or outcomes discussed are qualitative unless otherwise noted. No confidential or proprietary information is included.