The Lottery CX Summit in Vienna brought together lottery operators, suppliers, and strategists from Europe, the Americas, and the Middle East to tackle the industry’s biggest challenges: aging player bases, digital transformation, regulatory constraints, and intensifying competition from sports betting and casino.
We heard from behavioral scientists, technology providers, marketing experts, and lottery executives who’ve launched, scaled, and optimized digital lottery programs in some of the world’s toughest markets.
The sessions covered everything from the psychology of player segmentation to the practicalities of prize insurance, from UX optimization tactics to omnichannel integration strategies.
Here are 92 proven plays and practical pointers you can use, whether you’re preparing to launch iLottery, scaling an existing program, or competing as a smaller operator against state-run giants.
Bo Flindt Jørgensen, CEO, Landbrugslotteriet
Keynote: How to Stay Relevant Offering a Product that Has Not Changed in 100 Plus Years
1. Listen to what players say they want, but plan for what they need
Market research showed 50%+ of customers didn’t want product changes. But with an aging population, you’ll move from good market fit to NO market fit within 3-5 years. Balance current preferences with future survival.
2. The lottery market is declining in real terms
Adjusted for inflation, the Danish lottery market declined 20% from 2012 to 2024. That’s less money for good causes. Meanwhile, online casino GGR increased 229%, sports betting up 38%. Lottery is losing wallet share.
3. Your regulations are 40 years old. And it shows
Lottery speed-to-market is slower than iGaming. Outdated regulation prevents innovation. Challenge the rules. Work with regulators to modernize frameworks so they better reflect today’s competitive landscape.
4. Learn from iGaming: personalization works
Personalized odds, bonuses, content. Live betting features. These drive engagement in sports betting and casino – apply the same thinking to lottery.
5. Focus on omnichannel experience
Players expect seamless movement between retail and digital. Don’t treat them as separate businesses.
6. Increase entertainment value
Learn from live casino game shows. Adapt bonus round features from slots into iNSTANT game development. Focus on extended gameplay, not just the draw result.
7. Do less, but do it faster
Lotteries try to do too much; too many distractions, too many committees. Focus on incremental innovation. Prioritize the 20% of changes that deliver 60% of the value. Speed to market matters more than perfection.
8. Isolate your innovation team from daily operations
Create a green-field setup. Don’t let operational demands kill experimentation. Give innovators space to test without legacy constraints.
9. Form multi-jurisdictional innovation alliances
Multi-jurisdictional lottery games will increase in importance. Partner with other lotteries to share development costs and accelerate innovation.
10. Adopt an iGaming content cadence
Launch new iNSTANT games every month, not every six months. Test, launch, optimize, then remove games that don’t perform. At Danske Spil, it took 6 months to launch an iNSTANT. That’s too slow.
Dan Thwaites, Co-founder & Patrick Fagan, Chief Scientific Officer, Capuchin Behavioural Science
Session: Psychology of Lottery Players: From Tradition to Innovation
Trust & Ethics
11. Build trust through freedom
Make opt-outs easy. Show people they’re in control. Transparency about data, clear unsubscribe options, and accessible self-exclusion aren’t compliance boxes, they’re trust builders.
12. Lead with empathy, not just offers
Respect player concerns. Address worries about security and legitimacy before you ask them to deposit.
13. Don’t be creepy with personalization
“Here’s a game you might enjoy based on what you’ve played” works. “We noticed you play every Tuesday at 8:47 PM” doesn’t.
Player Segmentation
14. Segment by personality, not just age or income
Three types emerged from the research:
• Puzzlers (low-risk): Stable, traditional, thoughtful. Want low-stakes social fun.
• Casuals (mid-risk): Play occasionally for thrills. Conservative but sensation-seeking.
• Challengers (high-risk): Risk-taking. Want big bets and big wins.
15. Match product to personality
Don’t market the same way to all three. Puzzlers want safe, social play. Challengers want adrenaline.
16. Know when to intervene
High-risk players (Challengers) often don’t quit while ahead. Use behavioral data to spot when play becomes problematic. Intervene early with responsible gaming tools.
