Slot machines at Gold Dust West are shown with a graphic of a gold sparkle swirl.

Gold Dust West Casinos

Branding, Conversion Rate Optimization, Laravel Development, UI UX Web Design, Web Design, Web Development, Website Redesign Services, WordPress Development / B2C, Casino, Entertainment, Gaming

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A Gold Dust West Reno logo with black copy and gold stars.

From Carson City near the shores of Lake Tahoe to the ‘Biggest Little City in the World’ known as Reno, to the high desert city of Elko in the Ruby Valley, the Gold Dust West Casinos are the jewels in the Nevada crown for Jacobs Entertainment. Challenged to promote their outstanding resort and gaming amenities on a regular casino industry-style website, Jacobs Entertainment brought on Lounge Lizard Worldwide to complete a full-service rebranding and website design and development project that would bring their websites to life.  

Transformation

Before
Gold Dust West's old website is shown on a desktop computer.
After
Smiling gamblers at Gold Dust West in Reno shown on the website on a desktop computer.
Technology used: WordPress CMS Platform, Pegasus, HTML, CSS, Custom Player Portal: Laravel

Journey

Visiting the casino resorts, Ken Braun, Chief Brandtender and Founder at Lounge Lizard, explored the casinos and engaged with the enthusiastic customers where a cohesive strategy formed that would translate into a central theme and interactive experience from the landing hub to each of the websites.  

Objective

Through his hands-on experience at the casinos, Braun developed a central branding strategy that envisioned a cohesive, multi-site web experience allowing the customer to navigate between each location and a central hub. While each casino has its roots in gaming, there were unique challenges in representing the differences in the amenities offered at each location:

  • Reno offers classic games, keno, video poker, several dining options, and the hottest bingo games in Nevada.
  • Carson City brings hotel rooms and suites, a Good Sam Approved RV Park, classic casino games, tons of bowling, and multiple dining experiences.
  • Elko has classic table games and slots, several unique dining venues, and the best Mexican food restaurant in the valley.

Approach

In keeping with the fanciful entertainment vibe of each location, Braun and the Lounge Lizard Brandtenders created a visual brand of gold dust and stars that flow through all three casino websites, touching people, leading visitors to more exciting experiences, bringing the casino energy to life — in short, creating a magical environment.

To further harmonize the individual locations, a central theme was created as the hero section for each website. Reminiscent of the magic of Hollywood, the video features gold stars flying over majestic mountains and a crystal blue lake, with the most prominent star featuring a video celebrating that individual community and the customers who win big at that casino.

Braun and the Brandtenders used modern design aesthetics to transform the old, flat websites into a new energy-filled, dynamically linked multi-facility experience. Braun’s long tenure as a judge for The Webby Awards also gave the team access to the most up-to-date trends and technologies.  

Groundbreaking Development & Technology  

Working closely with the Nevada Gaming Commission and Jacobs Entertainment IT professionals, the development team at Lounge Lizard created a new Player’s Club in which players can monitor their benefits through an interactive Players Portal.

With various levels, members can view real-time benefits and VIP credits, points, earnings, free drawing entries, discounts for rooms and dining, ‘How Close to Next Membership Level’ enticement information, and even birthday recognition giveaways.

Unique to the casino industry, the highly secure nature of the personal information stored for individual customers, the development team worked countless hours to secure the massive approvals needed from the gaming commission and the Jacobs Entertainment team.

As part of a full-service build-out, Lounge Lizard Brandtenders used the latest technology to create lightning-quick websites optimized for search engines. The sites also use a complex linking protocol between these sister sites and other Jacobs Entertainment venues in Colorado.

Impact

Stepping away from traditional flat casino industry websites, the Gold Dust West Casinos in Nevada stand out with their cohesive flow and their magical story. These websites demonstrate the impact of presenting a powerful gaming and entertainment experience that translates directly to the bottom line.

Gallery

Ll_portfolio gdw
A person looks at the
The new Gold Dust West website is shown on a laptop, desktop, smartphone, and tablet.
A person reads the new Gold Dust West mobile-friendly website on a smartphone.
A woman reads about Gold Dust West events on a tablet.
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A person looks at the
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The new Gold Dust West website is shown on a laptop, desktop, smartphone, and tablet.
4 / 5
A person reads the new Gold Dust West mobile-friendly website on a smartphone.
5 / 5
A woman reads about Gold Dust West events on a tablet.
Results
Brand Creation
Gold Dust & Stars & Transports Web Visitors
Technology
Player Portal Showcases Real-Time Benefits
Disruption
Revolutionizes Typical & Mid-Market Casino Websites

TAP INTO LOUNGE LIZARD

Lounge Lizard Brandtenders and Marketing Mixologists always serve up custom concoctions. We mix a potent combination of brand story telling with a generous splash of creative juices and blend in technology-focused, customized solutions as a chaser.

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