Optimizing Promotion-to-Contest Conversion
Helping users understand and commit
At FanDuel, promotional campaigns were a major driver of user acquisition and engagement across the sportsbook and fantasy ecosystem. One major campaign during this time was the 2021 MLB Grand Slam promotional initiative, which encouraged users to participate in MLB contests for a chance to win a share of a $20,000 bonus when the first Grand Slam of the week occurred.
Client
Fanduel
Services
Product Design
Industries
Betting and Gaming
Date
2020-2022
Hero banner carousels were one of the most prominent promotional surfaces across the platform, appearing at the top of sportsbook and fantasy pages and surfacing featured contests and campaigns. From a business perspective, the goal of the campaign was to increase contest entries and participation by 15% compared to the previous MLB season. However, while hero banners generated strong visibility for promotions, they were not always effective at guiding users into contest participation. This created an opportunity to rethink how promotional surfaces could better support user education and conversion.
This project reinforced the importance of designing promotional experiences as product interactions rather than marketing surfaces, ensuring that visibility translates directly into measurable user participation.