Shape Games

Shape Games stands out as an award-winning B2B platform in the iGaming industry, celebrated for its highly customisable native frontend operating on a global scale. The platform provides an omni-channel experience with an agnostic control panel, ensuring seamless integration across multiple clients and regions. The comprehensive suite extends beyond gaming, encompassing sophisticated data management, advanced marketing tools, and cutting-edge module-based solutions that have been rigorously tested with industry leaders.

The platform's feature set is extensive and designed to meet the complex needs of modern iGaming operators. Personalised betting recommendations driven by machine learning algorithms enhance user engagement by delivering tailored suggestions based on individual behaviour and preferences. Flexible retail integration ensures a native retail experience, allowing operators to seamlessly extend their digital offerings into physical locations. Comprehensive statistics covering pre-live, live, and post-match data provide users with the information they need to make informed betting decisions. Social interaction features allow users to share insights, compete in custom leagues, and build communities within the platform. The competitive online casino includes a unique fully native lobby that balances game discovery with intuitive navigation. Finally, management controls empower operators to customise layouts, promotions, and user experiences, enabling each brand to differentiate in the market.

Working as a Product and System Designer alongside product leadership, engineering teams, data scientists, and regional specialists, our team successfully collaborated on launching nine distinct brands across South and North America for five enterprise clients. This effort required a deep understanding of both the iGaming industry and the unique requirements of different regional markets. Each client brought different goals, user bases, and brand identities, requiring flexible yet consistent design solutions that our team had to balance carefully.

Our primary responsibility as a design team was creating scalable systems and experiences that could adapt to different regional markets and operator requirements while maintaining design integrity across all implementations. I led the work on the core product architecture and information hierarchy to support multiple distinct brand implementations, ensuring that the underlying system remained robust while allowing for customisation. The omni-channel experience framework we developed ensures consistent user experiences across web, mobile, and retail touchpoints, a critical consideration for operators managing multiple customer channels simultaneously.

I collaborated closely with the product and operations teams to design the control panel interface that empowers operators to customize layouts, promotions, and user experiences without requiring technical expertise. This interface had to be sophisticated enough to handle complex business logic while remaining intuitive enough for non-technical operators. Our team also focused extensively on the personalized betting recommendation flows, designing interfaces that leverage machine learning insights in ways that feel natural and helpful to end users rather than invasive or overwhelming. This required close partnership with our data science team to understand algorithmic capabilities and constraints.

The comprehensive statistics interfaces we designed together present pre-live, live, and post-match data in actionable formats, enabling users to make informed decisions quickly. I led the design of social interaction and custom league features that foster user engagement and retention, collaborating with product managers to recognise that community and competitive elements are crucial in the iGaming space. The native casino lobby required particular attention from our entire team to balance game discovery with intuitive navigation, as this is often a user's entry point to the platform.

Throughout all of this work, our design team established systems and component libraries that support rapid brand customisation and multi-region scalability. This involved close coordination with engineering to ensure that the modular nature of these systems would allow for efficient deployment. When one brand required a specific feature or design approach, it could often be adapted for other brands, creating efficiencies across the entire product portfolio. This required constant communication between design and development teams to validate that our systems would work in practice.

Working across five enterprise clients taught our entire team the importance of flexible thinking, stakeholder management, and balancing business requirements with user needs. Each brand required different approaches to marketing, feature prioritization, and user targeting, but they all needed to function on the same underlying platform. My role as a designer was to ensure that these different business requirements could be accommodated within a unified design system without compromising the quality or consistency of any individual brand experience. The ongoing collaboration with regional partners, client stakeholders, and internal teams was essential to navigating these complex requirements.

Shape Games emerged as a robust, scalable platform that successfully serves nine distinct brands across two continents while maintaining unified operations and design excellence. The platform exemplifies how thoughtful system design and component architecture can support both operational efficiency and brand differentiation at scale. Our team's collaborative approach—combining product strategy, engineering expertise, design leadership, and regional market knowledge—resulted in a platform that continues to evolve and serve diverse client needs. My contribution as a product and system designer was to architect the underlying design systems and lead the overall user experience strategy that allowed Shape Games to maintain quality and consistency while remaining flexible enough to accommodate the unique needs of each brand and regional market.