Where we started.
A brand with a logo the business liked and a market that doesn’t give newcomers an inch. Being new gets attention for about a week. After that, customers stay for a product that’s quick, clear and trustworthy every day.
Lucky Tiger
Launching a bookmaker into the UK’s toughest market.
Research, brand, website, app, compliance, filming, content and social: we took Lucky Tiger from brief to market as one team, with the rules designed in from day one.
Built. Launched. Promoted. Scaled.
The short version.
- 01
The challenge
A new sportsbook and casino brand entering a crowded, heavily regulated UK market full of names people have known for decades.
- 02
What we did
Everything: the research, the plan, the brand system, the website and app, the compliance framework, the filming, the content and the social.
- 03
How
One team and one plan, with compliance built into the tools everyone uses rather than checked at the end.
The problem behind the problem.
In UK gambling, how you advertise is regulated as tightly as what you sell. Who you can talk to, what you can say and what you must show alongside it all have rules. Treat compliance as a final check and you spend your life redoing work.
What we did about it.
We designed the rules in from the start. An adult-oriented mascot, a compliance and safer-gambling toolkit in every format, a register of what every asset is cleared for, social posts checked against UK gambling advertising rules before they can go out, and safer gambling built into the product itself.
Running it as one project.
The business, the platform, the compliance side, club partners and everyone making content all had a say. We ran it as one project, with one plan and one place where every asset, decision and approval lives.
Where it is now.
The website is live, the new app has been through more than 400 changes and the platform’s own compliance review, and the content and social machine is planned months ahead. There’s more on the way.
The build.
- 01Market research & positioning
- 02Project plan & governance
- 03Brand system: Felix, the claw, colour, type & tone
- 04Compliance & safer-gambling toolkit
- 05Website live
- 06App build & compliance review
- 07Filming & launch content
- 08Partnership formats for club partners
- 09Social media, planned & compliance-checked
The receipts.
Real numbers. We counted.
- 67Felix poses, each one checked and recorded
- 70editable templates across sport, racing, casino and social
- 400+changes to the app since August
- 2,000+fixtures in the master content calendar
- 12compliance and safer-gambling assets in the toolkit
- 11partnership formats for club partners
The stuff that was hard
A mascot that works for a betting brand without appealing to under-18s. Offer and match-day content that’s lively but never pressures. Keeping post one hundred as good, and as compliant, as post one. And keeping every party, from the platform to the clubs, pulling the same way.
What we learned
Treat the rules as part of the brief. Build a system, not a set of assets. Make the compliant option the easy option. And plan for the day after launch, because that’s where customers are won.
What’s next?
More products, more partnerships and a content platform built to sit alongside the main site. We’ll say more when it’s live.
Always another idea.
More stuff like this.
PLZ
Scottish fantasy football, a predictor on SPFL games, live data and YouTube shows, on the web and in an app.
Scott Fyffe Wealth Management
Brand, website and marketing for an independent wealth manager, in another regulated industry where every word matters.
Visit Dundee
A tourism platform to show off a city that’s got a lot to offer.