Bet365
Mapping Scout's white-label fantasy platform onto one of the world's largest betting brands, then rebuilding it faster with an AI-assisted process.
One platform, adapted to a giant
Scout Gaming ran a single white-label fantasy platform behind many operator brands. Bet365 was the largest of them. As Scout's sole designer, I led the Bet365 implementation, from the first approved build in 2022 through several years of assets, features, and support.
A very high bar, inside their system
Adapting the platform to a brand of that scale meant meeting a high bar for visual consistency and product quality, while working inside Bet365's established design guidelines and processes.
It had to feel native to Bet365, on top of one shared codebase serving every other client.
The white-label process, run end to end
As the single designer on the platform, my process with Bet365 followed the same shape I used with every white-label client.
- Prepared the mockups to align with the client, mapping Scout's product onto Bet365's visual system before build.
- Built the MVP with them, running joint sessions with their design team to agree direction and land a first approved release.
- Grew the product with them over the years, shaping new features from feedback collected with their users and from stakeholder priorities on their side.
- Led the asset kit, art-directing the pitches, kits, and league artwork each sport needed.
It starts with their brand
Every implementation begins by translating a client's brand into the platform. I took Bet365's own colour language and rebuilt it as a token system that could drive the whole product, without touching the shared structure underneath.
Their palette, rebuilt as tokens
The first approved build · mobile
Same build · desktop
Directing the asset kit
As the platform's main client, Bet365 drove a large bespoke asset kit, and I led it as design lead. The sport pitches were produced by our freelance illustrator under my art direction, and the kits and league artwork round out a set tuned to their product, grouped here by sport.
Alternative league artwork
A set of bold, uniform league marks, so every competition reads clearly at small sizes across the product.
Fantasy, faster
More recently I rebuilt how I design across our products, from FanTeam to the white-label brands: an AI-assisted process on top of a modular design system. Weeks of design work, where it used to take a quarter. The result is a cleaner, mobile-first product, plus features the old flow could not easily deliver.
Three shifts behind the new pace
Two brands, one foundation
The same design system and the same components, expressed as two very different brands. The screen is identical in structure.
A new way to design
Design system as foundation. AI as accelerator. Iteration at the speed of conversation. Only the top layer changes per brand.
Same role, different value. Change the brand, keep the engine.
The new designs
Bet365 fantasy, rebuilt on the new foundation. Same components and behaviour, expressed through the Bet365 brand.
New ideas, faster than ever
When prototyping takes hours, you stop guessing and start exploring. Four directions I took further, each shown as a working screen, not a description.
What I took from it
White-label work is systems work. Serving a client the size of Bet365 off one shared platform meant every decision had to hold up across brands, not just this one. That discipline, plus the collaboration with a demanding in-house team, is some of the most senior work I have done. The AI-assisted rebuild then showed me how much faster that same craft can now move.
The same platform thinking runs through my wider white-label work and into the mobile-first redesign I lead on FanTeam today.