Gamifying betting without user accounts

Experiment with a swipe mechanic to increase engagement without reducing player control.

Role

Product designer

Strategy + UX/UI

Time

4 month

4 month

4 month

Results

  • +17% add-to-cart rate on boosted odds

  • +12% bets placed per session on the Swipebet area


Stack

  • Figma (UX / UI, design system)

  • Figma make

  • Maze (user tests)

Context : A high-traffic betting product with strong constraints

Parions Sport Point de Vente is a mobile application designed for anonymous sports betting.

Users prepare their bets in the app, then pay and validate them in a physical point of sale.

The absence of user accounts is a deliberate product choice, aligned with regulatory and retail constraints.
At the same time, the market is shifting toward more gaming-driven betting experiences, creating a need to modernize the product without compromising control or anonymity.

Parions Sport Point de Vente is a mobile application designed for anonymous sports betting.

Users prepare their bets in the app, then pay and validate them in a physical point of sale.

The absence of user accounts is a deliberate product choice, aligned with regulatory and retail constraints.
At the same time, the market is shifting toward more gaming-driven betting experiences, creating a need to modernize the product without compromising control or anonymity.

Parions Sport Point de Vente is a mobile application designed for anonymous sports betting.

Users prepare their bets in the app, then pay and validate them in a physical point of sale.

The absence of user accounts is a deliberate product choice, aligned with regulatory and retail constraints.
At the same time, the market is shifting toward more gaming-driven betting experiences, creating a need to modernize the product without compromising control or anonymity.

Context

Gamifying a product without user accounts

Context

Gamifying a product without user accounts

Context

Gamifying a product without user accounts

Context : A high-traffic betting product with strong constraints

Parions Sport Point de Vente is a mobile application designed for anonymous sports betting.

Users prepare their bets in the app, then pay and validate them in a physical point of sale.

The absence of user accounts is a deliberate product choice, aligned with regulatory and retail constraints.
At the same time, the market is shifting toward more gaming-driven betting experiences, creating a need to modernize the product without compromising control or anonymity.

Parions Sport Point de Vente is a mobile application designed for anonymous sports betting.

Users prepare their bets in the app, then pay and validate them in a physical point of sale.

The absence of user accounts is a deliberate product choice, aligned with regulatory and retail constraints.
At the same time, the market is shifting toward more gaming-driven betting experiences, creating a need to modernize the product without compromising control or anonymity.

Parions Sport Point de Vente is a mobile application designed for anonymous sports betting.

Users prepare their bets in the app, then pay and validate them in a physical point of sale.

The absence of user accounts is a deliberate product choice, aligned with regulatory and retail constraints.
At the same time, the market is shifting toward more gaming-driven betting experiences, creating a need to modernize the product without compromising control or anonymity.

Problem : Gamifying a product without user accounts

Facing highly gaming-oriented competitors such as Betclic and Winamax, management wanted to bring more fun and modernity to the Parions Sport Point of Sale application.

The product was functional but lacked:

  • emotional engagement,

  • a sense of play,

  • and appeal for younger audiences.

⚠️ Key constraint: the application works without user authentication, making traditional gamification mechanics (points, badges, progression, user history) impossible to implement.

The challenge was not to copy competitors, but to design a form of gamification compatible with strong product, legal, and business constraints.

Facing highly gaming-oriented competitors such as Betclic and Winamax, management wanted to bring more fun and modernity to the Parions Sport Point of Sale application.

The product was functional but lacked:

  • emotional engagement,

  • a sense of play,

  • and appeal for younger audiences.

⚠️ Key constraint: the application works without user authentication, making traditional gamification mechanics (points, badges, progression, user history) impossible to implement.

The challenge was not to copy competitors, but to design a form of gamification compatible with strong product, legal, and business constraints.

Facing highly gaming-oriented competitors such as Betclic and Winamax, management wanted to bring more fun and modernity to the Parions Sport Point of Sale application.

The product was functional but lacked:

  • emotional engagement,

  • a sense of play,

  • and appeal for younger audiences.

⚠️ Key constraint: the application works without user authentication, making traditional gamification mechanics (points, badges, progression, user history) impossible to implement.

The challenge was not to copy competitors, but to design a form of gamification compatible with strong product, legal, and business constraints.

Discovery

User research

Discovery

User research

Discovery

User research

Reframing gamification as interaction, not as a game

Rather than starting with gaming mechanics, I first redefined what “gamification” should bring to this product..

Rather than starting with gaming mechanics, I first redefined what “gamification” should bring to this product..

Rather than starting with gaming mechanics, I first redefined what “gamification” should bring to this product..

Expected benefits

For users

- Make betting more accessible, especially for beginners

- Reduce the perceived complexity of a dense betting offer

- Create a smoother and more enjoyable experience

For the business

- Increase the attractiveness of the Parions Sport offer

- Encourage more frequent bets and higher average baskets

- Modernize brand perception


For users

- Make betting more accessible, especially for beginners

- Reduce the perceived complexity of a dense betting offer

- Create a smoother and more enjoyable experience

For the business

- Increase the attractiveness of the Parions Sport offer

- Encourage more frequent bets and higher average baskets

- Modernize brand perception


For users

- Make betting more accessible, especially for beginners

- Reduce the perceived complexity of a dense betting offer

- Create a smoother and more enjoyable experience

For the business

- Increase the attractiveness of the Parions Sport offer

- Encourage more frequent bets and higher average baskets

- Modernize brand perception


Identifying the real product constraint

Analyzing the existing product quickly revealed the core limitation:
👉 full user anonymity.

