Danske Spil

Sportsbook Case Study: Danske Spil


Our partnership with mkodo has from day one, been very productive and progressive. The entire mkodo staff surely knows their stuff and have a very good way of implementing new improvements and product development. Their natural, innovative, style is one of their true trademarks."

Frederik Skov | Product Manager Oddset & Tips | Danske Spil

The Challenge 

In 2013 Danske Spil were finding increasing numbers of customers using their mobile devices to place bets on their web sportsbook and were looking for a solution to improve the user experience. mkodo teamed up with Platform Provider OpenBet (now SG Digital) to start designing and building a market leading lottery operator mobile sportsbook for Danske Spil. This was made more challenging as the mobile product needed to be live within 5 months, by the start of the 2013/14 football season kick-off.

The Approach 

Following a set of UI/UX workshops led by mkodo, it was agreed that the best way forward was to design and build the webapp from scratch and focus on a mobile-first, fully bespoke user-experience. This would enable a much smoother and optimised range of customer journeys and ensure ease and speed for customers to find a bet and place a bet. The designs were signed off and the product was developed using an agile approach with daily communication between the teams in each sprint. To meet the tight deadlines, a core product was agreed, focusing on the key functionality of multiple sports, events and markets display plus a fully functioning betslip. In parallel, the mkodo product team built a long term roadmap of features to follow launch, looking at features such as cashout, streaming and two-touch betting


The full range of live markets and betting opportunities were available to customers using the Oddset webapp from day one and the product has exceeded expectations at every stage and continues to be the most successful digital sportsbook channel that Danske Spil offer.

The mkodo team’s sportsbook industry knowledge, coupled with our market-leading mobile developing capabilities, mean that we have been well placed to suggest innovative UI/UX enhancements for the Oddset webapp for the past 7 years. We have worked collaboratively over the years on a continuous stream of development, offering consultancy, competitor analysis and innovation workshops that have ensured that we can quickly implement new features such as two-touch betting, cashout and retail integration. 

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