This research explores the requirements for designing and building AI-driven sports betting websites. By reviewing prior research, it highlights existing knowledge gaps and emphasizes the importance of security, user experience, and social responsibility. The study employs descriptive phenomenology, based on Husserl’s approach, to examine individual experiences. Thematic analysis was used to analyze the data, aiding in the identification and interpretation of key patterns and common themes within the participants’ experiences.

The research population consisted of sports competition organizers (Equestrian Federation), website designers, professional and novice bettors, sports coaches, media officials, academic experts, lawyers, law enforcement officials, and betting registration officials. A total of 21 individuals were selected from this group using snowball sampling. Data were collected through semi-structured interviews, and this process continued until data saturation was achieved. To ensure the validity and reliability of the information, criteria of credibility, transferability, dependability, and confirmability were utilized.

The research results indicate that the main and sub-themes are directly interconnected, each addressing key dimensions of designing and building sports betting websites, aiming to enhance user experience, optimize processes, and ensure user data security. Notably, AI technologies can assist in fraud detection, outcome prediction, and risk management, ultimately leading to the creation of a secure and appealing platform for users. It is recommended that the design of a betting site for the sport of shooting should focus on optimizing user experience, enhancing security, and establishing transparent regulatory rules.