ActiveWin Media






Branding, UI Design, UX Research

Kerching is an online casino that has thousands of games including slots, jackpots & table games from providers such as NetEnt, NextGen Gaming, and NYX Interactive. The range of games is a USP and has proved popular among gamers.


Back in the day, casino platforms lacked SEO so separate sites were built to rank high and drive users to the casino platform. The SEO site used by Kerching! was now outdated in terms of technical SEO and so not fit for purpose. The brief was to create a template that could be used as a white label on in-house Casino brands. If successful, the client wanted to promote and sell the product to external clients.


UX Research

We conducted a competitor review, looking at popular casino brands and identifying the features and functionality they contain. Off the back of this review, we made a functionality wish list and researched game categories to see how many categories we might need to consider.

We created a page’s list, again based on what we found from the competitor review. We decided to keep things simple and focus on the most popular pages; Home, Games & Promotions, as well as a Blog section (important for SEO) & Help section.

After identifying games as THE number one feature and seeing how visually impactful game creative is, we felt we needed to push this to the fore more than other casino templates have.

We researched websites that displayed large amounts of visual imagery and discovered BBC iPlayer which led us to Netflix. We decided this style would be a good starting point, so we developed the idea of a Netflix style UI with Games instead of TV shows.

netflix originals

Analytics – Looked at casino brand audience data but was aware that we would need generic casino player data so looked at numerous brands to get an overall understanding. Devices – Mobile 58%, Desktop 37%. Reviewed most popular pages on Kerching! (Home, Games, Promo) and noted page loading times, sessions and bounce rates.

UI Design

The template framework meant we really had to reign in traditional design in terms of use of colours and fonts. By restricting the site to black and white with one interchangeable, primary brand colour and standardised fonts, we found it allowed enough freedom for the brand owners to add their own unique identity (logo, colour, banner creative) whilst retaining the speed and quality control that a template gives you.

Developed a Netflix style UI but with Games instead of TV shows. It provided a great visual whilst making the key ingredient (Games) easily accessible to users. View Mocks >


  • Improved SEO helped Kerching! move up the rankings.
  • MVP product an improvement on the old template.
  • Robust template to compete with other casino templates.
  • Interest from in-house brand managers.
  • Site ready to sell to external clients.
  • View Website >

Dave is one of the most creative designers i've ever worked with. Happy leading a project of any size, being part of a team or working alone, any brief is always completed to the highest standards to any deadline.

Edward JordanCreative Director