Big Deal The UK’s leading charity to support young people with gambling issues, came to us with a challenge;
To engage and support the 55,000+ young people aged 11-16 who are already thought to be affected by gambling issues in the UK. For young people who are affected, this could mean a detrimental impact on their education, their home life, and beyond.
We undertook the challenge to create an engaging digital product that was interactive, fun and innovative. The brief was to ensure it was relevant and accessible to the target audience – whilst combining CBT principles with cutting-edge techniques to deliver a scalable, useful digital experience.
We worked closely with the Big Deal team to create a product that is immersive, educational and entertaining – with the ability to be scaled out to support more themes and content.
The universal theme of ‘GamWorld’ allowed users to go on a journey of discovery through an exploration of space, planets, new ideas and unfamiliar/familiar territory.
The user journey was created using a friendly conversational AI guide (Drew), who helped users to discover important ideas about gambling, challenges and issues. This was done through AR games, retro video game challenges, quizzes, audio and video – alongside 360 imagery to explore.
Keeping the tone interesting for 11-16 year-olds and using already familiar elements meant a lot of content could be housed and expanded within the flexible space.
It was also important to have feedback mechanisms within the experience, in which users could give comments, tips or thoughts on how to improve GamWorld.
The addition of LiveChat integration with the national gambling helpline, an emergency escape button and support emails helped reassure young people that the experience is there to entertain and engage. It’s also important for them to know that confidential support is available, by non-judgemental professionals, 24/7.
The GamWorld experience continues to be updated and enhanced with quizzes and content to support as many young people as possible.
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Our work on digital innovation and transformation projects in non-profits, tech and insight businesses, wellness healthcare and public sector initiatives takes in end-to-end CX – strategy, UX, design, build conversational AI, content, video – as well as digital marketing in paid social and PPC strategy, planning and implementation.
We work within the not-for-profit, health and tech sectors on a number of innovative projects within mental health, employee wellness, wellbeing, nutrition, addiction, gambling harms and smoking cessation. Often using CBT principles to create experiences that are effective.
For more on how we work and how we can help, drop us a line at hello@thesynthetic.co
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We help automate and improve customer and client experiences with web, apps and social – with current and emerging technologies such as web 3.0, conversational AI, voice, chat and AR. Get in touch to find out how we can increase engagement, drive usage and generate ROI
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