iLottery like Netflix: Brightstar’s AI recommends new games to players
Digital lotteries are entering a new technological phase. As iLottery platforms add more games, operators now face a new challenge: helping players find their way through a growing list of options.
Many digital lottery platforms now offer over one hundred eInstant games. While this broad catalogue benefits operators, it can create difficulties for players, who may face choice overload.
With hundreds of games available, players may struggle to quickly find the games that suit them, making the experience less engaging. Streaming platforms like Netflix address this by using personalised recommendation systems.
Reflecting streaming platforms’ approach, digital lotteries are now adopting similar methods, such as Brightstar Lottery’s Game Recommendation Engine.
The algorithm that recommends games
Brightstar’s system uses artificial intelligence to recommend personalised eInstant titles to players, analysing both player behaviour and the characteristics of the available games.
Much like streaming platforms, it analyses how players interact with different games to suggest new ones that match their interests.
It also detects behavioural patterns and player preferences to identify the games most likely to interest each user.
Recommendations include titles popular among players with similar habits, or new games aligned with their preferences.
This approach helps players discover games faster, reduces the effort needed to find appealing options, and enhances their overall enjoyment.
Larger catalogues, more complex challenges
As catalogues grow, tools like the Game Recommendation Engine represent a major shift in the digital lottery market.
According to figures released by Brightstar, iLottery platforms using its technology can offer digital catalogues with more than 200 eInstant titles, a significant increase compared with only a few years ago.
With more games available, helping players discover new titles has become more important. Without good guidance, many players keep playing the same familiar games and miss out on the rest of the catalogue.
This challenge makes it harder for operators to promote new content.
AI-powered recommendation systems help players find new games that suit them and enable operators to highlight more titles, advancing both user engagement and promotional opportunities.
Early results from the market
Initial feedback on the Game Recommendation Engine points to increased user engagement, highlighting the system’s impact.
According to figures released by the company and reported by industry sources, the introduction of the system within a North American lottery led to a 35% increase in game transactions.
Players also started trying a wider range of games. After the recommendation engine was introduced, the average number of different titles played by each user went up by 24%. This suggests that personalised recommendations encourage players to explore more content.
An A/B test conducted during the trial phase also indicated that players who received personalised recommendations interacted with 62% more eInstant titles than those in the control group.
Personalised recommendations increase player engagement, boost activity, and expand the variety of games tried by users on iLottery platforms.
Artificial intelligence as the new frontier for lotteries
This use of artificial intelligence in digital lotteries reflects a broader trend across the online gaming industry.
Operators and technology providers are investing more in data analysis, predictive analytics, and machine learning to improve user experience and make platforms work better.
Since 2025, Brightstar has operated as a global lottery technology brand and is now focusing on personalisation to drive iLottery growth.
According to the company, solutions such as the Game Recommendation Engine can help lotteries deliver digital experiences comparable to those offered by major online entertainment platforms.
Moving towards a more on-demand iLottery experience
Building on this progress, Brightstar plans to roll out the recommendation engine to more lotteries in the coming months.
The company is also developing new integration APIs so operators can add the system directly to lottery apps and websites.
In the future, recommendations could be based on themes, game mechanics, or similarities in how players behave.
In practice, iLottery platforms could start to look more like streaming services, with large catalogues and algorithms that show each user the most relevant games.
In a competitive digital market, making game discovery more personalised can increase engagement and support the growth of online lotteries.
This article was first published in Italian on 10 March 2026.
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