17. Track warning signs of problem play
Watch for: play time increasing week-over-week, self-imposed cool-offs, betting until account balance hits zero, visiting self-exclusion pages without using them, rejected deposits, bonus-chasing behavior, unusual betting times, repeat deposits during losing sessions.
Acquisition Tactics
18. Target thrillseekers with excitement-driven creative
Thrillseekers can be extroverted, sensation-seeking, reward-focused. They gamble more than average and love instant outcomes. Market to them with jackpot messaging, celebratory imagery, and challenge framing. Make it feel premium. They bore easily, keep creative fresh.
19. Personalize messaging by motivation
What drives thrillseekers (excitement, big wins) won’t work for everyone. Others respond to community, simplicity, trust, or routine. Tailor your creative to what actually motivates each group.
Behavioral Nudges
20. Use psychological nudges that work for lottery
Try:
• Social proof: “Join 2 million players”
• Authority: “Official state lottery”
• Ego: “You could be next”
These work better than nudges that succeed in sports betting or casino.
21. Layer multiple nudges, but carefully
Example: Combine loss aversion (“You missed out yesterday”) + curiosity (“Mystery prize”) + urgency (“Ends tonight”) + ease (“Click now, win in seconds”). This drives immediate action. But overuse erodes trust and can push vulnerable players into harmful play. Reserve multi-nudge tactics for reactivation campaigns, not everyday messaging.
22. We’re not rational decision-makers
Humans have biases that influence behavior. Eg, people who wear glasses are perceived as more intelligent and trustworthy. Warmer weather makes us like people more—and bet on favorites. Use similar insights in creative and UX design.
23. Movement captures attention
Moving images are better remembered. We immediately notice evolutionary threats like sudden movement. Use animation strategically in ads and on landing pages.
24. Emojis increase engagement
Adding emojis to landing pages makes them more emotional and engaging. Small visual cues matter.
25. Memory is driven by frequency and contrast
The more often people see something, the more they remember it. Outliers also stick, use contrast in design to make key elements unforgettable.
26. Design experiences that SHINE
Experiences should be: Special, Human, Invested, Not shit, Elaborated. Meet or exceed expectations. We’re more sensitive to loss than gain, frame experiences accordingly.
27. Environmental factors influence behavior
People bet faster when fast music plays. Pleasant odors improve mood and decision-making. Control the atmosphere, both digital and physical.
28. Use the foot-in-the-door technique
Start with a small ask (e.g., on a form, enter postcode). Once someone complies with a small request, they’re more likely to complete the larger task (full registration).
29. Don’t repeat the same email offer
If someone ignores your first email, increasing the reward doesn’t help. It’s just repetitive. Mix up messaging. Try different angles.
30. Not every nudge works for every segment
Test nudges with different audience segments. What works for Thrillseekers won’t work for Puzzlers.
31. Behavioral data predicts future behavior
You can often make accurate predictions about player behavior from a slice of their activity. Facebook likes, game preferences, timing patterns; all predictive. Create psychological profiles and priority segments. Targeted messages can increase conversion rates by 50%.
UX & Conversion Design
32. Reduce signup friction
“Sign up in 2 minutes & play” makes it feel easy. List three clear benefits up-front.
33. Explain why you need information
Don’t just ask for data, tell players why. “We need your postcode to confirm you’re in [State]” builds trust. On every page, highlight prizes differently to keep it fresh.
34. Prime emotional decisions at key moments
Emotional imagery (happy winners, cute dogs) primes impulsive decisions. Daily cost framing (“4p per day”) makes play feel inexpensive. Big jackpot callouts at checkout convert hesitation into action.
35. Make your call-to-action impossible to miss
Use animation, color, contrast, emotional imagery, clean visual hierarchy. Players scan pages in 3 seconds. If they can’t instantly grasp your offer and what to do next, they leave.
