TAB continues to face intensive competition with corporate bookmakers fighting for market share. In order to retain its position as a market leader, TAB needed to ensure its products and services continuously deliver value to customers.
With multiple betting providers offering competitive odds across a wide range of racing and sports markets, TABTALK members highlighted a potential product opportunity to increase share of wallet for TAB customers.
Utilising the TABTALK community across all stages of the development cycle, TAB delivered a powerful digital innovation that gives customers a chance to increase their winnings. The product saw 50 percent customer adoption within 3 months of launch, with an even higher 80% among TABTALK members; additionally delivering an average 250 percent return on investment per customer within their first 30 days of use (excluding product build costs).