+9% GGR
Initiative
Rewards Club A/B Test
Loyalty perception can move both sentiment and revenue when designed as a behavioral system, not just a rewards ledger.
Design Impact
A proof layer for how design influenced revenue, engagement, operator speed, and platform scale.
This page is the evidence behind the portfolio narrative. Across loyalty, rewards, promotions, operator systems, and infrastructure, the throughline is that design leadership repeatedly changed customer behavior, business performance, and operational leverage.
What this proves
- Design acted as a business lever, not just a delivery function
- Loyalty, reward format, and clarity mechanics changed customer behavior at scale
- Operator and platform work generated measurable commercial value, not just internal efficiency
Impact Highlights
Selected proof points from loyalty, gamification, operator systems, and platform work.
These are not isolated wins. Together they show a repeatable leadership pattern: use design to improve the customer value story, the operator workflow, and the infrastructure that lets growth scale.
+18% higher NGR
Initiative
Reward Machine Bonus Draw
Gamified anticipation and chance mechanics can outperform direct-value offers when the reward format is part of the product strategy.
69% fewer CS contacts
Initiative
Bonus Spins Merch
Clarity is not just usability. Clear merchandising can simultaneously reduce support load and increase reward utilization.
$500K tax savings / month
Initiative
Casino Bonus Wallets
Foundational platform and reporting work can create business value that dwarfs the impact of any one front-end feature.
+363% daily active players
Initiative
Games Global Bonus Spins
Offer entry point, IP context, and reward mechanic design can materially amplify activation during high-attention launch moments.
0 bugs + same TTM
Initiative
Canada Parity
Design systems and parity infrastructure are growth enablers when they reduce launch risk and make new-market rollout faster.
Rewards Club / Loyalty
Position Rewards Club as a loyalty ecosystem and behavioral design platform that improved engagement, generosity perception, retention, and revenue while scaling across markets.
Reward Machine / Gamified Rewards
Position Reward Machine as a gamified engagement system where anticipation, chance, reward format, and onboarding mechanics drove measurable behavior and revenue.
Bonus Spins / Promotions Mechanics
Show how reward format, merchandising clarity, and game mechanics improved conversion, usage, engagement, and support deflection.
Operator Experience / Operational Efficiency
Show that design shaped not only player moments but also the operator systems, support load, and CRM workflows that drive business velocity.
Platform / Infrastructure / Design Systems
Position design systems and platform infrastructure as business multipliers, not just UI consistency work.
Impact Timeline
The initiatives, outcomes, and learnings behind the portfolio stories.
Each entry is drawn directly from the Design Impact & Learnings table and framed as proof of how design leadership influenced business outcomes, experimentation, and systems thinking over time.
Date
Feb 2023
Initiative
Coming Soon Promos
Operator Experience / Operational Efficiency
Impact
- 20 hrs/month saved for CRM Ops
Leadership learning
Designing for operator workflows, not just end-users, creates compounding time savings. Removing manual CRM steps multiplies campaign velocity.
Operator-first design
Date
May 2023
Initiative
Automated Play It Again
Operator Experience / Operational Efficiency
Impact
- 41% reduction in daily registration offer-related CS contacts
Leadership learning
Automation that reduces user confusion at the point of registration drives disproportionate support cost reduction.
Clarity reduces support load
Date
Jun 2023
Initiative
CPP-Powered Carousel
Platform / Infrastructure / Design Systems
Impact
- 10–15% increase in promo opt-ins
Leadership learning
Personalized content surfaces in the right context meaningfully shift opt-in rates. Infrastructure and surface design together act as a conversion lever.
Personalization x surface = conversion
Date
Jun 2023
Initiative
IGT Bonus Spins
Bonus Spins / Promotions Mechanics
Impact
- +8–17% NGR in Bet X Get Y bonus spins vs. casino bonus
- +5% uplift in Reg to FTD rate with Deposit & Get offer
Leadership learning
Bonus spin mechanics outperformed traditional cash bonuses on both revenue and conversion. Reward format matters as much as reward value.
Reward format drives NGR
Date
Jun 2023
Initiative
CPP Casino Testing Environment
Operator Experience / Operational Efficiency
Impact
- 30–35% reduction in testing timelines
Leadership learning
Investing in test infrastructure as a design deliverable accelerates the entire product cycle. Speed of validation is a design outcome.
Infrastructure as design
Date
Aug 2023
Initiative
IGT State Neutral Promos
Operator Experience / Operational Efficiency
Impact
- 20 hrs/month saved for CRM Ops
Leadership learning
State-neutral design patterns reduce configuration overhead at scale. Abstracting regulatory complexity into reusable templates multiplies operational leverage.
Scalable compliance design
Date
Oct 2023
Initiative
Reward Machine Bonus Draw
Reward Machine / Gamified Rewards
Impact
- +18% higher NGR for Bonus Draw customers vs. control
- +22% higher eGGR vs. control
Leadership learning
Gamified draw mechanics inside a loyalty framework drove significant revenue lift, not just retention.
Gamification x loyalty = revenue
Date
Dec 2024
Initiative
Rewards Club A/B Test Launch
Rewards Club / Loyalty
Impact
- +6% APDs during 4-month U.S. A/B test
- +9% GGR during test period
- +9% generosity perception score
Leadership learning
Loyalty perception directly correlated with revenue metrics. Designing for emotional resonance moved both sentiment and GGR.
