How We Boosted National Lottery's Instant Win Games by 20% with Player-First UX

The Challenge

Slovenia's National Lottery faced a critical turning point with their instant win games—their most popular online offering needed a complete UX overhaul to meet modern gaming expectations while promoting responsible gambling.

As the digital landscape evolves, even established gaming platforms must adapt or risk losing player engagement. The National Lottery recognized this challenge and partnered with Creatim to transform their instant win games platform into a contemporary, engaging experience that would drive results without compromising their commitment to responsible gaming.

Our Approach

Understanding the Player Journey

We began by analyzing player behavior and identifying key friction points in the existing platform. The data revealed that while players enjoyed the games themselves, the discovery and selection process created unnecessary barriers to engagement.

Our solution centered on three core principles:

• Simplicity: Streamlined navigation and intuitive interfaces
• Modularity: Flexible system for easy game additions and updates
• Responsible Gaming: Ethical considerations integrated throughout the experience

The Player-First Design Strategy

Drawing from mobile gaming psychology, we implemented a design strategy that prioritized:

1. Instant Comprehension: Games that players understand immediately
2. Visual Appeal: Attractive game presentations that spark interest
3. Clear Structure: Organized layout that facilitates quick decision-making

Each game was reimagined as its own "story" presented as a mini-advertisement with clear iconography, prominently displayed maximum winnings, and compelling calls-to-action—all without overwhelming the player.

Responsible Gaming as a Core Value

Rather than treating responsible gaming as a regulatory afterthought, we integrated it as a central element of the experience:

• Permanent banner with responsible gaming information
• Demo mode is available for all games
• Responsible gaming options embedded within each game interface

This approach positioned responsible gaming not merely as a compliance requirement but as a fundamental value that enhances player trust and platform credibility.

Implementation

The redesign process involved close collaboration between UX designers, visual designers, and marketing specialists. We created a modular system that could easily accommodate new games, including digitized versions of traditional scratch cards.

The new interface features:

• Clean, uncluttered game selection screens
• Consistent visual language across all games
• One-click access to game information and rules
• Seamless transitions between browsing and playing

Measurable Results

The impact of our UX redesign was immediate and significant:

• 20% increase in instant win games landing page traffic
• 15% growth in game purchases
• 15% expansion of the active player base

These metrics demonstrate that thoughtful UX design doesn't just improve aesthetics—it directly impacts business outcomes by creating experiences that players trust and enjoy.

Key Takeaways

This project exemplifies how strategic UX design can balance business objectives with ethical considerations:

1. Psychology-driven design creates experiences that resonate with users
2. Modular systems provide flexibility for future growth
3. Integrated responsible practices build trust while supporting business goals
4. Clear visual storytelling reduces friction in user decision-making

The National Lottery case demonstrates that when user experience is treated as a strategic business asset rather than a superficial enhancement, the results speak for themselves.

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