Nederlandse Loterij: Bringing Joy and Supporting Good Causes

Nederlandse Loterij, the national lottery of the Netherlands, operates popular games such as Staatsloterij, Lotto, and Eurojackpot. Founded in 1992 and based in Rijswijk, the organization generates over €1 billion annually and contributes more than €200 million to good causes. Committed to responsible gaming, Nederlandse Loterij plays a vital role in Dutch society, maintaining trust and relevance in a competitive market.

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Our Approach

Facing limitations with their existing Customer Data Platform (CDP) and constrained resources, Nederlandse Loterij aimed to accelerate its digital transformation by focusing on personalized customer journeys. Massive Rocket partnered with them to:

• Integrate Braze into their IBM marketing stack via a secure, scalable middle layer hosted on Azure.
• Establish a Single Source of Truth for consistent data collection, identity management, and integration.
• Develop a phased roadmap to migrate nine brands to advanced CRM capabilities, laying the foundation for a robust customer relationship management system.

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Execution

The collaboration focused on three key areas:

Braze Integration and Support
Massive Rocket built a dedicated support team for the Nederlandse Loterij Braze Center of Excellence, ensuring seamless integration and operation within the existing marketing infrastructure.

Data Strategy and CRM Development
A unified data approach was implemented, consolidating customer information and enabling accurate, real-time insights. Over 250 automated, standardized, and personalized campaigns were developed to enhance customer engagement.

Customer Engagement and Analytics
Lifecycle dashboards were created to provide real-time KPI tracking and data-driven decision-making, allowing the marketing team to optimize campaigns and measure impact effectively.

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Key Outcomes

Nederlandse Loterij’s digital transformation delivered significant outcomes:

• Amplified customer engagement through personalized, automated campaigns.
• Seamless integration and migration of nine brands to a unified Martech stack.
• Optimized data management, reducing costs and improving accuracy.
• Future-proofed marketing technology infrastructure, enabling scalable growth and innovation.

This strategic partnership empowered Nederlandse Loterij to enhance customer experiences, drive growth, and maintain its leadership in the Dutch lottery market.