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Svenska Spel – Rubbet

Sweden’s biggest game company wanted my help to develop a new way of packaging and playing some of their existing products. The focus was on extending the experience of the game, making it as easy as possible, while at the same time provide the freedom to do optional changes.


The idea for ”Rubbet” came through qualitative customer interviews. A lot of customers complained that it took them so long time and so many interactions to play their favorite lottery games.


”Rubbet” offers one lottery a day for five days in a row, and it only takes three interactions to play. Included are the five most popular lottery games in Sweden; Lotto, Keno, Vikinglotto, Eurojackpot and Joker.


In april 2018, a light version of the new game was released. ”Rubbet” quickly became the most popular packaged product on Svenska Spel.

Svenska Spel




Erik Westerdahl