- Could you introduce yourself and your job title at Lottoland?
I’m Nigel Birrell, Group CEO of Lottoland – a position I have held since 2014.
Before joining Lottoland, I was on the Executive Board at bwin.party digital entertainment plc (now Entain), the then world’s largest online gaming company. There, I handled mergers, acquisitions, and business development, and played a key role in the historic £3 billion merger between PartyGaming and Bwin.
Earlier, I was a main board director at HIT Entertainment plc, where I led a $1.1 billion sale in 2005. I was involved in acquiring famous children’s characters like Barney, Thomas the Tank Engine, and Pingu. I also managed investor relations and was the Chairman of Guinness World Records and the first Chairman of Fun Radio. I served as CEO of Gullane plc during its merger with HIT.
Before HIT, I worked in investment banking with Dresdner Kleinwort Benson and Donaldson, Lufkin & Jenrette (now Credit Suisse).
Currently, I am the Non-Executive Chairman of Duke Royalty, Chairman of AA Insurance Underwriting Company Limited, Chairman of the Gibraltar Betting and Gaming Association, and Chairman of Southern Rock Insurance Company Limited.
- When you first pitched the idea of Lottoland, did people think it was too risky or even impossible to succeed?
Lottoland was founded in 2013 by David Von Rosen, and was often compared to the likes of Uber, Spotify and Netflix – all disrupters of their industries.
When Lottoland was first pitched, some people viewed it as risky, controversial and thought it may not succeed, due to several reasons:
- Regulatory Challenges: Operating an online lottery platform involves navigating complex legal and regulatory environments, which can be seen as a significant hurdle.
- Market Competition: Entering a market dominated by established national lotteries was perceived as a daunting challenge.
- Consumer Trust: Building trust with consumers in an online gambling environment is crucial and can be difficult for new entrants.
- Technological Requirements: Ensuring a secure and reliable platform for online transactions was seen as a technical challenge.
However, despite these challenges, we (Lottoland) managed to establish ourselves successfully by addressing these concerns and leveraging innovative business strategies. Lottoland is now the world leading online Lotto betting company and has close to 21 million customers globally.
- Do you see Lottoland today more as a lottery company, a tech platform, or a disruptor in entertainment?
I’d say we are a combination of all three. At our core we are a lotto betting and gaming company. We have our own tech platform that we leverage to provide a seamless online experience, ensuring secure transactions and user-friendly interfaces. By offering innovative betting options and challenging traditional lottery models, Lottoland disrupts the entertainment and gambling industries.
We embody elements of each category, making us a multifaceted player in the market.
- What was the toughest part about breaking into a market traditionally dominated by state lotteries?
Breaking into a market traditionally dominated by state lotteries involved navigating several tough challenges. Regulatory compliance was a major hurdle, as it required adhering to diverse legal frameworks across different jurisdictions.
Building consumer trust was also crucial; convincing customers to choose an online platform over well-established state lotteries demanded significant efforts in establishing credibility and ensuring security.
Market penetration posed another challenge, as competing against state lotteries with strong brand recognition and loyal customer bases required strategic marketing and differentiation.
Additionally, forming partnerships and obtaining necessary licenses in various regions involved complex logistical and strategic planning.
Lastly, overcoming public scepticism about the legitimacy and fairness of an online lottery betting platform was essential for gaining acceptance and success.
- Lottoland has faced pushback from governments that say your model undermines public lottery revenues — how do you respond to that criticism?
In response to the criticism that Lottoland undermines public lottery revenues, I’d emphasize that this argument was more prevalent 5-10 years ago when we were gaining attention, but there was no evidence to support these claims. Some National Lotteries were already facing challenges and used us as a scapegoat. The figures have consistently shown that we have no impact on their returns to good causes. In fact, we have evidence in certain jurisdictions where we have commissioned a study, that we are additive to the market and help the local state lottery to drive traffic to its own site. This is evidenced by the increasing online sales of most of the state lotteries where we operate.
At Lottoland, giving back is a core part of who we are. Beyond financial contributions, we believe in lending our time, resources, and creative expertise to causes that make a meaningful difference in people’s lives and in the world around us. In the UK and Ireland, we give back through our charity games and scratchcards, which combine fantastic prizes with real-world impact. With every stake, donations are made to organisations such as Blue Cross for Pets, Hospice UK, PWSA UK, and DSPCA, supporting both human and animal welfare.
Just some examples: Last year for instance we helped over 4,500 children annually by pledging $600,000 over five years to the Sydney Children’s Hospitals Foundation to fund a Child Life Therapist for the MOCK MRI Program at Westmead Hospital. We also committed $100,000 over five years to The Royal Children’s Hospital Foundation’s Music Therapy Program, providing emotional and psychological support to children during treatment.
In 2025, we announced a major sponsorship of Malta’s top three water polo clubs – Sliema ASC, Neptunes WPSC, and San Ġiljan ASC – supporting training programs, facilities, and grassroots engagement.
- How do you stay ahead of regulatory changes in so many different jurisdictions?
