BetMGM excels at download time but FanDuel leads on registration
In July 2024, Washington, D.C. expanded its sports betting market, allowing BetMGM to operate citywide, moving beyond its previous geofenced restrictions near Nationals Park. This change, enabled by the FY2025 budget, shifted the city from a monopoly-controlled market to a competitive landscape, paving the way for broader access to BetMGM’s platform throughout the district.
BetMGM’s broader presence in Washington, D.C. has heightened the competition, particularly against FanDuel, which had already established itself under the previous framework.
This report evaluates the registration processes of both competitors, as tested by new users in the region across various devices.
Summary
Crowdsourced testers were activated in the DMV area and instructed to compare onboarding UX for BetMGM and FanDuel. Testers included 2 in Washington D.C., 1 in Rockville Maryland, and 1 in Arlington Virginia.
Key takeaways
- BetMGM excelled on mobile with faster loading times
- FanDuel sported faster registration times for both mobile and desktop thanks to fewer registration steps
For operators looking to optimize onboarding across devices in the DMV or elsewhere the ideal experience would combine BetMGM’s fast loading times with FanDuel’s streamlined registration process—thus optimizing user satisfaction across both mobile and desktop platforms.
Overview of the testing process
TESTA evaluated the onboarding processes using four crowdsourced testers, each operating on a different platform: an iPhone 15 running iOS 17.5.1, a Samsung Galaxy F22 with Android 13, a Lenovo Ideapad Flex 5 with Windows 11, and a MacBook Air M2 with macOS Sonoma 14.8. Each test was screen recorded and later verified by test managers at TESTA.
Key testing criteria
The evaluation focused on three main criteria:
- App/website loading time: How quickly the platform became ready for use.
- Registration time: The total time required to complete the registration process.
- Number of steps: The number of actions a user needed to take to successfully register.
Comparative analysis: BetMGM vs. FanDuel
Registration steps
Across both mobile and desktop platforms, BetMGM required 8 steps to complete the registration process, while FanDuel only required 4 steps.
This difference in the number of steps not only indicated a less complex process for FanDuel, but also contributed to faster user experiences across the board.
Mobile devices: iPhone and Android
TESTA evaluated the loading and registration times for both BetMGM and FanDuel on mobile platforms.
App loading times
BetMGM generally had faster app loading times, especially on iPhone (~4 seconds) compared to FanDuel (~7 seconds).
However, FanDuel’s loading times were not far behind. The same slight difference played out on the somewhat slower Android devices, with an average download time of 15s being the slowest for FanDuel and 12s for BetMGM.
Registration times
When it came to actually signing up however, FanDuel outperformed BetMGM. On the iPhone, FanDuel’s registration took just 1 minute 16 seconds, significantly faster than BetMGM’s 2 minutes 47 seconds. The Android results followed a similar pattern, with FanDuel taking 2 minutes 30 seconds, compared to BetMGM’s 3 minutes 38 seconds.
Desktop devices: Windows and macOS
On desktop platforms, the registration process exhibited some key differences:
Website loading times
Both BetMGM and FanDuel had very quick loading times on desktop devices, with BetMGM taking just 2 seconds on Windows and 1 second on macOS. FanDuel matched these times closely, loading in 1 second on both platforms.
Registration times
On Windows, BetMGM was faster, taking about 1 minute 27 seconds compared to FanDuel’s 1 minutes 17 seconds. On macOS, however, FanDuel took 1 minute 40 seconds to complete registration, compared to BetMGM’s 2 minutes and 9 seconds.
User experience and feedback
Overall, testers reported a smooth registration process for both platforms, which in both cases ended in a welcome bonus.
However, the number of steps required played a crucial role in user perception. FanDuel’s fewer steps contributed to a smoother user experience, making the process quicker.
Another notable point of feedback was related to both BetMGM and FanDuel requesting the last four digits of the user’s Social Security Number (SSN) during the registration process.
While this is a common practice for identity verification, testers in the DMV expressed discomfort due to a lack of clarity around why this information was needed and how it would be used.
Key takeaways
- While BetMGM had longer registration times on mobile and desktop, it excelled in app loading speed, which could appeal to users seeking quick access.
- FanDuel, on the other hand, provided a less complicated registration process on mobile devices, requiring fewer steps, which could be a significant advantage in attracting users who prioritize efficiency.
- The feedback regarding SSN collection suggested that both operators could improve communication with users during the registration process to enhance trust.
Conclusion
With BetMGM and FanDuel showing strong performances in the Washington, D.C. market the onboarding process is critical for onboarding new users. BetMGM exceled with faster loading times on mobile and desktop, while FanDuel offered a quicker registration process with fewer steps.
The ideal user experience would combine BetMGM’s speed with FanDuel’s easy registration. As operators expand in new markets, focusing on UX factors will be key to maximizing player acquisition and retention.
Feedback on SSN collection highlighted the need for transparency to build trust and ensure users are comfortable sharing sensitive information.
Optimizing these elements can help operators stay competitive in the evolving iGaming landscape, especially in new markets like Washington, D.C.
About the author
Ian McKinnon
TESTA Head of Marketing