One of the challenges was to create a landing page that both felt like an igaming page and to not. As to stand out and avoid negative igaming associations.

The landing page was focused on football, Zlatan, promoting odds and live odds with
live feeds from the sportsbook and act as
an “odds-widget” landing page.

The new design aimed to reflect a softer, more positive brand and highlighting the
"QB-hero" instead of the previous teeth smashing Bethard winner. Instead of “bending the rules to win” the idea was
to create a sense  of freedom and the
“opportunity to challenge yourself to
achieve glory”.

In the same wave,  all the smoke and anything that could potentially bring a “negative” feeling was removed in two weeks and replaced with a more
product-oriented design approach.