Project News

Digital Transformation for Unibet’s Maria Casino

News

Revolutionary casino gaming site launches to target male player market

Unibet is today unveiling it's revolutionary new global casino platform mariacasino.com - repositioned with a new brand identity, designed to disrupt the online casino market through an innovative customer experience offer. Previously a bingo platform, targeted predominantly at females, the platform has undergone a major re-invention to position it as the leader for advanced, thrill seeking male casino players, following an organic shift in its customer base.Previously a bingo platform, targeted predominantly at females, the platform has undergone a major re-invention to position it as the leader for advanced, thrill seeking male casino players, following an organic shift in  its customer base.

Working with independent digital agency, Delete, the product re-invention saw a complete overhaul of maria’s product strategy, product customer experience , proposition and brand identity. As part of the business transformation strategy Delete worked closely with the Maria Marketing andProduct team to create and design a new responsive, cross channel  gaming platform to support the strategy of market leading innovation. 

The Maria platform will launch in the UK and across Europe this week offering players an enhanced gaming experience through a customizable interface allowing users to configure the site to their own playing preferences. A first of kind - Performance Dashboard also lets players monitor their deposits and winnings - providing live feedback on their daily performance.

The brand is embodied in the characterisation of Maria who plays a central role in the platform from inviting players to join, through to personally assisting players with recommendations and offers. This enhanced level of personalisation is designed to build customer loyalty which was a core component of Delete customer experience strategy.

Maria Casino

Tom Dougherty, Partner & UX Director, Delete said “The opportunity to establish Mariacasino as the future of the online casino industry is extremely exciting for us. Our entire consultative, strategic and design approach has centred on creating a truly revolutionary platform  that excites the market and builds a loyal player community for the brand. We believe new and current players will take to the new site in no time - transforming business performance for Unibet over the coming months.”

Josefine Bin Jung (Marketing Director), Unibet added "We realised that alongside the changing demographic of our customer base, the way they interacted or engaged with us was also changing too. Working with Delete has allowed us to establish an innovative cross channel platform that will undeniably be a game-changer for the online casino market and provide us with a distinctive, competitive position in the market"