SOURCE: Press Release

Reading Room has been appointed to redesign Victor Chandler International's flagship sports betting site which is set to re-launch in time for Euro 2008.

According to Chairman, Victor Chandler, "Reading Room's creative approach to their pitch combined with an obvious enthusiasm for usable transactional design put them head and shoulders above the competition."

Reading Room excel where user experience is placed at the forefront of business success, and this sector is no exception.

Built up over three generations of race track bookies, Victor Chandler International has built an enviable reputation amongst punters as the 'Gentlemen's Bookmaker'. In the late nineties the company avoided the high street and launched on the web where it attracts a loyal following.

Other Victor Chandler brands now include VCCasino, VCPoker and VCGames.

Reading Room's brief is to attract new audiences to bet on football and the emerging pastime of in-running betting whilst retaining the loyalty of the site's core racing customers.

The groundbreaking designs will capture the excitement of online betting and reflect the aspirational positioning of the Victor Chandler brand.

Behind the scenes, Reading Room's usability experience is also being put to good use in maximising revenue opportunities by simplifying and demystifying the complex betting processes.

Margaret Manning, Reading Room CEO, said, "The highly transactional processes and information rich content of betting sites tend to lead to saturated and intimidating interfaces that do little to educate or inspire new users. Reading Room's combined strengths in creative and usable design make us ideally suited to the challenge and once the site is launched we hope to work with VCBet to build awareness about what will be the industry's leading betting experience."