Danske Spil

Reviving the LOTTO draw experience

Overview

Waiting for your lucky numbers in a live lotto draw is no longer a thrill buried with the days of flow TV. Danske Spil has brought back the excitement and celebration in their ever-evolving LOTTO app.

Challenge

Danske Spil is the national lottery in Denmark, founded in 1948. It manages several iconic lottery and gambling brands, as well as knowledge games. Merkle has been Danske Spil’s digital transformation partner for years, and together we have created numerous award-winning, fun experiences across channels and centred around an engaging LOTTO app.

The latest feature involved renewing the customers’ personal relationship with their lottery numbers, known from traditional lotteries. In the “Your luck” feature, you get to find your lucky numbers in various ways: a lucky place (map coordinates), a lucky photo (face recognition), or lucky emotions (heart rate measurement).

However, the digital experience still lacked the excitement from the live LOTTO draw, reminiscent of the flow TV days in the 80ies and 90ies. How could Danske Spil recapture that magic and thrill of waiting for your lucky numbers to roll in within a pocket-sized format?

Services
Experience & Commerce

Industry
Media & Entertainment

Market
Denmark

+500,000

app sessions per week
+6,000,000

physical coupon scans
+10,00,000

draw experiences delivered

- +500,000
  
  app sessions per week
- +6,000,000
  
  physical coupon scans
- +10,00,000
  
  draw experiences delivered

Play

Approach

What was once a tv-transmitted event, capturing Danish families in their living rooms every week, has now gained a new and personalised digital life. The strategy has been to enhance the digital draw experience for existing app users while also providing an easy and enjoyable entry into the online world of LOTTO for those who still prefer the paper coupon. Even for the younger users, who never experienced the good-old days of flow TV, this new draw experience brings the excitement of waiting for numbers one by one. Accompanied by cheering messages such as “You now have 3 winning numbers,” and not to mention on-screen fireworks, it’s a thrilling moment when luck strikes and reveals the winning amount.

Results

In an aggressive gaming market of online casinos and betting services, Danske Spil is constantly under pressure to create a great customer experience free from promotional content. The new draw experience adds to the impressive results of the LOTTO app, which is already the number one digital sales platform for Danske Spil. More than 10,000,000 draw experiences have been delivered, along with 500,000 app sessions per week, and more than 6,000,000 physical coupon scans.