Footy tipping, reimagined.
Problem Statement
Footy tipping has become a stale, predictable experience. With minimal innovation since its inception, the genre struggles to hold audience engagement beyond the early rounds of the season. Participation drops sharply as excitement fades, revealing an urgent need to reimagine tipping as something dynamic, social, and rewarding.
Bringing energy and relevance back to a uniquely Australian tradition.
Discovery
Through research and concept development, we discovered that the biggest cause of audience drop-off was players losing early in the season and feeling they had no chance to win.
To address this, we reimagined the tipping experience. Ideating a weekly, fast-paced format designed to keep competition alive and engagement high all season long.
Deliver
I led the brand identity design and creative development for Juggernaut, which launched an MVP solution to the App Store in time for the 2025 AFL season.
The release was met with great success, strong adoption, and high user ratings, redefining how fans engage with footy tipping.
