Sapient Interactive have been asked to redesign principal parts of the website, and a series of "immersive digital experiences" to attract new users, having won a pitch managed by Creative Brief.
Paul Roberts, director of products for Sportingbet, said: "We were impressed with [Sapient Interactive's] knowledge of emerging trends and opportunities in the digital space as well as their insights into our target audiences."
Maggie Lonergan, client development director at Sapient Interactive, said: "Online gaming now finds itself colliding with entertainment, content and emerging technologies, all of which lend themselves extremely well to developing a wide range of engaging brand experiences.
"Our creative and interactive media teams are eager to work with Sportingbet to take their vision to the next level."