Native App · Responsible Gambling

Norsk Rikstoto Mobile App

Norsk Rikstoto set out to support its omni-channel strategy with a first native app that could serve existing lottery customers while also feeling more playful, accessible, and relevant to a younger audience.

The challenge

Norsk Rikstoto needed its first native app while balancing business goals, customer needs, budget, and release deadlines.
The existing customer base skewed older, so the app needed to feel more playful and attractive to new customers aged 24 to 36.
Key pain points included login, game purchase, finding purchased coupons, low awareness of responsible gambling tools, and a results experience that lacked delight.
Additional delivery constraints included iOS payment considerations and recruiting the right lottery customers for interviews and testing.

Design approach

Used the Double Diamond method, beginning with stakeholder and customer interviews to identify needs, shortlist product opportunities, and define the first MVP.
Aligned the team around a younger target segment and selected Stalltips as the game offer that best matched their expectations and low learning threshold.
Prioritized four journeys for development: smooth onboarding, quick purchase, quick access to responsible gambling tools, and a more playful result experience.
Mapped journeys, created wireframes and prototypes, tested with existing and new customers, and refined the experience before iOS implementation and beta launch.

48-60 y/o

Median age range of the existing customer base that shaped the need for renewal.

24-36 y/o

Target customer group selected for the first MVP to support younger user acquisition.

Core journeys prioritized for the MVP: onboarding, purchase, responsible gambling, and results.

“The product had to lower friction for loyal customers while making the experience playful and easy enough for a new generation to join.”