TAB Venue Integration &
Digital Nudges
TAB, with its extensive network of physical venues, sought to leverage this unique asset to enhance the digital betting experience. Our goal was to create a seamless connection between online engagement and in-venue experiences, setting TAB apart in a competitive market.
Melbourne, Victoria
Visit Tabcorp.com.au
Entertainment Providers
$1.61 Billion USD (2024)
1,001-5,000 employees
Problem Statement
TAB faced challenges in bridging the gap between its thriving physical venues and the digital realm. Our challenge was to design a strategy that would encourage users to visit physical venues while enhancing their online experience. Unlike competitors, TAB had a significant advantage with its widespread retail presence across Australia, including thousands of venues in pubs, hotels, and clubs.
Process
To tackle this challenge, we employed a holistic approach:
Discovery Phase: We analyzed user behavior and market trends to identify opportunities for venue integration.
Design Phase: We proposed several strategies to bridge the physical and digital divide:
Digital Nudges: Implemented digital prompts within the app to encourage users to visit physical TAB venues, highlighting exclusive in-venue offers.
Venue Profiles: Introduced venue profiles to the platform, allowing each TAB venue to have its own digital presence and engage directly with patrons.
Defensible Differentiation: Leveraged TAB Tokens to create a unique market offering combining physical and digital presence.
Proposed Features
We developed several innovative features to enhance venue integration and user engagement
Venue Profiles
Introduced venue profiles to the platform, allowing each TAB venue to own its own platform within the social betting ecosystem. This enabled venues to communicate exclusive offers, host competitions, and manage in-venue leaderboards. Venues could use the platform to share announcements, create daily check-in codes for users, and form teams for competitions. The self-service tools empowered venues to manage their digital presence effectively, fostering a more connected community.
Boosted Venues on TAB Locator
Utilized geolocation technology to highlight “Boosted Venues” on the TAB Locator, similar to a Google Maps for TAB locations. These venues offered enhanced betting experiences, such as a TAB multiplier applied to bets placed in-venue, increasing potential winnings by a percentage (e.g., 1.2% increase in odds).
Venue-Specific Offers with Boosted Odds (returns)
Enhanced the value of TAB Offers when users bet in physical venues. By applying a multiplier to bets placed in-venue, users could potentially win more, fostering a sense of community and encouraging users to visit physical locations, and bet with TAB in venue
Proposed Features
We developed several innovative features to enhance venue integration and user engagement
Drivers
Our strategies aimed to increase foot traffic to physical venues while enhancing the digital experience. Key outcomes included:
Increased Foot Traffic: Encouraged users to visit physical venues through targeted digital nudges and exclusive offers.
Enhanced Digital Experience: Reinforced the value of physical venues within the digital ecosystem.
Takeaway
By integrating physical and digital elements, we helped TAB create a robust ecosystem that not only enhanced the betting experience but also reinforced the value of its physical presence—a unique differentiator in the Australian betting market.
