A new game for an existing user base
We migrated loyal players and re-designed a popular free-to-play game for one of North America’s largest resort casinos
Some design by me, some by team members. Background painting by David Kuo.
Summary
Foxwoods (Mystic, CT), one of the largest resort casinos in North America, sought us out to take over their online free-to-play social casino experience in 2016.
We migrated thousands of users from their existing game to ours. We also integrated their on-site loyalty points with our platform, allowing customers to earn points towards brick-and-mortar rewards.
After the successful migration, the overall metrics outperformed the previous vendor the casino had worked with. The platform’s purpose had proven itself: users who were active players on our platform became more valuable customers at the land-based resort.
Project Info
As the Creative Director and Lead UI/UX Designer, I worked with other leads and team members across every discipline to design, launch, and promote the apps. We developed a web product and iOS/Android natively.
I also collaborated closely with our stakeholders and contacts at Foxwoods to learn more about our players, coordinate marketing campaigns and sweepstakes to match efforts on-site, and to continuously improve the user experience.
For more detailed information on the Greentube Pro white-label process see the Hard Rock Casino page.
Design
When we began this project, the casino did not have any brand guidelines for digital products. There was a logo, a dated typeface, and a handful of images that were created by a marketing studio that requested we match. A project this open-ended in terms of visuals was both daunting and liberating, as our stakeholders at Foxwoods trusted us fully with the look and feel.
I worked with our CCO to establish a visual language for the product. We also added a couple of freelancers since, at this point, our internal team was extremely small, but most of the UI/UX design was completed in-house by the two of us.
Marketing Strategy and Execution
Several years in, I took over the live operations department and oversaw the execution of our engagement and retention efforts (2-4 per week), including 100’s of images generated for these campaigns.
I coordinated events and sweepstakes with Foxwoods and supported their user acquisition campaigns with our marketing and graphics teams.
Big Papi Takeover
Foxwoods partnered with Big Papi (David Ortiz), a former MLB player, in 2019 and I coordinated a sweepstakes and marketing takeover on FoxwoodsONLINE to spread the fun. I worked with the casino, an external ad agency, and internal team members.
Speedway Motorsports Inc. (SMI) Partnership
Foxwoods also had a partnership with Speedway Motorsports Inc. which was a great user acquisition opportunity to participate in. Our role was tertiary, but I led the art and live ops teams in producing a personalized marketing experience for players acquired through the SMI database and also through traditional channels such as radio ads and TV spots, race track ads, and direct mailers. They supplied us with a logo and official photos, and we adapted them to make a gamified online casino experience that was co-sponsored by both parties: Pit Stop Casino.
Results
This was our first project of this scale for Greentube Pro, previous ones had been much smaller B2C games primarily for Facebook audiences.
Design-wise, we managed to create something functional on a tight deadline, but if I had the chance to do it over again with the knowledge we gained from subsequent projects, I definitely would take it and make everything look much more polished.
Nonetheless, the apps were wildly successful with the Foxwoods audience. Despite and being short on design resources and time, the metrics outperformed the previous vendor the casino had worked with and we paved the way for a long-lasting B2B partnership.