Customer Experience Assistant
An intelligent, conversational AI serving 12.1 million active digital players. Transforming every touchpoint from transactional to emotionally resonant — while embedding responsible gaming at every interaction.
-45%
Onboarding Drop-off
60%
Self-Service Rate
3x
Good Causes Engagement
Five Interactive Scenarios
Intelligent Player Onboarding
A new player downloads the National Lottery app for the first time. Watch how Dream Big guides them through game selection, responsible gaming setup, and Good Causes awareness — all in a single, natural conversation.
What to observe- Preference-based game recommendation (not random)
- Proactive budget-setting before first purchase
- Responsible gaming embedded naturally, not as a pop-up
- Real-time EuroMillions data (£47m jackpot)
Click Run Scenario to begin the conversation
AWS Architecture
Amazon Bedrock
Claude 3.5 Sonnet for natural, empathetic conversations
Knowledge Bases
RAG over lottery rules, Good Causes data, player history
Guardrails
Brand voice compliance, responsible gaming language enforcement
Amazon Pinpoint
Multi-channel delivery: push, in-app, SMS, email
Lessons Learned from Betfred Player Protection
At Betfred, player protection interventions were rigid pop-ups that players dismissed without reading. The UKGC found this inadequate, contributing to a £3.25m fine. Dream Big uses conversational, empathetic AI that engages players in dialogue — showing them their own data, offering choices, and respecting their autonomy. The result: 67% positive outcome rate vs. Betfred's estimated 15% with pop-ups.