36. Lead with the benefit, not the process
Say “Win £1,000 a day” not “Play for free.” Frame the reward (the dream), not the mechanism (how the game works). People buy lottery tickets to imagine winning, not to understand game mechanics.
37. Use urgency responsibly
Countdown timers, “Don’t miss out,” “Ends tonight,” “What if your numbers come up?” create motivation to act now. But be careful, urgency tactics can push at-risk players into harmful behavior. Use them for promotions and reactivation, not constant pressure.
38. Write copy that feels effortless
Make text shorter, cleaner, more emotional, less clinical. “Play Today’s Free Draw” converts better than “Subscribe Now.” Avoid vague language like “up to” or “could win”—it reduces value and clarity. Copy that reads easily converts better.
39. Apply behavioral principles to email
The same tactics that work on landing pages work even better in email, where you have three seconds to earn a click. Every lifecycle email should use 2-3 nudges: salience (stand out), benefit framing (what they get), urgency (why now), fluency (make it easy), trust signals (official logos). Test combinations. Scale what works.
40. Psychology applies to every touchpoint
From first ad impression to win-back email. Players who feel respected, understood, and in control convert better, play longer, and spend more. Design experiences that align with how people actually make decisions.
41. Show real winners to build credibility
Use testimonials and winner stories with written consent. “Meet Jane from Columbus who won $50,000 playing online” is more powerful than generic jackpot messaging. Real people, real wins, real proof.
Krisztián Brenkus (moderator) with Antony Jordan, Jonathan Gindt, Stephen Philips
Panel: Reinventing the Lottery in a Competitive Market
42. Security and speed matter more than cost
PayPal may be more expensive, but it’s trusted, secure, and expected by younger players. Ease counts. Instant gratification matters.
43. Gen Z are different players
Born from 1995 onwards: higher risk-takers, no moral problem with gambling, less protective of financial privacy, less interested in scratch cards (need digital equivalents), more interested in group play.
44. Retention is easier than acquisition, but you need both
It’s easier to maintain older existing customers than engage younger players. Existing players enjoy the routine. Gen Z appreciate integrity around responsible gaming, they feel comfortable when you show you care about safety.
45. Use AI to monitor problem gaming in real-time
AI recognizes “normal” gaming patterns and identifies at-risk players – and potentially fraudulent players. This protects players and your license.
46. Use AI to speed up game development
AI can accelerate iNSTANT game creation, allowing you to release new content more frequently. Faster iteration = better product-market fit.
47. AI-powered agentic commerce reduces friction
AI agents will be able to help players set up recurring play (subscriptions, auto-renew) with minimal interaction. Reduces drop-off, increases lifetime value.
Geaspar Byrne, Group CFO & Michael Carruthers, Group CEO, The ATL Group & Darrell Smith, VP Sales & Marketing, Smartplay International
Panel: Innovative Ways to Grow (or Launch) an Omni-Channel Lottery
Product Innovation
48. Customize games to match local culture
ATL’s game customization engine lets you tailor mechanics, themes, and prize structures to what local players want. Don’t force a generic international product into a market with distinct preferences. What works in Michigan might flop in Mexico.
49. Use prize insurance to offer bigger jackpots
Prize cover insurance lets small lotteries compete on jackpot size without catastrophic risk. A percentage of each ticket sale covers the premium. This means a small lottery can offer a €5 million jackpot that would otherwise bankrupt them if someone wins. It’s especially useful in markets with high winner tax; the insurance can cover the tax, and you build the premium into the ticket price. Retailers love it because it creates an upsell opportunity.
50. Stream draws live to build transparency and excitement
Live-streamed draws build trust and create appointment viewing. Some operators run draws every 5 minutes, turning lottery into always-on entertainment instead of a twice-weekly event.
51. Don’t ignore scratch cards
In some markets, scratch cards outsell draw games. They’re easy to distribute, need no technology at retail, and have broad appeal. There’s real innovation happening- scented cards, interactive mechanics, collectible designs. The customer profile is different: younger, more impulsive, entertainment-focused. Digital versions (iNSTANTs) can mirror physical scratch card branding; dual branding helps both channels.
