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Lottery · Subscription

Norsk Tipping Subscription Product

A subscription product designed to help lottery customers stay in their favorite games without repeatedly buying five-week bundles or worrying about missing a draw.

Norsk Tipping Subscription Product case study image

Project overview

  • Lottery segment customers often missed their favorite games because participation depended on remembering to buy in on time.
  • Business data showed many customers buying five-week game packages instead of weekly entries, which signaled a need for a simpler recurring option.
  • The opportunity was framed as a product, not just a payment service, so the experience had to feel clear, trustworthy, and easy to adopt.
  • The goal was to create a friction-light subscription model that kept customers continuously connected to the games they care about most.

Process

  • Interviewed lottery segmentcustomers to understand motivations, pain points, and decision-making, then mapped the existing journey for buying tickets.
  • Worked with the Product owner and development team to shape a product strategy and validate a beta subscription concept for market testing.
  • Created sketches, UI flows, and prototypes, then tested several iterations with customers through a third-party research partner.
  • Soft-launched a Lotto-only beta to 10% of customers, used the feedback to refine the experience, then expanded the subscription model to Lotto, Vikinglotto, and Eurojackpot.
120,000+

Active subscribers recorded by the end of September 2021.

15M NOK

Weekly profit generated by the subscription product at that stage.

3

Major lottery products supported after the concept expanded beyond the initial Lotto beta.

“The strongest learning was that solving the right customer problem at the right moment, then validating it through soft release, creates far better product decisions than scaling too early.”
Key learnings from this project