The VriendenLoterij

Name

The VriendenLoterij

Legal name

VriendenLoterij N.V.

Website

https://vriendenloterij.nl

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

251–500 employees

Short description

VriendenLoterij is a Dutch charity lottery founded in 1998 with 1.3 million subscribers, operating monthly and extra draws at €16 per ticket and distributing at least 40% of proceeds to 4,300+ good causes, primarily cultural partners.

Ownership category

akta.pro rank

Product category

Charity Lottery Services

NAICS

Gambling Industries (7132), Other Gambling Industries (713290)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Lottery Operators (Government & Private Licensed) (MPAEAFAA)

akta.pro secondary industries

Digital Lottery & iLottery Platforms (Web/App) (MPAEAFAD), Lottery Second-Chance, Loyalty & Rewards Platforms (MPAEAFAM)

Keywords

• Charity lottery games
• Dutch lottery subscriptions
• Cultural philanthropy funding
• Lottery prize draws
• Museum loyalty program

Headquarters

HQ city

Nieuw-amsterdam

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Marketing or Sales, Operations, Personnel, Technology or R&D, Others

Revenue model

1. Lottery ticket sales: Primary revenue comes from lottery ticket sales at €16 per ticket per drawing. The company organizes 15 drawings per year (12 monthly regular drawings and 3 extra drawings). Participants can play with multiple tickets and participate in the added Bingo game at no additional cost. Minimum 40% of all ticket proceeds go directly to cultural, sports, and welfare organizations in the Netherlands.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

VriendenLoterij is a Dutch charity lottery where participants subscribe for €16 per lottery number per drawing, with 15 annual drawings (12 monthly plus 3 seasonal extras). At least 40% of proceeds go directly to Dutch cultural, sports, and welfare organizations chosen by the participant. The lottery includes a free weekly Bingo game and the VIP-KAART loyalty card providing free entry to 180+ museums and up to 50% discounts at theaters, cinemas, and attractions.

Product overview

The VriendenLoterij is a Dutch charity lottery (goededoelenloterij) organized by VriendenLoterij N.V. as part of the Postcode Lottery Group. The core product is the lottery itself, which costs €16 per lottery number per drawing, with at least 40% of proceeds supporting culture, sport, and wellbeing causes. Participants can choose their preferred good cause to support. The product portfolio includes: the main VriendenLoterij (lottery with 15 annual drawings and various prize tiers), the VIP-KAART loyalty program (offering free museum access and discounts), the weekly Bingo added game, the VriendenLoterij Eredivisie Bingo campaign, a mobile app, and the VriendenLoterij Fonds foundation. In 2024, the organization donated €152 million to 64 cultural partners and over 4,300 good causes, clubs, and associations.

Differentiator

Problem solved

Functional benefit

Brands

• VIP-KAART: A loyalty programme offering participants free or discounted access to over 180 museums, theatres, cinemas, and other cultural venues across the Netherlands.
• VriendenLoterij Eredivisie Bingo
• VriendenLoterij Museumprijs
• VriendenLoterij Kasteelprijs
• VriendenLoterij Fonds

Products and services

• VriendenLoterij Charity Lottery Subscription A Dutch charity lottery where adult participants (18+) subscribe for €16 per lottery number per drawing, with 15 annual drawings (12 monthly plus Easter, Autumn, and Christmas extras). The lottery offers prize tiers of €1 million monthly, €100,000 weekly, €10,000 daily, and €1,000 hourly, with 250,000+ monthly winners. A minimum of 40% of every ticket price is distributed to Dutch cultural, sports, and welfare organizations selected by the participant. Each subscription includes a free weekly Bingo game (€25,000 guaranteed jackpot) and the VIP-KAART loyalty card providing free access to 180+ museums and up to 50% discounts at 250+ attractions.

Quantifiable outcome

• Over €2.5 billion raised for good causes since 1989
• +3 more outcomes

Named customers11 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered core and minor.

