Brightstar Lottery: accelerating success for North America’s fastest-growing iLottery customers
In 2025, Brightstar Lottery had the fastest growing iLottery customers in North America, embraced innovative technologies using AI, and secured significant future contracts. We sat down with Srini Nedunuri, Senior Vice President iLottery Global, Brightstar iLottery, to discuss where iLottery is headed.
Lottery Daily: How has Brightstar achieved its position as the leading partner to North America’s fastest growing lottery customers?
Srini Nedunuri: Brightstar has achieved its position as the leading partner to North America’s fastest growing lottery customers thanks to several factors. We are proven partners for whom collaboration with customers is paramount.
Our dedicated player marketing services teams are driven to achieve each lottery’s objectives. We deliver games with winning themes, mechanics, and designs that continue to appeal to a growing number of players.
In terms of technology, Brightstar provided cloud-based solutions, resulting in streamlined operations, significant advancements, and meaningful player experiences. We delivered strong double-digit growth and achieved a record year in 2025, with exceptional results across the board. We continue to align the pace of innovation amid economic change to meet the evolving needs of all our stakeholders.
LD: How do you see the future of iLottery shaping over the next three to five years?
SN: The next three to five years present a significant growth opportunity for iLottery. As player behavior continues to evolve, iLottery is uniquely set to bridge digital innovation with the strength of traditional retail.
By partnering closely with retailers, we can deliver modern, engaging online experiences while still maintaining the vital connection to bricks and mortar environments. Player data will be a major differentiator.
The ability to link a retail player to the same wallet they use on their mobile device via Connected Play unlocks powerful opportunities for personalised promotions, loyalty programs, and seamless cross channel engagement. Retail will remain a foundational element of the ecosystem, and its integration with digital platforms will be essential to realising the full possibilities of iLottery’s growth path.
Responsible gaming will remain central to iLottery’s long-term success. As digital play continues to expand across North America, iLottery must continue setting the standard for player protection by maintaining strong limits, transparency, and a focus on entertainment value. Keeping the end player’s perspective at the center of all decisions is key.
We are also seeing lotteries become increasingly open to innovation, particularly within draw games. This represents a major opportunity area – and one we expect to play a leading role in advancing.
Overall, the future of iLottery will be shaped by deeper retail digital integration, enhanced player data capabilities, continued innovation in game offerings, and a sustained commitment to responsible play. Together, these trends will unlock new ways for lotteries to grow, modernise, and better serve their players.
LD: What advice would you give to a new lottery that has not entered the iLottery space and wants to begin their digital journey?
SN: My advice is to stay open-minded, embrace collaboration, and keep the player’s needs at the center of every decision. Entering the iLottery space requires a shift from traditional lottery thinking; once you go digital, players can engage anytime, anywhere.
At its core, iLottery is a digital software ecosystem that allows players to enjoy lottery games online while staying connected to the retail environment. Because of this, an omnichannel strategy should be a foundational part of the decision-making process.
When digital and retail channels are connected through a unified platform via Connected Play and player identity, lotteries gain a powerful opportunity to deliver seamless experiences, better incentives, and stronger loyalty. Starting the digital journey is about building a player-first, future-ready ecosystem. Collaboration, data, and an omnichannel mindset will set the groundwork for long term success.
https://lotterydaily.com/2026/03/19/highlighted/brightstar-lottery-2/