delivering increases in traffic, users and revenue

The legacy NYRA Bets website was built around iFrames that housed wagering data supplied by a separate vendor. The front-end display limited the amount and placement of promotional content the NYRA Bets marketing team was able to use to attract new players to the platform and incentivize them to use it regularly.

The NYRA Bets website was largely managed by the separate vendor, making timely updates to marketing- and customer service-related content a challenge for the team, which had to schedule content refreshes in tandem with other application updates handled by software developers in a different time zone.

Additionally, the site was not optimized for smaller screens, such as smartphones and tablets, which sports fans rely on to conduct research and place bets.

We scheduled listening sessions with the NYRA Bets team to understand the level of autonomy they desired over the user experience (UX), while considering the optimal way to give site managers more control over customer-focused sections of the website.

The team told us they needed a flexible content management system (CMS) with simple editing tools they could use to create and update content in a way that didn’t disrupt or distract from the wagering interface – or cause confusion for horse players accustomed to existing betting tools and workflows.

Our solution was a headless – or decoupled – CMS that marries a user-friendly marketing website to a secure wagering application via API, with each pulling in essential data as needed.