joe
Selected Works

World Entertainment Games


USER EXPERIENCE
USER INTERFACE
GAME DESIGN

⮡YEAR: 2019-2023

Creating an award winning online casino platform.


World Entertainment (WE) online casino project was aimed at creating a user-centric and innovative online gaming platform for the Online Casino sector. 
The result was a multi-language, cross-platform solution that transformed the user experience and garnered 100,000+ active monthly users and win the Sigma Asia 2023 - Online Casino Of The Year.










My Role

  • Led from brainstorming to launch, collaborating with cross-functional teams.
  • Built & mentored a design team, guiding 3 junior designers.
  • Created a scalable design system for brand consistency across games and platforms.


Objectives

  • Provide a superior gaming experience for players worldwide.
  • Design a flexible, scalable system to support a variety of game types.
  • Ensure a consistent user experience across desktop and mobile platforms.
  • Elevate the bar of design in the online casino industry.








The
Lobby

Lobby: A Hub of Information and Choice


The lobby serves as the central hub for players to access the various games offered on the platform. The design focused on providing clear navigation, the right amount of information to help players understand game status and availability, and the ability to customize the layout to suit individual preferences.



Default View
Pro View
Compact View










Customizable User Experience

To cater to the diverse needs of players, the lobby design included customization options, such as dark/light mode and the ability to adjust the size and level of detail in the game tiles. This allowed players to personalize their gaming experience and access the information they found most relevant.











Classic to Innovative: A Game for Every Player

A wide variety of online casino games are built on the same foundation, offering a diverse selection of options for players.
From classic games like baccarat, roulette, dragon tiger, and sic bo to the more interactive God of Fortune live game show series, there's something for everyone.

A Unified Design Language Across Games

All of these games are available on both mobile and desktop devices, ensuring a familiar and intuitive experience for players. 
This shared visual identity reinforces brand recognition and fosters a sense of cohesion within the platform. 







Traditional Casino Games


Roulette
Baccarat
Squeeze Baccarat
Dragon Tiger




Immersive Game Shows


Gof of Fortune - Roulette
Gof of Fortune - Sic Bo



  • Innovative Blockchain Games
















Story to share

Quick Bet Feature: A Design Thinking Journey
As we design World Entertainment from the ground up, this is one of these stories that highlighted the importance of design thinking. It all began with...






 a simple request from our super users:

“Have a quick bet feature on lobby for rapid betting, even on multiple tables simultaneously.”






1st Iteration: Bet Area on Lobby


We initially placed the full bet area on the lobby, allowing for quick bets without entering individual games. However, user testing revealed that the abundance of bet items created a visual distraction, making it difficult for players to focus and place bets rapidly.




Iteration 1



2nd Iteration:
Simplified Bet Area on Lobby

We simplified the bet area, highlighting only the most essential items. While this improved visual clarity, it introduced two usability issues. 
Players were confused about the game tile's functionality, mistakenly thinking that the "Quick Bet" button was the only actionable element. 
Additionally, users still needed to make at least three clicks to place a bet, which, according to feedback, was not quick enough for this feature.




Iteration 2: Hover on to game tiles will show up “Quick Bet” button, feels like it’s only actionable item.



The Winning Solution:
A Dedicated Quick Bet Game: Multi-Table Game

Returning to the core need for speed, we created a brand new game specifically designed for quick betting. This game showcased all game’s bet areas simultaneously, eliminating the need for players to click for specific table. Player can freely place bets on multiple table within seconds.

The result was a streamlined experience that significantly increased bet turnover by 24%.


Multi-table game made it super easy to place bets on multiple table rapidly and effortlessly.



Outcome


The "Quick Bet" feature demonstrates the importance of user-centric design and data-driven decision-making. Through iterative refinement, we achieved a remarkable 24% increase in bet turnover.

Key OutcomesEnables super users to place bets quickly and efficiently
Supports multiple table betting
Simplifies the betting process by eliminating unnecessary steps
Increases bet turnover by providing a more convenient and accessible betting experience






Takeaway

Always dig into the "why" behind user feature requests.
The more we understand their needs, the better we can meet them.










Back Office System: Empowering Operators

We designed a comprehensive back office system to support operators in managing their WE platform. This system provides a centralized dashboard to monitor performance, configure settings, and make data-driven decisions.

Key Features
  • Intuitive dashboards
  • Performance reports
  • Configurable settings (e.g. bet limits, game additions)
  • Responsive layout





Back Office Screens, Mobile and Desktop



Key Achievements

100,000+ Active Monthly Users: The platform has garnered a significant user base, exceeding 100,000 active monthly players.
Global Reach: WE serves players in over 10 countries worldwide, demonstrating its international appeal.
Award-Winning Recognition: The platform's success was recognized by winning the Sigma Asia 2023 Live Casino of the Year award.












 

©
Joe