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One smart hub to join, track, and claim weekly promos
Reward Club
One smart hub to join, track, and claim weekly promos
The Product
A Game in Need of a Comeback
4 To Score was Betway’s once-glorious free prediction game: pick the first team to score in four different football leagues and win £50K. Simple? Sure. Thrilling? It used to be. But players stopped caring. The game felt like last season’s kit, outdated, unloved, forgotten. That’s when I stepped in to rethink everything: gameplay, UX, UI, and how we could scale it across sports.
The Product
A Game in Need of a Comeback
4 To Score was Betway’s once-glorious free prediction game: pick the first team to score in four different football leagues and win £50K. Simple? Sure. Thrilling? It used to be. But players stopped caring. The game felt like last season’s kit, outdated, unloved, forgotten. That’s when I stepped in to rethink everything: gameplay, UX, UI, and how we could scale it across sports.
The Product
A Game in Need of a Comeback
4 To Score was Betway’s once-glorious free prediction game: pick the first team to score in four different football leagues and win £50K. Simple? Sure. Thrilling? It used to be. But players stopped caring. The game felt like last season’s kit, outdated, unloved, forgotten. That’s when I stepped in to rethink everything: gameplay, UX, UI, and how we could scale it across sports.
The People
Meet the Team
We had the full squad: PMs, devs, data brains, and marketers ready to resuscitate a fan-favorite that had quietly slipped into a coma. And then there were our players: casual football fans, Betway regulars and occasional bettors looking for low-risk, high-thrill fun. I wasn’t just along for the ride,I drove it. Led the research, mapped the journey, ran interviews, sketched wiresframes, and shaped the final experience. My mission? Build something that didn’t just work, but worked its charm.
The People
Meet the Team
We had the full squad: PMs, devs, data brains, and marketers ready to resuscitate a fan-favorite that had quietly slipped into a coma. And then there were our players: casual football fans, Betway regulars and occasional bettors looking for low-risk, high-thrill fun. I wasn’t just along for the ride,I drove it. Led the research, mapped the journey, ran interviews, sketched wiresframes, and shaped the final experience. My mission? Build something that didn’t just work, but worked its charm.
The People
Meet the Team
We had the full squad: PMs, devs, data brains, and marketers ready to resuscitate a fan-favorite that had quietly slipped into a coma. And then there were our players: casual football fans, Betway regulars and occasional bettors looking for low-risk, high-thrill fun. I wasn’t just along for the ride,I drove it. Led the research, mapped the journey, ran interviews, sketched wiresframes, and shaped the final experience. My mission? Build something that didn’t just work, but worked its charm.
Goals
What Needed to Change
We had to fix what was dragging the game down and turn it into something people actually cared about. For players, that meant more clarity, flexibility, and reasons to come back. For the business, it meant higher retention, better conversion, and a system we could use beyond football, by:
Winning back players who’d stopped showing up
Making the game’s value obvious, fast
Reducing drop-off after the first interaction
Increasing repeat play and long-term retention
Building a modular setup we could repurpose for other sports
Goals
What Needed to Change
We had to fix what was dragging the game down and turn it into something people actually cared about. For players, that meant more clarity, flexibility, and reasons to come back. For the business, it meant higher retention, better conversion, and a system we could use beyond football, by:
Winning back players who’d stopped showing up
Making the game’s value obvious, fast
Reducing drop-off after the first interaction
Increasing repeat play and long-term retention
Building a modular setup we could repurpose for other sports
Goals
What Needed to Change
We had to fix what was dragging the game down and turn it into something people actually cared about. For players, that meant more clarity, flexibility, and reasons to come back. For the business, it meant higher retention, better conversion, and a system we could use beyond football, by:
Winning back players who’d stopped showing up
Making the game’s value obvious, fast
Reducing drop-off after the first interaction
Increasing repeat play and long-term retention
Building a modular setup we could repurpose for other sports
The Problem
Trouble in Jackpot Paradise
Engagement was dipping, new users weren’t showing up, and the experience had clearly gone stale. As I mapped out the journey, a few problems stood out. First: the login and registration wall came too early, before users even understood what the game was about. My theory? If people could see or even try the game first, they’d get it and be more likely to stick around. Second: once picks were submitted, that was it: no edits, no flexibility. Not great for users who changed their minds or misclicked. And third: after playing, the experience simply stopped. No follow-up, no results, no next step. That meant we weren’t just losing attention, we were missing a clear opportunity to re-engage or cross-sell.
The Problem
Trouble in Jackpot Paradise
Engagement was dipping, new users weren’t showing up, and the experience had clearly gone stale. As I mapped out the journey, a few problems stood out. First: the login and registration wall came too early, before users even understood what the game was about. My theory? If people could see or even try the game first, they’d get it and be more likely to stick around. Second: once picks were submitted, that was it: no edits, no flexibility. Not great for users who changed their minds or misclicked. And third: after playing, the experience simply stopped. No follow-up, no results, no next step. That meant we weren’t just losing attention, we were missing a clear opportunity to re-engage or cross-sell.
