LeoVegas
At LeoVegas, a lot of the daily work revolves around making small updates and adjustments to existing flows. This means less creating copy from scratch, and more fine-tuning copy based on the market needs.
I was the sole UX Writer at LeoVegas, and part of the Product design team. Working with around 20 designers naturally makes it hard to be involved throughout the whole process. This usually means I was more deeply involved in some big projects, and more or less just gathered information and wrote the copy for others.
One important project I worked on was writing more effective copy to prevent gambling addiction. We show messages where we tell customers who raise our alarms, based on certain criteria, to be more careful, aware, and to set limits to their gambling. This project was done in collaboration with scientists from Karolinska Institutet in Stockholm, and was launched during summer 2025 as an A/B test to see if our copy variants made a better impact on our customers. The results are not yet in.
Another example where I was more deeply involved was our sign-up flows. We continuously improve and adjust them based on data. To be compliant and create a safe environment for our customers, there are many rules to follow – and they differ based on the market. The sign-up flows are often long and complex, as the users need to upload documents to verify their identity, their financial situation, and they also have to verify their email and mobile number. But we constantly made improvements to reach the end goal: a friction-free sign-up.
In some markets, they also have to set limits to their spending on signup, and in some, they don’t. The flows can vary quite a bit depending on each country’s regulations. Like I said, it’s a complex business, but we were doing our best to ensure all our customers play in a safe and responsible way.
LeoVegas is a multinational company with 9 brands in 10 different markets under its umbrella. The biggest brands today are LeoVegas and BetMGM, but the company has many more – some in one market only, some in several. I-gaming is a complex field, and the regulations differ between each market.
In this example from BetMGM Brazil, I’ve simply changed the focus of the instructions from negative to positive.
LeoVegas also has a content team that writes other content on our websites. They also localize the UX copy for all our markets. I share all my style guides, guidelines, and other relevant documentation with them to ensure we align on terminology and formatting. I’ve also held workshops to teach them a bit about UX writing, the difference between UX Writing and copywriting and writing marketing content, and what to think about when localizing UX copy.
Responsible gambling
In an iGaming company, it is very important to keep your customers safe and try to minimize the risk that they fall into problem gambling behavior. Even if this is a requirement to get the license, it is also in the company’s best interest.
Therefore, we monitor our customers’ gambling habits. If they reach certain levels of risk, we show them messages or contact them. We encourage them to limit how much time and money they can spend, among other things.
I was also involved in a project to improve our responsible gambling messages in Sweden. Together with scientists from Karolinska Institute, we created an A/B test to try and add their knowledge on gambling addiction and how to reach players at risk in the best way possible to our messages. This project is ongoing.
Writing these messages is always tricky; we want it straightforward and as friendly as can be, but we also have regulations to follow. It’s a fine line sometimes.
Small messages and popups
I generally tried to keep the messages short, clear, and straightforward where I could. We don’t want to overwhelm the users with information if it’s not necessary. I wrote everything from welcome messages, to cookie consent, error messages, and withdrawal confirmations.
