PERSONE was approached by PlayUp to assist them in converting their proprietary Australian Sportsbook product to an American format and market. We were also engaged by the PlayUp USA team to create marketing graphics as well as refine the branding of their US presence. Along the way, we were also tasked with adding email designs and various Casino graphics as the company had plans to open an iGaming vertical in our New Jersey market. Additionally, PlayUp's Racebook had several properties including affiliate and event banners along with a website landing page that needed some attention.
Approach
After first analyzing the existing designs, we recreated them ourselves to make subtle changes and introduce design propositions and optimizations. Our efforts would be largely related to language translations, regional wording, conversion to American odds, integrating US-based geolocation and identity verification technology systems as well as interpreting and visualizing state-based regulatory functionality including limits, self-exclusion and timeouts.
As we got further into the designs, we began to streamline the presentation and suggest optimizations based on our research into the US market. This included customizations around the page structure including revisions to the navigation, the bet slip, the market tables and the account section writ large, but especially the addition of aforementioned regulatory and responsible gaming content.
Summary
Working with the US Team including our Sportsbook, Racebook, iGaming and Marketing Managers, we envisioned a fresh, new and updated take on the PlayUp brand, applying it across several verticals including proprietary apps, white labeled third-party apps, and various marketing channels including banners, social and email templates
Our new designs and dedicated US market focus brought a burst of energy, momentum and continued creativity towards evolving the PlayUp brand into a modern, American market-focused product. During our time with PlayUp, we saw successful implementation of our designs into the proprietary sportsbook product as well as into our third-party white label products in New Jersey and Colorado. We also supplied email templates for Sportsbook and Casino, as well as redesigning and re-launching the Racebook section of the website. We also provided new website designs for the company at large which unfortnatly have not been published. We also crontributed a landing page and digital, arena-focused graphics for their partnership with the New Jersey Devils NHL hockey team and a PlayUp sports lounge which operated on the mezzanine of the Prudential Center.
