Bingo

Stride Gaming's multi-brand bingo platform needed comprehensive frontend development and UI/UX redesign to establish a distinctive identity in a crowded market. The challenge was to modernise the successful Kitty Bingo interface while building a flexible framework that could be deployed across Stride's entire brand portfolio, balancing technical innovation with compelling brand storytelling.

Recognising the need for emotional connection points with users, I art directed the creation of an iconic family of cat characters to become the cornerstone of the brand's visual language and user experience. Working collaboratively with illustrators and UX specialists, we developed a cast of feline personalities, each with unique traits and storylines that resonated with different player segments.

We constructed a modular design system with consistent interaction patterns and visual elements that maintained core functionality while allowing for brand-specific customisation. The characters were strategically integrated throughout the user journey, guiding players through registration, games, and promotional content rather than serving as merely decorative elements.

The technical implementation delivered a flexible framework that reduced development time for new brand implementations while maintaining the distinct personality of each brand. Performance metrics demonstrated the success of our character-driven approach, with measurable increases in user engagement.

The cat characters evolved beyond the digital platform, becoming central to marketing campaigns, social media engagement, and merchandise, creating a cohesive brand ecosystem that players genuinely connected with. This approach exemplifies creating digital experiences that balance technical excellence with memorable brand narratives, driving both platform usability and emotional user engagement.