ENTAIN GROUP
UX MOTION
NATIVE AND PORTAL
As part of Entain Group’s global branding efforts, I developed a motion system for splash screens across their gaming platforms. The goal was to create a cohesive, scalable animation language that enhanced brand perception, reduced perceived loading times, and elevated the user experience during key transitional moments.
Loading moments are often overlooked — yet in high-stakes environments like sports betting and online casinos, every second of user attention counts. The challenge was to transform passive wait time into branded, engaging moments without adding technical weight or distracting from performance.
I designed a modular motion system using LottieFiles, enabling lightweight, scalable animations adaptable across multiple brands and platforms. Drawing from each brand’s visual identity, I created splash animations that feel fast, purposeful, and aligned with live gaming energy — improving the perception of speed and reinforcing brand trust.