Persona 01
The Casual Gamer
"I play in idle moments. If it takes more than 30 seconds to start, I'm out."
Idle play
Low commitment
Mobile-first
A gaming platform, rebuilt for
trust.
MPL came to us with a growth problem most real-money gaming platforms face — they had the product, but their experience wasn't built for where they were going. In 8 weeks, we redesigned it end-to-end.
MPL Gaming
·
Real-money Platform
·
U.S. Market
At a glance
8 weeks, from research to handoff.
W1
W2
W3
W4
W5
W6
W7
W8
01
Weeks 1 — 2
Research
User research · Competitive audit · Site analysis
02
Weeks 3 — 4
Strategy
Trust architecture · 6 principles · Landing strategy
03
Weeks 5 — 7
Design
20+ templates · Design system · Component library
04
Week 8
Handoff
Roadmap · Tokens · Specs
Team
2 + 1
Designers · Strategy lead
Research base
9 audits
3 personas · 1 trust architecture
Output
20+ templates
Home · Bingo · Categories · Blog
Compliance
WCAG 2.1 AA
Accessibility standard
The Client
One of the largest skill-based mobile gaming platforms in its category.
MPL · Player Base
MPL is one of the largest skill-based mobile gaming platforms in its category — with a player base that spans casual mobile gamers, committed cash-game players, and a dedicated bingo community.
MPL engaged Wandr to prepare the brand for a specific strategic move: entering the United States market.
0
Monthly active players
0
Distinct player segments
U.S.
New market entry
The Challenge
Five problems surfaced the moment we started the audit.
The existing website wasn't built for where MPL was going. Each problem mapped to a different gating factor for U.S. market entry.
Problem 01
Trust.
The U.S. real-money gaming market is one of the most skeptical consumer environments in the world. Players don't download — they investigate. Licensing, fair-play, payment security, and responsible gaming aren't footer items in this market. They're gating factors.
Problem 02
Conversion.
Every audience — bingo players, cash-game players, casual gamers — funneled through the same generic landing experience. Three distinct user motivations, one undifferentiated entry point. Each segment lost on the way in.
Problem 03
Brand positioning.
The site's voice, hierarchy, and visual language didn't match the institutional credibility MPL needed to compete in a regulated, trust-driven market. It looked like a gaming site. It needed to feel like an institution.
Problem 04
Compliance.
Every U.S. state regulates real-money gaming differently. The experience had to flex across jurisdictions, surfacing the right legal, age, and responsible-gaming requirements without burying players in fine print or blocking legitimate signups.
Problem 05
Scalability.
MPL needed a system, not a one-off page. Without a shared design language and component library, every new segment, promotion, or market would mean rebuilding from scratch. The experience had to scale as fast as the roadmap.
Drag / scroll →
Before / After
Same platform,
rebuilt for a new market.
Drag the handle to see how the experience changed, from a generic gaming site into an institution-grade platform built to earn trust with skeptical U.S. players.
Before
After WANDR
Our Role
Full redesign. Strategy through handoff.
01
Research methodology and user insights
02
Competitive audit across 9 platforms
03
3 validated user personas grounded in behavior
04
Trust architecture for the U.S. market
05
Landing page strategy — general and bingo-specific
06
20+ full page designs across all surfaces
07
Design system and component library
08
Phased implementation priority roadmap
Research
Before any pixel moved.
We spent the first phase of the engagement doing three things in parallel — user research, competitive benchmarking, and an audit of the current site.
01
User Research
Three personas grounded in behavior.
Casual gamer, committed player, office-context player. Each with different trust thresholds and conversion triggers.
02
Competitive Benchmarking
9 platforms audited.
Across gaming, real-money gaming, casual entertainment, and bingo. We looked at how they earned trust — not what they said.
03
Current Website Analysis
Structured teardown of MPL's existing site.
Where it was costing conversion, and which assumptions about players the data didn't support.
The three personas we built.
Persona 02
The Committed Player
"This is a regular habit. I need to know my money is safe and the games are fair."
Daily session
High stakes
Trust-driven
Persona 03
The Office-Context Player
"I play with colleagues. Social proof and community matter as much as the games."
Social play
Peer-driven
Community-led
Six principles, each tied to
a failure mode.
We organized the redesign around six principles, each tied to a specific failure mode we identified in testing.
6 principlesPrinciple 01
Trust
Lead with trust,
not game count.
The old site led with breadth. The new site leads with credibility signals — licensing, security, fairness — the barrier to first install in the U.S. market.
Principle 02
Segment
Segment the
landing experience.
Casual, cash-game, and bingo players don't share a funnel. We built differentiated entry paths so each audience sees what matches their motivation.
Principle 03
Bingo
Design bingo as
its own product.
Bingo has its own demographic, competitive landscape, and purchase behavior. It gets its own landing page strategy — not a shared one.
Principle 04
Transparency
Transparency at
every CTA.
Generic "play now" copy doesn't work in a skeptical market. Every CTA names the game, the format, the stakes, and what the player is committing to.
Principle 05
Community
Community as infrastructure.
Player voices, winner stories, and community scale are load-bearing elements — placed where skepticism peaks, not where visual balance suggests.
Principle 06
Accessible
Accessible by
default.
A platform scaling into the U.S. has to meet the accessibility standard its institutional markets expect. The redesign follows WCAG 2.1 AA across the board.
Principle 01 of
6
The Design
20+ templates, each carrying its own role.
Each surface was designed against the trust architecture. The home leads with credibility. The bingo page operates as its own product. Categories segment by player motivation. Every CTA names what the player is committing to.
Screen 01 of 08→ Scroll horizontally
Outcomes
Meaningful shifts against the U.S.-market persona.
The engagement closed with a complete handoff package: page designs across 20+ unique templates, research documentation, a trust architecture framework, a design system, and an implementation plan ordered by impact.
01 · Trust
+34%
self-reported trust perception
02 · Intent
+28%
intent-to-download among first-time visitors
03 · Speed
−22%
time to first meaningful action on bingo
04 · Clarity
+41%
comprehension of regulatory & fairness signals above the fold
Figures from qualitative user testing conducted during the engagement. In-market performance validation sits with MPL's internal team post-handoff.
Client Voice
In their words.
“
Wandr understood the strategic value of design from the start — they helped us build a product story that resonated with both users and regulators, and gave our team the system to execute against without ambiguity.