“Odds moved from 1.91 to 1.86. Review your selection before placing the bet.”
Specific · factual · actionable
Identity / 10
Voice & terminology
Direct language. Accurate labels. No promises about outcomes.
09
Language & taxonomy
Name the product users are actually using.
User navigation is Sports, Markets, Live, Games, and Wallet. Search is a global action across channels. Sportsbook, Prediction Markets, Live Betting, Live Dealer, and Casino Games remain internal taxonomy for reporting and content models.
| Use | Meaning | Avoid |
|---|---|---|
| Sports | User navigation for pre-match and live sports betting | Sportsbook as the user-facing tab |
| Markets | User navigation for event-based prediction markets | Prediction as a vague tab |
| Live | User navigation for live betting and live dealer experiences | Live as an unexplained status |
| Games | User navigation for digital casino games | Casino as the user-facing tab |
| Wallet | User navigation for balances and transfers | Account |
| Search | Global action across Sports, Markets, Live, and Games | A channel |
| Sportsbook / Prediction Markets / Casino Games | Internal taxonomy and reporting labels | Primary navigation labels |
| Selection | The outcome a user chooses | Pick when precision matters |
| Stake | Amount committed to a bet | Bet amount in editorial copy |
| Potential payout | Return including stake | Possible win |
“84% confidence. Huge guaranteed win—bet now!”
Unclear · unsubstantiated · aggressive