How Lotto.com achieves 90% player pass rates with multi-state identity verification 

Results: 

  • +90% first-time player pass rates 
  • 7% verification uplift during peak demand 
  • 4 million+ players onboarded 

Sector: Gaming 

Company size: 51 - 200 employees

Lotto.com

Tags

  • Gaming
  • 1 – 250 Employees

Fast, compliant player onboarding across multiple states, regulations and age restrictions without adding friction for genuine customers.

Multi-source identity verification increases automated player pass rates to 95% while reducing high-friction document checks. 

Faster onboarding has helped Lotto.com scale to four million players across 11 states and Puerto Rico with safe, seamless player verification. 

Together, we achieve first-time player pass rates above 90%, onboarding players safely and compliantly while delivering the seamless digital experience our players expect.

Daniel Dubee,
Director of Compliance, Lotto.com

Today, Lotto.com consistently achieves above 90% automated first-time player match and pass rates without the need for further identity checks.

Lotto.com  

Headquartered in Jersey City, New Jersey, Lotto.com is the first digital platform for ordering official state lottery draw and scratch games on both mobile and web-based platforms. As a lottery courier enabling player participation in the U.S. State Lotteries, Lotto.com helps lotteries across the country contribute incremental funds to state-run programs across education, parks, emergency responders, veterans' health and other important services.

Lotto.com has over 4 million customers and has created 12 millionaires via state-run games, including the largest Lotto.com Scratch Tickets ticket win in history - $3 million to a customer in Colorado. In June 2023, Lotto.com introduced the Lotto.com Scratch Tickets, which are currently available in Arizona, Colorado, Massachusetts, Nebraska, Ohio, and Oregon. Lotto.com is currently available in Arizona, Arkansas, Colorado, Maine, Massachusetts, Minnesota, Nebraska, New Jersey, New York, Ohio, Oregon, and Puerto Rico with plans to expand to additional states in the near future.

The challenge  

As a fast-growing lottery courier operating in a highly regulated industry, Lotto.com needed to onboard players quickly while maintaining rigorous identity and age verification standards across multiple states. Regulatory requirements vary by jurisdiction, with minimum player ages ranging from 18 to 21, creating additional compliance complexity. 

The challenge was amplified by Lotto.com’s core audience: younger, digitally savvy consumers attracted to online purchase options. This demographic often has a smaller identity data footprint, making verification more difficult for many providers. Lotto.com needed compliant age and identity checks that could verify genuine players quickly, maximize match rates and support responsible player onboarding across the USA.

The solution  

We delivered a layered identity verification solution that helped Lotto.com onboard players safely, quickly and compliantly. By combining identity data, document verification and multi-source intelligence, Lotto.com can verify the vast majority of players through low-friction automated processes. 

After adapting our multi-source approach, Lotto.com increased automated verification match rates from around 88% to as high as 95%. Today, Lotto.com consistently achieves above 90% automated player match and first-time pass rates. 

The result is a faster onboarding experience that helps genuine players pass through a frictionless, first compliance gate, while supporting Lotto.com’s regulatory and anti-money laundering (AML) obligations across multiple states and jurisdictions.

The outcome  

Lotto.com has scaled rapidly since launch, expanding from one state in 2021 to 12 jurisdictions by 2026 and growing its player base to more than four million players. The company added over one million new users in the past year alone — growth underpinned by fast, reliable player verification and a seamless onboarding experience. 

Peak demand performance: 7% verification uplift during Powerball® jackpot surge 

GBG’s identity expertise has helped Lotto.com balance compliance, player safety and customer experience in an industry where speed matters. During one major Powerball jackpot surge, GBG helped Lotto.com increase automated verification rates by 7%, enabling more players to pass first time during a peak period for player acquisition. 

Daniel DuBee, Director of Compliance at Lotto.com, told us:  

“GBG has been a trusted identity partner for Lotto.com from the start. Together, we achieve first-time player pass rates of up to 95%, onboarding players safely and compliantly while delivering the seamless digital experience our players expect.” 

He added: “The relationship feels genuinely collaborative. The GBG team understands the regulatory landscape, responds quickly and consistently brings valuable insight that helps us strengthen our KYC and fraud strategies as we grow.” 

Together, Lotto.com and GBG have built a partnership that truly hits the jackpot.

Frequently asked questions

A lottery courier is a digital service that lets eligible age and geolocation confirmed players order official state lottery tickets online while ensuring purchases follow applicable state rules and age requirements.

Online lottery operators and couriers need identity and age verification processes that confirm eligible players, support responsible participation and meet state-by-state compliance requirements.

Lottery operators can improve player pass rates by using multi-source identity verification that checks trusted data sources in real time, reducing friction while keeping onboarding compliant.