A gamification product over current NetEnt games to promote stickiness: challenges, rewards, and player profiles across the portfolio.
Product design lead for this project. Worked with multiple departments within the organization to see the product through its whole development lifecycle.
Brainstorming; octalysis; game design; design studio; prototyping; usability studies; agile; analytics; A/B testing.
Sketch; Zeplin; Craft; Photoshop; Illustrator; Balsamiq; Confluence; Tobii Eyetracking; SurveyMonkey; Twitch; PowerBI.
A gamification product over current NetEnt games to promote stickiness. In the Challenge, players get rewards based on different challenges they complete; in NetEnt Adventure, players level up to unlock badges and awards by completing missions within a specific game or across multiple NetEnt games.
From discovery and ideation through concept, design, testing, and measurement — with gamification and player engagement at the centre.
Problem statement: we wanted players to play longer sessions and stick to NetEnt games. Discovery process included a design workshop (defining the problem area, SWOT analysis), ideation focused on understanding players, and octalysis to define what motivates players and how to gamify the platform. Gamification of player profiles was the winning concept.
Understanding players through octalysis and defining motivations; gamification of player profiles and promotions as the winning concept; alignment on player profiles and promotions.
Used Sketch to create concepts and prototypes; iterated with stakeholders. Product vision and milestones: initially gamification would be promotions-focused; next, updating the game framework to support promotions visually in games; finally a full player profile showing progress and new promotions. Workshops to define what players want; prototyping promotions and desktop layouts.
Designs for multiple domains: back office for setting up promotions; game framework for the base of each promotion feature; game teams for art style of assets. Art direction: developing an art style that matched the portfolio while conveying the right message. Design principles and guidelines for badge assets.
Usability testing with eyetracking to evaluate information architecture and visuals; card sorting to structure back office information; surveys for user feedback on platform adoption.
KPIs: success measured by number of users playing different games before and after promotions. Business intelligence: tracking player sessions by duration and next-game selection.
Learned the importance of designing for long-term player engagement and balancing entertainment with responsible play. Transparency and trust with stakeholders accelerated alignment and adoption across teams and business units. Clear shared frameworks for engagement enabled faster iteration while meeting regulatory and market requirements.
Designing for long-term player engagement; balancing entertainment value with responsible play. Transparency and trust with stakeholders accelerated alignment and adoption. Clear shared frameworks for engagement enabled faster iteration while meeting regulatory and market requirements.
Design lead for NetEnt's upgraded back office and promotions (manages over 58.3 billion transactions per year, 2019 data). Increased player engagement via the free-round-widget: additional play sessions, improved visibility across the NetEnt portfolio, longer session length per player. Reduced user drop-off and increased session length by over 15% through gamification of the out-of-game experience. Enhanced game framework efficiency with user-centric design and streamlined design workflow.