PrizePicks: Turning Everyday Fandom into First-Time Depositors

PrizePicks already had the traffic—1.2 million monthly website visitors—but early discovery revealed a massive missed opportunity in the funnel. The original brief targeted a niche "high-brow" bettor. However, our research proved the real growth engine was the casual fan: someone who wants to place a few lineups a week and elevate their Sunday watch party.

We threw out the static tutorials and completely restructured the platform's Information Architecture. We consolidated scattered help resources into a dedicated, frictionless Support hub, and shifted the acquisition strategy from explanation to interactive exploration. Instead of telling users how to play, we let them experience the rush immediately. We engineered a live data integration that pulled the app’s hottest, real-time player picks directly into the website, and let fans interact with live gameplay before they ever hit the download button.‍

‍By transforming the website from a static marketing brochure into an interactive, high-energy product preview, the redesign drove massive acquisition metrics:

• Result: +66% YoY increase in Organic First Time Depositors (FTDs).

• Result: +99% MoM increase in Organic FTDs.

• Result: Bridged the gap between passive website visitors and active players by using live, transparent gameplay to hook the user instantly.