I can confidently say that staying ahead of regulatory changes across various jurisdictions is a top priority for us. We have significantly invested in our compliance team, more than doubling their headcount to ensure we are well-equipped to handle the complexities of the legal landscape. This dedicated team focuses on monitoring and interpreting regulatory developments in different regions, ensuring that we remain compliant and can swiftly adapt to any changes.
Local partnerships are also crucial to our strategy. By collaborating with partners on the ground, we gain valuable insights into specific regulatory environments, allowing us to adapt more effectively. Proactive engagement with regulators and participation in industry discussions are key to staying informed about potential policy developments and, where possible, influencing them.
We have implemented robust compliance frameworks that enable us to quickly adjust to new regulations, minimizing any disruption to our operations. Additionally, we prioritize continuous training for our staff to ensure they are aware of the latest legal requirements and best practices. This comprehensive approach allows us to navigate the complex regulatory landscape effectively and maintain our position as a leader in the industry.
- Responsible gambling is a hot topic — what measures does Lottoland take to ensure customers play safely?
Notwithstanding that we see lottery betting at the softer end of online gaming, Lottoland takes responsible gambling very seriously and implements several measures to ensure customers play safely. One key initiative is the provision of self-exclusion options, allowing customers to set limits on their spending or exclude themselves from playing for a specific period. Additionally, players can set daily, weekly, or monthly deposit limits to manage their spending effectively.
To help players keep track of their time on the platform, Lottoland provides regular reality checks. Access to support services and resources is readily available for those who may need assistance with gambling-related issues. Strict age verification processes are also in place to prevent underage gambling.
Furthermore, Lottoland has introduced Lopetto, an AI customer service tool designed to enhance user experience and provide timely support. Lopetto assists customers by answering queries and guiding them through responsible gambling features, ensuring they have the information and support needed to play safely. These measures reflect Lottoland’s commitment to promoting a safe and responsible gambling environment.
- How is technology shaping the lottery experience for your players today?
Technology is significantly enhancing the lottery experience for Lottoland players by providing convenience and accessibility through a user-friendly online platform, allowing access to lotteries worldwide without geographical barriers. It enables innovative features, introducing new betting options and game formats for a more engaging experience. Personalization through data analytics offers tailored recommendations and promotions, boosting player engagement. Advanced security measures ensure safe transactions and protect player information, fostering trust and confidence. Additionally, AI and automation, exemplified by Lopetto, Lottoland’s AI customer service tool, deliver instant support and guidance, improving customer service and satisfaction. Overall, technology is transforming the lottery experience by making it more accessible, engaging, and secure for players.
- Younger generations are less likely to buy traditional lottery tickets. How are you adapting Lottoland’s offering to capture their attention?
To capture the attention of younger generations, Lottoland is adapting its offerings in several ways. The company leverages technology to provide a seamless and engaging online experience, which appeals to tech-savvy younger audiences. By introducing innovative game formats and diverse betting options, Lottoland offers a more dynamic and interactive experience compared to traditional lotteries.
Additionally, personalization through data analytics allows Lottoland to tailor promotions and recommendations to individual preferences, enhancing engagement. The platform also integrates social and mobile features, making it more accessible and appealing to younger users who prioritize convenience and connectivity.
Lottoland’s focus on responsible gambling and providing educational resources aligns with the values of younger generations, who are increasingly conscious of ethical considerations. By continuously evolving its offerings and embracing digital trends, Lottoland effectively captures the interest of younger players.
- Beyond lotteries, you’ve expanded into casino and sports betting — how important is diversification to your long-term strategy?
Diversification is crucial to Lottoland’s long-term strategy. By expanding into casino and sports betting, Lottoland broadens its product offerings, attracting a wider audience and reducing reliance on a single revenue stream. This diversification enhances resilience against market fluctuations and regulatory changes specific to lotteries.
Offering a variety of gaming options also increases customer engagement and retention, as players can enjoy a comprehensive entertainment experience on a single platform. Additionally, diversification allows Lottoland to tap into new markets and demographics, driving growth and innovation.
Overall, this strategic expansion strengthens Lottoland’s position in the competitive online gaming industry and supports sustainable long-term growth.
- Which markets around the world are most exciting for Lottoland right now, and why?
Brazil stands out as a particularly exciting market for Lottoland due to recent regulatory developments and strategic partnerships. The Brazilian government has implemented new licensing regulations, creating a more structured and transparent environment for online gaming. In this context, Levante Brasil LTDA, a collaboration between Lottoland and Sorte Online, secured a permanent license to operate in Brazil’s betting sector in February 2025. This license, valid until December 31, 2029, allows Levante to offer online fixed-odds games and sports betting in a market generating between BRL 100 billion and BRL 120 billion annually.
Sorte Online, with over two decades of experience in Brazil’s digital lottery brokerage market, has distributed more than R$250 million in prizes. Its integration with Lottoland’s global expertise positions Levante as a formidable player in Brazil’s regulated market.
