NBA BET TRACKING
& live odds
Designing Prime Video’s first betting experience
Overview
A first-of-its-kind betting experience connecting live NBA gameplay with personalized bet tracking and real-time odds —integrating FanDuel’s data directly into Prime Video’s broadcast environment.
Role
Senior UX Designer
Amazon Prime Video
2022 - 2025
Challenge
Transform complex betting data into an intuitive experience that enhances storytelling and engagement without disrupting the broadcast.
Approach
As UX Lead, I defined IA, flows, and data visualizations for Bet Tracking and Live Odds. Focused on data storytelling, flexible layouts for bet types, and design validation through testing with bettor archetypes.
BET TRACKING
The Bet Tracking experience lets fans link their Prime Video and FanDuel accounts to follow active wagers in real time without leaving the NBA broadcast.
Built on the Stats View framework, it balances information density and clarity through scalable bet cards that visualize moneylines, spreads, totals, props and parlays on living room devices. Semantic color cues indicate Open, Win, and Lost states, while accessibility and data clarity shaped every design detail.
The result is a glanceable, personalized overlay that seamlessly connects live gameplay with bet analysis.
A FLEXIBLE & INTUITIVE BET DISPLAY
The bet cards were built with flexibility in mind to accommodate the hundreds of FanDuel markets available on a single NBA game. Semantic color cues indicate Open, Win, and Lost states, while accessibility and data clarity shaped every design detail.
LIVE ODDS VIEW
The Live Odds View offers a lean-back experience where fans can track their active bets side-by-side with live odds and the NBA broadcast.
Designed in an L-bar layout, it keeps the game uninterrupted while dynamic odds rotate along the screen edge. A color-coded odds gauge visualizes momentum as players or events near a prediction, adding anticipation without distraction.
Balancing data storytelling, visual scale, and safe-zone compliance, the experience transforms complex betting data into an engaging, responsible narrative, enhanced by subtle win and loss animations that were validated through user testing.
FUELING ANTICIPATION & VISUAL INSIGHTS
A color-coded odds gauge visualizes momentum as players or events near a prediction, adding anticipation without distraction. The visualization was built to scale across both predictive and stat metrics for team vs team, player and event based odds.
IMPACT
The launch of NBA Bet Tracking and Odds View marked Prime Video’s first integration of personalized betting within a live broadcast—a milestone collaboration with the NBA and FanDuel that introduced a new level of interactivity for sports fans.
“The FanDuel integration, Amazon’s latest experiment in blending live sports and interactive technology … marks a subtle yet significant shift in how live sports may evolve on streaming platforms.”
GEEK WIRE
“Since Day 1, we’ve challenged ourselves to invent features that heighten, customize and add storytelling elements for fans within the live sports experience. As we tip off this long-term relationship with the NBA, we’re excited to launch a best-in-class bet tracking experience with FanDuel …”
Head of Prime Video U.S., Global Sports & Advertising
Press • 9.25
JAY MARINE
Early validation showed strong comprehension and enthusiasm among target users, and the UX set the foundation for future predictive data experiences across Prime Video sports broadcasts.
“Our partnership as the official odds provider for NBA and WNBA on Prime Video represents a significant milestone in how we connect with basketball fans … By integrating custom content into Prime Video’s NBA broadcasts, we will enhance the fan viewing experience and connect with new audiences.”
MIKE RAFFENSPERGER
President of Sports at FanDuel
Press • 9.25
“Chris led UX for an entirely novel product in a new space for Prime Video, which meant navigating a lot of complexity and ambiguity in what the product should be and how best to visually represent it. Chris’ work has been integral to the success of this product, including getting it prioritized internally, working across UX, product, and engineering teams within Prime Video, and having his work approved by external partners (e.g., major sports leagues).
During this project, Chris demonstrated a deep understanding of sports fans, their engagement with watching live events, and how best to represent sports data on screen in a way that was equal parts easy to understand and fun to engage with.”
Cory Brumbergs
Product Manager, Prime Video Sports
Disclosure
Quotes, media references, and imagery presented above are sourced from publicly available press releases and news coverage related to the FanDuel & Prime Video NBA Odds & Bet Tracking launch (Sep. 2025).
All trademarks, logos, product imagery, and interface mockups remain the intellectual property of Amazon Prime Video, FanDuel, and their respective owners, and are shown here solely for illustrative and informational purposes. No affiliation or endorsement is implied.