How to make a delightfully bizarre casino for 20-something esports gamers and make it not suck.
How to make a delightfully bizarre casino for 20-something esports gamers and make it not suck.
MY ROLE
Design Director
Lead UX/UI
Concept & Branding
MY ROLE
Design Director
Lead UX/UI
Concept & Branding
CREATIVE TEAM
Aaron Chartrand - Design
Brad Chong - Design
CREATIVE TEAM
Aaron Chartrand - Design
Brad Chong - Design
PROJECT DATE
2023 - 2024
PROJECT DATE
2023 - 2024
COMPANY
Rivalry
COMPANY
Rivalry
We knew Rivalry's grand entrance into the casino space had to be something different.
We knew Rivalry's grand entrance into the casino space had to be something different.
When Rivalry decided it was time to expand our blossoming esports focused startup into the world of virtual casino, we faced some unique challenges.
Our users were gamers. They were accustomed to the sexiness of high budget, AAA video games. How could simple online casino games hold up in comparison? Rivalry had to meet them on a higher level of entertainment than any other online casino out there.
The shocking majority of casino products are lazy, boring and all the same. We had the chance to truly stand out, and stand out we would!
The "Las Vegas" aesthetic of objectified women, alcohol, mountains of cash was tired and slimy. It didn't speak to our audience of 20-30 year old digital natives who were born and raised on the internet.
When Rivalry decided it was time to expand our blossoming esports focused startup into the world of virtual casino, we faced some unique challenges.
Our users were gamers. They were accustomed to the sexiness of high budget, AAA video games. How could simple online casino games hold up in comparison? Rivalry had to meet them on a higher level of entertainment than any other online casino out there.
The shocking majority of casino products are lazy, boring and all the same. We had the chance to truly stand out, and stand out we would!
The "Las Vegas" aesthetic of objectified women, alcohol, mountains of cash was tired and slimy. It didn't speak to our audience of 20-30 year old digital natives who were born and raised on the internet.
THE CONCEPT
Casino.exe is a thematic framework for games that does away with the tired casino metaphor, replacing it with an era the Rivalry community has a shared reverence for. The era were esports was born: Early 2000s PC gaming.
Here players aren’t walking into a casino, they're booting up the old family PC. It’s not a slot machine, it’s a Pentium 3 that pays out.
Our recipe: A touch of nostalgia, a splash of ironic humour, a whole lot of love for games, and a willingness to go there.
*** Marketing made me change the name from Dad's Computer to casino.exe… thank god.
THE CONCEPT
Casino.exe is a thematic framework for games that does away with the tired casino metaphor, replacing it with an era the Rivalry community has a shared reverence for. The era were esports was born: Early 2000s PC gaming.
Here players aren’t walking into a casino, they're booting up the old family PC. It’s not a slot machine, it’s a Pentium 3 that pays out.
Our recipe: A touch of nostalgia, a splash of ironic humour, a whole lot of love for games, and a willingness to go there.
*** Marketing made me change the name from Dad's Computer to casino.exe… thank god.
We gave our design a narrative that spoke to our unique audience.
Every moment of the experience was designed to enhance the fun of play. To subvert the user’s expectations and inject delight.
This would be a completely unique casino product, for an brand new demographic and we were all in.
We gave our design a narrative that spoke to our unique audience.
Every moment of the experience was designed to enhance the fun of play. To subvert the user’s expectations and inject delight.
This would be a completely unique casino product, for an brand new demographic and we were all in.
Embracing Y2K 3D aesthetic, we created a surrealist computer operating system. We created our own retro inspired box art for every game in our casino. We hid easter eggs throughout the experience.
We even created a fully animated virtual desktop helper that was equal parts tutorial, nonfiction, comical annoyance and lovable freak. He was a naked 3D axolotl that came to be known around the office as Mr. Nipples.
Embracing Y2K 3D aesthetic, we created a surrealist computer operating system. We created our own retro inspired box art for every game in our casino. We hid easter eggs throughout the experience.
We even created a fully animated virtual desktop helper that was equal parts tutorial, nonfiction, comical annoyance and lovable freak. He was a naked 3D axolotl that came to be known around the office as Mr. Nipples.
THE Results
40%
increase in betting handle in the first week after Casino.exe launch… before any marketing.
40%
increase in betting handle in the first week after Casino.exe launch… before any marketing.
60%
of Rivalry's total revenue would be generated by Casino.exe after several months.
60%
of Rivalry's total revenue would be generated by Casino.exe after several months.
Universal Praise
from across the online betting industry. Cemented Rivalry as an industry innovation leader.
Universal Praise
from across the online betting industry. Cemented Rivalry as an industry innovation leader.