Bonus Drop Game for William Hill

UI/UX | Games Design | 3D Design
Project Overview
Bonus Drop, William Hill’s best performing free to play game to date. Over 23 Million Spins and an uptake of 91.8%.  The idea, to design a brand new promotion to reflect the brands new look and feel and stay classy yet exciting.
My Contributions
From initial ideas through to final execution my role was to design new ideas and bring them to life through UI/UX, 3D design, animation and branding.  My colleague, Dan Bryan and I brainstormed ideas and designed the game from the ground up before handing over to the wider team and developers to produce the functional game.
The identity
As this was to be part of the new branding campaign and to replace the previous biggest promotion the identity, like every other part of the project, had to reflect this. The design went through many different stages from 2D vectors to using gradients and finally onto a bold 3D look. The over all look and feel was strong bold and exciting. Everything that the original brief was looking for.
Assets
Every game I have created we have supplied an in depth asset pack along with XD links to developers to make sure they have everything they need to create the game exactly as designed. We always work closely with developers to make sure everything we do is functional and can be taken to final execution. It is always better to have multiple eyes looking on a situation from all different aspects of a users journey to make sure the product functions as well as possible.
Animation
The animations were made to stay inline with the identity and tie the whole piece together. They gave a new level of interaction to the game and helped to bring more out of it. Initially the designs were too flashy and over the top, to bring a bit more subtlety to the piece the designs were stripped back. Overall this gave the project an interesting touch.
Game Screens
Throughout the project Bonus Drop went through many different channels for approval from heads of creative and marketing to product and channel owners. The game was created based on market and customer research using elements such as being free to play and instant win prizes. The UI had to be intuitive and has since grown and changed hugely to keep it up to date and fresh.
Variations
Throughout the project Bonus Drop went through many different channels for approval from heads of creative and marketing to product and channel owners. The game was created based on market and customer research using elements such as being free to play and instant win prizes. The UI had to be intuitive and has since grown and changed huely to keep it up to date and fresh.

Winter Variant (Click to reveal)

Surge Variant (Click to reveal)

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