Austrian Lotteries Pitch Decided: DMB. Wins Entire Account for Key Draw-Based Games

In autumn 2025, Austrian Lotteries invited agencies to participate in a competitive pitch. The result, long awaited by the industry, has now been announced: Demner, Merlicek & Bergmann / DMB. has won the pitch and will take over responsibility for the Lotto, EuroMillionen, EuroDreams and Joker brands. With this decision, Austrian Lotteries is appointing a single creative partner for its key draw-based games – a partner that was already responsible for the successful launch and establishment of EuroDreams.

For the first time, Austrian Lotteries is consolidating the creative management of its four core brands with a single agency. Going forward, DMB. will continue to develop the brands strategically and creatively, while further sharpening their individual positioning. Consolidating the entire account is intended to strengthen the strategic and creative development of Lotto, EuroMillionen, EuroDreams and Joker and enable even more consistent brand management across all four brands.

Barbara Ableidinger, Head of Marketing Austrian Lotteries & win2day: “With Lotto, EuroMillionen, EuroDreams and Joker, we have four distinct brands with considerable reach and impact. Our aim is to ensure the long-term successful development of each individual brand while strengthening our brand portfolio as a whole. DMB. convinced us with a clear strategic understanding and a compelling creative approach. We look forward to developing our brands further together.”

Marcello Demner, Managing Director, DMB.: “Four brands, four decisions, one outcome: for us, that is a strong vote of confidence. Particularly with brands that enjoy such high levels of awareness, the aim is not simply to preserve what is already familiar. It is about giving each individual brand clear direction, keeping it relevant and continuously increasing its appeal.”