Golden Matrix Group UX/UI

[UX/UI Projects]

A corporate homepage redesign for Golden Matrix Group (GMGI), a NASDAQ-listed iGaming holding group. The project repositions GMG visually as a serious corporate entity rather than a consumer gambling platform — serving two fundamentally different audiences: institutional investors and B2B operator partners. Research-led from problem framing to design decisions.

01 — Overview

Context

Golden Matrix Group (GMGI) operates a portfolio of casino, sportsbook, and competition brands including Meridianbet, MexPlay, R Kings Competitions, and GM-AG. Despite operating at scale — 7m+ end users, 645+ operators, 10k+ games — the existing homepage failed to communicate the company's corporate identity, brand breadth, or credibility to its two primary audiences.

This redesign repositions GMG visually as a serious corporate entity that happens to operate in iGaming, rather than an iGaming platform that happens to be listed on a stock exchange.

Company

NASDAQ-listed iGaming holding group · Meridianbet, MexPlay, R Kings Competitions, GM-AG

Scale

7m+ end users · 645+ operators · 10k+ games

Core challenge

The homepage read as a consumer gambling platform — failing to communicate the corporate structure and scale that investors and B2B partners needed to see.

Before

After

02 — Problem

The old homepage had six compounding issues that undermined trust and misrepresented the business. Problems fell across two categories.

Visual & Layout

Sections, containers, and text were stacked with almost no whitespace — a relentless, crowded experience with no visual hierarchy or breathing room.
No coherent design system: 3D casino assets, cartoon characters, flat logos, and illustrated elements coexisted with no unifying rules.
Multiple conflicting colours with no relationship to GMG's brand identity — the brand cards section alone used six competing colour directions.

Brand & Perception

The dark casino aesthetic immediately positioned GMG as a consumer gambling platform, not a publicly listed corporate group.
Brands with non-gambling objectives (R Kings Competitions, Classics for a Cause) were visually indistinguishable from casino products — misrepresenting the portfolio's diversity.
Yellow text on light backgrounds failed WCAG contrast requirements — a significant issue for a listed company.

Existing homepage

03 — Users

Two distinct audiences visit the GMG homepage with fundamentally different information needs. Understanding both was essential before proposing any structural or visual change.

Richard K.

Portfolio Analyst — Institutional investment fund, New York

"I need to understand what this company actually is in 60 seconds — scale, structure, and whether it's a serious operation."

Goals on the homepage

Confirm GMG is a structured holding group, not a single product
Read operational scale quickly: users, operators, market reach
Assess corporate tone — does this company look trustworthy?
Find investor relations without hunting through the page

Frustrations with the old design

Dark casino aesthetic triggered an immediate 'gambling site' read
Key metrics buried mid-page behind unrelated content
Visual inconsistency undermined confidence in the brand

Sofia V.

Business Development Director — iGaming operator, Malta

"I'm evaluating GMG as a potential technology or content partner. I need to know what they offer and whether their network is serious enough to work with."

Goals on the homepage

Understand the full brand portfolio and which markets each covers
Identify which game providers GMG partners with
Assess platform scalability and technology capabilities
Find a partnership contact or entry point quickly

Frustrations with the old design

Brand logos shown with no context — couldn't tell what each brand was for
Providers section buried behind an inconsistent layout
Had to interact with carousels to see the full portfolio

04 — Process

The redesign followed a structured audit-to-execution process across four phases.

Audit

Conducted a heuristic evaluation of the existing homepage against Nielsen's 10 usability heuristics and WCAG 2.1 contrast standards. Identified six core failure points across layout, colour, visual consistency, accessibility, and brand positioning.

05 — Design Decisions

Every design decision maps directly back to a research finding. Nine decisions resolved the six identified problems.

Light corporate aesthetic replacing dark casino UI

Problem

Dark background and casino-heavy visuals positioned GMG as a gambling platform, not a holding group.

Solution

Moved to a light, structured layout that reads as corporate-first. iGaming context is communicated through content, not the UI itself.

Gold as the single defined brand colour

Problem

Six competing colour directions with no relationship to GMG identity created visual noise throughout.

Solution

Extracted gold as the sole accent, applied consistently to headings, dividers, hover states, and CTAs. Everything else is neutral.

Whitespace as a structural tool

Problem

Sections stacked with no breathing room made everything feel equally urgent — nothing could land.

Solution

Added significant vertical rhythm between sections so each content block reads as a distinct chapter.

Animated hero logo cycling through brands and games

Problem

Portfolio breadth was buried in a logo grid halfway down the page.

Solution

Hero logo animates to showcase sub-brands and game titles, communicating group scale within the first viewport.

Stats section: typographic numbers, no icons

Problem

Key metrics (7m+ users, 645+ operators) buried mid-page with decorative icons diluting the numbers.

Solution

Large typographic numbers with minimal labels, positioned early in the page. When the numbers are strong, decoration reduces impact.

Brands and providers fully visible without interaction

Problem

Full portfolio required carousel interaction — high-priority information gated behind engagement.

Solution

All brands and providers displayed statically. B2B partners can scan the full portfolio immediately.

Brand hover interaction: logo reveals brand colour

Problem

Old design showed all brand colours simultaneously, creating the colour chaos across the section.

Solution

Logos default to neutral state. On hover, each brand's colour emerges — system unity by default, brand identity on demand.

Together section: full-width brand and games banner

Problem

No section communicated the depth of GMG's game and brand portfolio in a single view.

Solution

Full-width image banner showcasing every brand alongside popular games. Portfolio depth communicated in one scroll stop.

Subtle casino iconography as texture, not identity

Problem

3D casino assets dominated the visual language, overriding the corporate positioning.

Solution

Thin decorative lines and minimal casino motifs used as background texture. Industry context present but not dominant.

06 — Internal Pages

The design system defined for the homepage was extended to four internal brand pages. Each one carried the same problems as the homepage — inconsistent colour, no hierarchy, mismatched visual tone — and each received the same treatment: single gold accent, structured whitespace, neutral base with brand identity expressed through content rather than the UI.

GM-AG

Before

After

MexPlay

Before

After

Expanse

Before

After

Classics for a Cause

Before

After

07 — Outcome

Summary

The redesign addresses all six identified problems through a consistent design system built around a single principle: GMG is a corporate holding group that operates in iGaming, not an iGaming platform that happens to be listed.

What changed

Visual system unified under a single gold accent applied consistently across the entire page
First-viewport now communicates corporate identity and portfolio breadth without scrolling
Brand section resolves the colour/identity tension through interaction rather than suppression
Accessibility improved — contrast ratios corrected across all text combinations
Information architecture follows the investor/operator reading journey from first load

Measuring success

Given this was an internal redesign at GMG, quantitative analytics were not available post-launch. Success for this type of corporate homepage would be measured against:

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Bounce rate reduction on the investor relations section

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Increase in partnership enquiry form submissions

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Time-on-page for first-time B2B visitors

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Qualitative feedback from investor relations teams on brand perception