• Sportsbook Design

UX. Design. Innovation. Product. Strategy.

What is Aerana Sports?

Aerana delivers live sports innovation, sportsbook consultancy and user experience expertise. It’s a company founded by myself, Brian MacSweeney.

I live in Auckland, New Zealand but I spend a lot of time in the US, Europe and Australia working with sportsbook operators to the improve customer experience and deliver on key business metrics through better sportsbook design. 

I specialise in UX, product design and customer experience with 15 years or more experience developing genuinely innovative ideas, products and experiences for sportsbook operators and sporting fed

Global Product Development

I have had senior roles at several groundbreaking high-growth companies. Following the sale of my company Boolabus, I was User Experience director at Genius Sports working with a diverse range of clients in sports and betting, improving the sportsbook product and customer experience of various sportsbooks. Over the years I’ve worked with innovation leaders such as DraftKings, Ladbrokes, Skybet, William Hill, Betfair and many more.

Outside of sportsbetting, I helped build and create Endemol Gaming, going on to be MD and I was part of the bid team on Camelot’s successful UK lottery bid. I designed the first multiplayer slot game on facebook which is still live. I’ve also worked with sports and rights holders, including a data project for the NBA and various projects that required approval from the Premier League in the UK.

I’ve recently been consulting with DraftKings but mainly focused on a new start-up venture.

Sportsbook Design

Sportsbook Design

My focus is quite simply to improve the sports betting experience, resulting in happier customers and improved metrics across the board. Along the way, I like to think I’ve contributed to innovations from great teams including the betslip, live streaming and the classic in-play betting experience.

I’ve recently applied that experience to the New Zealand Racing Board, leading the design and product development of the new sportsbook which is built on Openbet and went live in 2018. My current focus is on the future of sportsbetting in the USA and how it’s going to be different this time.

Global Product Delivery

I created Endemol’s gaming division and worked on some of their biggest brands like “Deal or No Deal”. I was promoted from Creative Director to Managing Director and instigated a period of ambitious expansion. I worked across multiplayer, casino games, poker and TV but it was always the sportsbook work that got me fired up, especially working on the very first live in-play interfaces for companies such as Ladbrokes.

User Experience

sportsbook sketch

After Endemol, I set up my own business in London called Boolabus which was acquired by Betgenius. I took on the role of UX Director for and worked for Betgenius for 5 years or so. Betgenius has expanded and grown into new areas and is part of Genius Sports which we created in response to a broader focus on sports. During my time there I’ve worked high profile sports federations on UX projects as well as leading the product roadmap for front-end sports betting, marketing technology and more.

My specialist subjects?

  • Product Development
  • Customer Experience
  • UX & Interface Design
  • Visualisation of Ideas
  • Product Strategy & Delivery
  • Creative Thinking
  • User Journeys
  • Branding & Design
  • Marketing Technology
  • Agile Delivery

I’ve been involved in the creation and delivery of multiple products and platforms primarily around sport, in-play, social, marketing and streaming.

My focus for the future is on strategic product development and improving the user experience on consumer channels across sports, betting and media. Hands-on creativity, sector knowledge and experience are my strengths.