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The smart move: Embracing AI in Lottery

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5 years ago

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Reading Time: 3 minutes

 

With Covid-19 waking up the more traditional lottery operators in the industry to the benefits of offering tickets online, Ade Repcenko, CEO of Spinola Gaming, explains how the digitisation of lotteries can empower operators with a data-driven promotional strategy powered by cost-effective artificial intelligence (AI).

In the past few months, companies which were reluctant to embrace technology were put into a position where they needed to look into ways of reaching their customers digitally. The digital transformation which would have taken the lottery industry another 5 years has been sped up, as companies now realize the importance of being able to reach their players across virtual mediums.

Embracing technology is the difference between looking completely out of touch, or being ahead of the curve. It is vital, especially in today’s market, for lotteries to be accessible and available online using the latest technology, and taking a data and intelligence-led approach is key.

Digitisation brings with it a lot of data. Powerful, rich data that artificial intelligence (AI) can help aggregate, analyse and transform into relevant and understandable data sets that can be used to inform and give insight on players and their preferences.

Harnessing the power of AI in this way helps operators understand their players better and enhances their user experience through analysis and segmentation, creating a real-time personalised experience for each and every player.

Getting a unique and customized service is key to driving customer engagement, satisfaction and ultimate loyalty to the brand. AI-assisted targeted messaging could therefore be used for smarter ad and offer serving to current lottery players. This works by identifying valuable customers based on their ticket purchase habits, and showcasing offers that would be of particular appeal to them. Buy one get one free and other traditional lottery promotions do work, but taking on a personalised real-time digital promotion tactic has proven to work much better, generate a significant ROI, and keep more players active after large jackpots are won.

This has been shown by operators such as Camelot, who through a hyper-targeted campaign, offered every casual Mega Millions player of the Illinois Lottery a free line of Lotto when buying a line of Mega Millions. To be able to offer the promotion, Camelot needed to know a wealth of information to fuel their AI so that it understood players and responded with the right message or promotion at the right time. Thanks to using such a personalised strategy,  the players who were offered a free line of Lotto in the hyper-targeted campaign were twice as likely to continue playing after the MegaMillions jackpot was won when compared to a control group, and the campaign delivered an ROI of $8.89 for every $1 invested by the Lottery.

Keeping players active long-term, even outside of huge jackpots is the target of every lottery. AI can help lottery providers achieve this by moving away from generic marketing tactics, and instead adopting a data-driven targeted approach. A prime example of this occurred after Camelot’s $400m Mega Millions Jackpot for the Illinois Lottery was won on June 9, 2020. Active online lottery players in Illinois promptly dropped 22 percent the following week, as is to be expected after a large jackpot is won, however, assisted by AI, the Lottery was able to double active players in the week following the Mega Millions Jackpot win. This specific campaign reportedly achieved an incremental sales rise of over $10 for every $1 invested for the operator.

The lottery market is anticipated to surpass $353.1 billion by 2026, and researchers say that within a few years most customer-brand interactions will be supported by AI technology in some way or other. There is a huge opportunity to use AI to find cost-effective long-term solutions which would support the ultimate growth of the lottery sector.

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Blitzcrown Secures GLI Certification for Three Crash Games in Brazil

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12 hours ago

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April 3, 2025

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Breaking New Ground in Brazil: Blitzcrown’s Crash Games Now GLI Certified

Blitzcrown, MVG’s pioneering games studio, has secured Brazilian Certification as well as GLI-19 Certification from GLI(Gaming Laboratories International) for its industry-changing three Crash titles. This landmark achievement marks a significant milestone in the company’s expansion into Brazil’s thriving online gaming market, positioning Blitzcrown at the forefront of the region’s rapidly evolving iGaming landscape.

The license comes at an important time for Brazil’s gaming sector, following the launch of the new licensing regime that started on January 1, 2025. The regulatory framework, signed into law in December 2023, has transformed the industry’s prospects.

The certification encompasses 3 innovative crash games: Crash, Fast Crash, and Twin Crash. This strategic milestone establishes Blitzcrown as the premier provider of certified Crash games in the Brazilian market, demonstrating the company’s unwavering commitment to regulatory excellence and gaming integrity. With the GLI-19 and Brazil certification process successfully concluded in March, Blitzcrown has solidified its position as an industry pioneer in this dynamic and emerging market.

Crash games are a recent addition to the global iGaming market, featuring the dynamic evolution of real-time multipliers and immediate reward structures. Blitzcrown has stood out by establishing groundbreaking game mechanisms that offer different and exciting gameplay experiences. Standard Crash provides players with a standard multiplier-based gaming experience, and Fast Crash is optimized for users seeking quick, intense multiplier experiences. The Twin Crash is an original format allowing players to place simultaneous bets on two separate multipliers.

