Stat Attack
A new stat-driven Free-to-Play game designed to increase casual engagement, reduce friction, and create a simpler entry point into football experiences.
Problem
Free-to-Play games within the William Hill app were historically perceived as promotional and visually inconsistent, often requiring multiple steps before users could meaningfully engage.
Casual football fans who only followed occasional matches lacked a quick, intuitive way to participate in a single-fixture experience without committing to complex mechanics or long flows. Research also indicated that less experienced gamblers felt overwhelmed by betting-style interfaces, limiting broader engagement and reducing the overall value of FTP experiences.
User INsight
Stat Attack began as an opportunity to rethink how Free-to-Play games could feel inside the William Hill app.
Early discovery revealed that many casual football fans found existing FTP experiences “too busy” and overly similar to betting flows, creating friction for users who simply wanted a quick, low-commitment way to engage with a single match. Research also highlighted an opportunity to provide an alternative entry point into the app for less experienced gamblers — offering a way to participate without needing deep market knowledge.
This reframed the challenge from “build another FTP game” to designing a lightweight, stat-driven experience that felt purpose-built, accessible, and genuinely fun.
Validation
How we tested and refined the experience before launch.
During delivery, I worked in close collaboration with product and engineering, iterating rapidly and validating designs against both technical constraints and user feedback.
Internal playtests and soft-launch feedback highlighted high perceived ease-of-use and strong enjoyment, with many users describing the experience as “quick,” “simple,” and “more game-like than betting.” These insights informed final refinements and ensured the experience felt cohesive and intentional at go-live.
APPROACH
Defined the end-to-end journey from discovery and onboarding through to predictions and results.
Designed a simplified stat-selection model focused on familiar categories (goals, cards, corners).
Established a visual language that felt playful and game-like.
Prioritised speed, clarity, and momentum across every interaction.
Outcome
Strong early adoption among casual football fans.
Increased participation in Free-to-Play experiences compared to existing games.
High repeat engagement across multiple fixtures.
Created a low-friction entry point for less experienced gamblers.
Positive qualitative feedback around ease of use, clarity, and enjoyment.