Owned the games track inside the VTB mobile bank: from product hypotheses and UX logic through to release, analytics and the iterations that followed. Over two years I moved gamification out of one-off promos and into a standing driver of transactional growth.
Role
Senior Product designer
Timeline
2024–2026
Results
1 992 000
Unique players – combinedacross all game mechanics
+139%
POS activity among game participants
+96.8%
DAU growth within thegame-mechanics audience
27.6 txns
Avg. POS operationsper participant
Global goals:
Integrate gamification into the mobile banking app as a systematic tool for growth, rather than a one-time marketing campaign. Increase transaction activity and user engagement amid intense competition in the fintech gamification market.
02. Key results
“Lucky Shot” game
Active game participants
1 380 000
VTB Online DAU growth from the game
144 000
Average POS operations per game participant
10.4
transactions
Growth in POS operations from the game
+ 1 157 000
transactions
process
process
Additional game mechanics
DAU +
144 k
POS +
1 157 k
Total participants
698 k
Additional game mechanics
DAU +
112 k
Prizes +
318 k
Total participants
158 k
CV
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my CV