Full house for Wink Bingo rebrand

Full house for Wink Bingo rebrand

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Wink Bingo has finally revealed its revamped online presence, and the results are a great example of how to create the perfect re-brand, says brand-e in association with Wink Bingo. The prevalent online bingo house has redesigned its entire website in terms of design and functionality, to produce a relaxed and inclusive area for players.

The re-branding process was a careful balancing act to maintain the site's top quality games and its specific look. The mission of this re-brand was to build a new look around the three key features of the online bingo brand, which were highlighted to Wink Bingo through extensive research. These components were perceived to be a quality website, a welcoming vibe and a sense of community for the site's players.

"The success of any re-branding is in how well you capture the ethos of your service", according to Eitan Gorodetsky, marketing manager at Wink Bingo and Winkly Magazine, in his recent online article about Wink Bingo's revamp.

Highlighted in the re-brand is the new strapline "wink if you're in", which matches the communal atmosphere and sense of fun that players reported when using the site. It's gentle touches such as this strapline and the emphasis on a softer and uncluttered space to play and chat in that have helped the re-brand become a success.

The website was redesigned to integrate bold colours and produce a look that is considerably more inviting than its predecessor. The new look website uses a soft palette of blue, green, orange and pink colours, which are pulled together in the redesigned logo.

The site avoids sharp edges to offer a less intrusive design by using circles as a key design motif. This is a key component of the redesign, as a circle is a gentle and inclusive shape that mirrors the shape of a bingo ball and the spotlight.

The result is a more inviting site, which continues to produce an inclusive and relaxed atmosphere once a user logs in. At the top you're shown the latest big promotions, but the actual games, chat areas and game lobby have not undergone a transformation. This is a key strategic design for a brand; if it ain't broke, don't fix it - and this continuity is an important factor for the site's players who will still feel that they are in a familiar and trusted place to chat and play.

But Wink Bingo has also taken the opportunity to throw in a few extra components as part of its re-brand. There's a sweetener for new users to deposit £10 to play with £50, a range of free games and a new "favourite games" section.

This combination of a cleaner and brighter website, the consistency of keeping its core functionality, in other words the online bingo games, the same and still offering users something new to maintain their interest has made the Wink Bingo re-brand a success for the company. To see the site for yourself go to winkbingo.com

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