“Only 22 per cent of European lottery members currently have online loyalty programmes, meaning 78 per cent of lotteries do not have one which is incredible. It's a huge opportunity. We have identified this and are already filling the gap with real- time missions, segmentation and gamified journeys.”
LotteryEngine Powering Digital Transformation
Burdened by public procurement processes and monolithic tech, lotteries are struggling to close the gap with private operators. Nikolina Gabelica, Head of Lottery, explains how EveryMatrix is driving the digital transformation of global lotteries with fast, modular tech.
NIKOLINA GABELICA Head of Lottery EveryMatrix
How are the commercial and product strategies for lottery businesses around the world changing? What's the direction of travel?
Tey’re changing fast. Tere are two different directions depending on where you look. Globally, digital still makes up just 6.4 per cent of the lottery GGR which is surprisingly low. Tat’s $7.9bn in comparison to $124bn in total GGR generated by WLA members according to the WLA compendium. While there is clearly momentum, most of the lotteries are still early in the digital journey in comparison to iGaming or private operators.
But if you zoom in, in the top performing markets, especially in Europe, you see what is possible. Europe alone accounts for over 42 per cent of the global digital GGR and if you combine it with Asia Pacific, that's more than 80 per cent. Te rest of the world is following Europe and Asia Pacific. If you take a market such as Norway, Norsk Tipping’s digital GGR is already over 77 per cent and they will close all retail channels in 2027. Tis is a complete digital transition and we're proud to be a partner in helping them achieve this goal.
How are the expectations of lottery players evolving? Today's players expect mobile-first, fast loading games, gamification
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and personalisation. Modern lottery players are less interested in draw-based games versus e-instant games or casino content and expect a Netflix-level UX. Players want a digitised experience that is personalised and modern. If operators don’t offer this, they're risking losing younger audiences who simply won't wait for lotteries to catch up and to be at the same level as private operators.
Why are lotteries increasingly choosing EveryMatrix to launch or expand their digital presence?
Speed, focus and trust. We are a pure B2B provider, so we don't compete with our clients. Other vendors have B2C operations that could one day be competing with lottery customers for business. Our tech is fully modular, everything is based on APIs, and we are fast. We delivered the Hungarian State Lottery a full sports betting solution in just seven months which is a record. We don't have slow, monolithic technology that most lotteries still use. When other lotteries see this kind of success, they know we're a proven partner.
What are the technical hurdles of integrating complex systems such as payment gateways and age verification tools?
Tere are systems that are never meant to talk to each other. For
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