TOM MURCH
Betway is an online gambling company. Founded in 2006, it offers betting and gambling products including sports book, casino, vegas and Esports. I was responsible for leading and directing projects for brand, marketing and product.
Brand evolution
Betway underwent a comprehensive brand transformation of its global sports product in 2021. The objective of the project was to revamp the creative output, streamline the design resource, and establish efficiencies through the use of templates, guidelines, and toolkits.
To achieve this, we adopted a strategic approach by organising a global photoshoot that enabled us to maximise our creative output while adhering to compliance and regulations on sports imagery. We also developed customisable content that could be seamlessly incorporated into our creative process, resulting in a 66% reduction in asset creation time.
By leveraging these tactics, Betway was able to enhance its brand identity, optimise its design process, and deliver innovative solutions to its customers.
WORLD CUP 2022
As the project manager and director of the Betway World Cup 2022 Qatar campaign, my primary objective was to create engaging and impactful creative assets that could be seamlessly deployed on a global scale and across multiple languages. To achieve this, we developed a comprehensive global toolkit that included over 2000 assets, allowing regions to customize and incorporate them into their own marketing collateral.
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Our efforts yielded impressive results, with the campaign generating £8.3m in Gross Win. We were able to deliver 100% of assets to all regions for localisation, and the regional implementation took just one week.
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The toolkit comprised a wide range of assets, including marketing material, social video content, a tournament-specific identity, a bespoke country kit library, country-specific crests, and a broad array of graphical patterns and elements. Please take a look at the toolkit in the link below to see the impactful results of our campaign.
PRIZE WHEEL REVAMP
As the leader of a dynamic team of designers and analysts, I spearheaded the product revamp of the Prize Wheel, with the ultimate goal of enhancing the user experience of the existing product on a global scale. We also needed to regionalise the product to suit the specific needs of different countries.
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To begin the project, we conducted a thorough performance analysis of the existing product, identifying areas that required improvement to enhance user retention. We also conducted extensive competitor research to ensure that our final product would stand out in the market.
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Our team's efforts resulted in a significant €1.4m increase in yearly deposits and a remarkable 26% increase in conversion rates globally. Please follow the link below to view the toolkit we created, which enabled us to achieve these impressive results.
