Introduction
Today, everyone expects things to be personalized—shopping, watching movies, or playing games. The lottery industry is no exception. In the past, we would send the same offers and messaging to broad groups of players, because they were a similar age or had the same location. But now, with the advent of AI (Artificial Intelligence), we can do better.
We’re already implementing and using smart tools like Adobe Target, Campaign Manager, and Experience Manager (AEM). These help us understand what players like, which games they play often, how much they spend, and when they usually play. Now, AI is helping us make this even more accurate and faster.
How personalization worked before
Before that, we had to sort players by limited data, such as age, city and gender. With Adobe solutions, we began optimizing, finding out what prices they love to play, how frequent they are playing for or what games they want to play. We would send email or SMS campaigns based on this and.
But even so, this was largely done by hand, and according to rigid rules. It was functional, but it wasn’t easily manipulated when player interest shifted.
How AI is making personalization smarter
Artificial intelligence is changing the way companies can deliver personalized experiences, and nowhere is this more evident than in environments as dynamic as gaming and digital entertainment. Functioning as a super intelligent assistant, AI is constantly observing user actions as they happen, understanding patterns, and optimizing content and communication. Here’s how it directly improves personalization measurably:
Recommending content based on mood and behavior:
AI not only learns from history; it adjusts itself to the immediate behaviors of users. By studying game play patterns, session length, and player interactions,, AI can suggest content that aligns with a user’s current state of mind and preferences. This level of personalization is at the heart of effective technology solutions for iGaming, enabling platforms to deliver targeted experiences that resonate with individual players.Example: Gaming platforms use collaborative filtering and behavioral data to recommend games that align with each user’s interests and habits. These real-time suggestions, powered by technology solutions for iGaming, help improve user engagement and increase the time spent on the platform.
Delivering targeted offers with higher conversion potential:
Personalized offers are more effective when they’re based on individual user behavior. AI enables platforms to create dynamic user segments, adjusting offers based on activity level, spending habits, and in-game behavior.Example: King, the developer of Candy Crush, implemented AI-powered offer personalization and reported a 50% increase in conversion rates by tailoring in-app purchase bundles to different player profiles.
Sending the right message at the right time :
AI models analyze when users are most likely to engage and respond to notifications. Rather than sending blanket messages, the system optimizes communication timing for each individual.Platforms like Braze have shown that AI-based send-time optimization can lead to as much as a 25% increase in engagement by aligning messages with a user’s preferred interaction windows.
Identifying disengaged users and re-engaging them:
AI can detect early signs of user drop-off, such as reduced session length or skipped interactions, and trigger re-engagement strategies automatically. These may include tailored offers, special content, or timely reminders to bring users back before they churn.
Real-Life Scenario: How AI increases lottery player engagement
Scenario 1: Salary-day engagement
Some players usually buy lottery tickets right after they get paid, like on the 1st or 2nd of each month.
The AI notices this habit and sends them a special offer or a lucky draw around that time.
What this means: The player is more likely to take part and feel happy with the experience.
Scanario 2: Promoting responsible gaming
If the AI sees that a player is playing more often or spending more money than usual, it sends a friendly reminder and gives options to set limits or take a break. This proactive approach supports Responsible Gaming by helping players recognize changes in their behavior before it becomes a problem. Ultimately, it encourages healthy habits and ensures that the gaming experience remains fun, safe, and aligned with the principles of Responsible Gaming.
What this means: It helps the player stay in control and play safely.
Old style vs New AI style
| Category | Old Way (Manual / Rule-Based) | New Way (AI-Powered) |
|---|---|---|
| Use of Data | Basic info like age, city, and recent spend | Learns from historical data + real-time behavior to adapt continuously |
| Grouping Players | Fixed rules (e.g., spent >$50) | Continuously updated smart segments based on real-time actions and preferences |
| Sending Messages | Predefined schedule (e.g., once a week) | AI picks the best moment to message each player for max engagement |
| Offers | Same offer if basic rule matches (e.g., spend >$50) | Hyper-personalized offers tailored to the individual’s habits, value, and interests |
| Game Suggestions | Rule-based (e.g., same category or previous play) | Predictive suggestions using AI to match current mood, interest, and gameplay patterns |
| Cross-Sell Banners | Manually set, same for broad segments | Personalized banners suggesting other products based on what user is currently playing |
| Learning Approach | No learning—same rules reused | AI learns from historical data + live activity, improving with machine learning over time |
| Speed | Manual, slow to react to changes | Real-time, fast, and self-improving |
Benefits of using AI for personalization
AI for Personalization helps make the lottery experience better for everyone. Players receive messages, offers, and game suggestions that match what they actually enjoy, so everything feels more personal and engaging. For frequent players, AI for Personalization knows the right time to reach out with the right message, keeping them interested without feeling overwhelmed.
It also plays a big role in promoting safe and responsible play. If someone starts playing more than usual, AI can spot that change and send a friendly reminder with options to take a break or set spending limits. This helps players stay in control and shows that the platform cares about their well-being, not just their spending.
For our teams, AI saves a lot of time and effort. Instead of doing everything manually or applying the same rules to everyone, AI handles most of the work behind the scenes. It also makes tools like Adobe Campaign and Adobe Experience Manager (AEM) smarter, helping us send more effective and personalized messages automatically. In short, AI helps us care for players, work more efficiently, and get better results with less effort.
Using AI responsibly
With great technology comes great responsibility. So we make sure:
- Player Privacy is Protected – We follow all rules and don’t misuse player data. Data is collected and used in compliance with GDPR, CCPA, and other privacy regulations.
All personal information is anonymized or encrypted to ensure security at every step. - Fairness is Ensured – The AI treats all players equally based on the training dataset provided.
Biases are regularly audited and removed to maintain balanced outcomes. The models are trained on diverse data to avoid reinforcing stereotypes or favoritism. - Players Stay in Control – They can choose how their data is used or what kind of messages they want.
Clear opt-in and opt-out options are always available in user settings. We believe transparency builds trust, so players are informed whenever personalization is in use.
For those wondering what is responsible AI?—it’s about building systems that respect privacy, promote fairness, and empower users. Our approach reflects this by ensuring transparency, inclusivity, and ethical oversight in every decision AI makes.
Conclusion
We’ve already built a strong base using Adobe Target, Adobe Campaign, and AEM. Now, by adding AI, we’re making our lottery platform even smarter and more personal. This helps us connect better with players, make their experience enjoyable, and encourage responsible play.