22 PUBLIC GAMING INTERNATIONAL • JANUARY/FEBRUARY 2026 From Netflix to iLottery & Leveraging AI Inside Brightstar’s Game Recommendation Engine Today’s diverse iLottery games offer some unique challenges to their creators and players. One major challenge is the fact that players can experience choice overload. With some lotteries offering more than 100 active eInstant games in their catalogue, players can feel overwhelmed. Without guidance, they may struggle to discover eInstant games that match their preferences or playing style. Players who do not find relevant or exciting games may disengage quickly. This leads to lower session times and fewer repeat visits due to low engagement and retention. Without personalized recommendations, lotteries may fail to surface eInstant games that are trending or have high conversion potential, resulting in missed revenue opportunities. That is why Brightstar Lottery has introduced the Game Recommendation Engine. Like Netflix, Brightstar’s Game Recommendation Engine provides an enhanced, personalized consumer experience. The Game Recommendation Engine algorithm uses player behavior and game attributes to uncover latent preferences, providing tailored suggestions such as: “Because you played X, you might like Y,” “Trending games among similar players,” and “Games similar to your favorites.” Plus, the Game Recommendation Engine introduces players to new and relevant eInstant games they might not have found on their own, increasing satisfaction and excitement. Delivering personalized suggestions in the game discovery process highlights the games that the individual player finds most interesting, which reduces the need to search through options they may find less interesting. This makes the experience smoother and more enjoyable. Launched in 2025, Brightstar’s Lottery Game Recommendation Engine allows lotteries to offer an enhanced iLottery experience to players. Brightstar has effectively deployed AI in the lottery space, enabling the Game Recommendation Engine to recommend games to
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