West Ham United’s fans can play a jackpot prediction game
that is displayed on tablet devices in the Olympic Stadium’s main concourse.

The Game is intended to provide an addition level of engagement with a chance to win the jackpot and free bets, for football fans who are attending West Ham United FC matches.

The Game has three parts and is broken down as follows:
1) Entering your game predictions
2) Completing light registration
3) Following up with CRM, incentives post game

The Game aims to deliver on the following objectives:

a) Increase fan engagement at Home matches
b) Reinforce and underpin Betway’s sponsorship of the club
c) Stimulate customer acquisition
d) Promote the collection of customer data
e) Provide an additional CRM channel via SMS


• App design b2c
• Device: Samsung Galaxy tab 5
• Kiosk located in the Olympic Stadium
• Required fields: age18+, agree to terms and conditions, compliance logos
• Intuitive and easy to use
• Engaging customers through light registration


• Gathering requirements
• Research
• User flow
• Wireframes
• UI and visual design
• Interaction with developers during development phases


• Engaging product
• Straightforward functionality
• Lead customers to light registration

User persona

• Football fan attending a match
• Not so much time to spend (just arrived/about to leave the stadium or half time)
• Most probably male
• aged 18+
• any social background
• any occupation
• Most probably a gambler but not necessarily

User Flow

Indications for external dev team