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TAB

We’ve worked with one of Australia’s most well known bookmakers across multiple elements of design & development.

TAB Design &Development

We've worked with TAB for almost half a decade on various projects ranging from landing page designs, developing a Soccer World Cup blog microsite, live odds widgets, infographics, and more.

Use the links below to find out more about each project.

Project Overview

Digital Fuel were approached by Tabcorp to design and build a suite of live odds banner templates for 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, 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.

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

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.

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.

We have worked with Tabcorp on a number of landing page and microsite projects. Most recently, we supported them with their Tap Initiative.

Tipping for a Tap

Tapping into the captive audience following the AFL finals, Tabcorp’s Tap Initiative pledged to donate $100 to the Prostate Cancer Foundation of Australia every time players tapped their team members during a game. Running from 5th September through to 6th October, the goal was to reach $100,000 in donations and significantly increase awareness of prostate cancer amongst Australians, particularly men.

Tabcorp also wanted to significantly increase awareness and offer interested individuals the information they may seek around prostate cancer, as well as how they could get involved and show their support through donations or spreading further awareness.

To help bring this space together, they called on the team at Digital Fuel Marketing.

Creative Support & Microsite Design

With a brilliant vision and goals in mind, Tabcorp leant on Digital Fuel Marketing to bring in the creative weight and communicate their message in a way that would encourage engagement, support and greater awareness of the cause.

We developed a microsite and assisted with design work for the Tap Initiative to offer footy fans an entertaining space to learn more about the cause. The microsite outlined the severity of prostate cancer in Australia and how the Tap Initiative plans to raise money towards this.

With the campaign now finished, we are happy to have been able to contribute to such a worthy initiative. Creating a platform where fans can actively support the Prostate Cancer Foundation of Australia, and where those affected by prostate cancer can feel the support of their community, and their sports heroes has been immensely worthwhile. Tab announced their #TAPInitiative was a great success as they donated $100,000 to the Prostate Cancer Foundation of Australia.

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