Background/ After Scientific Games had acquired various companies that developed online slot games, including Williams Interactive, there was a need to create a cohesive experience among all the properties. Adding to the complexity of the project, the proposed UI would need to carry over to our non-regulated “white label” product that was being developed as a mobile app for various brick-and-mortar casinos.
Process/ We began by analyzing both what had been developed internally among the different studios and what our competitors were doing. We then listed out what tasks needed to be addressed in both the Real Money Gaming (RMG) products and the mobile app, then took a look at how to group and prioritize these tasks based on input from various stakeholders.
From there, wireframes were developed to show how the main game UI would be displayed across the various reel configurations of the desktop version of the RMG client, while maintaining a single configuration for the mobile version.
Product/ The unified UI could be rendered in a generic style that could be color-coded to match the game’s color palette, while premium games could have some of the UI elements styled to match the game art.
As a result of the UI standardization, it became easier for users were to find functionality that had been spread across different UI layouts, and in some cases, not present among some of the previous UI designs. Additionally, the learning curve was lessened for users who had not previously played games developed by the other development studios who were now under the SG umbrella.