From a generic gaming platform to a premium and engaging betting experience.

Web3
Gaming
UX/UI Design
Web Design
Product Design
Betting

About the project

GameBeef is a play-to-earn gaming platform where players can bet on themselves, other players and streamers across competitive games, earning rewards from their gameplay and bets. The platform connects competitive gaming with a betting experience built around popular titles and player performance.

When we joined the project, GameBeef already had a functional website, but the experience didn't communicate the quality or excitement expected from a betting platform. The interface felt generic, lacked a strong visual presence and made the overall product feel less solid than the idea behind it.

This case study explains how we got there.

Client:
Country: Canada
Services:: Product design · UX/UI · Website design · Landing page · Onboarding
Timeline:: 2023 - 2024

The challenge

Raising the bar for a growing gaming platform

Gamebeef had an established betting platform with a functional product experience, but its visual identity and interface no longer reflected the quality or ambition of the platform.

The challenge was to elevate the entire product experience — from the public-facing website to the betting platform itself — while pushing the brand toward a stronger gaming and Web3 identity.

We rebranded Gamebeef from red to green and redesigned the product ecosystem to feel more premium, immersive, and polished.

The problem

A functional product that needed a stronger visual identity

The existing platform already had a defined UX and established flows, but the interface lacked the visual quality needed to compete with modern gaming and Web3 products.

The experience worked, but the UI felt dated and inconsistent with the type of platform Gamebeef wanted to become.

The opportunity wasn't to reinvent everything. It was to identify where the existing experience could be refined, then introduce a stronger visual language that made the entire platform feel more like a gaming product.

Our approach

Turning an established experience into a polished gaming ecosystem

We started by evolving the Gamebeef brand, moving away from its previous red identity toward a green-based visual direction with a stronger gaming and Web3 character.

From there, we redesigned the experience across the entire ecosystem.

Rather than replacing the established UX unnecessarily, we worked with the existing structure and introduced targeted improvements where they could make the experience clearer and more engaging.

The biggest transformation came through the UI: stronger hierarchy, more polished components, richer visual treatments, and a cohesive design language across the platform.

The result was a product that felt less like a traditional betting website and more like a modern gaming ecosystem.

GameBeef - Website

GameBeef - Digital Platform

GameBeef - Homepage sections

GameBeef - Platform

GameBeef - Components

The result

A new visual standard for Gamebeef

Gamebeef made a significant leap in product quality.

The new visual system gave the platform a stronger identity while making the experience feel more premium, gaming-focused, and aligned with the Web3 audience.

We transformed both the public-facing website and the product itself, creating a consistent experience from the first interaction through betting, rewards, tournaments, wallets, and account management.

The established UX became the foundation — while the new UI and visual language became the differentiator.

What we designed

A complete experience across brand, product, and Web3

Brand Evolution
- Brand refresh
- New green-based visual identity
- Gaming & Web3 visual direction
- Updated UI visual language
- Design system and interface components
Landing Page
- Marketing website
- Product positioning
- Gaming-focused visual experience
- Conversion-oriented sections
Betting Experience
- Place bets
- Live betting
- Explore active games and players
- Betting tables
- Leaderboards
- Game exploration
- Add and manage games
User Dashboard
- Account dashboard
- Deposits
- Withdrawals
- Transaction history
- Wallet connection
- Account management
Rewards & Tournaments
- Claim rewards
- Create tournaments
- Tournament experiences
- VIP lists
- Reward-related flows
Web3 Experience
- Connect wallets
- Wallet-related interactions
- Web3-oriented product patterns
- Gaming ecosystem interactions