Gaywin Walters

GameOn

Mission

To make sports more interactive, accessible, and rewarding by transforming traditional betting into a seamless, game-driven experience that empowers players, engages communities, and enables operators to scale with confidence.

Business Model: B2C player platform + B2B white-label solution for operators to launch their own branded gaming platforms.

Market Context: Designed for emerging markets with mobile-first users who value entertainment and accessibility over complex traditional betting.

My Role

Design Lead

Web, Mobile, USSD

Problem

Traditional sports betting is complex, transactional, and lacks engagement, leading to low retention.

Solution

Designed a mobile-first gaming platform that transforms betting into a fun, interactive experience.

Impact

Increased engagement, improved onboarding rates, and enabled faster operator launches.

850 000+

Registered users

290 000+

Bets played from Jan – April 2026

R25 000 000+

Stake played

Discovery

I started with discovery to understand the team’s vision and the plans they had for the product. The challenge was to create an experience that felt as engaging and intuitive as real betting platforms, while remaining accessible to a broader, more casual audience.

User research

10+ interviews

User research

10+ interviews

Planning the structure

To reduce friction, we focused on creating a clear and intuitive information architecture that prioritised key user actions.

Core user flows

- KYC
- Browse live matches
- View odds and markets
- Place a bet

Track results in real-time

Wireframing

Once we had a structure in place, we moved on to wireframes where we explored how each screen would be laid out. This allowed me to quickly sketch out different user flows without having to spend too much time thinking about visual design details.

The main focus during the initial stages was on registration and account info. This laid the foundation for further expansion and paved the way for introducing additional tools.

Ui Design

With wireframes approved, I moved to UI design, creating development-ready mockups. This included defining the app’s visual identity (typography, color system, component library) that aligned with brand guidelines while following UI best practices. I made sure to design for the emotional nature of a sports book, keeping interfaces simple reduced clutter by removing non-essentials. The result was a cohesive UI that developers could implement efficiently.

Styleguide
A styleguide was created that reflects the new corporate style and ensures brand consistency with design, development and writing.

High-fi Design & Hand-off files

The next step for a validated wireframe is making it look stunning. That’s what we put our effort into. These designs were then turned into hand-off files for the development team.

There were developers working on the project already, so there were a lot of things running in parallel. At any given point in time, developers had things to do, and so did we. That’s one of the other benefits of the agile design approach.

The design process we took is iterative. In order to keep designing, validating, and coding features as rapidly as we can, we worked in increments.

Here are some of the hi-fi screens I designed:
Sign in

The sign in screen allow users to sign in to their account. Non account users can also easily sign up as an advertisers, publisher or agency.

Set transfer window wizard

The set transfer window wizard assist users with setting up there payment method for wire transfers.

Create banner ad

Advertisers can create and add banner ads to share with their partners.

Manage ads

Manage ads allow advertisers to accept request from their partners and share ad banners and assets with their affiliate partners.

Partners overview

The partner overview allow advertisers to view an overview of the activity with their partners (affiliate marketers or influencers). Send direct messages to their partners, create tasks or share files.

Forensiq dashboard

Forensiq expose affiliate fraud, influencer fraud, and traffic abnormalities wherever they corrupt your conversion paths. They cut out invalid traffic and reinvest spend in high-quality partnerships.

Gaywin Walters User Experience Designer, Cape Town.