Summary
To address user addiction and improve user engagement by implementing features and strategies that not only promote responsible gaming but also enhance the overall gaming experience for regular users. The goal was to reduce churn, control addictive behavior, and encourage users to return to the platform regularly.
Services
User Experience Research
Data-Driven Insights
Mobile App Design & Optimization
Personalized Promotions System
Usability Testing & Refinement
Cross-Platform Consistency
Outcomes
Reduced Addiction & Improved Control
Increased User Engagement
Higher Mobile User Engagement
Long-Term Retention
Brand Loyalty and Trust
Deliverables
Mobile and Web Platform Redesign
Gamification of Responsible Gaming
Responsible Gambling Tool Integration
Usability Testing and Refinement
Understanding the problem
Grosvenor Casinos faced challenges with user addiction, low retention, and high churn rates. Many users were becoming excessively engaged in gambling, leading to irresponsible behavior and eventual disengagement from the platform
UX Audit and Research Approach
The following table outlines the UX audit and research activities conducted for Grosvenor Casinos to address the issues of user addiction and low retention, while increasing user engagement with responsible gambling tools and personalized rewards and promotions.
User Persona
To better understand and design for the diverse user base of Grosvenor Casinos, we segmented users based on age, entertainment sources, and sources of earnings.
The Solutions
To address the problem of addiction and improve user retention, we introduced the following key solutions designed to promote responsible gambling while enhancing user engagement.
Benefits:
Promotes self-awareness about gambling habits.
Helps users avoid excessive playtime by providing timely reminders.
Encourages mindful gaming and responsible habits.
Reality Check Feature:
The Reality Check feature provides users with real-time notifications about the amount of time they’ve spent on the platform. Users can select a timer at the beginning of their session to set an alert at a certain interval (e.g., 30 minutes, 1 hour) to notify them about their playtime.
Benefits:
Reduces immediate gaming urges.
Provides users with a chance to step away and reflect on their gaming habits.
Prevents impulsive decisions and encourages healthy playing habits.
Take a Break Feature:
his feature allows users to take a short-term break from the platform. They can select a time period ranging from 24 hours to several days during which they will be temporarily restricted from accessing the platform.
Benefits:
Empowers users to take control of their gambling behavior.
Reduces instances of users spiraling into addictive habits.
Supports responsible gambling practices.
Self-Exclude Feature:
This feature allows users who exhibit signs of high addiction to take a step back and self-exclude from the platform for a predefined period or permanently. It helps users regain control over their gambling habits and provides a safe environment for individuals struggling with addiction.
Benefits:
Keeps users engaged on a daily basis with rewards and bonuses.
Increases user retention by offering regular incentives for continued play.
Encourages a habit of moderate, controlled gaming by rewarding consistent and responsible behavior.
Daily Promotions & Rewards
To keep regular users engaged, we introduced daily promotions aimed specifically at loyal players. These promotions offer rewards, bonuses, or other incentives for playing on a daily basis, which encourages users to return and keep playing while providing an incentive to maintain healthy gaming habits
Benefits:
Encourages users to stay within a responsible gambling budget.
Prevents overspending and reduces risk of financial harm.
Supports users in managing their gambling habits and maintaining control over their spending.
Daily Deposit Limit Feature
Users can set a daily deposit limit to control their gambling spending. This feature allows players to manage how much money they can deposit into their account each day, ensuring that their gambling remains within a responsible budget.
Design System
as the website is already live, our primary task was to adapt and optimize the designs for mobile devices, ensuring that the core features, game interactions, and user flow were consistent across both platforms
Game Design System
The Outcomes
The introduction of responsible gambling features and the mobile app at Grosvenor Casinos led to a 40% increase in user engagement. Tools like Self-Exclusion, Take a Break, and Reality Checks helped users manage addictive behaviors while ensuring compliance with UK regulations. These features, along with support from NGOs, enhanced user retention, built brand trust, and promoted a safer, more responsible gambling experience.
Alignment with UK Gambling Regulations:
Responsible fully aligned with UK government regulations and policies surrounding gambling. As per the National Gambling Platform, these tools ensure that Grosvenor Casinos is compliant with government mandates, promoting a safe environment for users and ensuring fair play.
Responsible Gambling
We introduced key responsible gambling features at Grosvenor Casinos, including Self-Exclusion, Reality Time, Take a Break, and Daily Deposit Limit. These tools empower users to manage their gambling habits by setting time limits, taking breaks, or self-excluding when needed.
