PROJECT: Singapore Pools Website Redesign

CLIENT: Singapore Pools


For close to 50 years, Singapore Pools has been providing a legal and trusted gaming avenue. All of Singapore Pools’ surplus is channelled to Tote Board to fund worthy causes. Today, Singapore Pools contributes about $2 billion annually to the Government in the form of taxes and duties, and for the funding of good causes. Singapore Pools is committed to being the industry champion for responsible gambling and is committed to doing what is right to protect our customers.


Singapore Pools required a new website to meet the changing demands of the gambling industry. They also wanted the revamped website to highlight the importance of playing responsibly.


Conversion Hub designed and developed a Singapore Pools website, incorporating the latest web technologies like AJAX and interactive technology. Search engine optimization remained an important consideration and the team guided on the insertion of meta information for each page.


The Results

  • 75% Improvement in Brand Perception
  • 92% of users preferred the new Brand Design
Technologies Applied
  • 360 ° Human Design Methodology
  • Usability Testing
  • Heuristic Evaluation