Game Release Video

Shaka Shaka (2022)
Chumba Casino

Shaka Shaka introduced a distinctive mechanic to the Chumba Casino roster: the Community Jackpot. When one player landed a big win, others could share in the reward creating a sense of connection between players. The challenge was to communicate this unfamiliar feature within a high-energy 15-second ad while maintaining the fast-paced style expected of Chumba Casino promotions.

I approached the concept with mobile-first behaviour in mind, recognising that most players engage with Chumba Casino on their phones. While previous campaigns avoided showing devices to reinforce the “play anywhere” message, I deliberately broke this convention to better visualise the shared-win mechanic. Through storyboarding and multiple iterations, I explored ways to balance clarity with impact, ultimately using multiple devices on screen to represent different players connected through a single event.

The final video clearly demonstrated the Community Jackpot mechanic in a way that was both intuitive and engaging, allowing players to quickly understand what set Shaka Shaka apart. Despite the tight time constraint, the piece successfully communicated a complex feature while maintaining excitement contributing to strong player engagement and helping position Shaka Shaka as one of the most played new releases that month.