Shuffle Games

Overview

A game recommendation feature offering the player an alternative game to play, personalised to their previous gameplay.

The Problem

Most casinos offer the same functionality and features, we wanted to differentiate and try something new.

The Approach

Produced the product strategy and agreed buy-in with the Head of Product to add to the roadmap for Gaming portal development. 

• Agreed with data team on approach for personalised games lists  
• Collaborated with UX and UI teams to agree on user journey 
• Ensured the journey was tracked in Google Analytics with the analytics team so we could track game launch from the feature 
  
• Agreed with Head of Content on positioning and integration onto the Vegas lobby
• Led a development team to build the feature 

The Solution

The feature was integrated onto the William Hill Vegas lobby and also within the game wrapper as part of Vegas Hub when in an authenticated state. 

Various personalised game lists were created based on different personas including a version for a new player who never launched a game before. 

When initiated the feature starts to shuffle through a selection of games before presenting an initial game, a sprite was implemented to show the game tiles images being shuffled through in the feature. 

The component has two CTAs:

• Shuffle again - on-click shuffles through a batch of games and presents a recommended one from the personalised game list 
• Play here - on-click launches the recommended game

Impact

From post launch review of 1 million game launches, 5% were launched via the feature, helping with an increase in number of games launched metric. The feature also helped contribute towards a record high NPS score for Gaming.