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Interaction Design
Building a new animated game mode. Poker Spins Overdrive.
I led the development of a device that showcased an exponentially rising multiplier, creating anticipation as it counted up to the final prize pool.
Brand: Ladbrokes/Coral
Format: iOS, Android & Web
Timescales: 8 Months
My Involvement: Ideation, UI, Animation, IxD
Scope: end-to-end implementation
The problem
The challenge is to create animating items on screen where the parameters extend beyond placement and positioning, into time, trajectory and inertia. Developing and implementing this in a UX space was technically complex and required hands-on collaboration with developers.
The Solution
I defined start and end parameters and defined a system on Figma to help translate speed, rotation and positional indices easily. The result was defined interaction design which used the screen as a full canvas for exploration.
After Effects | Figma
Poker Spins
The problem
Most poker clients use slots machines to present this mechanic. We wanted to position ourselves away from this, but also present the other multiplier figures to increase anticipation of winning a large prize pool
The Solution
Using the facets of a hexagon you can see adjacent multiplier figures while keeping the winning facet highlighted and in view. The table colour was configured to correspond with winning prize pool. Adding a unique colour scheme each time you play.
Strategize ways of presenting a spins mechanic without relying on generic or typical representations
The problem
The challenge is to create animating items on screen where the parameters extend beyond placement and positioning, into time, trajectory and inertia. Developing and implementing this in a UX space was technically complex and required hands-on collaboration with developers.
The Solution
I defined start and end parameters and defined a system on Figma to help translate speed, rotation and positional indices easily. The result was defined interaction design which used the screen as a full canvas for exploration.
After Effects | Figma
Poker Spins
The problem
Most poker clients use slots machines to present this mechanic. We wanted to position ourselves away from this, but also present the other multiplier figures to increase anticipation of winning a large prize pool
The Solution
Using the facets of a hexagon you can see adjacent multiplier figures while keeping the winning facet highlighted and in view. The table colour was configured to correspond with winning prize pool. Adding a unique colour scheme each time you play.
Strategize ways of presenting a spins mechanic without relying on generic or typical representations
The solution
The car theme provided a strong point of difference compared to competitor modes
The solution I ideated was to animate a HUD and speedometer to show a car coming up to speed. The finish line represents the reveal coming to create anticipation. The intro was a necessary buffer to ensure players have time to successfully joined the table. The big reveal at the end shows a wipe of the screen with the prize pool set.
The problem
Balancing theme, colour and mechanic representation
Usually spins modes use spinners and simple number counters, however we wanted an idea to reflect the exponential and 'infinite' nature of this multiplier. Optimising this for mobile and web meant I had to think cleverly about layering, asset separation and delivery, while working closely with developers to define animation against functionality. Also each affiliate brand wanted their own colour scheme.
Methodology, testing + Research
My methodology for this project followed a non-linear path of research, ideation, testing and iterating before concluding the correct concept.
My research confirmed that most spins modes use spinner wheels, or reel sets to display the RNG. The set prizes are usually laid out for the player to see the highest and lowest prizes. My methodology was to research, test, iterate and implement, sometimes cyclically between test, iteration and implementation
Methodology, testing + Research
Competitor mechanics
Scalable and adaptable to various brands
Ladrokes, Coral, Bwin and Party Poker had various versions of the theme in brand colours
Sites: Bwin, Coral, Ladbrokes, Party Poker
Localised: EU Countries
Formats: Adapted, tested and implemented on Android, iOS, and web formats.
"...the new game will feature brand new animations with a cool, futuristic car that will be speeding towards your next multiplier"
pokerlistings.com
"Wave goodbye to the old-school look of SPINS and welcome new animations"
poker.org
The results
289k Actives | 1m Plays | $473k GGR
As well as a very strong launch, the initial results indicated strong player retention. Reviews of the game were strong which highlighted the innovative theme as well as the new to market mechanic.
I also received a massive shout out from the CPO for innovation and implementation to tight deadlines.
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