2023 | Entain
Poker Spins Overdrive: Leading the design solution for a new to market mechanic.
Developing a game mode which generated almost 500k in 2 weeks.
Designing a complex game mode that reflects an exponential crash mechanic, shows progression and prize potential with visual cut-through. I led the development of the creative idea, UI and Animation.
The Team
Working with Product Owner & Product Manager, I led the end-to-end creative development, theme, UI, UX and Animation of game (directly influencing marketing and PR output). Supporting in implementation with Developers to release.
The Solution
Exponential speedometer showing progression and end goal
The solution 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 Results
Contributing to a revenue of almost 500k in 2 werks
The new game generated $473k GGR within its first two weeks, attracting 289k active players across more than one million plays. Early performance indicators suggested particularly strong engagement amongst recreational players, appealing to an additional untapped market. This demonstrated the product's ability to deliver against both player and commercial objectives. The launch received recognition from Entain's Chief Product Officer for its innovation and successful delivery.
The Problem
An integrated solution resolving painpoints
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.
The Results
Branded versioning for Ladbrokes, Coral, Bwin and Party Poker