SBC News Voice of the Sports Betting Industry
Changing sports betting UIs used to be difficult and time-consuming, until now. Andrew Brown, Chief Commercial Officer at GomaUX, explains how the company’s API integrates easily and quickly to deliver a UX that is modern and drives revenues for sportsbooks.
SBC News: Firstly, could you please introduce Goma Development to our audience? Who is Goma, and what do you do?
Andrew Brown: GomaUX introduces a completely new sports betting user experience, giving operators full control over their look and feel, betting content and promotions. This eliminates the delays often associated with development projects tied to operators’ roadmaps, enabling faster time-to-market. Operators can also easily add new interface features, such as Tinder-style bet swipes or competition-specific highlights, ushering in a new era of flexibility in managing user experiences.
The company is supported by the Phoenix Group, an investment fund founded by seasoned gaming and sports betting executives. With expertise from leading global brands like bwin, 888 and PartyGaming, as well as local successes like Crocobet and Bet.pt, Phoenix is driving innovation and transforming the sports betting landscape through solutions like GomaUX.
A major advantage of GomaUX is its platform-agnostic design, which allows seamless integration with existing platforms, solution providers, or standalone operators. This integration accelerates operators’ time-to-market, significantly reduces costs, and avoids the complexity of building teams and tools to develop interfaces across web, mobile web, iOS, and Android.
SBC:What problems have you identified in the sportsbook industry when it comes to UX/UI? Why is there a clear need for an alternative?
AB:In an increasingly competitive online sports betting market, GomaUX stands out with its unique UX/UI, easy integration and rapid rollout capabilities. With many betting platforms focusing on prices, current UIs also look and feel the same, which often results in apps that are difficult to navigate.
At Goma we believe a modern UX provides a cutting-edge solution that boosts engagement and revenue, while simplifying operations by prioritising ease of use, seamless integration and differentiation through customisability.
With a simple API connection, GomaUX eliminates the need for platform migrations, ensuring no loss of data or customers. Operators can even design distinct UIs for their brands and deploy bespoke apps tailored to targeted user demographics. This approach ensures that GomaUX remains unique in the sports betting industry.
SBC: What solutions does Goma provide, and why should you be the partner of choice for sportsbooks looking to modernise?
AB: The sports betting industry has made tremendous strides over the last decade, with mobile-first sportsbooks and products like ‘Request a Bet’ and bet builders, but many UIs are still functional but uninspiring. Goma bridges this gap by combining essential functionalities with a user-friendly design that enhances engagement, increases wagering activity and drives revenues. Goma provides the tools to modernise their offerings and stay ahead in an increasingly competitive market.
SBC: Please run through some of your core features. What differentiates Goma from the crowd, and how do these features elevate the UX?
AB: Our flagship product GomaUX delivers a modern and intuitive UI for mobile sportsbooks. It emphasises ease of use, social interactions, and player engagement. Its core features include:
- Fast Integration: Operators can launch a fully operational product from day one, bypassing lengthy setup times.
- Player-Focused Features: Players benefit from swipe navigation, social bet-sharing, a persistent betslip, and AI-driven bet suggestions, creating a seamless and engaging experience.
Customisable Content Management System: Our CMS allows operators to tailor both the UX and UI of their sportsbook brands. This includes full control over promotions, storyboards, and marketing campaigns.
SBC: Tell us more about the social and community features within the Goma platform. How do you create a social experience for bettors?
AB: The Goma platform fosters a dynamic social and community-driven experience for bettors through innovative features such as:
- Interactive Chat: A WhatsApp-style chat system lets users add friends, create groups, and share bets directly within conversations. This encourages collaboration, strategy sharing, and celebration of wins.
- Tips and Rankings: Users can share their betting predictions with the community, while rankings highlight top tipsters among friends and the wider user base. This gamified feature drives healthy competition and engagement.
• Follow and Notifications: Users can follow friends or top tipsters and receive push notifications about their latest bets and tips, keeping them connected to the community.
By integrating these features, Goma transforms sports betting into a shared, social, and interactive experience
SBC: Where do you get your inspiration from when devising the GomaUX strategy for sports betting? Is it a case of starting fresh, or are there specific apps that inspire you?
AB: Our strategy is inspired by a combination of industry experience and insights from leading apps across various sectors. We draw heavily from platforms like Netflix, Spotify and top-tier gaming apps. These apps excel at delivering personalised, intuitive experiences while presenting large amounts of information in a simple and engaging manner. They serve as benchmarks for the type of seamless user experience we deliver in the sports betting space.
SBC: Is there any consumer research or behavioural insight that reveals the need for a fully native and customisable platform in sports betting?
AB: Consumer behaviour studies consistently highlight personalisation and ease of use as key drivers of user satisfaction in digital platforms. This is particularly relevant in sports betting underlines the importance of delivering personalised and user-centric experiences. A fully native and customisable platform like GomaUX addresses these needs by offering faster performance, smoother navigation, and tailored features.
GomaUX not only meets these expectations but sets a new standard for personalised sports betting platforms, catering to the dynamic needs of both operators and players.