The Problem
Trouble in Jackpot Paradise
Naffy is a digital storefront for creators: think: "What if Shopify had a baby with Stanstore and that baby listened to creators for once?" As they plotted global domination (read: launching in the UK and US), they realized their website felt more "early internet" than "early adopter." That’s where I came in.
Discovery
Sherlock Mode Activated
I kicked things off with a competitor audit to see how other games handled onboarding, flow, and feedback. That gave me a baseline to compare against, and a sharper lens for spotting where our experience fell short.
Discovery
Sherlock Mode Activated
I kicked things off with a competitor audit to see how other games handled onboarding, flow, and feedback. That gave me a baseline to compare against, and a sharper lens for spotting where our experience fell short.
Discovery
Sherlock Mode Activated
I kicked things off with a competitor audit to see how other games handled onboarding, flow, and feedback. That gave me a baseline to compare against, and a sharper lens for spotting where our experience fell short.
Need a title for this
Then I went straight to the source. Through user interviews and surveys, we uncovered more than just feedback, we surfaced emotional friction points that explained the drop in engagement:
Need a title for this
Then I went straight to the source. Through user interviews and surveys, we uncovered more than just feedback, we surfaced emotional friction points that explained the drop in engagement:
Need a title for this
Then I went straight to the source. Through user interviews and surveys, we uncovered more than just feedback, we surfaced emotional friction points that explained the drop in engagement:
It’s not just
a UX issue
it’s an
emotional gap
It’s not just
a UX issue
it’s an
emotional gap
It’s not just
a UX issue
it’s an
emotional gap
The Solution
The Real Shift
User interviews made one thing clear: our players were already picking goal scorers every week, just in fantasy football. So why not lean into that? I pitched a new mechanic: pick the first goal scorer in four selected matches. Way more personal, way more fun. Most fans don’t care what team scores first in League Two, most of them can’t even name one. But choosing a striker in Liverpool vs. Arsenal? That’s a match you’re probably already watching, maybe even with friends. And when your pick scores first, you’re not just cheering. You’re turning to your mate and saying, “Hang on… am I about to win 50K?” That’s the kind of moment people talk about, and that’s free marketing, live.
The Solution
The Real Shift
User interviews made one thing clear: our players were already picking goal scorers every week, just in fantasy football. So why not lean into that? I pitched a new mechanic: pick the first goal scorer in four selected matches. Way more personal, way more fun. Most fans don’t care what team scores first in League Two, most of them can’t even name one. But choosing a striker in Liverpool vs. Arsenal? That’s a match you’re probably already watching, maybe even with friends. And when your pick scores first, you’re not just cheering. You’re turning to your mate and saying, “Hang on… am I about to win 50K?” That’s the kind of moment people talk about, and that’s free marketing, live.
The Solution
The Real Shift
User interviews made one thing clear: our players were already picking goal scorers every week, just in fantasy football. So why not lean into that? I pitched a new mechanic: pick the first goal scorer in four selected matches. Way more personal, way more fun. Most fans don’t care what team scores first in League Two, most of them can’t even name one. But choosing a striker in Liverpool vs. Arsenal? That’s a match you’re probably already watching, maybe even with friends. And when your pick scores first, you’re not just cheering. You’re turning to your mate and saying, “Hang on… am I about to win 50K?” That’s the kind of moment people talk about, and that’s free marketing, live.
Flow Built Around Real Scenarios
The old journey went something like this: pick, submit… disappear. No feedback loop, no follow-up, no reason to stick around. I flipped that. Now, users could play the game before logging in. Let them feel the thrill first, then ask for the commitment. The experience became layered and intentional. First-timers got clarity and context. Returning players got speed and control.
Flow Built Around Real Scenarios
The old journey went something like this: pick, submit… disappear. No feedback loop, no follow-up, no reason to stick around. I flipped that. Now, users could play the game before logging in. Let them feel the thrill first, then ask for the commitment. The experience became layered and intentional. First-timers got clarity and context. Returning players got speed and control.
Flow Built Around Real Scenarios
The old journey went something like this: pick, submit… disappear. No feedback loop, no follow-up, no reason to stick around. I flipped that. Now, users could play the game before logging in. Let them feel the thrill first, then ask for the commitment. The experience became layered and intentional. First-timers got clarity and context. Returning players got speed and control.
It wasn’t just about moving through screens, it was about building a rhythm that kept people coming back.
It wasn’t just about moving through screens, it was about building a rhythm that kept people coming back.
It wasn’t just about moving through screens, it was about building a rhythm that kept people coming back.
Wireframes With Purpose
I sketched fast. I tested early. Wireframes helped validate whether this player-pick mechanic made sense, if confirmation flows clicked, and how not to break the dev team.
Wireframes With Purpose
I sketched fast. I tested early. Wireframes helped validate whether this player-pick mechanic made sense, if confirmation flows clicked, and how not to break the dev team.
