Golden Race
Making it easier to place a bet, and giving B2B clients a clear view of their own business
- Company
- Golden Race, betting software provider (B2B)
- Period
- 2 years in the product team
- Role
- UX/UI and product design, in-house
- Scope
- Player betting flow · Operator portal and dashboard
Context
Golden Race builds virtual sports and betting software that operators (betting shops, casinos and online sportsbooks) run under their own brand. Two audiences use what we design: the player who places the bet, and the operator who runs the business behind it.
Challenge
Two fronts, one goal: more activity for our clients.
- Players: shorten the road from “I like this match” to “bet placed”.
- Operators: a portal where they understand their own numbers without calling support.
How might we make betting faster for players while giving operators a clear, self-service view of how their business is doing?
How I worked
- 01
Betting flow · B2C
- Discovery and findings
- From 7 steps to 4 and quick stakes
- Impact
- 02
Operator portal · B2B
- Discovery and findings
- New architecture and dashboard
- Impact
- 03
Wrap-up
- Learnings
- About this case
Betting flow
Fewer steps between choosing a result and confirming the bet, without hiding what the player is risking.
The games we worked on
The new flow went live in three virtual sports, each with its own markets and pace.
FootballVirtual football leagues and cups
MMAVirtual mixed martial arts fights
Penalt2WinPenalty shoot-outs, one shot at a time
Discovery: where do players drop off?
We followed the bet from the event list to the confirmation, step by step, with data and recordings of real sessions.
Findings in the betting flow
The betslip was the bottleneck
Around 1 in 3 betslips were opened and never confirmed. Typing the stake and a confirmation screen were the main exits.
Virtual events don’t wait
A virtual match starts every few minutes. If placing a bet takes too long, the window closes and the bet is lost.
Players repeat the same bets
Most bets used a handful of amounts and the same few markets, yet the player had to type and search for them every time.
From 7 steps to 4
We mapped every tap of the old flow and removed the ones that didn’t add information or control.
- 1Event
- 2Market
- 3Odds
- 4Open betslip
- 5Type stake
- 6Review
- 7Confirm
- 1Event + odds
- 2Betslip opens itself
- 3Quick stakeKey change
- 4Confirm
What changed: quick stakes
The biggest change was a quick stakes selector: preset amounts and ready-made bets, so the player doesn’t have to type anything.
- Preset amounts, adapted to each game’s usual stakes.
- Ready-made bets: the most played markets, one tap away.
- No typing: the stake keyboard, the step where most bets were lost, disappears.
- Potential winnings always visible, and responsible gaming limits one tap away.
Impact on the betting flow
Operator portal
A B2B back office where each client manages its shops and sees how its own business is doing.
Discovery: what do operators need to see?
We sat down with the people who run the business every day: owners, shop managers and the account managers who support them.
Findings in the operator portal
Data everywhere, answers nowhere
Reports were spread across 9 sections. To answer “how did my shops do this week?” operators exported files or opened a support ticket.
Tables, not trends
Everything was rows of numbers. Seeing whether the business was going up or down meant comparing figures by hand.
Everyone saw everything
An owner, a manager and a cashier had the same view, full of options that most of them never used.
A new architecture
A card sorting with operators showed they think in three questions: how am I doing, what do I sell, and who manages what. The portal was rebuilt around them.
- Dashboard: the business at a glance.
- Reports: turnover, payouts and margin, filterable.
- Shops and terminals.
- Products and markets.
- Users and permissions.
A more visual, simpler dashboard
We swapped tables for charts and cut everything that didn’t answer a question, so operators could read their business at a glance.
- More visual: charts and colour instead of rows of numbers.
- Simpler: only the key figures, each compared with the previous period.
- Faster to read: what used to take several reports now fits on one screen.
- One click from any figure to the detailed report.
- Filters by date, shop and product that stay when you change page.
Impact on the operator portal
Operators stopped asking us for their numbers: they could see them, and act on them, themselves.
Wrap-up
Two products, two audiences, one lesson: design for the decision each person has to make.
Learnings
- In betting, speed and responsibility have to be designed together.
- B2B users don’t want more data, they want answers.
- Designing under NDA also means telling the story without showing the work.
About this case
Golden Race works with operators in regulated markets around the world, and its NDA covers interfaces, clients and business data. That’s why this case tells the process and the decisions rather than showing the final screens.
- The 3D images and game visuals are public material from goldenrace.com.
- The betslip and the dashboard are schematic recreations, with no real data.
- Client names, markets and exact figures are left out on purpose.