Roles & Responsibilities
Co-founder, CPO, Interaction Designer, Branding, CX Designer, PO
Pixelbet
Pixelbet was a startup that aimed to create a platform that offered real money gambling on esports and casino games. Our team recognised the growth potential of the esports market and focused on creating a fully functional sportsbook that allowed customers to bet on various esports events. In addition, we added a casino product line to our site to cater to a wider audience. With the help of our seed capital investors, we were able to acquire a Series A investment and secure a Swedish licence. Our journey at Pixelbet was challenging, but we were able to overcome obstacles and create a successful esports-first brand.
2018. Esport industry have seen significant growth year after year. Pixelbet intended to bridge the gap between esport and online gambling, taking esport from just a subcategory of a sportsbook to the front of the page with its own dedicated brand and company.
The online gambling industry have an obvious gap when it comes to esport. All major players in the gambling industry lacked a dedicated esport brand/division. Though having a big overlap between normal sportsbetting and esport, there is still huge areas of specialised solutions for esport betting that is still lacking.
Objective A
Initially we set up the main objective to have a working proof of concept live as soon as possible with at least one customer placing a real money bet on an esport event, and being able to withdraw possible winnings.
Objective B
When this was accomplished we aimed at the Swedish market and to add a casino product section. Sweden was just about to release its own online gamling licence. We set up the goal of having a fully compliant site and company ready for the first day of licence application.An extensive and continuous competitor analysis was carried out throughout the project. Our main competition was Betspawn, a swedish startup that was formed by former collages of mine, one being my old UX wingman at Betsson Group so needlessly to say our solutions was very similar due to our history. Other notable companies were Unikrn and gg.bet where the former diverged from the betting focus due to them being a US company. Guerrilla testing was done on the interface during development and best practices papers for specific flows or interface components such as input fields was applied.
Esports Betting ✅
Our main focus at Pixelbet was to create a fully functional sportsbook that allowed customers to bet on various esports events. We understood the importance of catering to the specific needs of the esports audience, and we aimed to offer an intuitive platform that was easy to use. Our MVP was designed to offer a seamless user experience and provide accurate odds for various esports events. The sportsbook was designed to cater to the needs of our target market, which was predominantly young and tech-savvy.
Casino ✅
In addition to our esports sportsbook, we added a casino product line to our site. Our aim was to offer a diverse range of games that would cater to different customer preferences. By offering casino games, we were able to attract customers who were not necessarily interested in esports. This allowed us to increase our customer base and offer more opportunities for our customers to win big.
Swedish Licence ✅
As the Swedish market was about to regulate the betting market with its own licence, our goal was to get approved for a Swedish licence at day one. This required a lot of work to figure out the exact requirements from the newly founded Swedish Gambling Authority (SGA) and implement our solutions. Despite the challenges, we were able to secure the licence and launch our brand new casino at the same time with great success. On the first day of launch, we had to upgrade our hosting due to the high volume of traffic.
The branding of Pixelbet was a journey into the heart of competitive gaming, capturing the energy, excitement, and trust that are essential to both esports and betting communities. Central to the project was crafting a cohesive and memorable visual identity that would resonate with esports enthusiasts and prospective bettors while knowing my limits as a visual designer.
I decided on three guidelines for my visual design given my limited experience as a visual designer.
-
Bold
-
Simple
-
Clean
This project showcased not only my design skills but also my ability to understand and communicate the unique culture and passion of the esports world. In the end, the branding was more than just a visual identity; it was the embodiment of an unforgettable journey, one that celebrates esports and redefines the betting experience.
Branding
Logotype
Its bold typography and vibrant details reflecting the fast-paced world of esports.
Clearspace
Logo / Logotype exploration
Colours
To establish a strong brand presence, I carefully selected a colour palette that resonated with the esports community. Vibrant shades of electric purple and neon pink, complemented by strong and intense colours, created an engaging and visually striking interface. The goal was to capture the essence of esports – its dynamism, excitement, and vibrant energy – and infuse it into the visual language of Pixelbet.
An esportsbook is an online platform that allows enthusiasts and bettors to engage with their favourite esports events in an entirely new way. Much like traditional sports betting, esportsbooks offer an avenue for individuals to wager on the outcomes of various esports tournaments, matches, and events.
One of the most exciting features of esportsbook is the ability to engage in live betting, also known as in-play betting. This means that users can place bets while an esports match is ongoing, responding to the ebb and flow of the game and making predictions in real time.
Product Posture
Sovereign
Esport betting
Desktop
Mobile start
Logo exploration
Colours
To establish a strong brand presence, we carefully selected a color palette that resonated with the esports community. Vibrant shades of electric blue and neon green, complemented by strong and lifeful colors, created an engaging and visually striking interface. The goal was to capture the essence of esports – its dynamism, excitement, and vibrant energy – and infuse it into every aspect of the website's design.
Event cards
The casino section is a vibrant and thrilling realm where users can immerse themselves in classic and modern casino games. From the timeless allure of roulette and blackjack to the world of slot machines, this product line offers a diverse array of games, each designed to captivate and entertain.
Notable the background colour is tilted up, this was done because we had a large customer stream coming from casino review sites straight to the casino with no interest in esports, typically women aged around 35-40. Since they provided such a large revenue stream we decided to separate the esportsbook and casino sections more to cater for each customer base. In the casino world, there is an oversaturation of brands which led us to want to try to stick out more with a more vibrant site. The behaviour also differs between the two.
Product Posture
Transient
Casino
Desktop
Casino Mobile
Logo exploration
Colours
To establish a strong brand presence, we carefully selected a color palette that resonated with the esports community. Vibrant shades of electric blue and neon green, complemented by strong and lifeful colors, created an engaging and visually striking interface. The goal was to capture the essence of esports – its dynamism, excitement, and vibrant energy – and infuse it into every aspect of the website's design.
Access to account & deposit without interupting game session
Issued by the Swedish Gambling Authority (SGA), is a vital regulatory instrument that ensures the integrity and fairness of the Swedish gambling industry. This license serves as a badge of trust and compliance, signifying that an operator has met the strict requirements and regulations set forth by the SGA.
Obtaining an SGA license is not only a legal prerequisite but also a commitment to responsible gambling practices, player protection, and transparency. Operators holding this license demonstrate their dedication to providing a safe and secure environment for Swedish players, assuring them that their gaming experiences are in accordance with the highest standards of integrity and accountability.
SGA - Swedish Licence
SGA Deposit flow
Logo exploration
Colours
To establish a strong brand presence, we carefully selected a color palette that resonated with the esports community. Vibrant shades of electric blue and neon green, complemented by strong and lifeful colors, created an engaging and visually striking interface. The goal was to capture the essence of esports – its dynamism, excitement, and vibrant energy – and infuse it into every aspect of the website's design.