App Store Graphics
A set of App Store marketing graphics for The National Lottery iOS app, covering the app's introduction, key promotions, and core features, scan ticket, instant win games, and favourite numbers.
My role: Research, UI design, Design system management
The Problem
The brief was clear: engage 18–25 year olds through the experience, not marketing to them. Desk research pointed to a few consistent findings: Gen Z have more games on their phone than any other age group, they play mostly to relax and spend time with friends, and community-driven, skill-based games were growing fastest. Existing instant win games didn't reflect any of that.
The Solution
Two findings shaped the concept: instant win games could feel more like genuine arcade games, and Gen Z's gaming is social. Retro Arcade IWG answers both, the instant win mechanic becomes a space shooter, and a leaderboard lets players compare scores with friends rather than playing alone.
Where it stands
Two findings shaped the concept: instant win games could feel more like genuine arcade games, and Gen Z's gaming is social. Retro Arcade IWG answers both, the instant win mechanic becomes a space shooter, and a leaderboard lets players compare scores with friends rather than playing alone. The outcome of an instant win game is already decided the moment a player hits play, so the spin wheel gives that result a moment of reveal, arcade-style, rather than just displaying it flatly.
