Innovation Stream · In-house
Tipico Innovation
New bet types tested in market. Flex Parlay lifted parlay bets per user by 25%.
The problem
Great products come from testing ideas — some land, some don’t. The Tipico innovation stream pushed new betting concepts into market to see which ones moved user behaviour and which ones taught us something useful on the way to the next thing.
What we did
A steady loop of experimentation, iteration, and learning. Three features sit at the centre of this stream: Flex Parlay, Unreal Matchups, and Social Integration. Each shipped with a strong hypothesis, and each came back with insights that shaped how we designed the next round.
Flex Parlay
Traditional parlays punish a single missed leg with total loss, which caps engagement. Flex Parlay lets users adjust legs for partial wins or reduced payouts, turning a brittle bet into a manageable one. Launched during the 2022–2023 NFL season, it drove a 25% increase in parlay bets per user and a clear rise in re-bets as perceived win rates climbed.
Unreal Matchups
Betting on hypothetical games between teams not actually playing each other — a bold idea that needed careful explanation. We shipped it with a dark UI to visually set it apart as a distinct product. The feature didn’t find traction, but the learnings did: new concepts need to be educated inside the core experience, not siloed behind a different skin.
Social Integration
Sports betting is social, but most apps push users onto external platforms to talk about it. We designed in-app social features — bet sharing, group challenges, live chat — to keep that conversation inside the product. Interviews revealed real hesitation around open bet sharing due to stigma, so we pivoted toward private and anonymous interactions: selectively shared wins and group challenges that felt comfortable instead of exposing.