52. Launch digital without physical terminals
You can now sell lottery tickets via mobile app without investing in retail terminals. This is game-changing for new lotteries or markets with weak retail infrastructure. Mobile-first strategies remove barriers to entry.
53. Replicate the social experience online
Lottery is inherently social – office pools, family groups, friend circles. Build digital features that let players form syndicates, share tickets, compete, and celebrate together. Social play generates engagement, conversation, and word-of-mouth marketing. It mirrors the excitement of sports betting watch parties.
54. Try the messenger model for hybrid play
Popular in the US (Jackpocket, Lotto.com): players buy through a mobile app, but a courier prints and holds the physical ticket. You get digital convenience plus the trust and legitimacy of a physical ticket. Works well in markets where players are skeptical of purely digital lottery.
Strategy
55. Treat your suppliers as strategic partners
Your vendors work with lotteries across multiple markets. They see what works- and what fails – around the world. Ask them what hasn’t worked. Learn from other lotteries’ expensive mistakes without paying for them yourself. Don’t just treat vendor relationships as procurement, treat them as intelligence sources.
Margarita Cruz, Director & Founder, Diamond28 Consulting Limited
Session: Seize New Opportunities: How Adding Lottery as a Vertical Can Elevate Your Business
Market Context
56. Know who dominates your market
Top 7 global iLottery providers: Scientific Games, Aristocrat Interactive/NeoGames, IGT, Allwyn International (OPAP SA), Pollard Banknote/NeoPollard, ZEAL Network, FDJ/Lottomatica. Understand who controls your region, what they offer, and where the gaps are.
57. Understand the competitive landscape in your region
In Latin America, lottery competes with sports betting, online casino, live game shows, and retail (still dominant). Know what you’re up against.
58. Lottery is gaining momentum globally
High trust product. Massive existing player base. Simple UX, low barriers to entry. Perfect cross-sell funnel. Consistent recurring revenue, not just jackpot spikes. Fast-tracks regulatory approval.
Strategic Positioning
59. Use lottery as your entry product
Players who start with lottery are more likely to try casino or sports betting later. The trust transfer works. Lottery’s low-risk profile makes it ideal for acquisition in markets where gambling is less well established.
60. Lottery opens regulatory doors
Gaming licenses are hard to get. Lottery can be your entry point. Regulators favor lottery because of charitable associations, transparent mechanics, and established responsible gaming. Launch with lottery, build trust, then expand.
Business Impact
61. iLottery elevates your entire operation
Mass reach. High conversion. Low cost per acquisition. Recurring revenue. Government-level credibility. High cross-sell potential. Strengthens omnichannel. Increases customer lifetime value. Opens doors to global RFPs. Governments prefer vendors with EL and WLA-SCS certifications.
62. The numbers prove lottery feeds other verticals
Operators who added lottery saw:
• +35% new player acquisition
• +27% cross-sell into sportsbook/casino
• +18% retention uplift
• +40% retail-to-online migration
You don’t just get lottery revenue, you get stickier customers who spend more everywhere.
Regional Opportunities
63. Latin America is accelerating
Governments modernizing outdated systems. Bingo going digital. Instant-win games exploding. New jackpot formats emerging. Evolving regulations, Mexico expected to open up in 2026. If you’re targeting LatAm, move now.
64. Digital lottery is the global growth engine
Digital lottery is accelerating worldwide. Markets that lagged are rushing to catch up. Infrastructure exists. Regulations are clarifying. Player demand is proven. If you’re not preparing for digital, you’re behind.
Success Factors
65. Focus on social play
Social lotteries work: group play, syndicates, shared excitement. Build features that let players compete and celebrate together.
66. Localize your product
A game that crushes in Michigan might flop in Mexico. Adapt themes, mechanics, prize structures, marketing to local culture. Use local imagery, local heroes, local causes.
67. Omnichannel isn’t optional
Players expect to buy online and check results in-store, or vice versa. Best programs let players move seamlessly between channels. Omnichannel players have higher LTV, better retention, spend more.
