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WagerWorks: Content Managed Website Design


WagerWorks is the premier iGaming software supplier offering feature-rich and regulatory compliant casino and poker solutions, together with a full suite of outrageously great games.

The aim of the WagerWork's brief was based on a strategy to reaffirm and protect their unique selling proposition of having the best available online games, and also to stand out from other iGaming providers. This would further reinforce the gaming industry's belief around WagerWork's "great games" positioning. Equally, the need to efficiently communicate the nature of WagerWork's products and services - as business solutions providers versus a consumer-based online casino - was needed.

A further objective was to enhance the user experience whilst ultimately creating a lead generation website. And effective search engine optimisation (SEO) - among other marketing strategies deployed - was to be considered through good architecture, design, programming and copywriting.

From a technical perspective, the requirement to integrate the new website onto a content management system (CMS) was of paramount importance, in order for updates to be made easily and for the website to grow organically. Finally, all pages were to be tracked in order to carry out monthly reporting, highlighting weak spots in architecture and content.


WagerWorks.com launched in June '06 to critical acclaim. Through effective use of design, in particular basing all imagery on actual WagerWork's game content rather than ubiquitous royalty-free stock imagery, the website markedly affirms their USP and positioning as a supplier of gaming solutions. Coupled with good use of copy and a well-defined architecture, the website clearly communicates to a corporate audience rather than attracting online casino enthusiasts looking to play.

User experience is improved by providing simple navigation and fast access to pertinent information so that prospects and other interested parties can obtain information easily. Furthermore, related links provide suitable cross linking to guide users through their preferred path (as well as guiding search engine bots to relevant pages).

As part of WagerWork's marketing strategy to attract targeted visitors, the website is designed, programmed and copywritten from the ground up, taking into consideration all relevant search engine optimisation techniques to improve visibility in search engine results pages (SERPS). It is worth noting that SEO is only part of a larger integrated campaign carried out by WagerWorks.

By way of technology, FIFO deployed MODx content management system to enable WagerWork's marketing staff to easily update all copy, imagery and meta information, as well as allowing the creation of new sub-sections either directly or in the future using permission based workflow. Modifying the website content not only allows the website to grow, thus increasing site "stickiness", but it also provides useful fuel for repeated search engine indexing resulting in improved rankings.

If you would like to learn more about this case study or FIFO's gaming website design services, please call Jonathan Saipe on 0845 680 1236 or email us.

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