KingWins has launched a new US social gaming brand built around an “obsession” with product design, from UX and UI to game discovery and movement between verticals.

Powered by the GameBridge sweepstakes platform, KingWins combines almost 5,000 casino-style games with Originals, player-versus-player poker and a social sportsbook – and has pledged to move beyond the “characterless games lobby” model.

The company said particular attention had been paid to product design and navigation across the different verticals.

Chris Mawson, VP, Brand & Organic Marketing at KingWins, said: “We’re excited to be launching KingWins in the fast-growing US social gaming market. Rather than creating another characterless games lobby, we’ve obsessed over the product itself: the UX, the UI, how players discover games and how easily they can move between Casino, Live, Originals, Poker and Sports.

“With almost 5,000 games available from launch, we have a strong foundation, but making that catalog easy and enjoyable to explore matters just as much. 

“We’ve spent a lot of time thinking about how everything fits together, from choosing your next game to following live sports and building a playslip. There’s a lot to explore from day one, and we’re only getting started.”

KingWins’ launch was delivered in partnership with GameBridge. The full experience is also available through a dedicated iOS app.

KingWins’ casino-style games catalog includes content from major suppliers including Hacksaw Gaming, NetEnt, Red Tiger, BGaming, Playson and Novomatic, alongside live-dealer games from Evolution.

The platform also features a proprietary Originals vertical, including Plinko, Dice, Mines, Chicken, Coin Flip and Market Crash. Its social sportsbook covers major US sports, esports and virtual sports, complemented by a player-versus-player poker product.