An application for casino existed only on iOS tablets initially, due to technical constraints. Additionally, some popular casino games are Flash games, meaning that they generally should not work on mobile.
This application was not native, and instead was an app to host the casino offering from tablet inside of an app. The reason for this was as a technical solution for users to be able to play their favourite Flash games on a tablet.
This ultimately was a quick-win solution and needed something more robust for mobile in general.
The Native Casino App was then a project to build an application compatible on both tablet and phone, and to create a more robust platform that utilises native attributes such as Touch ID and background loading.
The process was working alongside the new channels team and gathering research from our research team.
We kicked off a piece of research by having a group of our VIP customers come and talk all things casino. During this gathering I went and interviewed each of them to try and get a better understanding of a casino player. I also showed screen shots of competitor websites to see what they liked and disliked.
The average casino player is someone who likes the familiar; a ‘creature of habit’ who always plays the same games. However, they are also keen to try something new and see what there is on offer.
The results of our user research sessions were what we expected due to previous research for our casino redesign.
The design in the end came down to simplicity and offering. Dynamic elements that showed depending if a user is logged in, the type of games they play, their last played games, and other games people are winning on and favouriting.
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Antony J White 