Technology Strategy
Creating a Native Virtual Assistant App for a European Lottery
Success Story
To create an omni-channel experience for an established European betting and gaming organization, Scalefocus developed a virtual assistant application and facilitated growth amid the Covid-19 crisis. The newly launched native iOS and Android apps helped the lottery maximize revenue by reaching more players and by providing an increased brand exposure through impeccable UX.
Elimination of Online
Retail Boundaries
600,000 Monthly
Active Users
2.7 Million
Ticket Scans
The Client
Our client is among the oldest national lotteries in Europe. Apart from games and contests, its focus includes preserving cultural heritage and creating awareness on the importance of responsible gaming through integrated media campaigns. Thanks to the consistent number of players and their committed engagement, each year our client reinvests over €320 million in society through different charity, scientific and social initiatives.
The Solution
To create the ultimate virtual player assistant, our team worked on transforming the legacy solution characterized by subpar user experience, poor app store rating and a high number of crashes. We deployed native Android and iOS mobile apps with flawless UX and integrated them in the company’s ecosystem.
Our tailored development approach featured multiple exit points as well as daily alignment and management of other vendors to ensure the highest product quality. We conducted frequent internal and external user testing and modified features in accordance with user feedback. Within months after handover, we achieved over 20% improvement of the lifetime store rating and decreased the number of crashes exponentially.
Due to the Covid-19 pandemic, Scalefocus implemented readjustments to functionalities that would have required players to go to retail outlets. They were put on hold and transformed to avoid clusters of people. The crisis impacted the way we plan releases and will continue to shape how we design functionalities in the future.
Omni-channel login and registration
POS locator through Google Maps and Places integration
Multiple-platform release of the new Viking Lotto game in just 2 weeks
Successful launch of a virtual bet slips creation tool
Results
The newly developed native apps are the ultimate virtual assistant to all players. They allow easy 24/7 access, serve as a communication channel, provide tailored assistance and enable the lottery to dynamically promote its content. Apart from minimizing the need for players’ retail presence, the Scalefocus team’s cross-industry expertise contributed for the all-time high increase in the lottery’s sales through the app. By adapting to the changing times and putting in place adjustments to ensure the safety of their players, the client maintained excellent business results and their revenue surpassed €1,5 billion, making 2020 their most successful year to date.
€6.9 million generated through the app in a month surpassing pre-handover’s annual total
4.5-star Google Play and 4.9 App Store rating as opposed to 3.7 at handover
100% crash-free users for all builds on iOS
over 99% crash-free users for all builds on Android
