Situation: In product comparison with competitors, Lotto was an outdated, analog mass game, which - apart from nostalgia aspects - was hardly attractive to younger generations.

The average age was 56 years in 2015 and 79.6% were over 36 years (source: GfK Glückspielepanel 2016).

Brief/Objective:

increase in customer numbers of App/Mobile by 10% in the first year

increase of sale volume by 3% in the first year

increase of App Downloads by 30% in the first year

Increase the distribution in the target group under 40 years

Simple, well-known and almost archetypical interaction patterns from childhood such as shaking and turning were combined with mobile interaction patterns such as swiping and notifications. This way new gaming routines were established that increased the fun factor for customers, enriched the brand experience and created recurring gaming occasions.

In addition to design and usability optimization we also established the following core elements:

1. Gamification (“Joy of Use”)

2. Push activation (“Check your luck”)

3. Off- & online integration (“Shop play”)