Perception drives revenue
Date
Apr 2025
Initiative
Rewards Club Full Launch
Rewards Club / Loyalty
Impact
- +4% U.S. users maintaining or increasing loyalty tier (64% to 68%)
Leadership learning
Sustained tier progression at scale is a stronger loyalty signal than launch-day excitement. The behavioral model held after rollout.
Retention design at scale
Date
May 2025
Initiative
HnP Bonus Wheel
Bonus Spins / Promotions Mechanics
Impact
- +3.4% weekly APDs vs. Bonus Spins ACO
- +8–10% higher excitement, generosity, and spin perception vs. ACO
Leadership learning
Interactive reward formats outperformed passive ones on both behavior and sentiment. Format itself became part of the product value.
Format is the product
Date
Jun 2025
Initiative
Canada Parity
Platform / Infrastructure / Design Systems
Impact
- 0 bugs on Rewards Club Canada launch
- Same TTM as U.S. for equivalent Canada features post-launch
- 15% reduction in QA time per release
Leadership learning
Market parity built on shared design infrastructure eliminated launch risk and created compounding efficiency.
Design systems = market scale
Date
Jun 2025
Initiative
Completed Promos
Bonus Spins / Promotions Mechanics
Impact
- 18% reduction in CS contacts for identical bonus spin campaigns
Leadership learning
Surfacing promo completion state clearly reduced post-campaign confusion. Status transparency is a support-deflection strategy.
Transparency deflects support
Date
Jun 2025
Initiative
RM Promos as Rewards
Reward Machine / Gamified Rewards
Impact
- +0.9 weekly Reward Machine days for slot-led customers
- +1.8 weekly Reward Machine days for table-led customers
Leadership learning
Integrating promotions into the loyalty journey increased Reward Machine engagement, and segment-matched mechanics mattered.
Segment-matched reward design
Date
Jul 2025
Initiative
Bonus Spins Merch
Bonus Spins / Promotions Mechanics
Impact
- 69% reduction in bonus spin-related CS contacts
- +17% increase in bonus spin usage
Leadership learning
Merchandising clarity simultaneously reduced confusion and increased utilization. Discoverability behaved like a retention mechanic.
Discoverability = utilization
Date
Jul 2025
Initiative
Bonus Spin Wallets
Operator Experience / Operational Efficiency
Impact
- ~60% reduction in time to set up a happy hour bonus spins campaign
Leadership learning
Tooling built for campaign speed enabled higher promotion frequency without proportional resource increases.
Operator speed = campaign velocity
Date
Jul 2025
Initiative
Casino Bonus Wallets
Platform / Infrastructure / Design Systems
Impact
- $500K tax savings per month
- ~$700M annual budget with foundational reporting capabilities unlocked
Leadership learning
Foundational infrastructure unlocked financial and operational capabilities at enterprise scale.
Infrastructure design at enterprise scale
Date
Aug/Sep 2025
Initiative
MS Rewards Hub / Reward Box / Leaderboards
Rewards Club / Loyalty
Impact
- +62.5% Rewards Hub traffic in 30-day pre/post launch comparison
Leadership learning
Consolidating loyalty touchpoints into a unified hub amplified the value of every component inside it.
Hub design compounds component value
Date
Sep 2025
Initiative
Dynamic Reward Box Template
Platform / Infrastructure / Design Systems
Impact
- 30% of total CRM budget reallocated to Reward Box
- 100% of Actives Flow delivered by Reward Box
Leadership learning
When a configurable template performs well enough to attract budget reallocation, it becomes infrastructure rather than a feature.
Templates earn budget share
Date
Oct 2025
Initiative
Canada Rewards Club
Rewards Club / Loyalty
Impact
- +3% APDs in 1-month Canada A/B test
- +10% GGR in Canada A/B test
Leadership learning
U.S.-validated loyalty design translated cleanly to Canada, confirming the portability of the design system and behavioral model.
Market portability of design systems
Date
Nov 2025
Initiative
Loyalty Branded Reward Box
Rewards Club / Loyalty
Impact
- 9–22 percentage-point higher open rates across all loyalty tiers vs. prior template
Leadership learning
Brand-coherent loyalty design improved CRM performance materially. Visual identity and trust signals acted as conversion variables.
Brand trust = CRM conversion
Date
Nov 2025
Initiative
Loyalty Branded Reward Machine
Rewards Club / Loyalty
Impact
- +5% weekly Reward Machine retention year over year vs. 2024
Leadership learning
Applying loyalty branding to core product surfaces improved retention by reinforcing habit through visual-system coherence.
Visual system coherence = habit
Date
Dec 2025
Initiative
Games Global Bonus Spins
Bonus Spins / Promotions Mechanics
Impact
- +363% daily active players on Love Island Reel Vibes in Pennsylvania
Leadership learning
Bonus spins tied to IP-branded game launches produced outsized activation. Offer entry point and game-tile merchandising amplified launch-day behavior.
IP + mechanics = DAP spike
Date
Dec 2025
Initiative
Reward Machine New User Spins
Reward Machine / Gamified Rewards
Impact
- +10% Reward Machine APDs among new users
- +6% casino real-money APDs among new users
Leadership learning
Designing the first loyalty interaction as a game accelerated both Reward Machine and real-money engagement.
First-session design drives LTV