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  • Full Tilt

Launching a Casino For The Worlds Leading Poker Site

Client: Full Tilt
Brand: Full Tilt

As the gaming industry was maturing FullTilt.com had developed a reach beyond desktop; to mobile and everything in-between. Alongside a rebrand, Else sought to identify the services DNA. Pain points were identified to build a new ‘standalone’ casino proposition, one that quickly filtered games whilst creating a lively gaming environment.

Full Tilt’s existing experience didn’t cement their pedigree. The rebrand was an opportunity to separate themselves from the gaudy, brash and hyperactive casinos. The priority was to create a distinct visual theme. The Full Tilt range of games and content needed presenting in a way that would drive retention.

Else used their gaming expertise to build pen portraits of users of the new Full Tilt proposition. 

A future backwards workshop established where Full Tilt wanted to go and what they should do to get there. Workshops with key stakeholders from Full Tilt’s tech, marketing and product areas were used to ascertain the balance between a business’ prerogative to keep a player playing, and responsible gaming.

The tenants of activity/community, tailor-made, on your side, reward/loyalty were established. Else developed an interaction design language that built a slick, personal and optimised proposition to surpass the competition.


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