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In a new series for NEXT.io, TESTA provides crowdsourced product insights from a specific market.

This time, the crowdtesting provider examined the registration process for different sportsbook apps in North Carolina’s newly launched online sports betting market.

North Carolina background

The North Carolina Lottery Commission announced that online sports betting would go live on 11 March, with early registration to eight top sportsbooks beginning 1 March.

Those eager to bet on their favourite teams may be wondering which sportsbook is best to get started on – and operators may be wondering how their respective platforms stack up.

TESTA’s crowdsourced QA and testing pros in the field in North Carolina began testing each operator’s registration process to find out which is fastest and easiest to use.

BetMGM won this process, delivering the speediest, least complicated user experience when new customers are signing up.

Method

TESTA created and assigned cases for its North Carolina based tester to measure the registration process in terms of time and complexity (number of fields/number of app switches).

They were asked to download the app and register a new account. All test case data and video captures were sent back to TESTA for analysis.

Time

BetMGM registration was fastest in North Carolina with a time of 3 minutes exactly. DraftKings followed closely at 3:19, while Caesars Sportsbook required 3:41 to sign up.

Four operators were in the 4-minute club including FanDuel (4:01), Fanatics Sportsbook (4:09), Underdog (4:22) and Bet365 (4:31).

For ESPN Bet, the reality for the North Carolina tester was that it took 13 minutes and 43 seconds to sign up, although admittedly this result was based on a sample size of one.

The longest delay on the ESPN Bet journey was during the photo ID verification stage, as the tester’s image needed to be retaken multiple times, to meet both lighting source and background criteria.

This example may be an outlier, as user error cannot be ruled out.

But even without the ID verification delay, registering to place a bet with ESPN Bet in North Carolina would still have taken 5 minutes, according to TESTA.

The app’s registration process required SSN verification, an email code, a text code, photo ID upload and selfie verification. Email verification required app switching.

This is likely because ESPN Bet places several KYC check points at the front of its user journey, on first registration, rather than at the withdrawal stage, as opposed to many of its competitors.

As a result, other operators’ registration processes can appear less complicated. The requirements for all licensed North Carolina operators are in the table below:

Complexity

Complexity was measured by asking testers to report on the number of required fields they had to fill in and the number of times they had to switch apps to complete the registration process.

Fewer fields didn’t necessarily lead to faster UX for sportsbook operators in North Carolina, however.

ESPN Bet — which had 10 fields, the same as fastest UX winner BetMGM — was still the slowest for sign up. On the other hand, the DraftKings registration required 15 fields and their process was second fastest to BetMGM.

Only ESPN Bet required app switching. TESTA said this breaks up the flow of the UX and costs time as well, which also contributed to their overall process time.

About TESTA

With a global community of iGaming testers, real devices, and dedicated service delivery managers, TESTA provides in market data for operators, providers and software development.

This research report shows TESTA in action, with QA testers on the ground in North Carolina to report on registration processes as the new market opens up.

Click through to learn more about how crowdsourced testing can improve UX for iGaming operators and providers.

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