Entain & BetMGM's design system, Dice, was created to unify over 40 brands within a complex global ecosystem while preserving each brand's unique identity. Built on a shared foundation of components and semantic tokens, Dice addresses duplication, inconsistency, and technical debt by aligning design and engineering practices at scale. Unlike a static library, Dice functions as a living system that balances global consistency with local flexibility. It embeds accessibility by default, streamlines design and development workflows, and enables teams to deliver scalable, cohesive experiences across multiple regions, products, and regulatory environments.

From inception, Entain & BetMGM designed Dice as a collaborative ecosystem. Teams across design, engineering, and operations partnered to co-create its architecture, semantic tokens, and growth roadmap. Distributed across five time zones, the system team developed strategies to bridge distance—through in-person workshops in Vienna, weekly touchpoints, and dedicated support channels.

Collaboration was embedded into everyday practice. Designers and developers paired live to test components, educational sessions built shared language, and contribution frameworks empowered product teams to propose and shape new features. Instead of acting as middlemen, the Dice team fostered direct connections between global and regional squads, transforming fragmented workflows into collective problem-solving.

Knowledge-sharing became cultural, with documentation, office hours, and open forums reinforcing alignment. Accessibility and best practices were not just implemented in components but actively taught across disciplines. By structuring collaboration into tools, processes, and education, Dice shifted organizational culture from siloed development to federated teamwork, proving that a unified system could thrive while respecting diverse brand needs.

Dice has transformed how Entain & BetMGM deliver at scale. It eliminated duplicated code, reduced technical debt, and embedded accessibility into core components, resulting in more consistent and inclusive products. Adoption has accelerated delivery speed, enabling designers and engineers to focus on creativity rather than rework. By aligning 40+ brands across regions, Dice has built a shared culture of collaboration, transparency, and systems thinking. Beyond efficiency, it has redefined how teams partner across companies, geographies, and disciplines. The result is a scalable, flexible design system that empowers innovation while maintaining cohesion across a global portfolio.