Rebranding and Transitioning to Caesars Sportsbook
When Caesars Entertainment acquired William Hill, they needed to launch their own branded betting platform under Caesars Sportsbook. My role supported both the acquisition team and the sports betting product tech team. We needed to quickly pivot from William Hill’s digital presence to an entirely new brand all while ensuring compliance with gaming regulations across different states.
There were tight deadlines to meet the launch of ahead of major sports seasons. This meant collaborating across teams to ensure every experience was aligned with the new brand and optimized for performance and search visibility. The goal was to seamlessly transition users from William Hill to the new brand identity of Caesars Sportsbook without disruption.
The Solution
My role was pivotal in redesigning both the UI of Caesars Sportsbook’s landing pages and the main site to reflect the new brand identity and content. This included updating visual and interactive elements to create a seamless user experience that aligned with Caesars’ brand values. I worked closely with the development team to integrate advanced tracking and analytics.
In redesigning key touchpoints, we focused on creating a smooth user journey from landing pages to in-app experiences. The sites were optimized for performance, search visibility, and regulatory compliance, allowing us to monitor and adapt to user interactions across the entire platform.
The Process
Collaborate closely with the internal creative team to ensure a deep understanding of the new brand’s aesthetics, including visual style, image assets, and tone, to create a cohesive and engaging user experience.
Partnered with key areas like the Sportsbook product team to gain an understanding of the entire acquisition funnel, enabling me to craft a user experience that easily guided users through each stage of the process.
Contributed to building the CMS that powered both the landing pages and main site, enabling the marketing and promotions teams to efficiently manage content updates and adjust bonus offers.
Finally, designed and deployed all landing pages and the main website, while also providing support for the Caesars Entertainment site to ensure a successful launch of the new brand.
