The US market is very immature, which means there are a whole host of users who have either never placed a bet before or have done so in other regions. As such there is a need to create an experience which catered to complete novices as well as experienced bettors.
The application also had to be incredibly flexible, from state specific regulation on responsible gaming and location services to live streaming, stats and scoring across 16 different types of sports. The content needed to be flexible enough to change completely depending upon what sports were in season or which promotions/games were available.
Furthermore the applications speed and efficiency was crucial, tasks such as deposit/withdraw, bet placement and cash out could all impact a user’s ability to place a bet on a live game. If customers are delayed or inhibited they could potentially turn to a competitor.