Degree 53, a Manchester-based agency, specialising in providing digital solutions to the gambling industry, has recently designed and developed a responsive website for HollywoodCasino.com. The new, modern website offers a clear overview of the available games and services, providing a personalised user experience for customers. The new website has seen an increase in page views of 31% and a decrease in bounce rate of 21%, and has been effective in growing the casino operator’s user base.
The new responsive website for HollywoodCasino.com displays relevant, personalised content to each user depending on their game preferences and the operator can easily track their behaviour through an effective analytics tool. The new content management system (CMS), Umbraco, enables the marketing team to easily manage website content and update it as and when required. It also offers flexibility to expand the website and add more products in the future.
Penn Interactive Ventures (PIV), operator of HollywoodCasino.com, approached Degree 53 to provide a new design and UX for the website, focusing on improving the customer experience. Degree 53’s team of designers created a new, modern look and feel to reflect the company’s growing digital offering, including redesigning the homepage, brand styles and site architecture to house its different products and services under one website.
Chris Sheffield, SVP / Managing Director Interactive of PIV comments: “We wanted the new HollywoodCasino.com website to be the umbrella brand for our products as our portfolio has been growing and needed to be clearly differentiated. Improving customer experience was also a key factor in this redesign. We’ve added personalisation elements and enabled our users to start playing their favourite games quicker. The whole website now looks modern and can be accessed from all devices.”
He adds: “Since the launch of the new website, we’ve received numerous positive reviews from our customers. We are very happy with the work from Degree 53 and are delighted with how it’s paid off.”
Andrew Daniels, managing director at Degree 53 says: “Creating a great user experience in online gambling environment is critical for retaining customers and staying ahead of the competition. It is important that operators understand this and focus on their users. By optimising the UX in HollywoodCasino.com, we have made it easier for its customers to engage with the products and services, thus increasing its revenue. We are glad that we’ve been able to create a successful solution and look forward to working with PIV on future projects.”
About Penn National Gaming
Penn National Gaming owns, operates or has ownership interests in gaming and racing facilities and video gaming terminal operations with a focus on slot machine entertainment. At June 30, 2016, the Company operated twenty-seven facilities in seventeen jurisdictions, including Florida, Illinois, Indiana, Kansas, Maine, Massachusetts, Maryland, Mississippi, Missouri, Nevada, New Jersey, New Mexico, Ohio, Pennsylvania, Texas, West Virginia, and Ontario. At June 30, 2016, in aggregate, Penn National Gaming operated approximately 33,400 gaming machines, 800 table games and 4,600 hotel rooms.
Penn Interactive Ventures (PIV) is the interactive division of Penn National Gaming operating out the Company’s offices in Conshohocken, a suburb of Philadelphia. The business markets and supports a portfolio of innovative iGaming products including www.hollywoodcasino.com (online and mobile free slot games provided by Scientific Games), HollywoodSlots.com (Mobile and Facebook social free casino apps developed by OpenWager) and Hollywoodraces.com (an advance deposit wagering platform provided by Sportech PLC).