Objective
To brand a new version of Cashino venues that still possessed the essence of fun and excitement Cashino offers but a lighter version without the added frills.
Approach
Praesepe came to us as we are a long time partner of theirs who have been designing and rolling out their Cashino venues for 4 years now. The brief was to create a design essentially for the ‘lite’ version of their larger Cashino venues. In essence it was to become the Tesco Express of the Cashino world. After discussion with the team on what the differences were between the two venues we swiftly put our heads together.
One of the key aims of the brief was to attract new customers. With new gambling laws that came into effect in April 2019. It meant many bookmakers were going to lose a lot of their customers who used the fruit machines. This was a fantastic opportunity for Cashino to attract their customers so our brand needed to standout on the high street.
Merkur slots was not going to be a service led venue so we were not able to highlight some of these benefits in our designs. We didn’t want the brand to look too far removed from the Cashino brand as this is perceived well so we focused on the constants between the two venues which were the games and machines.
Although we work with the team in the UK, Praesepe is a German brand so for this we had to work alongside the team there too. Our initial design concepts were sent over to the team to work with them collaboratively on producing a design that was simple yet effective.
To differentiate them we went with a neon style to really attract customers but it also lent itself nicely to inside the venue where the machines beamed pops of colour.
Results
The results are still on going as we are still rolling out the designs in venues across the UK. The initial venues that are complete have been well received and are attracting many new customers.
