Standalone Casino

The casino experience lived as a tab inside theScore Bet and ESPN Bet. It worked for hybrid users who bet on sports and played casino, but it was a pain point for those who only came to play games. The navigation, hierarchy, and promotions were built around sports. Casino was an afterthought.

We had the opportunity to prioritize our casino-first players and create a dedicated experience with a cleaner entry point and a brand with its own identity. We launched a standalone casino experience on iOS, Android and desktop.

We ran a series of workshops with the full team: product design, research, design systems, PMs, engineers and stakeholders to align on the overall goals, approach and timelines.

Casino-first

We moved away from considering casino as a tab. The navigation and IA were built around what casino users actually want: easy exploration, searchability, and play.

Design Scalability

The app needed its own identity. We worked with the design systems team to stay consistent with the patterns of our other apps, while ensuring we were making the Hollywood Casino brand clearly distinct.

Low Friction

Users moving over from the sportsbook needed a low learning curve. We worked with the Core Accounts team to optimize registration, sign-up, and deposit flows to get players into a game as fast as possible.

For the MVP, we prioritized speed to market by adapting the casino experience from the sportsbook. Specialized features were shelved for later versions. To drive adoption, special promos and a large-scale marketing rollout supported the launch.

#1 Ranking

Overall casino product in the US, ranked by Eilers and Krejcik.

42% YoY Growth

Casino monthly active users increased from Q4 2023 to Q4 2024.

5 Active Markets

Launched in 8 months: Pennsylvania, Michigan, New Jersey, West Virginia and Ontario (as theScore Casino).