US-market sweepstakes casino built for compliance and conversion.

Launched a US-market sweepstakes casino from zero — compliant product architecture, dual-currency UI, and a social lobby designed to convert free players into paying customers.

Sweepstakes casinos must operate under a unique legal model where real-money framing is prohibited, yet the entire business depends on converting social players into coin purchasers. The UI had to feel generous and fun without creating regulatory exposure.

We designed a dual-currency system (Gold Coins + Sweeps Coins) with clear visual differentiation and a progression model that naturally guides players toward coin purchases. The lobby was designed with social proof mechanics and daily bonus hooks built into the core navigation.

Day-7 retention exceeded projections by 35%. Coin purchase conversion from free players hit 12% within the first month — well above the industry benchmark of 6-8%.