This is the story of how I entered Ukraine’s exclusive gambling industry at its launch and managed to break the rules to create one of the most successful rebrands of my career🎰
It all started with a simple task: refreshing a standard, unremarkable product in an overcrowded market. But as I dove in, I realized the challenge was much bigger—we needed to build a true brand
For months, I searched for its essence, conducting extensive qualitative and quantitative research—segmenting audiences, creating cluster and communication maps, running surveys, focus groups, and testing hypotheses. Eventually, I found what I was looking for. I defined the brand compass: selecting our audience, articulating the brand essence, global human insight, ToV, USP, RTB, and all the core brand attributes. (Unfortunately, due to a strict NDA, I can’t share all the materials.)
Once the brand architecture was solidified, I moved on to visual identity. This was an exciting stage because we needed something timeless—something that would build real brand equity. Weeks of exploration and countless sketches led to a striking result: a simple, memorable, and highly adaptable mark with a monolithic graphic layout
We were so impressed with the result that we kept pushing its boundaries. The design was so flexible that we could even turn the logo into an exclamation point, and the structured layout allowed for endless variations. We approached it with mathematical precision and an engineering mindset, ultimately creating the most comprehensive and precise brand guideline in the industry—something no competitor had
With all the elements in place, we moved forward with confidence. To ensure consistency across all platforms, we established core design concepts based on the communication channel and target audience. The visual identity took its final form, seamlessly integrating into everything from advertising to merchandise, which our consumers and employees proudly wear
Next, we started a brief relaunch campaign to see our branding in action. It quickly became clear that the new identity was bold, eye-catching, and perfectly adaptable across different media
But the transformation didn’t stop there. The next chapter was a complete overhaul of the product itself. The scale of work was immense, but the results spoke for themselves
We introduced a fully-fledged player dashboard with an intuitive interface, bringing clarity and ease of use no competitor could match. Our innovative smart search, inspired by e-commerce platforms, became the best in the market—even outperforming global gambling and betting brands
Our innovative smart search, inspired by e-commerce platforms, became the best in the market—even outperforming global gambling and betting brands
Our loyalty program became the talk of the industry, setting a new benchmark for fairness and player rewards. Competitors took notice—and even began adopting our approach
We led the market in promotions and giveaways, introducing battle pass mechanics, quest systems, loot boxes, and avatars—many of which later became industry standards
Our social media presence skyrocketed, with a bold new creative style and messaging packed with pop culture references. Engagement eventually quadrupled
We didn’t stop at digital—our branding expanded into large-scale communications, including full TV commercials and ambient brand integrations. The brand wasn’t just visible—it was alive
This was an incredible achievement, especially given the challenging times for our country. Despite countless obstacles and potential setbacks, we made it happen. Huge thanks to the amazing team at BFF Production
And then, we did something truly groundbreaking. To celebrate the brand’s anniversary, we gave away a Tesla Cybertruck—the first time an iGaming brand in Ukraine and Europe had ever done so. The campaign was a sensation. The reactions were unforgettable, and the winner’s joy made it all worth it
Yeah! We did it! The campaign was a sensation. The reactions were unforgettable, and the winner’s joy made it all worth it
Thanks to the rebrand and the relentless effort of the entire team, the business doubled, and the premium player segment grew by an astonishing 150%
This was my first large-scale case in the iGaming industry—and it became the best one so far. We continue to grow, with no plans to slow down
Thank you all for being part of this incredible journey and for your keen attention to this case study
