Degree 53 has completed a redesign and development of the HollywoodCasino website, for Penn Interactive Ventures (PIV).

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The digital agency, based at The Sharp Project, says that the new site has seen an increase in page views of 31% and a reduction in bounce rate of 21%.

“We wanted the new HollywoodCasino.com website to be the umbrella brand for our products as our portfolio has been growing and needed to be clearly differentiated. Improving customer experience was also a key factor in this redesign. We’ve added personalisation elements and enabled our users to start playing their favourite games quicker. The whole website now looks modern and can be accessed from all devices,” said Chris Sheffield, SVP and managing director Interactive of PIV.

Sheffield, who was previously managing director of digital at Betfred, added:

“Since the launch of the new website, we’ve received numerous positive reviews from our customers. We are very happy with the work from Degree 53 and are delighted with how it’s paid off.”

The site displays personalised content to each user, depending on their game preferences, and the operator can track behaviour through an analytics tool. It was built on Umbraco, for content to be managed in-house.

“Creating a great user experience in online gambling environment is critical for retaining customers and staying ahead of the competition. It is important that operators understand this and focus on their users. By optimising the UX in HollywoodCasino.com, we have made it easier for its customers to engage with the products and services, thus increasing its revenue. We are glad that we’ve been able to create a successful solution and look forward to working with PIV on future projects,” added Andrew Daniels, managing director at Degree 53.