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At a glance

 

The Immerse LDS system has had a transformative effect on Flutter's workflows and outcomes, leading to:

  • Footfall of over 2,800 colleagues for training and internal events
  • Raising satisfaction scores and NPS to 4.79/5 and 79/100
  • Played host to a vast range of external events, including the Ethical Gambling Forum.

The product

The Immerse LDS system is a cavernous, open-fronted immersive environment that sits in the middle of the Customer Safety Centre of Excellence. The open-fronted nature of its design extends to the ethos of the space - to bring people in. The heartbeat of the Centre of Excellence, the space brings internal and external teams together for a shared immersive experience, capable of hosting up to 100 people.

The space features four 4K projectors in total, with two providing the main forward screen and two more for the outside screens flanking its viewers. 4K was selected for its increased clarity, as when projecting onto a surface of this size, losing image quality can be detrimental to the viewing experience. The main screen is also equipped with Igloo Touch, allowing for intuitive content control that any participant can use instantly.

Audio is handled by a multi-channel 5.1 system. With dedicated hardware for the front and sides, the system retains clarity and immersion without being overbearing for those inside.

Powering it all is Igloo's multi-award-winning software platform, Igloo Core Engine. Essential for a space targeting the litany of use cases that it does, Igloo Core Engine empowers Flutter's teams to host a wide range of content from immersive presentations and interactive videos to automated experiences, and even live event streaming.

 

  

  

"How can we tell our customer safety story? Historically, being able to do that is quite complex. It's quite complicated. It can be quite emotive if we're thinking about people and how they interact with gambling products. We needed a space that allowed us to do that in the best and most innovative way. And that's why we established Immerse LDS as part of that Centre of Excellence."

Emma Lee

Senior Customer Safety Manager, Flutter UK & Ireland

The result

The system provides a wide range of tangible and intangible benefits across business areas. Flutter wanted the space to not just be part of a box-ticking exercise, but rather to make a real difference in the engagement and effectiveness of the content shown. Part of that process is collecting data through feedback surveys, which have now shown exceptionally high satisfaction scores of 4.79/5. This is an increase from 4.5, but it has also come with a much higher volume of people reached across a broader range of areas within the business.

Synergy between hardware, software, participants, and physical space was deeply considered. From the location of the space in the central shared area of the floor, to Igloo Touch allowing participants to naturally interact with the content being shown, to the use of Igloo Core Engine's Triggers and Actions feature, everything has been designed with engagement and participation in mind.

Igloo Touch means that any participant can walk into the space and interact with the content shown, making Immerse LDS highly accessible, even to those with minimal experience with Igloo Core Engine. This is particularly effective when combined with Triggers and Actions, a unique automation feature that allows users to set custom 'Actions' that run when custom 'Triggers' are met.

In the case of Flutter, its innovative content takes users on a 'POV' journey where they discuss the challenges of working in the industry at a social occasion. The user can select different dialogue options as the scene unfolds and, depending on the user's choices, they experience different scenes in a branching narrative.

This thoughtful and considered design has boosted engagement levels across the business, reaching over 800 UK colleagues and more than 2,800 total in just half a year's running. And it's not just a space built for internal use; it has also played host to a wide range of external groups and events, including the Ethical Gambling Forum and a visit from the UK Gambling Commission to see the content running in the space.

The ability to host events is amplified with built-in videoconferencing capabilities, allowing for use cases such as a 'tech town hall', where work was showcased to 100 internal participants, as well as hundreds more dialled in remotely, meaning even those not present can get a sense of the immersive environment and the scale of content on show.

This content can vary, whether it's immersive video, face-to-camera interviews, data visualisation, presentations, or all of them at once. The dedicated content creation team use a variety of digital tools in their creative process, including Premiere Pro, Adobe After Effects, and Blender, which, with the flexibility of Igloo Core Engine, can be dragged and dropped into the system, with True Perspective handling the formatting and display of content automatically.

There's also been room for the unexpected, though very welcome, use cases, with colleagues having picked up on the calming atmosphere the space transmits, often using it for yoga and meditation sessions.

 

 

 

"We've done training experiences before for customer safety. But being able to step into the zone and really feel part of it, it allows you to connect with the content in a way that you wouldn't have been able to do if you just sat doing a training course on a laptop or just watching some videos. The connection that you get with this space is so much more.

This was the value that we saw. And if we could anchor that around customer safety, but then also create those additional use cases alongside it, then we saw it as something that could become a real centrepiece of this entire building."

Adam Wilberham

Technology Director, Customer Safety Team

Going forward

Immerse LDS is a highly thought-through, long-term project that forms a significant part of Flutter's strategic and organisational goals. As it moves out of its infancy and into 2027 and beyond, the company is looking at how the immersion content can form part of its mandatory learning that goes out to all colleagues across the business.

The idea is that as the space evolves, so will the content that's shown. Plans are already afoot to create more content with more complex branching scenarios, with the goal of guiding and educating people on decisions that get made, why they're made, and allowing people to be immersed in scenarios where decision-making is paramount.

Building out full virtual environments is also in the pipeline. One example is to interrogate and assess physical retail space, with interactive touchpoints and elements that focus on the wider Safer Gambling initiatives, such as conversations with customers.

Testimonials

"We wanted this to be a real reason for people to want to come to this office and be part of the experience we have in Leeds. And with this at the centrepiece of that, it's really shown our commitment, our intent, our desire to make this place a great place to work.

By having the immersion space here in Leeds, knowing that it's open to anyone in Flutter to come and make use of, it's really starting to pull people to our office, making them want to be here. And even people outside of Leeds are coming to book it, host their own sessions here, and use it in ways that we haven't even defined or thought of ourselves yet."

Adam Wilberham

Technology Director, Customer Safety Team

"Having Triggers and Actions just makes it so much easier for us to be able to go and touch that part of the screen, which opens up a new piece of content, and when that finishes, it automatically goes straight back to the menu or onto the next piece of content. People can come in, hit go, and they can be guided through each piece of content without us having to be here to monitor what they're doing."

Pete Daykin

Lead Content Creative, Customer Safety Team

"Here in the immersive space, we've really been able to bring to life some of those customer conversations, to actually put people into their shoes. So they're not just numbers on a spreadsheet or statistics on a graph. You actually really feel like you're living the experience of a customer.

Similarly, it's really helped us bring to life some of the passion, dedication and commitment of the colleagues who work in Safer Gambling. It's really allowed us to showcase why they do the job that they do and the skills and experience that they bring to those roles."

Sue Wade

Head of Strategy and Commercial, Safer Gambling Team