Website redesign for Speelautomaten Spelen

A while ago Speelautomaten Spelen approached us with the question if we could renew their website. Or rather create a completely new one. Of course we wanted to do this. Not only because it’s our job, but also because it was very necessary. The website they had at the moment was quite outdated and that was a pity since their business has a lot of potential. It is a casino portal that provides all sorts of information about slot machines. And of course you can test many slot machines for free. When you are done playing and ready to play for real money, Speelautomaten Spelen can forward you to a reliable casino with a great bonus. Because of their great relationships with many casinos, this website can always get you the best bonuses.

Look and feel

When we entered the old website, it kind of made us feel like it was created in the 90`s or at the beginning of this century at the latest. We wanted to change this, although we knew that the site would lose a part of its visitors. Some of the visitors that were regulars at a local casino before the internet blew up, liked the old design. However, a new design would give the site a lot of potential to grow with younger target audiences. Which is also the group that the casinos are aiming for. But we didn’t completely ignore the older target group. After all, every visitor is as important as the next. So for them we made a special room on the website that they can reach through the button “Fruitautomaten” in the main menu on the home page. We turned the rest of the website into a mini Las Vegas, including a show room where visitors can see videos of real Las Vegas shows.

Game offer

The game offer was also somewhat limited. Speelautomaten Spelen only offered slot machines by Simbat Gokkasten and Amatic, or Amanet. We have added games by NetEnt, Microgaming, Betsoft, ELK Studios, Endorphina, Booming Games and more. This way the visitor gets a good overview of what’s available in an average online casino and whether or not it appeals to them. It’s normal to want to try out a lot of games in order to decide what you like as a player. And especially if you decide to deposit real money afterwards.

Target audience

When we designed the new site, we had to keep the target audience in mind. The special Fruitautomaten or Online gokkasten room was for an older audience of 55 years of age and up. The rest of the site was created for three groups; the first one was students of 18 to 24 years of age, the second one consisted of young professionals of about 25 to 35 years of age and the last group were more family oriented people of 35+ years. If a player of over 35 was still very single, he’d be a better fit in the second group, as these groups are not strict at all. Every group has their own benefits on the site, like extra no deposit bonuses for students, party nights for the second group where they can get extra bonuses for the party slots and after dinner happy hours for the last group, so that they can still go to bed in time.

New mascot

To be able to animate the site and appeal to all the target audiences we decided to introduce a mascot. This became Sly Slots, with the same initials as the company name. Sly Slots is a typical Las Vegas host, he looks a bit like Mr Vegas from the Betsoft slot. He’s always friendly and helpful to everyone and, most importantly, always ready to put on a show. That’s how he can capture the interest of any casino player, no matter the age. He is there from the moment a player enters the site, until he decides to leave. In between, Sly Slots asks the player questions about whether he likes the games he is playing and if he has any questions. If the player says he likes the game, Sly Slots will immediately offer him the best bonuses that are available.