Roobet

A Snoop Dogg-inspired gaming experience

Deliverables

Game Concept

UX/UI Design

2D Illustration

Copywriting

Partners

OnePlusOne Solutions

Background

To debut their new partnership with Snoop Dogg, Roobet sought our help to concept and create a new game. JUICE strategized with the client how to communicate a new celebrity partnership

Problem

A Roobet, an online crypto casino, had just partnered with Snoop Dogg and needed a fully custom game to accompany the launch. The game had to be built on an existing mechanic using a pre-existing API, feature Snoop Dogg prominently, and be completed on an aggressive timeline.

The creative direction was left open-ended. Beyond basic functionality, Roobet relied on JUICE to ideate the game concept, establish the visual direction, and deliver all creative assets necessary for launch. Speed and clarity were critical—there was no room for a drawn-out revision process or disconnected workflows.

Solution:

JUICE provided a tightly scoped, strategically led creative process to meet Roobet’s needs. We approached the project by leading with collaboration, prototyping, and design refinement. Working closely with the client through frequent milestone reviews, we established the final direction early, allowing our team to move fast and deliver high-quality creative across multiple disciplines.

The selected concept was a Crash-style game that playfully featured Snoop Dogg taking progressively larger hits from a comically massive blunt. The UX design framed the experience as a satirical live news broadcast, with dynamic background layers and custom voiceovers that amplified the game's immersive quality and worldbuilding.

Execution

Phase 1

(Strategy & Design)

Collaborated on a sitemap tailored to the restaurant’s needs and typical diner behaviors
Developed moodboards and selected fonts, illustration styles, and visual direction
Designed wireframes and high-fidelity homepage layouts focused on clarity and action
Finalized full site page designs using placeholder content prior to photography

Phase 2

(Development & Pre-Launch)

Developed the site in Webflow, emphasizing fast load times and responsive design
Created a “Coming Soon” landing page with newsletter signup to build anticipation
Scheduled and executed a photography shoot capturing both food and space just before launch

Phase 3

(Launch & Support)

Launched the full website on opening day, integrating edited photography and branded visuals
Added interactive animations to convey the brand personality
Provided ongoing updates and support: seasonal menu edits, special announcements, and UI improvements

Execution

Phase 1

(Brainstorming & Ideation)

Conducted internal creative sessions to pitch and refine gameplay concepts
Presented direction options to Roobet, settling on a multiplayer Crash-style mechanic
Established core features including a live feed of Snoop, camera angles, and interactive puff animations

Phase 2

(UX/UI Design & Worldbuilding)

Designed a multi-layer parallax background system with four independently moving layers
Created a modular system of global “zones” Snoop’s blunt would travel through (e.g., USA, Europe, Africa, Asia)
Developed visual language, UI elements, and layout for the gameplay loop
Integrated custom elements including a news ticker and a blunt-cam experience to anchor the live-news concept

Phase 3

(2D Illustration & Asset Generation)

Produced hand-drawn background illustrations with extensive Snoop Dogg references, cityscapes, and landmarks
Delivered finalized UI assets and interaction design files to Roobet for implementation
Generated world assets in parallel with development to support an accelerated release schedule

Results

The game launched alongside the Snoop Dogg partnership with Roobet as the first celebrity-branded house game on any crypto casino platform. A custom 4-layered parallax background system was designed to support expansive, dynamic environments.

1,000+

Users within first 24 hours

3 months

email signups during thepre-launch phase

Takeaway

JUICE delivered a fully custom game concept and creative direction under tight timelines with limited client input. By leading the project with clear strategy, collaboration, and cross-functional creative execution, we enabled Roobet to launch a celebrity-branded product that felt cohesive, polished, and aligned with the larger campaign.

Our ability to handle high-impact projects with cultural relevance and creative complexity makes JUICE a reliable partner for future custom game design work.

“I enjoyed the whole process of Snoopifying Crash and makin’ it the Snoop Dogg way. So, let’s roll, keep it positive, and have some fun!”