By developing a tailored Daily Free Game (DFG) and Bonus Game for Virgin, this project delivers a gamified, visually engaging experience designed to boost user retention and drive daily interaction. Leveraging a scalable design system, it aligns with Virgin’s brand identity while ensuring accessibility and user-centric gameplay.
Lead Designer - Spearheaded game design, Interaction Design, Visual Design, User Flows, Rapid Prototyping, Motion Graphic
James Pentland, Creative Director
Concept and Design: 2 Months
Planned for 2025 rollout
The current Daily Free Game (DFG) was designed exclusively in a horizontal format, limiting its adaptability and appeal across different devices and user preferences. While functional, the outdated design lacks the visual depth and interactive appeal required to captivate users and drive retention.
01.Before & After: Old vs. new DFG comparison
Unleashing Potential with an In-House Solution
The third-party DFG system failed to meet Virgin’s brand and engagement goals due to limited customization, unengaging visuals, inefficient prize logic, and a fragmented user journey. This highlighted the need for an in-house DFG that offers seamless integration, brand consistency, and adaptability.
The third-party DFG offered generic designs and uniform layouts, failing to reflect Virgin’s unique brand identity and differentiate it from competitors.
Cluttered, outdated visuals and minimal animations reduced user excitement, making interactions less engaging and intuitive.
Limited control over the rewards system made it difficult to align prize allocation with Virgin’s user preferences and business goals.
To reimagine Virgin’s Daily Free Game (DFG) experience, we conducted a comprehensive user research phase that informed every design decision. This process began with an in-depth competitor analysis to benchmark industry standards and uncover innovation opportunities. Next, we critically evaluated the limitations of the existing game components, identifying misalignments with user expectations and business objectives. Finally, through a detailed game experience report, we gained actionable insights into user behaviors, preferences, and friction points. This layered approach ensured that our design solutions not only addressed immediate user needs but also aligned with Virgin’s broader goals of engagement, retention, and differentiation.
246 Responses
4.7 Average
Competitive Insights: Enhancing Daily Free Game Engagement
Through analyzing leading competitors like Sky Vegas, 888 Casino, and Paddy Power, we identified effective strategies and potential gaps in Daily Free Game implementations. These insights have informed design decisions aimed at maximizing engagement, transparency, and user satisfaction. Once this analysis is complete, we’ll seamlessly integrate these learnings back into the BLOK project to refine its overall user experience.
By analyzing the limitations of the current Daily Free Game (DFG) offering and identifying opportunities for optimization, we focused on crafting a more user-centric experience. This process involved wireframing new components tailored for mobile portrait layouts, reflecting the growing preference for mobile gaming. Additionally, a comprehensive comparison of features between the legacy DFG system and the updated offering highlights key advancements in user engagement, reward flexibility, and mobile optimization, paving the way for a more dynamic and seamless gaming experience.
The design of the Daily Free Game (DFG) and Bonus Game centered around creating an immersive visual experience while enhancing usability. Each design element, from gameboards and icons to animations and reward screens, was meticulously crafted to evoke excitement and retain user attention. Inspired by Virgin’s bold branding, the visuals are cohesive and dynamic, seamlessly blending fun and sophistication to reflect the gaming experience.
Animations and interactive elements further elevate the design, delivering intuitive feedback and fostering a sense of accomplishment. This visually consistent approach ensures a memorable experience across devices, aligning the gameplay with Virgin’s brand identity and user expectations.
01.Icons & Gameboard: Custom icons and gameboard design
Building on the visual and interactive success of the Daily Free Game (DFG), the Bonus Game design takes engagement to the next level. The game’s visuals, from envelope animations to bold branding elements, reflect Virgin’s identity while enhancing usability. Every detail—interactive feedback, seamless transitions, and dynamic visuals—was designed to create a cohesive and immersive gaming experience.
This consistent approach ensures that the Bonus Game complements the DFG while offering players an additional layer of excitement and accomplishment, driving deeper engagement across Virgin’s gaming ecosystem.
The Layout
The DFG lobby layout is designed to captivate users with a dynamic and engaging experience. By combining a visually appealing background, an interactive focus area, real-time updates through the notification strip, and a structured game tile arrangement, the layout ensures seamless navigation and promotes DFG effectively while aligning with accessibility and brand standards.
Features a static or animated background that provides a visually appealing foundation for the DFG lobby.
Highlights dynamic and engaging content to promote DFG and individual games.Includes a play/pause button for improved accessibility.(link for further information).
Provides real-time updates to users, highlighting DFG activity and reinforcing its popularity and relevance.
04.Weekly Interaction:Interaction for selecting new weekly DFG
Driving Virgin’s 2025 Business Goals Through DFG
As a crucial initiative for Virgin’s 2025 business strategy, the DFG and lobby redesign remain in the conceptual phase, offering a significant opportunity to experiment, validate, and refine the vision before full-scale implementation. These next steps are tailored to align with long-term objectives while addressing the current stage of development:
Build high-fidelity prototypes of the redesigned DFG and lobby features. Conduct user testing sessions to gather feedback on gameplay mechanics, interface usability, and engagement levels to guide improvements.
Launch small-scale pilot programs in selected markets or user segments. Evaluate how the design supports Virgin’s 2025 objectives, such as boosting engagement, retention, and personalized gaming experiences.
Use insights from pilots to refine gameplay, rewards, and the lobby design. Focus on scalability and localization to meet diverse user needs and prepare for a seamless rollout.
Develop a clear implementation plan, coordinating with product, engineering, and marketing teams. Ensure all stakeholders align to successfully integrate the DFG into Virgin’s ecosystem.
