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TAB Creative

Live Odds Banners

Project Overview

Digital Fuel were approached by Tabcorp to design and build a suite of live odds banner templates for both their TAB brand. We developed the templates in a way that Tabcorp can continue to create multiple banner sets in the future without the need for Digital Fuel’s interaction.

We created live odds banner templates for the following sports:

  • Horse Racing
  • NRL
  • AFL
  • UFC
  • NBA

The initial part of the work was to create an API that uses the JSON live odds feeds from TAB and outputs the correct data.

The second part of the work was to use this data in Bannerflow (an online banner editor/server) to display the correct odds and to be styled consistently with the TAB brand guidelines.

Problems & Challenges

Tabcorp wanted banners that show the next five races to run. This meant we had to create an API that combined two JSON feeds. This was challenging for several reasons:

  1. The odds are always changing and need to reflect the website. This meant we have to check the odds every 15 seconds.
  2. As the banners are potentially going to be served to hundreds of thousands of impressions per day we needed to make sure it was a scalable solution hosted on a scalable server.
  3. The feed structures vary depending on which sport you are using. Development was needed for each sport and each brand.
 
 
 
Details

Design

The banners contain:

  • Ability to scroll through five next scheduled races/events
  • All data on the banners updates automatically. No need to edit the banners once live
  • Users can select their odds, enter a stake and see potential returns

Technology

The Digital Fuel API was built using Node.js, an asynchronous Javascript, which allowed us to compare multiple JSON feeds quickly and effectively. We hosted the API on AWS server, giving us scaling capability and confidence that our API will never go down, even with high spikes in traffic that often occur in the gambling world.

Plus, the banners are HTML5, which also means that they are mobile responsive - something that is crucial today with the growing number of bettors who use their smartphones to place a bet and check results.

Results & Benefits

Digital Fuel worked with the client, Tabcorp, to ensure we surpassed their expectations within deadline and to budget. We listened to their needs and took the time to understand the technical parameters of what they had requested, while seeking solutions to remove all their pain points.

These results for Tabcorp speak for themselves:

  • First time TAB have had live odds banners
  • Now possess templates that allow them the freedom to create live odds banners quickly and easily for future events
  • API is particularly flexible - gives us potential for future development (live odds landing pages, affiliate widgets, etc)
  • Scalable, effective solution. Could be expanded into other sports in the future.
TAB Live Odds Banners

Infographics

TAB, the leading Australian bookmaker, sought Digital Fuel to create a range of infographics for several large sporting events including State of Origin, Wimbledon and Mayweather v Mcgregor.

The infographics are designed to show statistics and facts in a visually attractive and easy to understand way. Firstly, this is because we want to catch the eye of the user Odds and betting markets are incorporated alongside the stats to encourage readers to place a bet.

Facebook Canvases

Digital Fuel created for TAB a range of Facebook canvases. These are posted to TAB’s 500,000 followers and are designed to be both informative and visually attractive. The unique angle that Digital Fuel and TAB wanted to push is a combination of betting insights with general information and stats - thus giving the customers useful information to help them decide on the bet they want to place.



Spring Racing Carnival

The Australian Spring Racing Carnival stretches from September until November and features Group 1 racing every weekend. This is the busiest time of year for all Australia bookmakers and critical that they get their marketing correct to capitalise on the opportunity. Digital Fuel created a range of Spring Racing canvases for TAB, ranging from a specific race (see Memsie stakes canvas opposite) to more general Spring Racing calendar and ‘how to bet’ guides.

For the Memsie Stakes canvas we were aiming more at the savvy, regular horse racing punters so were able to include more technical details - horse form, track conditions and races included in specials (Quaddie, BIG6, etc).




EPL Betting Guide

The English Premier League (EPL) is a big betting market in Australia and a big market for TAB. Eager to capitalise on the buzz around the start of the season Digital Fuel created a canvas for betting opportunities.

We were able to provide unique betting insights including where all money has been placed on TAB.com.au and tips from the TAB soccer experts. The canvas was really well received by fans and had many likes and shares.




AFL & NRL Betting Guide

AFL and NRL finals are held at the same time, to avoid swamping the users with information we decided to merge the two into one canvas. As with the EPL canvas the aim was to balance betting insights with statistics. Odds were also included in this canvas, although this proved to be tricky as the closer to the event the more often the odds were changing.

Interested in working with Digital Fuel?

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