Winning Over the Next Generation of Sports Fanatics
Sportech PLC, world-leader in pari-mutuel pools betting, had been renowned for their OTC (off-track betting) offering in Connecticut for several decades through their established Winners business. Winners, a once booming entity, has since seen its heyday as a regular social hotspot, especially as the world continues to pass the reigns of older generations to their Millennial successors. The demand for new digitally-enabled entertainment and social activities has also risen, with sports betting becoming a leading contender in the space. With legislation to legalize sports betting in Connecticut now around the corner, we saw the perfect opportunity to team with Sportech to reimagine Winners so that it could begin to reach the latest generation of sports enthusiasts—just in time for primetime.
With the goal of being the first legalized sports betting brand in Connecticut, We wanted Winners to be equally as striking as it was trustworthy, but most importantly, it still needed to be grounded in sports. At the end of the day, Winners is a platform that connects fans, friends, and the games they’re most passionate about. To create a design system that could achieve that, we sourced inspiration across all forms of sports, media, entertainment, and Fintech. that help us capture the thrill of the event, juxtaposed with the dopamine rush that comes when you or your team wins (be it bragging rights or money.) Everything from the vibrant color choices, to the action-oriented imagery, to the subtle use of tote patterns and playbook elements are designed to positively reinforce the highs of friendly competition, social connections and at the end of the day, winning.
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