Ladbrokes appointed creative agency Nowwashyourhands to design the site, which is set to launch this week.
Ladbrokes was an early convert to the online market, launching services in 1998, and has continued to build its presence ever since.
Rio Bay Casino is Ladbrokes' second casino site. The original casino site, Ladbrokescasino.com, is available through Ladbrokes' main , while Rio Bay Casino will stand alone.
The site will offer customers all the glamour and excitement of its South American namesake with vibrant colours, palm trees and sandy white beaches forming the site's interface.
Accordingly, the new casino will be promoted offline with exotic prize holidays and exclusive Hilton Worldwide Resort packages.
Neil Jeffries, a partner at Nowwashyourhands, said: "Given the highly competitive nature of online gaming, quality website design is no longer a luxury but rather a necessity. Design and functionality must be first-rate so as to support large volume traffic, enable user-friendly transactions and above all, provide a fun environment."
The new site is the latest in an ongoing collaboration between the agency and Ladbrokes. Nowwashyourhands developed Ladbrokes' popular World Cup promotional CD-rom as well as numerous design services on the portal site.
Nowwashyourhands was launched in 2001. The consultancy provides traditional and interactive design services to clients including the BBC, Ladbrokes, Camelot, Victor Chandler, Fox Kids, MTV and UK Style.
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