MoPlay targets speedier UX with new game lobby
Mobile-focused operator takes control of front-end and debuts customer-led app improvements
Addison Global has launched a new gaming lobby within its MoPlay brand, targeting an “as fast as possible” user experience on its mobile casino and sports betting app.
Speaking exclusively to EGR Intel, the Gibraltar-based operator said it had put a lot of effort into improving its in-game experience by standardising the return-to-lobby and deposit actions.
“We’ve improved the category browsing experience, offering an enhanced ability to drill down and discover content,” said Addison Global CEO Juergen Reutter.
“We’ve used modern user interface patterns present on the hero apps our customers use in order to give them the best, most intuitive experience possible,” Reutter added.
Ten separate Addison Global departments were involved in the redevelopment of the lobby. These included the user experience (UX), design, product, engineering and analytics departments.
Addison Global confirmed lobby improvements were made following customer feedback and research, which has taken place over several months.
Research used included analytics and qualitative measuring, together with the use of selected customer interviews and in-game session replay tools.
So-called crowdsourcing of game lobby prototypes was also used in order to develop a lobby that would appeal to experienced players as well as new users.
“Listening to our customers, their biggest frustration was speed. Our tech teams have spent a lot of time optimising our load time to make it as fast as possible,” said Reutter.
“Along with the real UX focus mentioned above, taking the front-end in-house has been a huge step. This allows us much more flexibility for the further improvements we have on our roadmap.”
Reutter confirmed that a second phase of improvements focused on designing player experience and a personalised data layer is currently underway, with subsequent enhancement phases planned throughout 2020.