Lottery Design Tweak Lifted Player Engagement
What Changed
A simple navigation redesign delivered a clear lift in lottery engagement. The product team found that players were not reaching the lottery page often enough, even though the feature was live across several touchpoints. The weak result came from discovery, not from the lottery concept itself.
The original lottery recorded 29% engagement, measured by ticket purchases, and 38% page visitation, measured by unique players who stayed on the page for more than 10 seconds. Those figures fell short of internal expectations, especially on traffic to the lottery page.
Where The Funnel Broke
The review looked at every entry point: the deposit cashier, a homepage banner, a homepage widget, the burger menu, and direct messaging. One pattern stood out. The burger menu icon was already one of the most clicked elements in the bottom navigation bar, with 84% of players opening it at least once during the campaign.
Despite that reach, only 7% of players moved from the burger menu to the lottery page. The menu item for the lottery sat in the middle of the list and did not stand out. A small “New” label failed to create enough visibility or urgency.
The Design Fix
The team replaced the plain menu item with a brighter dedicated widget inside the burger menu. It displayed the main prize, added a short call to action, made the full widget clickable, and moved it higher in the layout, directly below the deposit button.
This type of change matters because it reduces friction. Players no longer needed to scan a list of links to find the lottery. The offer became visible at the exact moment they opened a high-traffic navigation area.
The Measured Impact
The next lottery launched a month later with the updated widget and used the same performance metrics. Without an A/B test, the comparison is directional rather than experimental, yet the movement was strong across all key indicators.
Engagement rose to 34%. Lottery page visitation climbed to 65%. The burger menu to lottery funnel increased to 29%. For operators, that result shows how interface placement can unlock existing demand faster than adding new promotional mechanics.
Why Operators Should Pay Attention
Lottery performance is often judged on prize value, mechanics, or bonus support. This case shows that interface hierarchy can be just as important. If players cannot find a feature quickly, even a well-designed promotion will struggle to reach its ceiling.
For suppliers and operators, the lesson is practical: analyse customer journeys, not just top-line campaign numbers. Entry points with high traffic deserve stronger merchandising. Elements that already attract clicks, such as navigation menus, can become efficient conversion surfaces when the design is handled properly.
Source: iGaming CEO Telegram
What ChangedA simple navigation redesign delivered a clear lift in lottery engagement. The product team found that players were not reaching the lottery page often enough, even though the feature was live across several touchpoints. The weak result came from discovery, not from the lottery concept itself.The original lottery recorded 29% engagement, measured by ticket purchases, and 38% page visitation, measured by unique players who stayed on the page for more than 10 seconds. Those figures fell short of internal expectations, especially on traffic to the lottery page.Where The Funnel BrokeThe review looked at every entry point: the deposit cashier, a homepage banner, a homepage widget, the burger menu, and direct messaging. One pattern stood out. The burger menu icon was already one of the most clicked elements in the bottom navigation bar, with 84% of players opening it at least once during the campaign.Despite that reach, only 7% of players moved from the burger menu to the lottery page. The menu item for the lottery sat in the middle of the list and did not stand out. A small “New” label failed to create enough visibility or urgency.The Design FixThe team replaced the plain menu item with a brighter dedicated widget inside the burger menu. It displayed the main prize, added a short call to action, made the full widget clickable, and moved it higher in the layout, directly below the deposit button.This type of change matters because it reduces friction. Players no longer needed to scan a list of links to find the lottery. The offer became visible at the exact moment they opened a high-traffic navigation area.The Measured ImpactThe next lottery launched a month later with the updated widget and used the same performance metrics. Without an A/B test, the comparison is directional rather than experimental, yet the movement was strong across all key indicators.Engagement rose to 34%. Lottery page visitation climbed to 65%. The burger menu to lottery funnel increased to 29%. For operators, that result shows how interface placement can unlock existing demand faster than adding new promotional mechanics.Why Operators Should Pay AttentionLottery performance is often judged on prize value, mechanics, or bonus support. This case shows that interface hierarchy can be just as important. If players cannot find a feature quickly, even a well-designed promotion will struggle to reach its ceiling.For suppliers and operators, the lesson is practical: analyse customer journeys, not just top-line campaign numbers. Entry points with high traffic deserve stronger merchandising. Elements that already attract clicks, such as navigation menus, can become efficient conversion surfaces when the design is handled properly.Source: iGaming CEO Telegram
🌐 Source: iGaming CEO Telegram
