How Vivo Game Center Revamped Its Homepage for Immersive Game Discovery

Introduction

As internet and game businesses rapidly grow, the game recommendation track is crowded; Vivo Game Center aims to stand out by creating a specialized, youthful, fun experience, focusing on the homepage as the core battleground.

Background

Previously we launched version 1.0 homepage, featuring a large daily recommendation card, hierarchical page layout with gold position and tabs, and a waterfall list, achieving good results.

After a year we reconsidered possibilities and decided to upgrade the homepage again based on strategy, data feedback, and user voices.

Problems and Optimization Goals

Daily recommendation card reduces exposure of other content, causing reduced freshness; need to improve exposure and showcase game features.

Mid-page tabs have low click‑through, need better structure for traffic distribution.

Waterfall flow is less efficient than list; need more decision info to boost conversion.

Key metrics: increase effective game activation rate and platform active rate; feature differentiation is a top priority.

Design Approach

From a design perspective, specialization focuses on gamification and attractiveness.

Gamification: Use design to give users an intense game perception.

Attractiveness: Create strong atmosphere, quality feeling, and refined editorial sense.

Information Reorganization

We moved the mid-page tabs below the search bar, integrated daily recommendation with the header for immersive experience, and rebuilt the waterfall card container to flexibly display richer decision information and highlight game features.

Part 1: Container

The daily recommendation container is designed to maximize game appeal, with a compressed header, immersive background, and flexible layout for various screen sizes.

We introduced real‑time color extraction and dynamic blur to extend the header without delaying performance.

Part 2: Content

Static content now shows more details and larger scenes, while large‑screen adaptation uses higher‑resolution assets to maintain quality on foldable phones and tablets.

Dynamic video content is integrated with immersive playback, ensuring video does not interfere with the search area and adapts to different screen ratios.

Part 4: Waterfall Flow

We reorganized card information hierarchy into four levels, applied visual contrast to differentiate layers, and refined layout to improve readability and browsing experience.

Optimized cards reduce visual noise, enhance information readability, and increase user decision efficiency.

Conclusion

The redesign delivers a more efficient, immersive, and adaptable homepage, improving game exposure, activation, and overall user experience.