BetMGM
Case Study
Free Spins

Component state model

A reusable model, not a set of static screens

Each state has a message, a behaviour, a CTA and an aria label. Colour alone never carries it. There is always an icon and a word backing it up.

01minimised

Available

30/30 · £0.10

Minimised

Available, low footprint

Behaviour
Always visible, snaps to corner zone
CTA
Tap to expand
aria-label
Free Spins available, 30 spins. Double tap to expand.
02expanded

Free Spins

Available

Spins

30

of 30

Bet

£0.10

Expires

2h 14m

from now

Use on Big Bass Bonanza. Max bet £2.00. Winnings credit as cash.

Expanded · Available

Full info, ready to use

Behaviour
Player taps Start to begin
CTA
Start Free Spins
aria-label
Free Spins expanded. 30 spins ready. Start button.
03active

Free Spins

Active

Active
Spins remaining17/30
Winnings so far£3.40

Active

Spins in progress, live counter

Behaviour
Counter updates per spin
CTA
Pause
aria-label
Free Spins active, 17 of 30 remaining.
04paused

Free Spins

Paused

Paused

You paused with 13 remaining. They'll be kept for 24 hours.

Paused

Player paused, resume available

Behaviour
State persists 24h
CTA
Resume
aria-label
Free Spins paused, 13 spins held.
05expiring

Free Spins

Expiring soon

4m 02s

Heads up, 12 ending soon. No rush, only use them if you want to.

Expiring soon

Urgency without pressure

Behaviour
Amber timer chip, soft tone copy
CTA
Use now / Remind later
aria-label
Free Spins expiring in 4 minutes 2 seconds.
06error

Free Spins

Action needed

Max £2.00

Your bet is too high

Adjust your bet to £2.00 or less to use Free Spins.

Error · Blocked

Bet too high. Instructional

Behaviour
Component explains rule, offers fix
CTA
Adjust bet
aria-label
Free Spins blocked. Adjust your bet to 2 pounds or less.
07completed

Free Spins

Done

Done

You won

£12.40

Credited as cash · No wagering left

Completed

All spins used, winnings shown

Behaviour
Winnings credit as cash
CTA
Continue
aria-label
Free Spins complete. You won 12 pounds 40.
08multi-game

Free Spins

Multiple games

2 games

Free Spins are ready in two games. Pick one to start.

  • Pirots 4

    30 · £0.10

  • Gates of Olympus

    20 · £0.10

Multiple games

Spins available in more than one game

Behaviour
Selection step before start
CTA
Open game
aria-label
Free Spins available in 2 games. Select to start.

Edges I kept thinking about

Three things the brief asks for that do not fit in a single screen.

01 · Active, two beats

Waiting for the spin vs. spin in progress

The brief separates "active, about to spin" from "spin running". I am treating them as one state with two beats: the counter sits still between spins, then ticks down the instant the reels move. Same component, the live chip and the pulse do the talking. If a future test shows players miss the moment of the spin, I would split them.

Free Spins

Active

Active
Spins remaining17/30
Winnings so far£3.40

02 · Small phones (≈10% of base)

360 px wide, still readable

Roughly a tenth of the audience is on a 360px-wide phone. Auto Layout handles most of it: the outer frame holds at 320 min-width, the info column fills and wraps, the balance card stays fixed at 72px. Below 360px the helper line drops, the CTA sticks to the right edge, and the timer pill moves to a second row instead of squashing.

Free Spins

Available

Spins

30

of 30

Bet

£0.10

Expires

2h 14m

from now

Use on Big Bass Bonanza. Max bet £2.00. Winnings credit as cash.

simulated at ≈ 260px

03 · BR and FI

Try the flags in the top nav

The locale switcher up top is real. "5 Free Spins" becomes "5 Rodadas Grátis" in BR and "5 ilmaiskierrosta" in FI, which is roughly 40% wider. The number field reflows, decimal separators flip (R$ 0,50 vs. 0,10 €), and the CTA wraps to two lines before it ever truncates. That is why the info column is set to fill and the CTA to hug, not the other way around.

