Case Study
WhoScored
Co-founded and scaled to 4M+ monthly users, pioneering accessible football statistics.
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The Problem
In 2010, football statistics were locked behind expensive subscriptions and clunky interfaces. Fans, journalists, and analysts had no easy way to access the data they needed to understand the game beyond basic scores and standings.
The Solution
We built WhoScored to democratize football statistics. Player ratings, match analysis, team comparisons, and historical data, all presented in a clean, accessible interface that anyone could use. The platform became the go-to source for football intelligence.
Key Product Decisions
Player Rating System
Developed a proprietary 1-10 rating algorithm that became industry standard, giving users objective player performance data.
Real-Time Data
Built real-time match statistics and live ratings, keeping users engaged during matches and driving repeat visits.
SEO-First Architecture
Designed URL structure and content architecture for maximum search visibility, driving organic growth.
Affiliate Monetization
Integrated betting affiliate partnerships naturally into the user experience without compromising editorial integrity.
Results
4M+
Monthly Users
9
Years to Exit
50+
Global Reach
100M+
Data Points
Key Insights
Building for fans first, not advertisers, created authentic engagement that drove sustainable growth.
Proprietary data products (like our rating system) create defensible competitive advantages.
SEO and content architecture decisions made early compound over years of organic growth.
The sports data market rewards platforms that make complex information accessible.