Casino platforms can contain hundreds of titles competing simultaneously for attention.
01 · THE PROJECT
CURATION
OVER CHOICE.
The Slotlist reimagines digital play by focusing attention on one standout game each month and turning its release into a moment players can anticipate.
Each release is designed to feel distinct, with added depth, story and seamless interaction, built through collaboration across studios, partners and teams.
Instead of simply adding another title to a large catalogue, The Slotlist creates a dedicated product experience around discovery.
02 · CONTEXT
WHEN MORE CHOICE
MAKES DISCOVERY HARDER.
More content creates breadth, but it can also make individual releases harder to notice and understand.
Give one carefully selected game the space, context and storytelling normally associated with a premiere.
THE PRODUCT IDEA
CURATED.
NOT CROWDED.
03 · THE CHALLENGE
FROM ANOTHER GAME
TO A MONTHLY EVENT.
How could we cut through a content-heavy Casino experience and make one selected release feel genuinely important?
The solution needed to attract attention without undermining the wider PokerStars Casino catalogue.
01
Create anticipation before release.
02
Give launch day a distinctive visual presence.
03
Extend discovery beyond a promotional banner.
04
Create a system that could repeat every month.
04 · EXPERIENCE STRATEGY
DESIGN THE RELEASE
AS A STORY.
The core experience was structured as a connected narrative rather than a single campaign placement.
ANTICIPATION
Seed curiosity before the game is available.
REVEAL
Introduce the title and establish its personality.
PREMIERE
Give the release centre stage across Casino.
DISCOVERY
Extend interest with deeper editorial content.
ENGAGEMENT
Create reasons to continue interacting after launch.
05 · THE NARRATIVE EXPERIENCE
THREE CHAPTERS.
ONE CONNECTED JOURNEY.
CHAPTER 01
THE TEASE
A week before launch, mysterious creative begins appearing across the platform to create curiosity before the featured game is fully revealed.
- Symbol reveals
- Character fragments
- Audio motifs
- Coming Soon homepage interruptions
- VIP-only previews
CHAPTER 02
THE TAKEOVER
On launch day, the selected game becomes the centre of the Casino experience. The interface shifts from teasing the release to clearly directing players toward it.
- High-impact visual storytelling
- Bespoke promotional journeys
- Dynamic missions and rewards
- Seamless Play Now entry points
- Progression moments for players
<
CHAPTER 03
BEHIND THE REELS
After launch, the experience deepens through an editorial content layer revealing more of the thinking and craft behind the featured title.
- Early concept art
- Hidden bonus mechanics
- Composer notes and soundtrack snippets
- Developer sketches and inspiration
- Studio interviews and behind-the-scenes content
<
06 · DISCOVERABILITY
A PERMANENT HOME
FOR THE SLOTLIST.
A premiere cannot rely only on temporary promotional placements. The experience also needed a persistent route inside the wider Casino product.
A dedicated Slotlist entry gives the proposition a recognisable home, helping the sub-brand remain discoverable before, during and after each monthly release.
<
07 · DESIGN SYSTEM
DISTINCT EVERY MONTH.
CONSISTENT EVERY TIME.
The framework needed to give each featured game enough freedom to express its own identity while keeping The Slotlist recognisable as a product experience.
Focus
One title receives deliberate visual priority.
Anticipation
A repeatable release rhythm builds familiarity.
Distinctiveness
Each game can bring its own world into the system.
Continuity
Tease, takeover and editorial moments feel connected.
Scalability
The framework can flex across studios, titles and campaigns.
GAME IDENTITY+SLOTLIST FRAMEWORK=MONTHLY PREMIERE
08 · COLLABORATION
DESIGNED ACROSS
TEAMS + PARTNERS.
The Slotlist required alignment across product, design, studios and partners. The experience had to balance player needs, business goals, game identities and the practical realities of a recurring monthly launch.
PRODUCTDESIGNENGINEERINGGAME STUDIOSPARTNERSLOCALIZATION
09 · RESULTS
A PREMIERE MODEL
BUILT FOR ATTENTION.
The project created a repeatable discovery framework that gave selected games greater visibility and transformed a monthly release into a recognisable product moment.
0–0%
increase across campaigns
0K+
participated
0M+
recorded
Performance figures above reproduce the results presented in the supplied Slotlist project material.
10 · TAKEAWAY
DISCOVERY ISN'T ONLY
ABOUT MORE CONTENT.
The Slotlist demonstrates how product design can use focus, rhythm and storytelling to make discovery feel more intentional.
The strongest shift was conceptual: moving from a catalogue mindset toward a premiere mindset.
By designing the moments around the game — before, during and after launch — the experience gives each selected title more meaning while creating a reusable framework for the business.