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188BET, the Isle of Man licensed online gambling provider,has announced that it is working with Foolproof in its bid to become one of the UK’s mainstream online gambling providers. It has commissioned Foolproof to help design the online experience, based on the specific requirements of the UK gambling audience with the intention of relaunching its UK site later this summer.

Andy Scott, CEO at 188BET explains: “Foolproof’s understanding and interpretation of the behavioural and appetite differences in local territories across our global audience is helping us to refine a UK-specific proposition. As a result we are able to incrementally deliver improved offerings that are designed with the local customer in mind. We engaged with our customers to identify what they want, how they want it presented and have employed best practice to deliver against those requirements.”

Peter Ballard, founding partner, Foolproof, said: “We believe the 188BET team is taking a progressive approach. It is important to them to be sure users are provided with a genuinely rewarding experience. We have helped the 188BET team to ‘get under the skin’ of consumers by employing our experience design methodology where users help us to build a prototype structure, navigation and content model before any design is started. The focus has been on acquiring customers and engaging them in a wider range of betting activity. Subsequent releases will target retention via the delivery of a best-in-class customer experience.”

For further information please contact Rob Davies at oneonone communications on 07709 366310 or

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