Year
2021
Industry
Safer Gambling Rebrand
Timeline
6 Weeks
Introduction
Rethinking how safer gambling looks, feels and speaks:
Playtech Protect is Playtech's safer gambling platform, using data and behavioural insight to help operators spot risk early and support players before harm sets in. The product was doing serious, important work, but its look hadn't kept pace. It felt clinical, corporate and easy to overlook. The brief was a six-week re-skin: give Protect a visual identity as considered as the technology behind it. Something that could sit confidently within Playtech's wider brand while carrying its own calmer, more reassuring tone. Responsible gambling can easily slip into warnings and red flags. We wanted the opposite: a brand that feels supportive rather than punitive, and one operators would be proud to put in front of their teams, partners and regulators.
Challenges
Building a visual language around protection and care:
The identity is built on a deep violet base paired with a fresh mint accent, a palette that reads as trustworthy and modern without the alarm of traditional warning colours. At its heart is a set of 3D forms, each carrying part of the story. The sphere suggests balance and wholeness. The crystal held inside a protective bubble speaks to safeguarding something valuable. The plus symbol stands for support, care and positive intervention. Together they give Protect a recognisable, ownable look that works across product UI, presentations and marketing, while keeping the focus on clarity rather than decoration.
Final thoughts
Bringing the new look to life across every touchpoint:
With the core assets in place, the system was rolled out across print and digital, from strategy documents and brochures to sales decks, product screens and social content. Clean typography and generous white space keep complex information easy to digest, so data-heavy material like five-year strategies and compliance overviews still feels approachable. The result is a brand that finally matches the ambition of the product: calm, credible and forward-looking, positioning Playtech Protect as a leader in safer gambling innovation.
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PROJECTS
