Driving digital success through smart scaling: The evolution of Premier Lotteries Ireland’s eInstant portfolio

The iLottery landscape is evolving. As digital growth becomes central to long-term lottery strategy, lotteries are rethinking how they engage loyal players online. Success today requires more than innovation; it demands trust by delivering familiar experiences in modern formats while responsibly introducing fresh, compelling content.

In December 2024, Pollard Banknote (“Pollard”) partnered with Premier Lotteries Ireland (“PLI”) to introduce a new eInstant portfolio featuring 11 curated games, and its launch reflected a sharp focus on game diversity, responsible gaming features, player-first design, and strategic portfolio planning. Behind the scenes, it was a complex undertaking involving everything from regulatory compliance to portfolio architecture, but thanks to Pollard’s innovative and process-driven approach, it was a cohesive, on-time rollout that delivered on expectations.

A portfolio designed for growth, not just scale

For PLI, expanding their eInstants portfolio wasn’t about following industry trends; it was a strategic move to meet growing player demand and deepen digital engagement, all while maintaining its focus on its leading responsible play features. The journey began with tried-and-true game play mechanics like Crossword and Key Number Match games, chosen to bridge retail experiences with digital play.  

Once players were comfortable, the portfolio evolved with the introduction of more complex games with unique combinations of digital game mechanics and rich graphics. This progression wasn’t accidental; it was a deliberate strategy to transition players from familiarity to discovery, building long-term engagement without overwhelming them.

Expert partners in lottery success

While replacing an entire portfolio of games on a new platform was an impressive accomplishment for both Pollard and PLI, every choice had to balance the needs of the player, the regulator, and the product team. The intricate coordination achieved to adhere to regulatory obligations, prize structure restrictions, content mix, and internal workflows reflected the strength of strategic alignment and the value of expert guidance throughout the transition.

Pollard tackled this complexity with a collaborative, structured approach. From the outset, they worked with PLI to define timelines, approval pathways, and project milestones. That foundation allowed both teams to work efficiently with fewer delays and clear decision-making.

"Our partnership aligned our focus, keeping us on track and ahead of schedule," says Premier Lotteries Ireland.  

Performance that proves the strategy

PLI’s goal was clear: deliver a high-performing, player-friendly digital suite from day one with player experience and responsible play at its core. With Pollard’s support, they launched 11 games, including custom titles inspired by retail favorites and top-performing adaptations from Pollard’s portfolio.

The results have been impressive, demonstrating how PLI’s ongoing addition of fresh content continues to drive sustained momentum. Since its launch in December, eInstant sales have performed consistently well including a month of particularly strong performance during the summer, with a notable increase in unique player participation, which has further contributed to sustained sales growth.

PLI’s content isn’t just performing; it’s engaging, converting, and retaining players more efficiently. Fewer games, greater impact. A clear sign that quality-focused strategies can outperform volume-driven strategies.

Engagement rooted in familiarity

To ease the transition for loyal retail players, PLI prioritized recognizable formats like Crossword and Key Number Match. These well-loved mechanics provided an intuitive bridge to digital play, especially in a market where player engagement is strongly rooted in traditional formats.                              

By preserving the essence of retail games while modernizing the experience through subtle digital enhancements, Pollard helped PLI create continuity without cannibalization. This wasn’t about moving players online; it was about expanding choice and allowing players to explore digital options that felt just as familiar and natural.

Today, PLI’s portfolio includes 22 Pollard-developed games that are carefully balancing accessible formats with inventive new features to appeal to a broad player base.

Navigating complexity with adaptive portfolio design

Pollard’s contributions went far beyond content development. They offered tailored portfolio solutions that helped PLI navigate a unique regulatory environment while staying true to their entertainment goals.

On responsible gaming, Pollard ensured each purchased game was immersive yet appropriately paced. For example, they extended playtime on fast-paced titles and removed “reveal all” functionality to align with responsible play guidelines. They also collaborated on responsible play efforts – even down to naming conventions; for example, a game originally titled VIP Riches was rebranded as Super Riches after consultation with PLI’s Responsible Play team.

A partnership that powers progress

PLI credits much of this success to its close partnership with Pollard. The collaboration has raised the bar for both game quality and production efficiency. Pollard didn’t just build games; they co-created a strategy and process that accelerated development while staying aligned with long-term goals.

“Pollard didn’t just deliver content. They helped us build a process that made everything faster, clearer, and more successful,” said Premier Lotteries Ireland.

Pollard also played a central role in content roadmap planning and recommendations for launch cadence, helping PLI respond to player trends with greater agility. This deep integration has allowed PLI to stay ahead of the curve while maintaining a strong foundation in player trust.

Pollard continues to provide recommendations for new games to support PLI’s evolution online. For example, PLI is focused on layering new game mechanics into existing formats, such as transforming Crossword games into a hybrid of Crossword and Symbol Match and enhancing the Key Number Match game experience with multiple layers of gameplay. The goal isn’t reinvention, it’s evolution: adding depth while preserving what players already love.

A blueprint for sustainable digital growth

PLI’s digital transformation is more than a product launch; it’s a strategic model for how modern lotteries can thrive in an increasingly digital world. With a trusted partner in Pollard, PLI developed a high-performing eInstant portfolio that blends familiar, proven mechanics with thoughtfully introduced innovation. Every decision, from game selection to rollout, was grounded in player insight, regulatory alignment, player protection, and a firm commitment to responsible growth.

The results speak for themselves. Despite a leaner portfolio, PLI has achieved stronger engagement and revenue growth – clear proof that a focused, quality-first strategy can outperform volume-driven approaches. Game diversity wasn’t treated as a numbers game, but as a purposeful mix of familiarity, innovation, and depth, designed to resonate with players and elevate the performance of the portfolio as a whole.

PLI’s journey offers valuable lessons for other lotteries seeking to scale digital success in a responsible, sustainable way. It underscores the power of smart portfolio design, the importance of offering variety without sacrificing clarity, and the long-term impact of working with a partner who understands both the complexity and opportunity of this space. This isn’t just digital progress; it’s a blueprint for growth built to last.