I have omitted confidential information in this case study. All information is my own and does not necessarily reflect the views of BLEXR.
VEGAS SLOTS ONLINE
8 months
Context
Vegas Slots Online is an affiliate marketing web application connecting online casinos with over 10k+ daily players all over the world.
The igaming industry is not know for being very ”user-centric”, and trust is a great painpoint for users.
To reflect a change in philosophy and focus we had create new foundations for the brand, with new strategy and identity system that would tackle those main issues.
PROCESS
We did competitive research across multiple disciplines. Extensive surveys and interviews with users collecting psychographic and demographic data to craft Ideal Customer Profiles, refine Personas and define Archetypes for the branding process.
My role was to define requirements, run workshops for strategy, discovery, and defining brand attributes. I also led the execution of the visual identity, and UX/UI design.
discovery
From extensive research done with over 2000 players, we discovered that over 80% of them played for free with no rewarding experience.
Players are really there for the entertainment, for the spinning, the cool graphics and the Vegas bright lights (“Bling Bling”).
On the other hand, they don’t trust iGaming sites and are weary of losing money gambling.
problem
Most of the free-to-play users where never being monetized by the business in any way.
They also represented the group with most pain-points and unmet needs, as most igaming companies focus on real money experiences.
Unhappy with the “scammy” look and feel of the site, and wanting some sense of accomplishment in their free play, there was countless opportunities to better serve them.
THE NEW NARRATIVE
Imagine if slots could be a harmless form of entertainment, like watching Netflix. VSO gives players a safe place to bet without financial risks.
A personalized experience fitting their specific needs that rewards their engagement with the brand at every step. Time for the players to shine and make this experience their own.
solution
With a clear narrative and strategy, we had the opportunity to offer something completely new in the industry.
A gamified subscription model that provides the user with limitless possibilities for rewards, discounts and exclusive content at a fixed price.
An igaming brand they can trust to have a personal relationship with.
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