Defining The iGaming Experience

Reimagining Immortals betting experience to make a complex platform feel simpler, faster and more intuitive.

iGaming
UX
Design

2026

Overview

Immortals needed a fresh take on its betting platform, one that could handle the complexity of sports, markets and live betting without overwhelming the user. We redesigned the experience across the platform, simplifying navigation, sharpening key interactions and giving the product a more distinctive visual identity.

Client Quote

Working with the F3 was a smooth experience. They quickly understood what Immortals needed, challenged our thinking in the right places, and turned a complex platform into something that feels much clearer and easier to use. The whole process was structured, collaborative and delivered exactly what we were looking for.

SA.

Project Manager @ Immortals

Rethinking the experience

From a complex betting platform to
a clearer way to play

Immortals brought us in to rethink the experience across its betting platform. With a huge amount of sports, competitions, markets and live information competing for attention, the challenge was less about adding functionality and more about creating a clearer way through it.

We audited the current experience, mapped the core journeys and identified where users were having to work too hard to find the right event, understand the available markets or move between different parts of the platform. This gave us a foundation for restructuring the experience around the way people actually discover and place bets.

Designing for speed

Making complexity work
in the user's favour

We redesigned the core interaction patterns around speed and clarity. Sports discovery, event pages, market selection and bet slips were reworked to establish a stronger hierarchy and make important information easier to recognise at a glance.

Rather than stripping away complexity, we focused on organising it. Different states, selections and actions were given a clearer visual relationship, helping users move through the experience with less friction.

Building the system

One language across the entire platform

With the experience model established, we translated the new direction into a scalable product system. Components, layouts, states and interaction patterns were designed to work consistently across sports, markets and different betting scenarios.

The visual language was also given a significant refresh. Immortals brand became more present within the product, creating a stronger sense of identity while keeping the interface functional and information-led.

A platform built to evolve

A stronger foundation for
what comes next

The result is a redesigned Immortals experience that brings greater structure to one of the most information-heavy digital products. The new platform makes it easier to discover opportunities, understand markets and move through the betting journey without unnecessary friction.

More importantly, the work created a flexible foundation for Immortals to continue evolving, allowing new sports, markets and product features to be introduced without compromising the experience.