Creating a New Gaming Experience
Design-led alignment across product, business, and technology.
Redefining our gaming experience beyond traditional Vegas mechanics, I led a cross-functional sprint to imagine what a truly differentiated, next-generation offering could look like. In four intensive days, we aligned business ambition with player needs, created bold new experience concepts, and translated them into testable prototypes designed to reshape how users engage with gaming apps.
The Challenge
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The Challenge 〰️
The existing Vegas gaming experience lacked a cohesive identity and emotional hook, making it difficult for users to quickly understand what differentiated Vegas from other gaming collections.
Content was fragmented across multiple surfaces, and users struggled to discover relevant games or feel inspired to explore. As a result, Vegas failed to consistently communicate its value or create a memorable, recognisable experience.
Insight
Users don’t just browse games; they look for experiences that feel themed, immersive, and easy to navigate.
Research and exploratory testing revealed that users responded strongly to bold theming, clear categorisation, and visual storytelling. They wanted to quickly understand what type of experience they were entering (e.g., action, fantasy, adventure) and be guided toward content that matched their mood.
This reframed the challenge from organising games to crafting a distinctive, emotionally-led gaming destination.
APPROACH
Defined a clear Vegas brand expression and visual direction.
Created themed collections to group games into meaningful experiences.
Designed modular, scalable UI patterns for tiles, carousels, and collections.
Established a flexible design system to support ongoing content updates.
SOLUTION
A reimagined Vegas gaming experience built around bold themes, immersive visuals, and curated collections.
Each theme introduces users to a distinct world, supported by striking artwork and consistent UI patterns that guide exploration. The experience balances visual impact with usability, making it easy to browse, discover, and jump into games.
VALIDATION
I collaborated closely with product and engineering to prototype and iterate on the experience, testing visual direction, hierarchy, and navigation patterns.
Internal reviews and design critiques highlighted improved clarity, stronger brand presence, and better differentiation from other gaming verticals.
“People will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
Maya Angelou
Outcomes
Defined three experience directions exploring different levels of brand stretch and innovation.
Created a validated concept portfolio to compare incremental and more disruptive ideas.
Established a shared product vision across design, product, engineering, and commercial teams.
Tested interactive prototypes with users, generating positive signals around clarity, desirability, and engagement.
Identified key “moments of wow” that informed experience principles and future roadmap.
Introduced a distinctive visual identity for Vegas.
Improved game discoverability through themed collections.
Users described the experience as more “immersive,” “exciting,” and easier to browse.
Delivered a scalable framework for future content and campaigns.