European Lotteries Congress & Trade Show
14 September – 17 September 2025
Bern, Switzerland
Go beyond a vanilla player experience
Engaging and entertaining players is crucial for a lottery company's success. A dynamic experience keeps players returning, driving ticket sales and supporting sustained growth.
We at Playbook Labs are experts in keeping players excited.
Trusted by
Is your player journey keeping pace with the world’s best experiences?
Players today compare every interaction with the seamless services they use daily, whether it’s streaming their favorite show, booking a ride, or shopping online. Delivering an “okay” experience is no longer enough: lotteries need journeys that are as intuitive, engaging, and trustworthy as the best products out there.
With more than a decade in the lottery and betting industry and over 500 successful projects delivered, we bring deep, hands-on expertise across digital and retail channels, number games, instants, and sports betting. Backed by Mito Group’s 17 years of building world-class customer experiences for leading global brands across industries from telecom to airlines to retail, Playbook Labs solutions unite lottery-specific knowledge with forward-thinking innovation shaped by diverse markets.
Solutions
Enhancing digital player experience
We enhance the digital lottery experience by optimizing player journeys, improving website and app usability, and delivering personalized, intuitive interactions. Our work includes refining CRM strategies and player messaging, while ensuring seamless navigation, responsive support, and smooth payment options for a truly frictionless experience.
Improving retail player experience
We improve the retail lottery experience by making in-store interactions faster, smoother, and more engaging. From QR code scanning and journey mapping to kiosks, mobile apps, and self-service ticket checkers, we bring digital convenience into the retail space to enhance every step of the purchase process.
Player acquisition
We help lotteries attract new players by sharpening their positioning, designing targeted 360° campaigns that inspire play, and driving organic traffic to engaging digital touchpoints. We also fine-tune performance campaigns and boost conversion rates to maximize acquisition and long-term engagement.
Increasing basket value
By optimizing player journeys, we help lotteries grow basket value through upselling and cross-selling, supported by strategies like product bundling and gamification. We audit user flows, identify conversion barriers, and create actionable plans that drive higher purchase value through incentives and loyalty programs.
Increasing player frequency
To increase play frequency, we design activation strategies that include regular bonuses, exclusive content, and targeted reminders. Loyalty programs play a central role, supported by personalized promotions and incentives that keep players consistently engaged across lottery draws, instant games, and sports betting.
Community building
We build strong lottery communities by fostering connections through social media, online forums, and interactive events that create shared experiences and a sense of belonging. We also align CSR initiatives with player engagement, strengthen loyalty efforts, and provide exclusive content and opportunities for players to connect and celebrate together.
Compliance and verification
We support lotteries in meeting regulatory requirements and player verification standards by integrating best-in-class compliance tools seamlessly into the player journey. From age verification and anti-money laundering checks to self-exclusion, spending limits, and behavior monitoring, we ensure these processes are embedded smoothly.
Security and operations
We help lotteries strengthen security and operations by auditing them from a player experience perspective and identifying where processes can be made smoother and more reliable. By ensuring stability and safety are part of the player journey, we help protect both player trust and long-term growth.
Where are your biggest challenges?
Every lottery faces different obstacles along the player journey, whether it’s attracting new players, keeping existing ones engaged, or building trust through responsible play. Tell us where you see the most pressing issues, and together we can shape solutions that bring measurable impact.
Reach out to usCase studies
Customer stories
Gergely Koppány
Lottery Industry Expert, Former Director of Strategy and Game Development at Szerencsejáték Zrt.
The team successfully completed strategic lottery and sportsbetting projects that significantly impacted our operations and growth. Their multi-industry expertise and precise execution made the difference.
Guido Bierbaum
Project Director International Lottery Systems at Scientific Games
They’re always fast and adaptable, both when we need a solution description and pricing and when we’ve had scope or deadline changes. Their team is always accommodating in finding a solution.
Christopher Shaban
Managing Director, iLottery
Collaborating with the Mito team was a great experience. They are professional, responsive, and easy to work with, making the entire process smooth and efficient. We appreciated the commitment from Mito to work with our team at Aristocrat to deliver a high-quality solution in support of our customer in Hungary - Szerencsejáték Zrt.