Building on this momentum, Blitzcrown has announced plans to expand its certified portfolio with two additional versions of its innovative Plinko games, demonstrating the company’s strategic commitment to market expansion. This forward-looking initiative underscores Blitzcrown’s dedication to continuous innovation and sustainable growth in the regulated gaming markets.

Blitzcrown is MVG’s edge-game studio focused on pushing game ideas beyond their norms through innovative and non-traditional gaming experiences. The studio has been particularly recognized for its groundbreaking approaches in various game categories, including its successful Crash and Plinko series.

George Cho from MVG said: “This GLI certification testifies to Blitzcrown’s unwavering commitment to offering top-quality, fair gaming systems. We are well placed to take advantage of Brazil’s exciting new regulatory environment and the vast growth potential of the online gaming industry.”

The post Blitzcrown Secures GLI Certification for Three Crash Games in Brazil appeared first on Gaming and Gambling Industry in the Americas.

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Andres Troelsen Belatra Games’ Commercial Director for Latin America

Belatra excited to present LatAm innovations at BiS SiGMA Americas 2025

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12 hours ago

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April 3, 2025

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Belatra Games, the specialist online slots developer, is set for its latest appearance at BiS SiGMA Americas in São Paulo, Brazil, from April 7-10, 2025. The company will be based at Stand M30, where it will not only showcase its LatAm innovations but also celebrate its 32nd birthday.

This major milestone brings an extra layer of excitement to Belatra’s time in Brazil. iGaming professionals visiting the stand will enjoy an immersive experience inspired by the studio’s popular classics Make it Gold and Mummyland Treasures. Belatra’s stand includes a smoky bar for a mysterious touch, a prize-filled game for visitors, and a live Mummy roaming the event floor to bring the experience to life.

Belatra’s extensive portfolio of award-winning titles brings together timeless hits with powerful, innovative themes, providing unforgettable entertainment for players.

With a strong foothold in LatAm, Belatra’s regional team, based in Buenos Aires, and Belatra’s global team will be in São Paulo to explore new collaborations and showcase its localised approach to the market.

Andrés Troelsen, Belatra Games’ Commercial Director for Latin America, said: “Our Latin American presence grows ever stronger with the region forming a major part of our growth strategy. We’re happy to be back in São Paulo for BiS SiGMA Americas to connect with partners and explore new opportunities. This year is extra special as we celebrate our 32nd birthday, so come raise a glass with us at our smoky bar!”

The post Belatra excited to present LatAm innovations at BiS SiGMA Americas 2025 appeared first on Gaming and Gambling Industry in the Americas.

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EveryTip.com Hits Major Milestone Ahead of Grand National with Record Tipster Listings

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12 hours ago

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April 3, 2025

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Launched just last month at the beginning of March, EveryTip.com is already celebrating a major early milestone, just in time for this week’s Grand National. The platform has quickly gained traction as a go-to hub for UK bettors, offering a centralised source of high-quality football and horse racing tips.

EveryTip.com brings together expert insights from a wide range of trusted sources, including leading tipsters from the Racing Post, Timeform, and The Guardian, as well as independent professional punters and specialist betting sites. Whether users are looking for daily value picks or tips for the biggest race of the year, EveryTip.com simplifies the search for reliable betting advice.

In addition to its extensive tipster coverage, the platform offers:

  • Daily NAPs (best bets from proven experts)
  • A real-time tipster leaderboard, tracking performance and profitability
  • Full race cards and live odds comparison
  • Results and up-to-date free bet offers from major bookmakers

Stephen Welch, Operations Director at EveryTip.com, said: “We’re thrilled to have reached this milestone so soon after launching. With the Grand National approaching, it’s clear that there’s strong demand for a platform that brings together quality tips from household names,along with independent analysis, all in one place.”

Created by a team of professional tipsters and analysts, EveryTip.com is committed to helping users bet smarter by making expert insights more accessible. Its early growth reflects a wider trend among punters who want deeper insights and performance transparency when choosing who to trust.

Looking ahead, the platform plans to expand into additional sports and betting markets, building on its expert-led foundation.

“We want EveryTip.com to become the essential tool for all serious bettors,” Welch added. “We’ll continue to grow the site with more data-driven tools, expanded coverage, and exclusive offers that add real value.”

The post EveryTip.com Hits Major Milestone Ahead of Grand National with Record Tipster Listings appeared first on European Gaming Industry News.

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