Elevating mobile gaming and live tennis engagement.

• Research
• UX/UI Design
• Usability Testing
• Market and Player Research
• Concept Validation

William Hill, a leading brand in online gaming and gambling, partnered with RUKKIS to enhance their mobile platform and explore innovative ways to engage users during live tennis events. Our task was to evaluate their mobile app prototype and validate new interactive concepts to captivate recreational players and drive deeper engagement.

The first challenge was to assess William Hill’s mobile gaming prototype and identify areas for improvement. While functional, the app lacked a unique identity to stand out in a competitive market.

The second challenge involved exploring how to enhance the viewing experience for recreational players during live tennis matches—especially for games where emotional investment was low—by integrating interactive, gamified features that could increase excitement and encourage betting behavior.

We adopted a research-first methodology, starting with the mobile prototype review. Over 50 participants participated in hour-long interviews to evaluate the app’s usability and share general feedback about William Hill’s brand. This allowed us to gather nuanced insights into user preferences and the app’s competitive positioning.

For the concept validation, we worked with 71 participants to test the hypothesis that 'recreational players sought engaging, gamified experiences while watching live tennis at home'. Through surveys and rapid (but functional) conceptual prototype testing, we analyzed behavioral patterns and validated the potential of new interactive features to elevate excitement and enhance the experience.

Based on our findings, we recommended enhancements to the mobile platform, including the introduction of gamification and real-time engagement tools. For the tennis experience, we developed interactive features that aligned with user preferences, such as live stats, prediction games, and opportunities for social interaction. These solutions focused on creating excitement and driving deeper engagement during live events.

Our collaboration with William Hill delivered measurable improvements. The mobile app was refined to include distinctive, user-focused features, elevating its position in the competitive landscape. The interactive tennis concepts succeeded in enhancing engagement for recreational players, increasing their enjoyment of live matches and extending app usage.

By leveraging research-driven insights and innovative solutions, RUKKIS helped William Hill redefine their mobile gaming experience and solidify their leadership in the online gambling market.