Contributed by Amir Guberstein of Tel-Aviv-based Open.
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.
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 primary strategic insight was to redefine Slotomania as an entertainment brand by leveraging the existing creative assets — the game themes and characters — and activating them to engage new and existing audiences.
A new visual language was designed to deliver a differentiated yet relevant brand identity and overcome the generic visual style that characterises the category.
A fresh and flexible visual language was designed, referencing the neon signs of Las Vegas in order to emphasise and communicate an exciting and sparkling experience.
The typefaces we used throughout are as follows.
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.
We worked for about eight months on the project and, needless to say, were very honoured to have the opportunity to be assume the redesign in such a vast and exciting project.
View more design work on the Open website.