Wireframes With Purpose
I sketched fast. I tested early. Wireframes helped validate whether this player-pick mechanic made sense, if confirmation flows clicked, and how not to break the dev team.
Make Them Care, Fast
The old splash page screamed "BRANDING" with big logo, vague tagline, and no hint this was a football game. I redesigned it to spotlight the jackpot, how the game works, and make it unmistakably about football. The result? Faster conversions, less drop-off, more “oh I get it” within seconds.
Make Them Care, Fast
The old splash page screamed "BRANDING" with big logo, vague tagline, and no hint this was a football game. I redesigned it to spotlight the jackpot, how the game works, and make it unmistakably about football. The result? Faster conversions, less drop-off, more “oh I get it” within seconds.
Make Them Care, Fast
The old splash page screamed "BRANDING" with big logo, vague tagline, and no hint this was a football game. I redesigned it to spotlight the jackpot, how the game works, and make it unmistakably about football. The result? Faster conversions, less drop-off, more “oh I get it” within seconds.
Pick Your Player, Not Just a Crest
Switching to player picks meant rebuilding the screen from scratch. It was built for speed: clear layout, quick taps, no overthinking. But it also had to hit emotionally. Showing faces and names made every choice feel more personal, more fun. It wasn’t just about making a pick, it was about backing your guy.
Pick Your Player, Not Just a Crest
Switching to player picks meant rebuilding the screen from scratch. It was built for speed: clear layout, quick taps, no overthinking. But it also had to hit emotionally. Showing faces and names made every choice feel more personal, more fun. It wasn’t just about making a pick, it was about backing your guy.
Pick Your Player, Not Just a Crest
Switching to player picks meant rebuilding the screen from scratch. It was built for speed: clear layout, quick taps, no overthinking. But it also had to hit emotionally. Showing faces and names made every choice feel more personal, more fun. It wasn’t just about making a pick, it was about backing your guy.
Don’t Just Say Goodbye
The old journey just… stopped. No feedback, no reason to care. I turned that dead-end into a proper moment. Now players could check their picks, change them if the match hadn’t started yet, or, if it had, see if they were still in the game. And right then, we dropped in tailored bet suggestions based on their choices. A slick little “you backing him? Want to double down?” move, while the hype was still real.
Don’t Just Say Goodbye
The old journey just… stopped. No feedback, no reason to care. I turned that dead-end into a proper moment. Now players could check their picks, change them if the match hadn’t started yet, or, if it had, see if they were still in the game. And right then, we dropped in tailored bet suggestions based on their choices. A slick little “you backing him? Want to double down?” move, while the hype was still real.
Don’t Just Say Goodbye
The old journey just… stopped. No feedback, no reason to care. I turned that dead-end into a proper moment. Now players could check their picks, change them if the match hadn’t started yet, or, if it had, see if they were still in the game. And right then, we dropped in tailored bet suggestions based on their choices. A slick little “you backing him? Want to double down?” move, while the hype was still real.
Same Bones, New Game
Football was just the start. The new setup used one core structure we could easily adapt across markets such as cricket, horse racing or eSports. No redesigns. No rebuilding. Just swap the data and go.
Same Bones, New Game
Football was just the start. The new setup used one core structure we could easily adapt across markets such as cricket, horse racing or eSports. No redesigns. No rebuilding. Just swap the data and go.
Same Bones, New Game
Football was just the start. The new setup used one core structure we could easily adapt across markets such as cricket, horse racing or eSports. No redesigns. No rebuilding. Just swap the data and go.
The Outcome
Turns Out It Worked
What started as a forgotten game is now a working product with numbers to prove it. It performs, adapts fast, and scales across sports. We can now launch a new version in under two weeks.
Weekly Engagement
Returning players and in-game activity
New User Acquisition
Signups after relaunch
Session Duration
Average time per session
Stakeholder Confidence
Belief in product value
Final Thoughts
Fun Is Serious Business
Emotional connection was the difference. The game worked because it gave people someone to root for—not just something to click through. Switching to player picks brought energy and emotion back into the experience, and the rest of the design made it easy to stay in the flow and come back for more. We had other ideas on the table, like a chat-style screen to suggest bets based on your picks, or a quick animated walkthrough to show how it works. Both tested well, both were dropped due to timing.
Final Thoughts
Fun Is Serious Business
Emotional connection was the difference. The game worked because it gave people someone to root for—not just something to click through. Switching to player picks brought energy and emotion back into the experience, and the rest of the design made it easy to stay in the flow and come back for more. We had other ideas on the table, like a chat-style screen to suggest bets based on your picks, or a quick animated walkthrough to show how it works. Both tested well, both were dropped due to timing.
Final Thoughts
Fun Is Serious Business
Emotional connection was the difference. The game worked because it gave people someone to root for—not just something to click through. Switching to player picks brought energy and emotion back into the experience, and the rest of the design made it easy to stay in the flow and come back for more. We had other ideas on the table, like a chat-style screen to suggest bets based on your picks, or a quick animated walkthrough to show how it works. Both tested well, both were dropped due to timing.