Gamification works like a loyalty programme.
User gets points while spending money on our websites, but we can connect it to pretty much every user action like for eg. “User gets points by adding his personal data to the registration journey. That way, we can educate our user about our loyalty programme from the very beginning.”


• Improve retention and conversion of our web-sites
• give back something to our users
• Create a platform for future add-ons and improvements 

Mechanics that we wanted to use:

• Gamification during on-boarding process - to help conversion
• Daily free games - improve retention
• Level boosters (user will get level boost sometimes to achieve level up faster) - improves session time
• Other specials - like cross-promotions with partners

 My Process

As I’ve been asked many times about my process. Here is the diagram of my approach to this particular task.

process explained-1

I believe that process and approach are very “company depended”, as the resources and time are always deciding factors of how to approach an UX problem.


We based our reasearch on academic studies of gamification and books. For. e.g.

"According to the studies of the University of Canada there are at least 6 types of players and that things that are attractive to one group is not necessarily attractive to the other"

To cover the widest spectrum we've decided our users into four types:

placeholder imageplaceholder image
placeholder imageplaceholder image

Each type likes different feature or features: Achiever - Points and levels, Player - Leaderboards, Socializer - Teams and Invites, Disruptor - Badges and Challenges

 We've started with a design workshops and user survey.

We asked our users if they are looking for gamification and related features.
It was a survey monkey with some graphics and animation explaining how it “could be" - I wasn't 90% sure if that was a good approach as such a survey will always give conflicted or not clear results.

Feedback was mostly positive.


I organized a few design workshop at which we've been trying to break specification and map everything.

I used sketch and present method - I gave crayons to everyone and asked them to sketch his/her idea for 10 minutes, but to not show it to anyone until presentation. I asked everyone to present thair ideas, after presentations we voted and picked best 2 or 3 ideas. Later I wireframed them and show to the team. And we started iterating from there. 

Minimal Viable Product


In terms of features, we couldn’t do everything. And the reasons for that were complex - resources, time and other projects. But, we’ve divided specification into small pieces and checked all timelines with PMs. Looking for what features that can be implemented in the most effortless way possible.

We’ve decided to go with: - box opening mechanics - level boost and levels. And will cover just one of four types of the players from our initial spec.

The Box 🎁

I found a box mechanics during one of our workshops. The idea is simple when player progress with a level at the end there is a box that players can open to get a prize. The prize itself is randomly generated and the user don’t know what is in the box. I really like that idea as it gives the element of curiosity and randomness.

box 001
box svg

We were very excited about this idea as its clean and (was) unique in a gambling business.

From a technical point of view, it was also an elegant solution - easy to implement and connect with other components.

Progress bar

Progress bar was a tool that allows us to inform our users where they are with their progress. I created some animation for it too, like bar boost and bar explosion. It was also possible to check the bar during a game session.

progress bar

The prototype

During the gamification project, I created and tested a few prototypes.
Here is one example of the opt-in journey and functionalities.

progress bar

The tutorial

As gamification can be quite confusing, we wanted our users to be well informed.
Tutorial was a part of the on-boarding process and triggered just after the second login. We didn’t want to interfere with a first login, as for a player free spins are way more important than gamification end levels.

placeholder imageplaceholder imageplaceholder imageplaceholder imageplaceholder image
mockup badge

Abandoned ideas

I’m adding this part as a reference, as I think some of those ideas are worth sharing.

placeholder image


placeholder image


placeholder image

Some more ideas

placeholder image

The Results

The project was very exciting to work on.We’ve learned a lot,  but we’ve seenjust from the start that our users weren’t as interested as expected. We didn’t see a substantial change in our numbers, but at the same time we didn’t have enough resources to continue.