ELSE and Loterie Romande win at the DBA Design Effectiveness Awards 2019

Experience design consultancy ELSE has won a Gold Award for its work on Loterie Romande’s new eGaming platform at the DBA Design Effectiveness Awards 2019. The awards recognise projects that demonstrate design’s tangible effect on a business by drawing focus onto design’s strategic and commercial value. BBC presenter Alice Bhandhukravi presented the awards at last night’s event at the Royal Horticultural Hall in central London.

One platform to rule them all

Loterie Romande (LoRo), the lottery provider for the 6 French-speaking Swiss-Cantons, felt their online offer had become outdated and needed a complete rethink. They brought in ELSE in partnership with Camelot Global Services to redesign their eGaming platform (jeux.loro.ch) that provided more opportunity to both players and LoRo. The objective was to offer a modern, relevant and personalised experience for their players with mobile at its core.

Bringing gameplay to life

”We entrusted ELSE with a very complex project and the whole team managed, with a user centric approach, to immerse themselves in the very specific world of our customers,” said Jean-Luc Moner-Banet, CEO of the Loterie Romande.

Dave Dunlop, Creative Partner, when asked about the strategic approach said, “We drew on inspiration from a wealth of different online entertainment experiences and designed an experience that brought back a sense-of-occasion to the online gameplay. An experience that adapted to the rhythm of the week by highlighting upcoming events. And naturally it needed a short, snappy and easy-to use UI.”

A winning platform

The redesign far exceeded all original objectives. A +250% increase in registrations was achieved and player volume doubled, which in turn delivered a +25% growth in sales. The responsive new platform also opened up significant new revenue opportunities, which in turn increased funds available for social good, by bringing a more entertaining and sophisticated experience to players living in Switzerland. Additional opportunities have been made possible through player tracking, cross-sell, repeat usage, CRM and cross-device play, as well as targeted in-platform marketing and personalisation.

“We are very proud of the recognition this award represents. The design of our online gaming platform has played a key role in the success of our technological leap forward. It allows us to respond to changes in the market and evolving consumer habits; we are addressing this increasingly connected segment of our clientele,” explains Jean-Luc Moner-Banet, CEO of the Loterie Romande.


ELSE is an Experience Design Consultancy helping businesses create products and services that change behaviour.

We work with business leaders on innovation and digital transformation projects — from large multinationals to lean start-ups. Clients come to us because they are:-
– Launching something new
– Responding to disruption
– Looking to shake things up

We help our clients define new opportunities and then deliver them to market. Our approach is practical, challenging and inclusive — building momentum and alignment as we frame the opportunity and define in detail what it takes to launch.
Visit www.elselondon.com to find out more about our company culture, work and Academy of Experience Design.


Entered jointly by client and designer, the DBA Design Effectiveness Awards are an annual event that provide powerful evidence that design thinking combined with business acuity can bring about the right conditions for business transformation to occur.
The shortlisted winners have been selected through three rigorous rounds of judging, by a panel made up of design and marketing heads from leading brands and organisations.

The winning case studies prove that design can drive growth in global businesses, bring brands to life experientially, stimulate brands, businesses and initiatives back to growth and prove its power to persuade and be a critical enabler for competitive advantage.

Nowhere is the quality and effectiveness of the design industry’s offer more evident than across the winning case studies in the DBA Design Effectiveness Awards. They prove why now, more than ever, design is a sound commercial investment.