  • UK · "Start Free Spins" · £2.00
  • BR · "Iniciar Rodadas Grátis" · R$ 10,00
  • FI · "Aloita ilmaiskierrokset" · 2,00 €

Minimised state · A/B test

New pill vs current balance card

The brief shows Free Spins minimised as a small square balance card in the top game bar, next to the home and balance chips. That is what players already recognise today. I want to test the new pill against that baseline before I replace something that works.

A

New pill

Status-led, sits in the overlay zone

Available

30/30 · £0.10

  • + Status dot, label and count read in one glance
  • + Scales to other states without changing shape
  • Wider footprint, needs its own slot in the overlay
B

Brief-style chip

Square balance-style chip, as sketched in the brief

  • + Matches what players already see in-game today
  • + Tiny footprint, fits next to home and balance
  • Same shape for every state, so the status is harder to read

My hunch

B probably wins on recognition, since it is already what players see today. A probably wins once spins go active, expiring or blocked, because the shape itself signals that something changed. I would test both and look at tap-through and missed expiries.

Minimised across statuses

How each variant carries the state

Same component, six sub-statuses. A keeps the pill shape and lets the icon, label and dot do the work. B keeps a single square and leans on the status dot in the corner.

Available

Available

30/30 · £0.10

Active

Active

17/30 · £0.10

Paused

Paused

13/30 · £0.10

Expiring

4m 02s

12/30 · expires

Error

Action needed

30/30 · max £2.00

Completed

Done

0/30 · +£12.40

Multi-game thumbnail · A/B test

Real game art vs brand fallback

The multi-game state needs a per-game thumbnail. Two options, both honest about the trade-off. The test would check which one users decode faster when they are scanning a short list of 2 or 3 games.

A

Real cover art

Game thumbnail from BetMGM CDN

Free Spins

Multiple games

2 games

Free Spins are ready in two games. Pick one to start.

  • Pirots 4

    30 · £0.10

  • Gates of Olympus

    20 · £0.10

  • + Highest recognition, players already know the art
  • + Visual variety, the list feels less repetitive
  • Needs a CDN lookup per game, and a real fallback
B

Brand fallback

Gold-on-ink with initials, no asset dependency

Free Spins

Multiple games

2 games

Free Spins are ready in two games. Pick one to start.

  • P4

    Pirots 4

    30 · £0.10

  • Go

    Gates of Olympus

    20 · £0.10

  • + No asset dependency, it ships anywhere
  • + Keeps the MGM brand consistent
  • The player has to read the name to know the game

Production recommendation

Use A as the default, with B as the fallback when the thumbnail fails to load (404, slow connection, missing CDN entry). That way no player ever sees a broken image, and the brand always covers the gap.

Color system

Semantic colour, not decorative colour

Every state colour is a token tied to a meaning, not a hex picked because it looked nice. One token controls dot, ring, chip, icon background and accent copy at the same time, so changing one value retones the whole component. Colour is never the only cue. Icon and text always carry the state too.

Available

#008C71

--state-available

Spins ready, low-key reassurance. Used on Minimised, Expanded and Multi-game

Active

#008C71

--state-active

Spins in progress. Same green as Available, the pulse and the live chip carry the difference

Warning, expiring

#E8AC59

--state-warning

Urgency without alarm. Amber ring, soft tone copy, gentle pulse

Paused

#E8AC59

--state-paused

Player paused. Reuses the warning amber on purpose, never red. Paused is not a failure

Error, blocked

#D33C2D

--state-error

Action required. Reserved for blocking rules like bet too high or no balance

Completed

#D4A03A

--state-done

Celebration. Gold accent ties the close-out back to the BetMGM brand

Why two greens and two ambers

Available and Active reuse the same green on purpose. The pulse and the "Live" chip do the work of telling you it is running, so the player only learns one colour. Paused borrows the expiring amber because paused is not a failure, it is just "needs your attention". I am keeping red for the real blocks, otherwise it stops meaning anything.

Accessibility

Base on soft tint clears 4.5:1 for body copy, base on ink clears 3:1 for chips and icons. Dot, label and icon always travel together so a red/green confusion never blocks comprehension.