Case Study: The Rank Group achieves 134% increase in game launches and 10% uptake in safer gambling tools with Optimizely

The Rank Group drives 134% increase in game launches

The Rank Group, a long-established UK gaming operator, faced rapid industry change from regulation, online platforms and new technology. It needed to both improve digital customer journeys so players could find and enjoy games, and increase uptake of safer-gambling tools and consented communications—tasks made harder by hidden tools, manual testing and GDPR constraints.

By adopting Optimizely Web A/B Testing and fostering a testing-first culture, Rank sped up experiments and scaled testing across teams. In six months it ran 150 tests (up from ~100 previously), enabled quick wins and personalization, and delivered measurable outcomes: a 134% lift in game launches from a jackpot countdown, a 14% increase in Deposit clicks for a green variant, 10% weekly uptake of responsible-gambling tools among exposed users, and a 9% marketing opt-in from a preference pop-up.

Rank Group

Kerry Dawes

Director - Digital Customer Experience