Introduction
In October 2023, Betclic launched an ambitious initiative: the complete redesign of its Poker application. The objective was to modernize the user interface, significantly improve the overall user experience, and fully integrate Poker into the main Betclic app, accessible to 20M+ players.
This project also marked a strategic shift for Betclic, with the development of a proprietary Poker platform, replacing Playtech’s iPoker solution. This transition enabled greater product flexibility, faster iteration, and the introduction of gamification-driven mechanics inspired by modern gaming experiences.
Problem
The existing Poker experience presented several limitations that impacted both usability and long-term scalability:
An outdated UI that no longer met modern user expectations
Confusing navigation, creating friction during key moments of the journey
Inconsistent visuals across Betclic products
Limited innovation and evolution due to third-party software constraints
Old Poker app
Objective
As a Senior Product Designer specialized in gamification and design systems, working closely with another Product Designer, my objectives were to:
Design a visually modern, intuitive, and user-centered Poker experience
Build two coherent and scalable design systems, one for table selection and lobby views, one for in-game interactions and gameplay
Integrate gamification and engagement mechanics to improve retention
Ensure a consistent experience across desktop, tablet, and mobile
Process
1. User Research
We analyzed Betclic’s large-scale user data to better understand player behaviors, usage patterns, and pain points.
This research helped identify opportunities to simplify navigation, improve clarity, and enhance engagement throughout the Poker journey.
2. Design Phase
We began with design exploration, testing multiple visual directions and interaction models through early concepts and experiments.
Once a direction was validated, we designed the core views across desktop, tablet, and mobile, while simultaneously building two scalable design systems:
A Lobby Design System, focused on table selection, game modes, filters, and settings
An In-Game Design System, centered on gameplay clarity, immersion, and moment-to-moment interactions
The experience was iterated continuously through reviews, testing, and feedback loops, ensuring alignment between usability, visual quality, and technical feasibility.
3. Coordination & Handoff
The project required close collaboration with the Product Designer, Art Director, Product Manager, and Engineering teams.
Regular syncs and reviews ensured alignment on creative direction, validated design decisions, and enabled a smooth and efficient handoff to development.
New Poker app
Challenges & Learnings
Challenges:
Balancing stakeholder expectations with technical and legacy constraints
Managing the complexity of two parallel design systems within a single product
Delivering a high-quality experience under tight timelines
Learnings:
Strong, continuous cross-functional collaboration was key to success
Clear and consistent communication helped maintain alignment and momentum
Design systems proved essential to scale efficiently without compromising quality
Results
After an extensive design phase from October 2023 to June 2024, and parallel development running through December 2024, the redesigned Poker platform was successfully released.
The new Poker experience delivered measurable business and product impact:
+16% growth in active players, outperforming the market
Betclic now captures 33% of the French online poker market, reaching 1 player out of 3 in France
A mobile-first experience that redefined Poker usability for a new generation of players
Seamless integration into the main Betclic app, creating a unified and intuitive journey
Delivery of a proprietary Poker platform, enabling faster iteration, weekly releases, and long-term scalability
Thank You
I’m deeply grateful to Cyril, Pierre, Julien, and the entire Betclic team for their trust, support, and collaborative mindset throughout this project.
Working alongside such talented and passionate people made this journey both challenging and rewarding, and contributing to the evolution of Betclic Poker was a meaningful step in my growth as a designer.
New Poker app across platforms
Victory splash screen
Gamified rank system
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