Product teams often say they keep a close watch on their competitors. But let’s be honest—sometimes their research stops at just a folder filled with screenshots, a quick glance at app store reviews, and a vague feeling that another app’s checkout process “seems faster.” True benchmarking, however, is a lot more systematic. It digs into the specific aspects of the user experience that could convince a customer to stick around or explore other options.
If you’re looking for inspiration, the UK online betting scene is surprisingly insightful. There are numerous licensed operators offering pretty similar products, and customers can easily set up an account with a competitor in just a few minutes. Plus, the Gambling Commission keeps a close eye on everything from age verification to advertising practices. This combination of low switching costs, comparable offerings, and tight regulatory scrutiny has made it standard for customers to compare options. The competitive areas among bookmakers can actually serve as a handy checklist for nearly any consumer app.
- Onboarding friction
UK bookmakers are required to verify a customer’s age and identity before they can make a deposit or start playing. While every operator faces the same legal requirements, the user experience can differ quite a bit. The best apps streamline the process by auto-filling address details whenever possible, completing most checks in just seconds, and only requesting documents when the automated system hits a snag.
When you evaluate your own app, make sure to count every tap and screen transition from installation to the first meaningful action. Do the same for each competitor. Pay attention to how many fields users need to fill out, when they’re redirected outside the app, and how long the verification process takes. It’s also a good idea to run these tests on both iOS and Android, as the two versions might not be as alike as you think.
- Performance at peak moments
When a betting app starts to lag on Grand National day or during a hectic Saturday filled with Premier League matches, users can quickly switch to another option. In-play prices need to refresh almost instantly, even when a massive crowd is trying to place bets all at once.
The peak times can vary depending on the industry. For retail apps, it’s all about Black Friday; banking apps feel the pressure on payday, while productivity tools face the Monday morning rush. It’s crucial to test competitors when their systems are really being pushed to the limit. Keep track of load times and any errors and make sure that all the key features are still functioning smoothly as demand ramps up.
- Payments and withdrawals
Bookmakers really go all out when it comes to how quickly customers can deposit and, even more crucially, withdraw their winnings. Most of them proudly showcase the payment methods they accept, like debit cards, PayPal, Apple Pay, and open banking transfers, along with the expected wait time for withdrawals.
Even though your app might not handle customer funds directly, the same principles apply to subscriptions, refunds, and in-app purchases. It’s essential to compare the payment options available, the number of steps needed at checkout, how clear the pricing is, and how long it takes for a refund to process. Don’t forget to test the cancellation process too. If a competitor allows users to cancel with just two taps while your service requires a phone call, you’re facing both a product issue and a potential regulatory headache.
- Read the small print, not just the headline offer
Betting comparison sites have really opened customers’ eyes to the importance of looking past those enticing welcome offers and digging into the fine print. You can see the approach in this useful run-through of options. You’ll find operators laid out in a uniform manner, with details on features, payment methods, market coverage, and app quality all lined up for easy comparison. Product teams should adopt the same level of detail. Instead of just mentioning that a competitor has a free trial, take the time to find out how long it lasts, if a card is needed, what happens when the trial ends, and how clearly all of this information is communicated.
- Breadth versus depth of the core product
Bookmakers really set themselves apart by the range of events they cover. Some dive into every lower-league match and obscure sport they can dig up, while others stick to the big-name events, providing a wealth of stats and betting options for those.
Take a moment to evaluate your own key features in a similar light. Where do your competitors provide more variety, and where does your product excel with greater depth? You might discover that it’s not as crucial to replicate every feature your rivals have, but rather to enhance your standout features and make them truly exceptional.
- Trust, safety and user controls
You can now easily spot safer-gambling controls in licensed betting apps. These features include deposit limits, time-outs, reminders, and links to the GamStop self-exclusion scheme. When these tools are straightforward to find and use, they empower customers to feel more in control and demonstrate to regulators that the operator is committed to its responsibilities.
Take a moment to review your own app with this perspective in mind. See if users can easily adjust notification and privacy settings, access or delete their data, and set limits without having to sift through multiple menus. Don’t forget to include practical accessibility checks, like screen-reader compatibility and text scaling. While these details often fly under the radar in advertising, poor execution can lead to negative reviews and impact user retention.
- Customer support
When it comes to betting, customers often reach out to support, especially when money or live bets are on the line, so quick responses are crucial. Try putting yourself in the shoes of a customer and reach out to your competitors with the same straightforward question. Take note of the different support channels they offer, their operating hours, how long it takes to get that first reply, and whether that response actually resolves your issue.
- Reputation and release cadence
Public feedback can reveal just as much as a detailed feature list. Keep an eye on each competitor’s app store ratings, the volume and sentiment of recent reviews, how often developers engage with users, and the frequency of updates. If you notice a rating slipping while updates become less regular, it could be an early warning sign that the product is starting to fall behind.
Turning the checklist into a scorecard
Stick to the same scoring method every time. Make sure to weigh the categories based on what your customers truly value, and don’t forget to repeat the review every quarter. The initial scores give you a solid baseline, while subsequent reviews will reveal whether you and your competitors are making strides or lagging behind.
UK bookmakers are constantly comparing themselves because the competitive landscape doesn’t give them much room to breathe. Customers can switch easily, rivals provide similar offerings, and regulators demand top-notch standards. Now, consumer apps in other industries are starting to feel the same pressure. The way bookmakers approach this can serve as a valuable benchmark for assessing how your app measures up against the alternatives that customers might consider.