Playfulbet, a social sports betting game, was founded in 2011 in Barcelona. The game allowed users to accumulate virtual coins and exchange them for physical and digital prizes. It was acquired by Exogroup in 2018.

In 2013, I joined Playfulbet as its sole designer. I supported a team of engineers and drove its visual style. During my time at Playfulbet, one of the main goals for design was to redesign it to a more clean aesthetics while keeping its unique 8-bit style.

My daily tasks also included sales and marketing support. I created a high volume of illustrations for lead generation campaigns, newsletters, display ads, and other sales and marketing collateral, instructional videos, and animations.

Playbulfet was aimed mainly at the male audience between 18 and 35 years old and had its largest market in Spain. The chosen visual style was playful and resembled simple, decidedly retro gameplay to differentiate from the existing competitors and deliver a more unique and relatable product. I incorporated this style into communication design for growth-driven marketing campaigns and the UI of the product.

Playfulbet's mission was to connect people and build a strong community. At the early stage of the product, the main focus was on user growth. In addition to targeted marketing campaigns, our team added new features that increase engagement: challenge friends, and raise user level. For example, I created the following set of collectible badges representing a different activity.

After redesigning and introducing more gamification elements, Playfulbet grew from 80,000 users to more than 2 million registered users and 10 million monthly pageviews.