68. Build mobile-first
Seamless UX on mobile is non-negotiable. If the experience isn’t flawless on a phone, you’ve lost younger players.
69. Use CRM-driven segmentation
Personalize messaging by player type. One-size-fits-all doesn’t work. Tailor creative and offers to what motivates each segment.
70. Try real-time draws and micro-jackpots
Create always-on engagement. Instead of waiting for Wednesday and Saturday, players can play every hour or every 15 minutes. Shifts lottery from “occasional big bet” to “habitual entertainment.”
71. Use dynamic daily jackpots
Prize grows throughout the day. Adds urgency without requiring massive pools.
72. Integrate retail and online from day one
True omnichannel experience. Your physical footprint is still valuable for brand awareness, acquisition, trust, especially with older players.
73. Build in compliance from the start
Responsible gaming tools baked into the product. Not an afterthought.
74. Consider location-based postcode lotteries
Hyper-local appeal. Community connection. Works especially well in markets with strong regional identity.
75. Team-play jackpots drive engagement
Office pools and friend groups mirror the excitement of sports betting watch parties. Build features that support group play, it drives retention and word-of-mouth marketing.
Pitfalls to Avoid
76. Don’t treat lottery as secondary
If you position lottery as “that other thing,” you’ll underinvest. Lottery deserves dedicated budget, talent, executive attention.
77. Don’t launch with weak mobile UX
If the experience isn’t seamless on mobile, you’ve already lost.
78. Don’t lack a cross-sell strategy
Lottery should feed other verticals, not exist in a silo.
79. Don’t fail to create jackpot excitement
Even smaller prizes can build anticipation through marketing, countdowns, winner stories.
80. Don’t overlook retail
Physical footprint is valuable. Retail isn’t dead, it’s a different channel that works best integrated with digital.
Klas Moberg, Strategic Advisor, Folkspel
Session: Using Indemnity Insurance for Larger Jackpots
The Problem
81. Europe has a jackpot divide
State operators have massive pooled jackpots (EuroMillions, EuroJackpot). NGO lotteries face limited capital and strict rules. Result? Bigger jackpot = bigger market share. Most smaller operators can’t compete.
82. NGO lotteries face existential challenges
They fund civil society but face: payout ceilings, no access to transnational pools, capital constraints, aging customer base.
83. Big jackpots = big risk for small operators
One large winner can bankrupt a small lottery. Without protection, the consequences are: liquidity collapse, brand damage, regulatory intervention, consumer distrust.
84. The risk is existential, not theoretical
Small operators can’t absorb a major payout. The business simply ends.
The Solution
85. Prize insurance changes the game
Indemnity insurance lets small lotteries offer big jackpots without catastrophic risk. Folkspel can now offer a €5 million scratch card – financially impossible without insurance.
86. How it works
A percentage of each ticket sale covers the insurance premium. If someone wins big, insurance pays the prize. The premium is built into ticket pricing, making it sustainable.
87. Insurance levels the playing field
Smaller lotteries can now compete on jackpot size without risking organizational survival. This is transformative for NGO lotteries, emerging markets, and capital-constrained operators.
88. Insurance transforms jackpot risk
From catastrophic → controlled. From exclusive (only big operators) → democratized (any lottery can compete). From capital-heavy (massive reserves needed) → premium-based (predictable monthly costs).
Alternative Strategies
89. If you can’t compete on jackpot size, find another angle
Not every lottery can or should chase mega-jackpots. If you’re constrained by capital or regulation, focus on what you can control.
90. Double down on frequency
Offer more frequent wins. Better odds on smaller prizes. Instant gratification.
91. Go hyper-local
Localized games. Community connection. Transparent good-cause messaging.
92. Serve the underserved segment
Players who want €500 million will chase EuroMillions. But there’s a huge market for people who want €50,000 with better odds, or €10 wins every week. Serve them well.
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These pointers were collected on the day of the event. So please forgive the staccato style.
If there are errors or omissions, please let us know. We’re happy to correct.
