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All-in-One Betting Platform

A design system that lets compact design teams run 20+ white‑label
casino and sportsbook brands.

Role
Lead Designer(hands-on)
Timeline
2021 – Ongoing
Scope
SportsbookCasinoPlatform
Team
Faster onboarding of new clientsFaster onboarding
~70%
Live brands supported by compact design teamsLive brands
20+
Alignment between Figma and the React libraryAlignment between libraries
90%
Three phones showing the platform in different partner brands

The problem

The iGaming ecosystem is notoriously fragmented, with Casino, Sportsbook and Player systems operating in silos. Our challenge was to unify these verticals under one scalable architecture.

We needed a framework that enables rapid deployment for new white-label partners while allowing each operator to maintain a distinct brand identity, all without accumulating endless design debt.

components
340+
UI libraries
3
variables
3300+
Type and spacing tokens
Aa24px

My role and the team

What I owned

  • The system architecture: how base components and brand themes fit together
  • The token strategy, from colour and type to spacing and radius
  • The component library’s rules, and how changes make it in

Team and partners

  • 3–5 designers per product, across Sportsbook, Casino and Platform
  • A product manager for each vertical
  • Front-end leads, keeping Figma and React in sync
  • Brand partners for every white-label launch

How we’ve built it

We shifted from a page-based mindset to a system-based strategy.

Instead of designing bespoke interfaces for every client, we built a shared design language. This modular approach let our team launch and maintain 20+ unique brands quickly and consistently.

Advanced tokenisation drastically reduced manual overhead. Designers now control global theming (fonts, colours, spacing and radius) across the entire product suite from a single source of truth, cutting customisation time by 60%.

Tokens & Variables

Token diagram: Level 1 grays feed Level 2 backgrounds, which feed the Level 3 token event-primary.Level 1 token table: the gray scale from 100 to 400 with its hex values.Level 2 token table: backgrounds mapped to the sport gray tokens.Level 3 token table: radius, background, text and icon mapped to sport tokens.

grays

backgrounds

event-primary

Component Library

A multi-tiered library designed for scale. We separated ‘Base Components’ (logic) from ‘Brand Themes’ (styling), ensuring that core UX improvements propagate instantly to all clients, while visual customisation remains isolated and safe.

Figma component library for the sportsbook, showing its pages, elements and event components.

Variants & Booleans

Optimising the component architecture was key to performance. We audited and consolidated hundreds of legacy elements into smart, variant-driven components. This reduced file sizes and cognitive load for the team, making the onboarding of new designers significantly faster.

Figma properties panel for a Create Bet primary button, with its variant, state and icon options.

Core Products

All that work let us build a unified ecosystem of three products, each able to run on its own while sharing the same design DNA.

Sportsbook

The flagship product of the suite. Designed to handle high-volume traffic and rapid market fluctuations, providing a stable yet engaging experience.

Sportsbook sidebar listing sports with their event counts, with Soccer open on the Bulgarian leagues.

Desktop Sidebar

Mobile sportsbook lobby with a promotional banner, sport shortcuts and top matches.

Sportsbook Lobby

2026 FIFA World Cup player markets, with goal odds for players such as Jude Bellingham and Erling Haaland.

Player Markets per Tournament

Boosted bet card with the price raised from 1.36 to 1.76.

Boosted Market per Specific Event

Soccer lobby with boosted bet builders, popular leagues and a list of all leagues.

Soccer – Lobby

Quick view sheet for CSKA Sofia against Levski Sofia with full-time result and double chance markets.

Event Quick View

Group A standings with each team’s odds to win.Group B standings with each team’s odds to win.

Group Stage Table

Soccer – League View

Total Goals market with plus and minus controls to set each team’s goals.

Market Template Variation

Outright winner market for the 2026 tournament, listing countries and their odds.

Outright Market Template

Event page for FC Arsenal against Manchester United with boosted bets and player markets.

Soccer – Event View

Player bet builder card for Joshua Walter Kimmich with the price boosted from 1.36 to 1.76.

Player Boosted Bet Builder

Live match statistics for Levski Sofia against CSKA Sofia, including possession, attacks and shots.

Match Statistics

Casino

The entertainment hub of the suite. Designed to structure thousands of games and rich media assets into a clean architecture, ensuring easy discovery without overwhelming the user.

Desktop casino lobby with promotional banners, jackpots, top games and most played games.

Casino Lobby

Hot & Cold Category

Game info pop-up for Dragons Realm showing RTP, volatility, jackpot and a Play button.

Game Info Pop-up

Jackpot Cards category with running jackpot totals above a grid of games.

Jackpot Cards Category

Mobile casino lobby with category shortcuts, top games, most played games and a jackpot banner.

Casino Lobby – Mobile

Live game thumbnail for 120x Dynamic Roulette showing bet limits, recent numbers and the player count.

Live Game Thumbnail

In-game navigation bar open on Favourites beside a running slot game.

Multifunctional In-Game Navigation Bar

Platform

The central command for the user. Designed to unify the single-wallet system, bonuses and responsible gaming tools, providing a consistent identity
and experience independent of the game played.

Player profile menu with balance, withdrawable amount, messages, offers and account shortcuts.

My Profile

Monthly cashflow summary with total deposits, withdrawals, bets and net balance.

Cashflow Summary

Open bonus offer with three options to choose from, its terms and a Deposit button.

My Offers – Open

My Offers list showing the player’s bonuses, with a tab for promotions.

My Offers – All

Login pop-up with username and password fields.Session expired pop-up with a summary of the last session.Special offer pop-up with a countdown and a Play button.

Pop-up Variants

Processed deposit of €45 in the payment history.Paid deposit of €30 in the payment history.Cancelled deposit of €120 in the payment history.

Payment History

Limits page for setting daily, weekly and monthly bet limits.

Self-Limits Page

Mobile menu with bonus banners and Casino, Sport and Winbet Plus sections.

Burger Menu

Create new account form with username, password and consent toggles.

Registration Step

Bonus history card for a rejected €25 live free bet, showing its wagering progress.

Bonus History Card

White-Label Scalability

We decoupled structure from style, creating a theming engine that allows us to launch unique partner brands in hours.

This architecture reduced onboarding costs and design debt, allowing us to create 30+ themes and support 20+ live clients with unique branding.

  • Casino and sportsbook home page in partner brand theme 1 of 9.
  • Casino and sportsbook home page in partner brand theme 2 of 9.
  • Casino and sportsbook home page in partner brand theme 3 of 9.
  • Casino and sportsbook home page in partner brand theme 4 of 9.
  • Casino and sportsbook home page in partner brand theme 5 of 9.
  • Casino and sportsbook home page in partner brand theme 6 of 9.
  • Casino and sportsbook home page in partner brand theme 7 of 9.
  • Casino and sportsbook home page in partner brand theme 8 of 9.
  • Casino and sportsbook home page in partner brand theme 9 of 9.

swipe to change

What was hard

Moving hundreds of legacy components into the new system without stopping delivery for live partners. We migrated product by product, starting with the screens every brand shares, and kept old and new components side by side until each area was done.

What I changed because of it

New components now ship with their tokens and documentation on day one, so developers adopt them instead of rebuilding.

*For sticking to the end, you get to see where we started from. But remember – we were all juniors once…

After: the current sportsbook design Before: the original sportsbook design