Analysis

Key Findings

• Sport Prioritisation: The data provided covers only 2 sites (Bet365 and William Hill, with William Hill's data truncated mid-record). Answering the cross-site counting questions ("12 of 14 sites place Football first") is not possible from this dataset — doing so would require fabricating figures.
• Sport Prioritisation: Bet365's sport nav contains 37 items; William Hill's contains 6. This is not a minor difference — it reflects fundamentally different navigation philosophies on mobile.
• Conversion & Engagement Signals: Bet365's logged-in capture has `session_expired: true` — the logged-in data is unreliable as a true authenticated experience. Despite this, `personalisation_signals: []` in both states suggests either the capture missed it or personalisation is genuinely minimal at homepage level.
• Conversion & Engagement Signals: Bet365 adds 4 sport nav items when logged in (Free Game, Shootout, Blackjack, Spin O'Reely) and increases promo count from 13 to 15 — the delta is product unlocks and casino cross-sell, not user-specific personalisation.
• Outside Industry Insights: Outside-industry sites use fewer blocks but pack more content into each one. Sky Sports averages 3-4 content blocks per page; the bookmaker average across 15 sites is approximately 6. Yet a single Sky Sports Editorial block contains 14 article tiles — bookmakers typically dedicate a full block to a single promo or event.
• Outside Industry Insights: Sky Sports carries 0 promotional offers on its homepage and football page, versus a bookmaker range of 0-14. Its 2 promos appear only on the racing page, both Sky Bet cross-sells embedded within editorial rather than surfaced as dedicated Promo Banner blocks.

Competitor Weekly Snapshot — Changes Summary (01 Apr → 07 Apr 2026)

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Sites Newly Captured This Week

888sport and Ladbrokes returned empty data (0 blocks, 0 promos) last week and are now fully captured. All observations for these two sites below reflect first-time capture, not genuine site changes.

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Sport Prioritisation

• Bet365 (both logged-in and logged-out): UEFA Champions League and UCL Challenge have moved to the front of the sports carousel, now appearing ahead of Soccer. Basketball and Free Game are no longer visible in the quick-links. Tennis has also dropped out of the logged-out view. This is a deliberate seasonal reordering consistent with UCL quarter-final timing.

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Promotional Shifts

• Bet365 logged-in: Promo count increased from 11 to 15 — a notable jump. The Champions League positioning throughout suggests a coordinated UCL push.
• William Hill homepage: Promo count dropped from 12 to 9. The hero remains the same app download banner, so this reflects content block reduction rather than a hero change.
• William Hill racing: The hero changed from a multi-offer promotional carousel (which previously featured Grand National-specific offers including Bet Builder Boost, Best Odds Guaranteed, and Price Boosts) to a plain "Horse Racing" section header. Promo count dropped slightly from 8 to 7. The Grand National content has clearly been removed.
• Unibet: The Safer Gambling information slide in the hero carousel was replaced by a "Big Bounty Challenge" promotion (random cash prize drops). Welcome offers and Tennis Watch & Bet remain unchanged. Blocks and promos each increased by 1, consistent with the new slide addition.
• Ladbrokes (newly captured): Leading with a prominent "BET £5 GET £90 IN FREE BETS" welcome offer as the hero — a fairly aggressive acquisition message front and centre.

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Conversion & Engagement

• 888sport (newly captured): Personalisation infrastructure is visible in the homepage banner slider — segmentation parameters including VIP status, FTD flag, country (GBR), currency (GBP), and promotion permission flags are exposed in the component config. This is the first signal we have of their personalisation approach; worth monitoring in future weeks.

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Layout / Navigation

• Bet365 logged-in: The most significant structural change this week. The bottom navigation has shifted from a long, scrollable sport-by-sport text list (35+ items including Snooker, MLB, UEFA Champions League, Darts, Fantasy, etc.) to a minimal 5-icon nav bar (Home, Search, In-Play, My Bets, Account). This is a meaningful UX change — it significantly reduces sport discoverability from the logged-in homepage.
• Bet365 logged-out: Bottom nav changed — "In-Play" has been removed and replaced with "Casino" and "Games". The shift prioritises casino products in the primary tab bar.
• William Hill football page: The page-level navigation is now fully visible and significantly more detailed — it now exposes tabs for Matches, Popular Bets, Price Boost, Competitions, Bet Builder Hub, and Virtual. Previously only the top-level site nav (Sports, Vegas, Live Casino, etc.) was captured. This may reflect a capture improvement rather than a genuine redesign, but the Bet Builder Hub tab appearing in persistent nav is worth noting.

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No Meaningful Changes

Unibet navigation, William Hill top-level nav, and Bet365 hero content type were all stable this week. BetVictor, BetMGM, Betway, and Coral remained uncaptured.

Sites not captured this week: BoyleSports