Case Study: Danske Spil achieves 4x higher subscriber conversion with Twilio Segment

How Danske Spil took a privacy-first approach to customer experience and improved subscriber conversion by 4x

Danske Spil, the Danish National Lottery, needed a privacy-first way to improve customer experiences while staying compliant with GDPR and making sense of data from many games, apps, and websites. Working with Twilio and its Segment customer data platform, they aimed to better connect fragmented first-party data and make product discovery and marketing more effective across their digital channels.

Twilio’s Segment helped Danske Spil unify data from 13 sources, create a more complete customer view, and activate it across tools for personalized messaging, recommendations, and compliant targeting. The results included a 4x increase in subscriber conversion, a 66% lift in sign-ups for a target group, a 25% uplift in subscriptions on one TV campaign, and faster access to usable data for marketing teams.

Danske Spil

Peter Føns

CDP Manager