Building a winning play from the ground up with BetOnline, one of the longest-running online sportsbooks in history.

• Brand Identity
• Video Production
• Graphic Design
• Market and Player Research
• UX/UI Design
• Front End Development
• Design System Framework and Buildout
• Usability Testing
• Strategy Workshops

Becoming a leading brand doesn't happen overnight. Spanning countless briefs across multiple services over the course of a partnership nearly a decade long, we empowered BetOnline to trailblaze their way to the forefront of the online sportsbook and casino industry.

BetOnline had built a great reputation utilizing their original brand. However over the years since its inception, industry trends, competitors, patterns and platforms changed, and a heuristic review revealed that the business needed to re-evaluate their current brand and how it was positioned within the industry. We worked closely with BetOnline to modernize the brand, reimagine their collateral and create a fresh new evolution of the website.

A premium brand deserves a cutting-edge platform. With a fresh new look and feel now established, we set about bringing the rest of BetOnline's various products up to speed by creating a user experience to match. From the homepage, across sportsbetting and casino channels, and all the way down to the inner workings of user accounts, Rukkis combined seamless UX with high-impact, vibrant UI and encapsulated everything in a scalable design system framework that set the foundation for a multi-brand, multi-channel ecosystem.

After years of research and testing, we know player habits, goals and pain points like the back of our hand. Through moderated interviews, concept and usability pressure-testing, and thorough competitive benchmarking, we've examined every angle and engaged thousands of players to bridge the gaps and align BetOnline with its audience.