Is there a reason why the largest gaming portals today use almost the identical top navigation?

In the picture above you can see the top navigation for the gaming companies below:

• Sportingbet: Promos, Sports, Casino, Poker, Games, 1v1, Backgammon, Video Games, Mobile, Financials
• bwin: Sports, Poker, Casino, Games
• William Hill: Sports, Casino, Poker, Games, Vegas, Live Casino, Skill, Bingo, Lotteries
• paddypower: Sports, Livebetting, Poker, Casino, Financial Trader, Games, Player, Lotteries, Bingo, Mobile
• Bet365: Sport, Liveodds, Casino, Poker, Games, Bingo
• Betsson: Sportsbook, Exchange, Scratch, Casino, Poker, Bingo, Trader, Games
• Unibet: Sportsbook, Casino, Live Casino, Poker, Bingo, Games, Skill, Scratch Tickets

The portals are organized by what kind of product they are offering. I understand that it is an easy way to organize the content. Especially since there might be different gaming suppliers for the different products.

But is it the best way to organize it from the player’s point of view? I am not sure sure about that.

I believe that there are better ways to structure the content on a gaming portal from a player’s view. And if the portals are satisfying the goals of the player, then players will visit the portal more often and stay longer which is good business!

I also believe that gaming portals need to be more personalized and present information and games to the player based on gaming history.

The only way to find out how to design your portal is to know the business goals, target groups and user goals!

/Staffan