Gamifying Roboom! The Online Lottery Ticket
Veikkaus had an abstract idea for a game. Their hope was to have a visually exciting lottery ticket with a casual game-play and a clear concept. The precondition for the game was that it should have explosions. Indeed, Veikkaus had initially drafted a concept of exploding balls. “We weren’t quite sure about the ball idea but we couldn’t blow up people either. When talking with these guys the concept quickly developed into exploding robots, which we liked” says Harri Järvinen, Product Group Manager at Veikkaus.
Earlier, we had built three lottery tickets to Veikkaus; Flaxi, Ka-Ching! and Mayan Aarre. The results of these tickets were solid.
We knew that they could deliver quality code, stunning visuals and html5-animations. We trusted that they would honor their promise and deliver a quality Robot game— Harri Järvinen, Veikkaus Oy
The goal was to create a gamified lottery ticket, which was visually different and had a sound algorithm with a maximized random-factor. In addition, the top priority was to simultaneously add excitment, thrill and game-like suspense.
The first thing we started building was the theme, story, visuals, and animations, which was done in collaboration with Veikkaus. In parallel, we created a simple prototype that allowed us to test the algorithm. With quick iterations and active co-operation we were able to quickly combine all the game elements and started adding the effects and fine-tuning other gaming features.
At launch RoBoom was an instant success! With its combination of visual effects, explosive action and gameplay it took the online lottery ticket level to a whole new one. Today RoBoom continues to be one of the most successful lottery tickets and is currently a top 5 game of over 40 e-lottery tickets issued by Veikkaus. These type of games generate over 400 million euro turnover annually.
The result was much more than we expected, I guess it’s no surprise that it found a player profile of young men, a very interesting target group for Veikkaus.— Harri Järvinen, Veikkaus Oy
What we did
Creative Design — UX — Development — Illustration — ❤
Veikkaus is a Finnish betting office, fully owned by the government and has an exclusive legal betting license on lotteries and sports betting in Finland. Veikkaus.fi is the biggest e-commerce business in Finland with sales over 1,3 billion euros in 2017.