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Background

Founded in 2010, Playtika offers unique multi-platform social games enjoyed by millions of users worldwide.

During 2011, Playtika was acquired by Caesars Interactive Entertainment, a subsidiary of Caesars Entertainment Corporation, the world's most diversified casino entertainment company. Slotomania is Playtika’s flagship game, a video slots game that brings the Vegas experience into social networks. 

Introduced in October 2010, Slotomania was the first of its kind in the world of social gaming and quickly became one of the top grossing applications on Facebook, iOS and Android, with more than 50 million users worldwide.  

The challenge

Slotomania’s breakthrough success and rapid growth resulted in a surge of competitive rivals and it became essential to maintain Slotomania's position as the category leader and clearly differentiate it in a cluttered marketplace. Moreover, Slotomania needed to expand its reach and develop a platform that can enhance the brand’s presence offline as well as online.

The solution

The primary strategic insight was to redefine Slotomania as an entertainment brand by leveraging the existing creative assets; the game themes and characters, activating them to engage new and existing audiences. The brand promise was defined as “Meet your luck. Anywhere” to emphasize the essence of the slot experience and the availability of the game on every available online platform.

A new visual language was designed to deliver a differentiated yet relevant brand identity and overcome the generic visual style that characterizes the category.  Inspired by Las Vegas neon signs, a flexible system was developed to support the unique needs of the brand across all different touch points both offline and online.

 

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