1/ST – UX & copywriter

Part of the Stronach Group, 1/ST (pronounced ‘first’) is the dominant player in North American Thoroughbred horse racing. It holds nearly 20% of industry share, processing US $3.2BN+ in wagers and operating 300+ live race days annually.

  • 1/ST Technology is the biggest racing and gaming technology company in the world with brands including AmTote, Xpressbet, 1/ST BET, XB SELECT, XB NET, PariMAX and Betmix.

    • Concepted, strategised and wrote multiple proposition decks introducing 1/ST Technology betting products to new sporting segments and audiences including F1, Nascar and Dubai horse racing.

  • 1/ST BET is a handicapping and betting app covering 300+ race tracks around the world.

    • Content designed and wrote UX journeys shaping a new app proposition and vision for 1/ST BET as a full-service digital gaming company, incorporating everything from sports and horse racing to an online casino.

UX | Content design | Copywriting | Presentations & proposition decks

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