Betway + UserTesting

See how Betway utilized human insight to increase app downloads by 600% in emerging markets
Industry: Gaming
Company Size: Medium
Role: Designer, Executive, Marketer, Product Manager, Researcher
Customer Type: B2C

About Betway

Betway Group, owned by Super Group, is a leading provider of innovative and exciting entertainment across sports betting, casino and esports betting.

Launched in 2006, the company operates across a number of regulated online markets and holds licences in the UK, Malta, Italy, Denmark, Spain, Belgium, Germany and Ireland. Based in Malta and Guernsey, with support from London, Isle of Man and Cape Town, the Betway team comprises over 1,500 people.

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Betway achieved


Increase in app downloads across two targeted regions


Rise in customers opting into push notifications, making them more likely to use the app after downloading

Insights from contributors lead to landing pages that better resonate with customers


Betway Group is a global online gambling company, owned by Super Group. The organization’s portfolio includes Betway Sportsbook, Betway Casino, Betway Vegas, and Betway Esports.

The majority of Betway customers use their mobile devices to access the Betway site—and the app users have a better experience than those who simply use Betway through the website. So the organization led a project to increase the percentage of customers who download the Android app in two major regions.

According to Jeremy Coutts, Customer Experience Strategist, “We identified that in some of our markets, the number of customers using the app was below our expectations, so we set ourselves a target to increase this by over 100%. However, having tested the journey internally, we couldn’t identify why customers hesitated to download the app.”

Compounding their business challenge, the Betway team needed to leverage external landing pages for customers to join since Betway’s Android app doesn't appear directly on the Google Play Store in the two major regions they targeted.


Jeremy Coutts explains, “We have an app download page and we wanted it to be as easy as possible for our customers to understand how and why to download the app. And we use the insights generated from UserTesting to help improve that page.”

Betway reviewed their emails that promote app downloads and saw all the links were working as hoped. Their next stop was UserTesting, as they recognized the need to hear from customers directly. Participants in multiple countries highlighted that Betway used overly technical language. Secondly, customers received pop-up messages asking them if they were sure they wanted to download the app. This presented them with security concerns. Lastly, customers identified that they would expect to see a ‘quick link’ to download the app when using mobile web.

So Betway created a new landing page for app downloads. This page preempted questions about pop-ups, eliminated security concerns, embedded an FAQ video to reduce the need to contact Betway with questions, featured a quick link, and added a popular ‘features and benefits’ section.


Since rolling out these changes, Betway increased the number of customers downloading the app by 600% across two targeted regions, while increasing the total proportion of customers receiving push notifications by 25%. 

The organization also used this project to showcase the work of CX across the business and the impact of UserTesting. Today, Betway’s CX team sees a major increase in the request for human insight across all departments.

Jeremy Coutts
Customer Experience Strategist

"My favorite thing about UserTesting is the speed of the results. The fact that I can ask a question in the morning and be able to feed back a result in the afternoon."