Horizon 2: Relaunching LoRo into the modern digital age
From shout to entertain
Redesigning Loterie Romande’s eGaming platform
We worked closely with LoRo to deliver a new, modern and consistent design system for LoRo’s gaming platform (jeux.loro.ch) with mobile at its core. LoRo had clear objectives; more players, more registrations, and more repeat usage.
Design Effectiveness Awards – GOLD
Our work on Loterie Romande won a DBA Design Effectiveness Award GOLD, recognising the impact the role of design has had on LoRo as an organisation.
Bringing LoRo to the modern digital age
Founded in 1937 with the objective of working for public good, Loterie Romande is the lottery provider for the 6 French-speaking Swiss Cantons. With values of respect, trust and loyalty, Loterie Romande (LoRo) is a well-known Swiss institution.
An estimated 63% of the French-speaking Swiss population are Loterie Romande players, but the online offer was outdated and inflexible so needed a large rethink. Working with Camelot Global Services we delivered a new platform that provided more opportunity to players and the business alike.
Mobile first
It’s a given and so is a short, snappy and easy-to-use UI. We created drama by focusing on the next key event with a very accessible simple navigational structure. This enabled any game across LoRo’s four pillars (Draw Based Games, Instant Wins, Sports Bet and Horse Racing) to be played within 2 clicks.
We identified four player types for whom we designed the platform; Ana – The Big Dreamer. David – The Offline Player. Julie – The Social Gamer and Lucas – The football fan. Each had their own distinct journey to create an uplift in engagement and repeat use, and along with it an uplift in LoRo’s key objectives.
The rhythm of the draw
LoRo’s eGaming offer spans across 4 main verticals: Draw Based Games, Sports Betting, Horse Race Betting and Instant Win Games. These verticals follow a weekly rhythm of draws and events. The new LoRo website will dance to this rhythm, shifting and reshaping itself, on certain key pages, to better showcase the offer.
LoRo was based on our 6 principles of lottery gameplay
It should be fun, exciting and feel alive
Playing a game is emotional, it’s fun and exciting – so we should look for ways to engage the user on an emotional level. We can use time data, usage data, win data and more to bring the presentation to life.
Excite players with the potential to win big
The potential of the ‘big win’ is what drives play, so, where possible, let’s show the user that people win on this site and that they are currently winning. Showing biggest win this month / week / day, total wins, wins by game etc will help bring the gameplay to life.
Lead on the next big event and do it with drama
Play to this sense of occasion and lead on those events on those given days. Users should be engaged with the lead up to the next big event and this naturally provides an opportunity to keep the site fresh and relevant.
Decrease searching to increase playing times
We want users to be playing games within 1-2 clicks where possible. This requires timely placement, personalisation, but also a shallow and accessible navigational architecture – but one you can live with over time.
Have fun with data, be cute
There are lots of fun things that can be done with the data behind the games, particularly the lottery. Players like patterns and myths so display interesting trends on the data such as common winning combinations, rare numbers, hot and cold numbers / combinations
The power of purpose
Lotteries exist to raise money for good causes – they are designed to give back, so should appeal to a generation that sees this as a part of their DNA. Digital technologies can make this connection even more powerful by showing, not just how much money is raised, but where that money is spent
I would recommend Else without any hesitation. The Else team is creative, full of new ideas and very talented.
Head of Digital Marketing & eCommerce at Loterie Romande
Lottery Play
Centre stage in the proposition is Loterie Romande’s draw based games. From landing screens that enable choice and seduction through to play screens that are fuss-free, the new experience handles players on any device.
Horse racing
Delivering the PMU suite of races across desktop and mobile was a challenge, the key to which is a visual and easy to navigate EPG style interface. Visually we found a way to capture races that felt very different to the norm and so finding LoRo a unique flavour on a popular part of the offer.
Instant wins
With the new lottery platform comes the ability to deliver Instant Win Games at a much more rapid rate. This speed-to-market provides LoRo with a platform to test new ideas live and enabled us to create a simple App Store-style solution to browsing an ever growing catalogue.
Actionable account area
The account area allows players to manage their play, such as limits and their wallet as you’d expect. But it also allows them to see what upcoming bets and games they have and build a sense of anticipation in the run-up to the event.
LoRo achieved impressive results following the redesign
250% Increase in registrations
2x Player volume
25% Growth in sales
Change starts with a conversation