As competition in digital sports betting intensified, BetMGM recognized that its mobile app wasn’t delivering the streamlined, on-brand experience their users—or their business—deserved. TribalScale was engaged to pivot the app into a versatile, intuitive, and promotional powerhouse—one built to reframe user sentiment, lift conversions, and elevate engagement across both sports and casino verticals.
Impact Delivered
Challenge
Before the redesign, BetMGM’s app struggled with:
Negative sentiment in app stores, signaling user frustration.
A fragmented user interface that failed to reflect the weighted value of the casino experience.
High churn rates, indicating that users dropped off without sufficient motivation to stay or return.
Weak information architecture that slowed down in-app navigation.
Lack of differentiation in a booming iGaming marketplace.
The stakes were high: as competitors raised the bar in speed, usability, and cross-platform consistency, BetMGM needed to keep pace—or risk losing ground.
Solution
TribalScale kicked off with rapid, iterative prototyping paired with usability testing. This allowed the team not only to demonstrate quick wins in UX and brand alignment—but also to align the evolving interface with BetMGM’s business priorities: retention, conversion, and brand perception. To ground the redesign in real behaviors and drive clarity in prioritization, we leaned on: Competitive UX Benchmarking to decode what users loved most in other betting apps—especially around fast, seamless flow from finding a game to placing a bet. Card Sorting & Prototype Validation to ensure both casino and sports content were clearly navigable, discoverable, and delightful. Usability Tests at every iteration, validating that users could complete key actions faster—while elevating initial sentiment toward the app.
To ground the redesign in real behaviors and drive clarity in prioritization, we leaned on:
Competitive UX Benchmarking to decode what users loved most in other betting apps—especially around fast, seamless flow from finding a game to placing a bet.
Card Sorting & Prototype Validation to ensure both casino and sports content were clearly navigable, discoverable, and delightful.
Usability Tests at every iteration, validating that users could complete key actions faster—while elevating initial sentiment toward the app.
Research Methods & Frameworks
Competitive UX benchmarking
Card sorting for content structure
High-fidelity wireframing
Iterative usability testing
Outcome
Post-redesign, BetMGM was repositioned as a dominant force in sports and casino betting—not just through brand appeal but through the user experience itself. The redesign laid the groundwork for a more scalable design system, ready for new brand activations and future features. For TribalScale, this partnership reinforced our credibility in high-stakes entertainment engagements and set the stage for further innovation in the sector.
Why It Matters
In gaming—and particularly in betting—momentary friction can mean big revenue swings. By resetting how user flows, brand identity, and key content categories were presented, we helped BetMGM build an app that communicates value at first touch and nurtures loyalty over time. That’s making interaction both frictionless and purposeful.