Working at Tipbet between 2017 and 2019 required a deep dive into the complex intersection of digital and physical gambling markets. My role evolved beyond execution into a leadership position where I oversaw the creative output of junior designers, ensuring all tasks aligned with the broader market strategy. This involved close collaboration with Marketing, Affiliate, and CRM departments to understand user acquisition funnels across various demographics. A significant challenge was maintaining brand consistency while scaling operations across different regions, particularly Germany. We analyzed user behavior in offline bet shops to optimize physical materials while simultaneously tracking digital heatmaps to improve the Click-Through Rate (CTR). This integrated research strategy ensured that Tipbet’s global expansion was supported by data-driven visual decisions and a well-coordinated design team that responded effectively to market shifts.

The design scope for Tipbet was vast, requiring a multidisciplinary approach where I not only designed but also managed the design workflow. I was responsible for the UI/UX of Tipbet.com and its mobile applications, while also providing mentorship and task management for junior designers to maintain high-quality standards across all deliverables. Beyond the screen, the project extended into the physical world, where I designed large-scale materials for international iGaming expos and exhibition stands. For Tipbet’s extensive network of offline shops in Germany, I crafted localized advertising materials and oversaw the production of brochures and corporate assets. This role involved a high level of creative ideation and cross-departmental collaboration, working with game, video, and sound designers. By managing the end-to-end design process and delegating tasks effectively, I ensured that every touchpoint—from digital banners to physical shop interiors—remained visually cohesive and strategically aligned with Tipbet's global brand identity.

From a development perspective, the objective was to ensure that high-quality design translated into high-performance digital products. My work involved developing and optimizing numerous landing pages and responsive web assets that were built to handle massive traffic spikes during major sporting events. I focused on technical SEO and front-end performance to ensure that every landing page and affiliate tool loaded instantly, directly impacting the conversion rates for the CRM and Marketing teams. Special attention was paid to the integration of multi-language support (primarily German and English) within the digital architecture, allowing for localized campaigns to be deployed rapidly across different markets. By collaborating with technical departments and overseeing the technical implementation of assets designed by the junior team, I ensured that every interactive element functioned flawlessly, creating a robust and reliable digital environment for Tipbet’s global user base.