William Hill
105,000
reactivations and FTDs in 6 months
William Hill's most successful free-to-play game of all time.
reactivations and FTDs in 6 months
William Hill's most successful free-to-play game of all time.
William Hill wanted a game that would drive weekly re-engagement throughout the football season. The goal was clear: bring lapsed players back, convert casual fans into active bettors, and do it consistently, not just for a single matchweek but across an entire season. Previous free-to-play games had delivered short bursts of activity. They needed something with staying power.
Final One Standing is a digital version of a game most football fans already know. Last Man Standing competitions have been run in pubs and offices for years, managed on spreadsheets and WhatsApp groups. The format is familiar, but nobody had built it properly as a product. We did.
Players predict the outcome of a selection of Premier League matches each week. Get them right, you survive. Get one wrong, you're eliminated. Final One Standing wins. The twist that keeps it interesting: you can only pick each team once, which forces tougher decisions as the rounds go on.
The format creates something most free-to-play games struggle to achieve: a genuine reason to come back every single week. Elimination raises the stakes naturally. Players who survive feel invested. Players who get knocked out re-enter the following week because they want another shot.
The loop is self-reinforcing.
Every touchpoint in the product is designed to move players toward the sportsbook. Odds are displayed throughout the experience. Key moments in the game feature William Hill's weekly betting offer as a natural next action. The journey from the William Hill app to Final One Standing is frictionless, with entry completed in three clicks. On sign-up, players share their favourite team, giving William Hill valuable data for personalised marketing and targeted engagement.
The #1 most successful free-to-play game at William Hill. Ever.
Final One Standing and Lucky Stable are setting new standards for free-to-play at evoke, driving record levels of player engagement. That success is built on partnership - the team are responsive, move at pace, and consistently deliver high-quality products.
Brian Mahon
Director of Product, evoke plc
This is what a free-to-play game looks like when it's built to perform.Shaped around the operator.Designed for the audience.
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