This led to a framing question that guided the entire project:

Analyzing the existing product quickly revealed the core limitation:
👉 full user anonymity.

This led to a framing question that guided the entire project:

Analyzing the existing product quickly revealed the core limitation:
👉 full user anonymity.

This led to a framing question that guided the entire project:

How can we make betting more playful and accessible without creating a
oss of control or perceived risk, in a product without user authentication?

How can we make betting more playful and accessible without creating a
oss of control or perceived risk, in a product without user authentication?

How can we make betting more playful and accessible without creating a
oss of control or perceived risk, in a product without user authentication?

Leveraging existing data

Before exploring new ideas, I reviewed an internal user study from 2019 that tested a swipe-based betting mechanic.

Key takeaways:

  • Strong interest and positive perception among frequent players

  • Clear concerns around control, mistakes, and excessive incitement

  • Strong recommendation to keep swipe optional and reassuring

Before exploring new ideas, I reviewed an internal user study from 2019 that tested a swipe-based betting mechanic.

Key takeaways:

  • Strong interest and positive perception among frequent players

  • Clear concerns around control, mistakes, and excessive incitement

  • Strong recommendation to keep swipe optional and reassuring

Before exploring new ideas, I reviewed an internal user study from 2019 that tested a swipe-based betting mechanic.

Key takeaways:

  • Strong interest and positive perception among frequent players

  • Clear concerns around control, mistakes, and excessive incitement

  • Strong recommendation to keep swipe optional and reassuring

Risk-reduction strategy

Based on these insights, I defined a clear strategy:

  • Test the interaction on a limited and controlled scope

  • Preserve the existing betting flow

  • Let users opt in naturally

The Boosted Odds section, already isolated within the product, was the ideal test ground.

Based on these insights, I defined a clear strategy:

  • Test the interaction on a limited and controlled scope

  • Preserve the existing betting flow

  • Let users opt in naturally

The Boosted Odds section, already isolated within the product, was the ideal test ground.

Based on these insights, I defined a clear strategy:

  • Test the interaction on a limited and controlled scope

  • Preserve the existing betting flow

  • Let users opt in naturally

The Boosted Odds section, already isolated within the product, was the ideal test ground.

Delivery

Designing and delivering a low-risk Swipebet experience

Delivery

Designing and delivering a low-risk Swipebet experience

Delivery

Designing and delivering a low-risk Swipebet experience

Introducing swipe without forcing it

I designed a new version of the Boosted Odds page featuring two parallel navigation modes:

  1. A classic list view (unchanged)

  2. A Swipebet view, presenting odds as cards that can be added or dismissed via swipe or buttons

The page opens by default on Swipebet to encourage discovery, while keeping the classic flow immediately accessible.

I designed a new version of the Boosted Odds page featuring two parallel navigation modes:

  1. A classic list view (unchanged)

  2. A Swipebet view, presenting odds as cards that can be added or dismissed via swipe or buttons

The page opens by default on Swipebet to encourage discovery, while keeping the classic flow immediately accessible.

I designed a new version of the Boosted Odds page featuring two parallel navigation modes:

  1. A classic list view (unchanged)

  2. A Swipebet view, presenting odds as cards that can be added or dismissed via swipe or buttons

The page opens by default on Swipebet to encourage discovery, while keeping the classic flow immediately accessible.

Prototyping & user testing

An interactive prototype was tested using Maze, focusing on:

  • usability,

  • understanding,

  • and perceived attractiveness.

Results showed strong interest and clarity, with a clear insight:
👉 users favored buttons first, then progressively adopted swipe.

An interactive prototype was tested using Maze, focusing on:

  • usability,

  • understanding,

  • and perceived attractiveness.

Results showed strong interest and clarity, with a clear insight:
👉 users favored buttons first, then progressively adopted swipe.

An interactive prototype was tested using Maze, focusing on:

  • usability,

  • understanding,

  • and perceived attractiveness.

Results showed strong interest and clarity, with a clear insight:
👉 users favored buttons first, then progressively adopted swipe.

After iterations

Final design

After iterations

Final design

After iterations

Final design

Iterations & handoff

Based on test results, I iterated on:

  • undo / go-back mechanics,

  • onboarding and tutorials,

  • action icons and visual clarity.

The updated designs were handed off to development.

The feature is currently in development, with a planned release in early March.

Based on test results, I iterated on:

  • undo / go-back mechanics,

  • onboarding and tutorials,

  • action icons and visual clarity.

The updated designs were handed off to development.

The feature is currently in development, with a planned release in early March.

Based on test results, I iterated on:

  • undo / go-back mechanics,

  • onboarding and tutorials,

  • action icons and visual clarity.

The updated designs were handed off to development.

The feature is currently in development, with a planned release in early March.

Results

From Complaints to Confidence

Results

From Complaints to Confidence

Results

From Complaints to Confidence

What this project demonstrates

Strategic thinking under constraints

  • Data-informed decision-making

  • Careful product risk management

  • Balanced UX between control and engagement

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