Karri Paavilainen, Vice President, Services, Brightstar Lottery, discusses the company’s new Game Recommendation Engine, which offers players personalised eInstant game recommendations via a game lobby.  

SBC News: How do players and personalisation go hand in hand?  

Karri Paavilainen: At Brightstar, we help lottery operators constantly improve player experience, whether through games, UI/UX, or player marketing. The evolution of technology is enabling us to create new ways to enhance the player experience through personalisation.

We utilise both player research and big data analytics to understand how players engage with the game portfolio. Different players have different expectations about game engagement level, game pace, and ’winnability.’ 

They also make subtle personal connections with games based on symbols, artwork, and themes. Traditional analytics struggled to harness these factors, but we are applying AI in ways that enable us to identify preferences and use them for personalisation. Consumers expect personalised experiences everywhere. Lottery play is no exception.  

SBCN: How does personalisation improve the player experience?  

KP: Typically, players engage with only a handful of favorite games they rotate. Operators want players to explore more content to build frequency and retention. 

That’s why portfolios expand, but discovery remains a challenge. Many operators now offer 100–300 games, and players wonder: Which ones are for me? I’m not going to try them all.

This is where personalisation shines. Think Netflix: Instead of endless scrolling, your screen presents you with a curated selection based on your viewing habits. Our Game Recommendation Engine does the same for eInstants, making discovery effortless and engagement deeper. 

It encourages and supports exploration. Players find games they love more easily. Major online services such as Facebook, Instagram, Amazon, and Netflix all use algorithms to personalise content. With the availability of our Game Recommendation Engine, lotteries can offer players the same familiar and convenient experience.  

SBCN: How is new technology helping lotteries personalise the player experience?  

KP: Personalisation across industries is driven by algorithms and data. Brightstar’s Game Recommendation Engine uses advanced AI to analyse play patterns and predict what players will enjoy next.

It then serves up a ’Recommended for You’ lineup right in the game lobby. No guesswork. No clutter. Just smart, relevant suggestions that keep players engaged and excited to explore. Our platform leverages multiple data points to ensure recommendations feel intuitive and timely.  

SBCN: What results have lotteries achieved with the Game Recommendation Engine?  

KP: Personalisation sounds logical, but we wanted to verify its business impact by studying how the Game Recommendation Engine has performed with a lottery that has implemented it. 

Through A/B testing, we compared players who received recommendations with those who didn’t. The results were remarkable. Players with recommendations explored 30% more game titles and placed more wagers. That’s not just a better experience; it’s a measurable impact. 

Personalisation drives engagement, expands portfolio utilisation, and boosts revenue. For operators, it’s a win-win: happier players and stronger performance.  

SBCN: How does Brightstar ensure player data is handled safely?  

KP: Safe handling of player data is paramount for Brightstar. Our data safety is based on multiple layers of protection covering all stages of collecting, processing, and utilising data.

This is achieved by minimising the use of any PII data, Personally Identifiable Information. When it must be used, it should always be masked or tokenized. Additionally, we make sure any PII data is encrypted while stored. These safeguards ensure compliance and maintain player trust.  

SBCN: What does the future hold?  

KP: Brightstar is expanding AI-driven player-experience improvements across the entire player journey. Expect more personalised marketing campaigns, smarter promotions, and elevated customer service experiences, all designed to meet the expectations of today’s digital-savvy players. 

We’re also exploring predictive analytics for responsible gaming and dynamic content personalisation for seasonal events.  As consumer behavior evolves, we’ll keep innovating to deliver experiences that feel fresh, relevant, and rewarding. The future of lottery play isn’t just about more games; it’s about smarter, more personalised engagement.