• 74 cultural organizations and 4,400+ good causescoreGTM or Marketing Partner · 1 January 2025VriendenLoterij supports 74 cultural partners (including 64 long-term partners) and more than 4,400 good causes including clubs, associations, and welfare organizations. Participants choose which organization to support with their participation, with minimum 40% of proceeds going to these causes.
• VriendenLoterij VIP-KAART partnerscoreGTM or Marketing Partner · 1 January 2025VIP-KAART provides participants free access to 180+ museums and 50% discounts at theaters, cinemas, and attractions. Partner venues include Museums like Rijksmuseum, Mauritshuis, and Pathé cinemas, Burgers Zoo, and cultural venues across the Netherlands.
• 64 cultural partnerscoreGTM or Marketing Partner · 1 January 2024In 2024, VriendenLoterij donated €152 million to 64 cultural partners and 4,300+ good causes, clubs and associations. Long-term cultural partners include major museums like Van Gogh Museum (€915,000 for mental health program), Museumpark Vonk (€950,000 for open-air museum), and Stichting Nederland Monumentenland (€1 million for Open Monumentendag).
• 79 cultural organizationscoreGTM or Marketing Partner · 1 January 2024Record €106.8 million donated to 79 cultural organizations in 2024. New multi-year partners include Kasteel de Haar, Nationaal Militair Museum, and Watersnoodmuseum, each receiving €250,000 annually. The donation enables museums to enrich collections, maintain heritage, and organize educational programs.
• 11.5 million euros for sportcoreGTM or Marketing Partner · 1 January 2024VriendenLoterij donated €11.5 million for sports in 2024, supporting 34 professional football clubs' youth academies and community programs, 3,000+ amateur sports clubs, and 8 sports foundations including Fonds Gehandicaptensport, Bas van de Goor Foundation, and Esther Vergeer Foundation.
• Postcode Lottery GroupcoreStrategic or Co-development Partner · 1 January 1989VriendenLoterij is part of the Postcode Lottery Group, a social enterprise operating the unique Postcode Lottery format in five European countries. The group is the world's largest charitable donor, having given €969 million to good causes in 2024. All shares are held by a foundation, ensuring all profits benefit society. The group includes lotteries in Germany, Sweden, Norway, and United Kingdom.
• Groninger MuseumminorOthersLong-term cultural partner mentioned in participant materials. One of the organizations participants can choose to support with their lottery participation.

Scale indicators9 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Nationale Postcode Loterij: The flagship Dutch charity lottery of the same Postcode Lottery Group; offers a near-identical subscription lottery model with charitable giving tied to Dutch good causes, directly competing for the same participant pool as VriendenLoterij.
• BankGiro Loterij: A Dutch charity lottery also owned by the Postcode Lottery Group; offers subscription-based lottery participation supporting cultural and societal causes, directly comparable in product and target audience to VriendenLoterij.
• Norsk Postkodelotteri: Norwegian sister lottery under the Postcode Lottery Group; runs the same charity-lottery subscription model in Norway, sharing operational and regulatory expertise with VriendenLoterij.
• Svenska PostkodLotteriet: Swedish sister lottery under the Postcode Lottery Group; offers the same charity-lottery subscription model in Sweden with donations to Nordic causes, structurally identical to VriendenLoterij.
• People's Postcode Lottery (UK): UK sister lottery under the Postcode Lottery Group; runs the same subscription charity-lottery model supporting British charities, offering near-identical mechanics to VriendenLoterij.
• Deutsche Postcode Lotterie: German sister lottery under the Postcode Lottery Group; operates the same charity-lottery subscription model in Germany with donations to local causes, making it the closest international analogue to VriendenLoterij.

Broad incumbents

• Staatsloterij: The Dutch state-owned lottery and the largest lottery brand in the Netherlands; competes for the same Dutch consumer wallet with traditional draw-based lottery products, offering a similar subscription model but without the explicit charity-partner selection.
• Good Causes (National Lottery UK): The UK's National Lottery operator (Allwyn); comparable in scale and charitable giving model, serving as a benchmark for European charity lottery operations similar to VriendenLoterij.
• Lotto (Nederlandse Loterij): Part of Nederlandse Loterij alongside Staatsloterij and Eurojackpot; operates a subscription draw-based lottery with charitable elements competing for the same Dutch consumer base.

Others

• Museumvereniging: Dutch museum association and co-organizer of the VriendenLoterij Museumprijs; not a lottery competitor but a strategic ecosystem partner that supports the VIP-KAART partner network underpinning VriendenLoterij's loyalty differentiation.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/vriendenloterij
• Instagraminstagram.com/vriendenloterij
• Xx.com/vriendenloterij
• LinkedInlinkedin.com/company/vriendenloterij

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The VriendenLoterij