Building a Challenger Sportsbook from the Ground Up
Prime Sports is a U.S.-licensed sportsbook brand that launched in 2023, first in Ohio, then New Jersey, with additional states queued for rollout. Marketed as “America’s sharpest sportsbook,” Prime differentiates itself through low-margin odds, high betting limits, and a no-nonsense approach that appeals to pro and recreational bettors alike.
To succeed in a hyper-competitive market dominated by legacy operators, Prime needed to establish trust fast, educate new users, and reduce friction across the entire betting journey—from first impression to odds selection.
My role
CRO / UX copywriting / UX Wireframes / UI prototyping / Branding / Content Creation
CRO / UX copywriting / UX Wireframes / UI prototyping / Branding / Content Creation
Site: primesportsbook.com
Laying the Groundwork for Growth
Prime wasn’t just launching a site—they were entering one of the most competitive digital markets in the U.S.
The ask: create a mobile-first sportsbook gateway that could drive acquisition, build trust, and channel users into their core ecosystem of betting, insights, and gated content.
The ask: create a mobile-first sportsbook gateway that could drive acquisition, build trust, and channel users into their core ecosystem of betting, insights, and gated content.
The challenge? It had to do everything at once. The site needed to attract cold traffic, showcase real-time odds, support education, and hand off seamlessly to the app—all without confusing or overwhelming new users.
From sitemap architecture to CTA hierarchy, every decision was conversion-led, clarity-first, and built with scale in mind.
Project Plan: From Discovery to Deployment
This wasn’t a handoff-style project—it was an end-to-end partnership, with strategy, UX, and execution running in parallel to keep momentum high.
Research & Sitemap — uncovering what matters to users and mapping how they find it
Branding & Design System — establishing a visual language with modularity built-in
UX Wireframes → UI Design — translating logic into interaction and hierarchy into interface
Content Strategy & SEO Architecture — structuring messaging to support both funnels and visibility
Dev Handoff & QA — clean documentation, edge-case handling, and rollout support
UI Design: Balancing Visual Impact with Live Betting Utility
The challenge: craft a high-impact interface that builds instant trust, markets the brand, and converts—while supporting real-time betting data at speed and scale.
Landing Experience: The homepage acts as the gateway into the Prime ecosystem—hooking users with a strong value prop, surfacing key offers, and directing them toward live odds, insights, and sign-up paths. Designed to build trust fast and reduce bounce from first scroll.
Live Odds Interface: Inside the platform, live odds data constantly updates in real time. That meant designing UI that could hold its shape under fire: responsive, fast-loading, and scannable under pressure. Hierarchy, rhythm, and visual stability were the priorities—no distractions, no drop-offs.
Fully Responsive by Design
Every element—from navigation to odds modules—was designed to perform seamlessly across mobile, tablet, and desktop. The goal: a unified experience that adapts fluidly to real-world user behavior.
• Tap targets and gesture logic for mobile interactions
• Collapsible menus and filters for smaller breakpoints
• Typographic scale for readability across screen sizes
• Device-specific navigation cues and CTAs
The result is a responsive UI system that feels cohesive, intuitive, and conversion-ready—no matter the screen or betting context.
Design System + Handoff = Pixel-Perfect HTML
The UI was built on a fully modular system—odds widgets, promo cards, CTAs—each designed for reuse, responsiveness, and speed. The design system covered states, variants, and interaction logic, giving devs a clear blueprint.
Handoff was structured and annotation-led, ensuring clean translation to HTML with minimal friction. Every component served both function and scale—no guesswork, no redesigns.
Results: From Zero to Live
This wasn’t just a launch—it was the digital foundation for a sportsbook aiming to compete at the top level.
Strategy and execution across every touchpoint—defining the brand, architecting the funnel, and building an interface that converts under pressure.
The result: a scalable platform ready for state-by-state expansion, promo-led growth, and long-term SEO performance. A flexible, high-impact asset at the core of Prime’s acquisition strategy.
