Branding
iOS & Android
Web
2024
ABOUT SHAPE GAMES
Shape Games is an award‑winning B2B iGaming platform that treats player experience as a core product feature, not just a visual layer. It powers sportsbook and casino brands globally with a flexible, mobile‑first front end in a market where only a small share of visitors typically convert to paying players, so clear, simple journeys make a real difference to revenue and loyalty.
ABOUT THE PRODUCT
The platform offers a highly customisable native front end for sports betting and casino, used across iOS, Android, web, and retail. Operators manage everything through a central control panel and can adjust layouts, campaigns, and promotions to fit each market and brand without rebuilding the product from scratch.
Beyond the core games, the platform includes tools for data, marketing, and a tested module‑based setup used by leading operators. Key features include personalised betting suggestions, flexible retail integration, rich statistics before, during, and after events, social play through custom leagues, a fully native casino lobby, and controls that let operators fine‑tune the experience to their audience.
MY ROLE
As a Product & System Designer at Shape Games, the focus was on turning this powerful platform into simple, trustworthy products for real players. This meant working closely with five clients across South and North America and helping launch nine brands across iOS, Android, and web.
The work covered mapping user journeys, designing key flows, and maintaining the design system that underpins all these brands, while collaborating with product, engineering, and commercial teams. The shared goal was to keep improving the experience for both operators and their players in a fast‑moving, highly competitive industry.
BET BUILDER
Bet Builder lets users combine several selections from the same event into a single bet. This gives them more control and allows them to create bets that match how they actually watch and enjoy sports, with the potential for higher combined odds when they get it right.
By putting this power into a clear, guided flow, Bet Builder turns what can be a complex task into something most sports fans can understand and enjoy. This supports both engagement and average bet value in a category where choice can easily become overwhelming
STREAMING OPTIONS
Shape Games brings live events directly into the product so users can watch and bet in one place. From football and basketball to other major sports, live streaming keeps people engaged in the moment instead of switching between different apps and channels.
The modular layout supports streaming up to six events at the same time, allowing users to follow multiple matches or markets in parallel during busy match days. This creates a more immersive experience and supports the kind of multi‑screen behaviour that is increasingly common in sports betting.
BET HISTORY
Bet History gives users a clear record of their past bets in one place. They can track wins and losses over time, see which types of bets work best for them, and understand how their behaviour has changed.
This feature adds transparency to the betting journey and helps people make more informed decisions in the future, instead of relying only on memory or gut feeling. It also supports responsible use by making patterns and intensity of play easier to see
STATISTICS
Statistics are built directly into the core experience rather than hidden away. Users can see data before a match, during live play, and after the final result, including team and player insights that help them judge form and risk.
By giving people relevant information at the right moment, the platform helps them feel more confident about their choices. In a context where decisions are time‑sensitive and money is involved, this mix of clarity and depth supports both trust and long‑term engagement.
BET SLIP
The betslip is designed as a simple, single place to manage everything the user is about to place. It gives an instant snapshot of current selections, potential returns, and any key settings or options.
Whether users are building bets ahead of time or adjusting them live, the betslip keeps the process straightforward and focused. This reduces mistakes and frustration in the final step, where many users drop off if they feel confused or rushed.
CUSTOMER ENGAGEMENT SUITE
he customer engagement suite adds a social and motivational layer on top of the core betting experience. Users can receive bet recommendations from friends and experts, join discussions in a social feed, and stay up to date with other people’s achievements.
A dedicated statistics view within the suite shows patterns in a user’s own history and highlights successful bet types, helping them understand their strengths and habits. A Versus module lets them compare performance with others and track personal records, turning betting into a friendly competition rather than a solo activity.
Progression is reinforced through trophies and milestones, which users unlock as they reach key achievements. Custom leagues, notifications about changes in standings, and shared discussions around events make the experience more social, sticky, and rewarding over time