Australia also stands out with the introduction of KenoGO. This innovative platform offers an unparalleled online Keno experience, featuring Australia’s largest Keno jackpot of $40 million. With live draws every three minutes, KenoGO provides an exhilarating gaming environment for Keno enthusiasts across the country.
KenoGO brings the best of Keno to players’ fingertips, offering a variety of engaging games. The KenoGO Jackpot allows players to compete for the impressive $40 million prize, while KenoGO Classic offers a modern twist on traditional Keno, with the potential to win up to $1 million. Players can also enhance their winnings with the KenoGO Bonus, multiplying their rewards by up to ten times.
The convenience of KenoGO is unmatched, with real-time draws available every three minutes and 24/7 access via mobile app or website. Players can enjoy fast and secure payouts, ensuring a seamless gaming experience. This dynamic and engaging platform makes Australia an exciting market for Lottoland, capturing the thrill of Keno in a new and innovative way.
Beyond Brazil and Australia Lottoland is actively expanding in other regions. In the UK, the company partnered with Incentive Games in September 2025 to enhance its real-money gaming portfolio, introducing mobile-focused games like Crash, Tower, and Arcade-style titles. Additionally, Lottoland has extended its reach in Europe through a partnership with Playson, offering popular titles such as Fire Coins: Hold and Win and Legend of Cleopatra Megaways™ to its extensive customer base.
These strategic initiatives underscore Lottoland’s commitment to growth and innovation in key markets worldwide.
- In five years, will Lottoland still be seen primarily as a lottery disruptor, or do you aim to become a broader online entertainment company?
In five years, Lottoland will be seen as a broader online entertainment company. This shift is evident in our diversification of offerings, expanding beyond traditional lotteries to include sports betting, casino games, and instant win games. Strategic partnerships with companies like Incentive Games and Playson are enhancing our gaming portfolio, allowing us to offer a variety of engaging experiences. By leveraging technology for improved user experience and entering new markets like Brazil, we (Lottoland) are positioning ourselves as a leader in online entertainment. As we continue to grow and diversify, our brand identity will naturally evolve to reflect this broader focus, appealing to a wider audience.
- If you could re-invent the lottery industry from scratch today, what would it look like?
If I could re-invent the lottery industry today, I’d start with a digital-first approach, making it accessible via mobile apps and websites for seamless participation. I’d personalize the experience, allowing players to choose from various game types and themes tailored to their preferences. Using blockchain technology would ensure transparency and security, building trust with instant result verification.
I’d also incorporate interactive features, like gamification elements, to make the lottery more engaging. Social integration would be key, enabling players to form groups and participate in community-driven jackpots. A focus on sustainability and social impact would be important, dedicating a portion of proceeds to social causes with transparent reporting.
I’d leverage AI and data analytics to offer insights and recommendations based on player behavior, enhancing engagement and retention. This approach would make the lottery dynamic, inclusive, and aligned with modern digital lifestyles.
Finally, I would link some of the biggest lotteries to provide occasional mega prizes for instance a regular $1billion prize. That type of prize really does grab the attention!
- What has been the single biggest lesson you’ve learned as CEO of Lottoland?
As CEO of Lottoland, the single biggest lesson I’ve learned is the importance of adaptability. The gaming industry is constantly evolving, with changes in technology, regulations, and consumer preferences. Being able to pivot quickly, embrace innovation, and respond to market demands has been crucial for staying competitive and driving growth. This adaptability ensures we continue to meet our customers’ needs while exploring new opportunities.
- Looking back, is there one decision you wish you had made differently?
Looking back, one decision I might reconsider is the approach we took in some of our marketing efforts. This strategy led to challenges, particularly in the UK with Camelot and in Australia with Tatts. A more measured approach could have mitigated these issues and fostered better relationships with industry stakeholders. But we were new and had to make a splash – ultimately it is all a learning curve and you learn and adapt and we have no regrets.
- What legacy do you want Lottoland to leave behind in the gambling industry?
I want Lottoland’s legacy in the gambling industry to be one of innovation and responsibility. We aim to be recognized for transforming the lottery experience through technology and personalization, making it more engaging and accessible. Additionally, I hope we are remembered for our commitment to social responsibility, ensuring that our operations positively impact communities and contribute to meaningful causes.
- Is there anything else you would like to add?
At Lottoland, we are deeply committed to our Environmental, Social, and Governance (ESG) responsibilities. We take our environmental responsibilities seriously, supporting projects that restore ecosystems and protect biodiversity, especially in the communities that host us. For instance, in 2022, we partnered with the local NGO Saggar to plant 1,000 indigenous trees across Malta and Gozo. In 2023, we continued our partnership with Nature Trust – FEE Malta’s Wildlife Rescue Team, funding a dedicated staff member for their Rehab Centre.
In South Africa, our “Dankie Lottoland” and “Help ’n Dorp” campaigns focus on changing lives and inspiring generosity in communities nationwide.
Importantly, Lottoland is proud to be Carbon Neutral, reflecting our dedication to minimizing our environmental impact and promoting sustainability.