Sports betting website NordicBet is revamped based on user feedback

NordicBet adds exciting new features following collaboration with Cyber-Duck

Stockholm, 15th September 2010. Innovative online betting company NordicBet has announced the long-awaited launch of its new website The Scandinavian market leader, renowned for covering one of the widest ranges of sports in the Nordic region, has placed the user at the centre of its development plans.

NordicBet homepage

The NordicBet model boasts a unique infrastructure that enables it to cover international and local sporting events alike. Competitive odds are offered on everything from the Premier League, the NHL and the NBA through to 3rd Division Swedish football, Martial Arts, Trotting and Finnish Pesäpallo. There is also the option of real-time betting with the popular LiveBet feature.

To maintain its industry position the company decided to upgrade its website to improve usability and the speed with which users can find interesting events to bet on. Award-winning digital agency Cyber-Duck ( was chosen by NordicBet to work on the new user-centred website and assist its production team in creating new design methodology focused around excitement, fun and ease-of-use.

During a year-long design overhaul improvements were made to the registration process, betting basket and language options. New features were introduced, including homepage personalisation with ‘favourites’ widgets and a lightning-fast suggestive BetSearch, which reduces the number of clicks by up to 50%. Odds and events can be found quicker than ever before, which will certainly be a win-win situation for both users and the company. Security and trust remain paramount, so Customer Service and Live Support have both been brought to the forefront of the design.

Joakim Stockman, Head of Online at NordicBet, elaborates: “The original NordicBet website was designed back in 2002. While we have made improvements over the years we felt it was time to listen even more to our customers and so embarked on this redesign with Cyber-Duck. I am proud to say that our new website offers best-in-class betting with amazing new personalisation features and the fastest game search in the industry. This is particularly important as our market-leading position has always been based on excellent odds and the breadth of games we offer. We’ve now made those games easier to find.”

The production process involved brainstorming exercises with key stakeholders, extensive customer surveys and numerous eye tracking sessions with real users. Subsequent focus groups have confirmed that the new website is quicker, cleaner and more stylish with user customisation at the heart of its offering.

Per Hellberg, CEO of NordicBet, is extremely positive about the changes: “NordicBet has gone from strength to strength as we have never been afraid to evaluate and improve our services using the most innovative methods available. The new features launched this week will show users and affiliates just how our team has implemented important changes based on feedback from those who matter most: the actual users.”

Cyber-Duck has subsequently been nominated as NordicBet’s strategic digital agency partner. CEO Danny Bluestone explains: “We are honoured. NordicBet is passionate about innovation, web technology and user experience. Its customers demand the best and we look forward to carrying out ongoing Eye Tracking, Web Analytics and other UCD (User Centred Design) activities to ensure that NordicBet continues to offer this experience and consistently improve upon it.”

About NordicBet
Established in 2002, NordicBet is a market-leading company that offers a competitive betting service, including a wide range of both international and local sports, whose services attract customers from all over the world.

Press Contact: Joakim Stockman. Tel: +372 52 98 281 E-mail: [email protected] 
Nordic Gaming Group (,,, Flat No. 5,The Firs, Gorg Borg Olivier Street, Sliema, SLM 1801, Malta


About Cyber-Duck
Established in 2004 Cyber-Duck is an innovative and pioneering digital agency and consultancy specialising in delivering award winning User-Centred Solutions.

Press Contact: Patrick Smith. Tel: (+44) (0) 7734 600 553. E-mail: [email protected]
Cyber-Duck Ltd, Devonshire House, Manor Way, Hertfordshire WD6 1QQ


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