The proof is in the loop
Several globally launched gaming improvements. Real case studies in sustainable velocity, economy design, and operational execution.
Structured yield
Bridging the gap between creative idea and commercial metrics. Every project is anchored by three core product pillars.
Exceptional UX
Player Central Viewpoint
Sustainable Velocity
Clear Prototypes in use without burning out development teams.
Always putting the player in the central bringing personalisation in the forefront
Moving from chaotic pre-production rescue missions to structured, high yield global delivery.
Engagement & Gamification Projects
Deliveries of top in-house and 3rd party collaborations, scroll down for more examples.
Coin Flip
Coin flip was a promotion had been running for a long time but had lost its charm and was not engaging the customer base.
I was tasked to improve the functionality to make it more attractive which I did by adding new design and UX flow, information of latest results, making the user able to change the volatilty, prize levels and link directly to games from prizes received so they could use or claim it in one click.
Reward Grabber
Upon request from the team behind Coral I was part of building a Reward Grabber to create a daily retention mechanic that was original and could be used as a USP for the gaming team.
This was later used in TV commercials and became a crowd pleaser.
Watch it in action: https://www.youtube.com/shorts/BNRPz2-cKew
▸ CASE STUDIES
Global Jackpot
I had already been part of the team that delivered the original Gloabl Jackpot engagement tool to European labels. Together with the US team I localised the offering and then I helped with getting it approved by regulators in various states for the US and rolled it out together with casino and marketing teams.
This made our brand stand out in the US since we were among the first to deliver a Jackpot or Mystery Prize that marketers could use to market and highligh any game.
UX Projects
Deliveries of top in-house and 3rd party collaborations. , scroll down for more examples.
Smart Search
15-20% of casino players will not look on the games sitting on the homepage. Instead they will use the search function to locate their favourite game or look for a specific promotion.
Smart Search is an option for the player to search for any game, market, promotion, my account setting etc. across casino, live casino, sports, bingo, poker and core verticals.
It also uses personalisation objects with details of most searched games, recommendations and recently played games or betting markets.
Jackpot Widgets
In order to highlight Jackpot games and different families we built a jackpot widget that alternated between the different variations of jackpot families with the one with the highest odds to drop next was shown first.
▸ CASE STUDIES
Personalisation Lobby
A personalised lobby in betting or gaming is essential because it maximises customer lifetime value (LTV), optimises user retention, and increases gross gaming revenue (GGR) by up to 25% by replacing generic markets or game categories with options that are tailored to each player's real time behavior.
localised and personalised
Reduce friction points
Next Level
Recently Played & Favourites
Recommendations
Provide a history of a player's recent played games to bypasses the main lobby to launch games in one click.
Favoruite games builds a personalized casino dashboard tailored to the users taste.
Make global search as full integration with sports, bingo, poker and core require a design overhaul
Innovative recommendations engine by use and matching the casino tags in each game.
Dynamic Lobby
Other Engagement Projects
Slot Races
Time based leaderboards implemented across slots and table games. This promotional campaign utilised lobby card placements and a live ingame widget to enable seamless user tracking.
A short list and description of other engagement tools that I have been key stakeholder or product managed.
Hi Lo
Hi Lo is a fast paced, highly engaging card promotion. Players predict if the next card will be higher or lower, with the flexible option to cash out fully, secure partial winnings, or risk it all to chase a massive prize.
Pick A Box
A multi option Pick a box mechanic for instant rewards, which was upgraded to support simultaneous, segmented campaigns with fully customisable visual styles
Quests
Interactive journey maps where users complete sequential events. Unlocking each milestone reveals the next challenge, culminating in a grand prize once all tasks are finished.
Loyalty Card
Digital stamp cards that reward player loyalty. Each stamp represents a unique challenge to complete, leading to an exciting prize once the entire card is filled.
Lucky Wheel
Delivery of an upgraded Lucky Wheel featuring multilevel gamification. Players unlock higher tiers with superior rewards simply by wagering, turning continuous play into an escalating prize journey.
Snow Globe
The Snow Globe redefines the classic coin flip mechanic with a stunning holiday themed interface. We also added a shaker technology where players simply shake their mobile devices to start the snowfall, revealing an instant prize as the flakes comes down.
Penalty Shootout
User clicks on an area that the ball should move towards. If keeper goes same direction and save it, then No-Goal, else if keeper jumps in the other direction and its a Goal.
Rock Paper Scissors
Based on the classic “Rock Paper Scissors” game. User selects one of the 3 available shapes, then there is an animation of moving hands up and down. Option to use different user segments and configure different win / lose ratios, as well as different prize pool. On top of that, you can configure chance of draws a user get (user then can play again)
Prize Draw
A high engagement Prize Draw mechanic featuring a daily raffle. The system drives daily active users by allowing players to acquire additional raffle tickets through targeted mission completions.
Daily Free Picks
A scratchcard gamification mechanic with a specific number of user picks. Players reveal hidden grid areas to achieve matching prize combinations. They can get extra picks by complete missions and tasks.
Bonus Bank
Power up batteries by completing action packed missions to trigger surges. Fully charging all the surges on any battery unlocks an instant premium prize.
Other UX Projects
In-Game Window
Leaderboards on slots and table games, for short(or long) periods of time. The feature incorporated a lobby, quick launch cards and in-game widget, for users to track results and progress in real time
Short list and description of other UX tools that I have been key stakeholder or product managed.
Personalisation in CRM
Providing a dynamic option to CRM managers to include recommendation engine and proposal of games to user if a new game been released that is suitable to their proven game play.
Lobby Layout
Option for marketers to have different grid types, thumbnail sizes and other widgets to make the pages more engaging.
Sports Betslip Upsell
Introduction of progress bars and loyalty cards within the betslip to drive engagement.
Personalised PopUp
When user logs in a popup is shown to with in detail information about promotion, new game releases etc. It also shows overall stats such as game with highest win ratio, latest win etc.
Game Thumnails
Adding option to show real time data on game tiles for slots as live casino to leverage trust and transparency. Option to show various ribbons and promotional options as a layer on top of the game tile.
Ready to scale?
Currently accepting select advisory roles and executive consulting engagements for mid-to-large scale game studios.