A US AND UK BRANDING
COLLABORATION HELPS TO
BEAT THE ODDS

OddsChecker, the Flutter Entertainment-owned business, rebranded it’s sports betting odds comparison site in the United States with an entirely new logo, tagline and inspiration for look and feel that will optimize the user experience.

OddsChecker conducted multiple rounds of research with nearly 15,000 participants across the U.S. to allow us to engage with and better understand the needs of our users.

In order to gain a complete understanding of required messaging, while, at the same time, creating a unique visual brand experience, we conducted an extensive audit of the NJ sports betting market, the general sports media (digital, print, TV and radio), sports books and sports odds.

Knowing that most online sports betting occurs via mobile, we created a look and feel that was bold, active, and easy to navigate.

The new logo features an integrated check mark to add energy, action, and excitement, while the ball at the check mark’s tip creates a focal point and target of ambition.

Xhilarate generated many taglines for consideration and research indicated Beat the odds to be most inspiring. This tagline instills a sense of confidence and reinforces the emotional payout one feels by using a platform that presents the user with quantified odds comparisons.