A trading platform with 80M+ users

What came in

A trading platform at very large scale wanted trading to be a habit rather than an event: more transactions, more often, across markets from South-East Europe to the Gulf, without cheapening the product.

What we did

• Ran geo-first gamified activation: battle passes, achievements, seasonal challenges around the Chinese and Western new year, personalised formats, in cross-functional projects of up to thirty people.
• Led the launch of a new synthetic asset end to end: the 3D visuals and creatives, the packaging from the asset's icon on the platform to the launch and activation campaigns, the media-buying campaign and the filmed creatives behind it.
• Owned the quarterly digest of financial results, the A/B testing program, and continuous UX research with focus groups.

What changed

The synthetic-asset launch reached 60–70% user activation. Average monthly transactions and trade frequency rose by 60%. Region-specific challenges lifted feature usage by more than 60%.

What was built

• Battle-pass and seasonal-event mechanics
• Badge and personalisation system
• Asset launch: identity, creatives, campaigns, films
• A/B testing and research program