Case — Landbrugslotteriet

From classic CMS to headless pioneer

Transforming Landbrugslotteriet from classic CMS to headless pioneer through a strategic, long-term partnership

Building a website from A to Z is a project. But building a seamless brand experience that never stands still is a different calibre altogether, and it requires a close, ongoing partnership.

As the strategic Brand Experience Agency for one of Denmark’s oldest lotteries, we have partnered with Landbrugslotteriet for several years. Together, we have been on a strategic and digital journey that started on a traditional Umbraco platform and, through continuous development, has evolved into a modern headless architecture that now powers both the website and nationwide terminals.

Customer
Landbrugslotteriet

Year
Long-term digital partner (latest architecture upgrade in 2025)

Deliverables
Digital strategy, IT architecture, Brand Experience, terminal solutions & headless tech stack

Landbrugslotteriet is a business with a long history, but a strategy firmly focused on the future. Even with roots reaching back to 1907, they’re anything but nostalgic when it comes to its digital ambitions.

Throughout our long-term collaboration, GxE has acted as the lottery’s extended digital arm, helping evolve its setup from Umbraco 8 into the technological beacon it stands with today.

For us, working with Landbrugslotteriet is not about one-off, big-bang deliveries, but about day-to-day operations and continuous optimization. This close collaboration has enabled important strategic decisions, resulting in a modern digital setup where user experience and technical stability are at the core, along with the ability to quickly execute on new ideas.

Growing alongside technology

To get Landbrugslotteriet to where they are digitally today, we have:

Continuous modernization
Transformed a solid Umbraco solution into a future-proof architecture in Umbraco Cloud, without disrupting business operations.

Unified Experience
Ensured a unified experience so users meet the same brand and quality of interaction, whether on the website or at a physical terminal.

Strategic overviews
‍Brought operations, development, and architecture together in one streamlined flow, making it easier to execute, test, and optimize.

The evolutionary route to Headless

Instead of a classic relaunch, we chose an evolutionary route, gradually raising Landbrugslotteriet’s digital solution to a state-of-the-art technical level, which now includes, among other things:

A headless model as the foundation, separating content from presentation and giving us full freedom to design experiences across channels
A lightning-fast ReactJS frontend that delivers a dynamic, responsive user experience matching modern users’ expectations for speed and usability

Real impact for business and players

The long-term partnership with Landbrugslotteriet and the shared transformation of the lottery’s digital setup have created tangible value for both the organization and its users by:

Significantly reducing ongoing operational costs through a less complex architecture
Strengthening and unifying the brand experience across touchpoints, boosting loyalty among more than 33,000 monthly winners
Applying a headless approach that makes it easy to integrate new systems and roll out features at short notice for us as strategic partners
Introducing an intuitive content model that makes day-to-day work simple and efficient for the lottery’s own team

Grounded in today, ready for tomorrow

With Landbrugslotteriet’s new headless foundation, we are ready to seize future opportunities for deeper personalization, even stronger integrations, and a digital experience that keeps feeling fresh for players. And every day, our partnership remains the essential foundation that makes it all work.

Want to hear more about how we can enter into a close strategic partnership and evolve your digital ecosystem over time? Let’s talk about how we can build something that does not just launch, but lives.