|Victor Chandler International has announced the appointment of digital communications company Reading Room to redesign its online sportsbetting presence.|
London-based Reading Room has been given the task of renovating the company’s flagship site at VictorChandler.com in time for a re-launch before the start of the Euro 2008 soccer competitions in June.
'Reading Room's creative approach to their pitch combined with an obvious enthusiasm for usable transactional design put them head and shoulders above the competition,' said Victor Chandler, Chairman for the Gibraltar-based firm.
Chandler stated that Reading Room's brief is to attract new audiences to bet on soccer and the emerging pastime of in-running betting while retaining the loyalty of the site's core racing customers.
The concept is for so-called ‘groundbreaking designs’ that aim to capture the excitement of online betting and reflect the aspirational positioning of the Victor Chandler brand.
Reading Room has also been tasked to use its usability experience to maximise revenue opportunities by simplifying and demystifying the complex betting process.
'The highly transactional processes and information rich content of betting sites tend to lead to saturated and intimidating interfaces that do little to educate or inspire new users,” said Margaret Manning, Chief Executive Officer for Reading Room.
“Reading Room's combined strengths in creative and usable design make us ideally suited to the challenge. Once the site is launched we hope to work with VCBet to build awareness about what will be the industry's leading betting experience.'