PlaySmart

What PlaySmart does

PlaySmart (legal entity: Totocard 5, טוטוקרד 5 בע״מ) is an Israeli direct-to-consumer subscription service, founded in 1991 and headquartered in Rishon Lezion, that fills and submits state lottery and sports betting forms on behalf of individual subscribers under authorization from the Israeli Council for Sports Betting (Hakesher). The company targets adult Israeli consumers interested in Lotto (operated by Mifal HaPayis), Toto, Winner, and Chance games, processing on average 251 forms per Smart Mix subscriber per cycle. Its core product combines 'personal' forms (sole winner) with 'group' forms (prizes split among pool members), enabling subscribers to participate in much larger volumes of entries than they could afford individually. The company has distributed ₪171.9M in cumulative customer winnings, recorded 11,000+ monthly wins, and achieved 53 Toto first prizes since inception. CEO Amit Michael (עמית מיכאל) oversees operations, and the company maintains ISO 9001:2015 quality certification alongside WCAG 2.2 AA accessibility compliance.

The platform is built on a proprietary statistical form-generation algorithm co-developed with Prof. Zvi Gilula (former head of Statistics at Hebrew University, current Booth School of Business Adjunct), supplemented by a sports betting expert panel supplied via partnership with Bankerim.co.il, Israel's leading sports recommendation site. The technology stack combines statistical filtering of number sequences with crowd-sourced sports expertise for Toto and Winner predictions. A digital subscription management platform lets customers register, track forms submitted, view results, and manage wins through a secure personal area; the site is adapted for screen readers and mobile use.

PlaySmart's business model is subscription-recurring, with five monthly tiers ranging from ₪39.90 (Lotto personal + group) to ₪279.90 (Mega — all personal forms across all four games), plus one-time Smart Deals packages (₪69.90–₪279.90) and add-on modules (Smart Mix dynamic subscription, Smart Bonus loyalty points program, and the annual Club Lottery offering apartments, cars, and vacations). The service fee is the difference between monthly plan price and average form submission cost; 10% of group-form winnings is deducted for club activity. Distribution is exclusively direct-to-consumer via playsmart.co.il with no retail, reseller, or third-party channels. The company is privately held, founder/management-owned, with no disclosed external investors, funding rounds, or M&A activity.

Name

PlaySmart

Legal name

טוטוקרד 5 בע"מ

Website

https://playsmart.co.il

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

51–100 employees

Short description

PlaySmart is an Israeli direct-to-consumer subscription service, founded in 1991, that fills and submits Lotto, Toto, Winner, and Chance betting forms on behalf of individual subscribers using proprietary statistical algorithms and a sports expert panel, under Sports Betting Council authorization.

Ownership category

akta.pro rank

Product category

Lottery Subscription Services

NAICS

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

akta.pro primary industry

Lottery Courier & Ticket Delivery Services (MPAEAFAL)

akta.pro secondary industry

Retail Sportsbooks (On-Premise, Kiosks & In-Venue) (MPAEACAB)

Keywords

• Lottery subscription services
• Sports betting forms
• Lottery form submission
• Sports prediction analytics
• Betting syndicate services

Headquarters

HQ city

Rishon Le Zion

HQ country

Israel

HQ region

Middle East

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Monthly Subscription Fees: Customers pay a monthly subscription fee based on their selected service plan. The fee covers form submission services, result checking after each draw, and access to a personal account with full transparency. The service fee is the difference between the monthly plan price and the average cost of forms submitted.
2. One-Time Deal Purchases: Customers can purchase one-time lottery and betting deal packages (Smart Deals) such as Lotto + Chance packages (69.90 shekels), mixed all-lottery packages (99.90 shekels), and premium all-personal-forms packages (279.90 shekels). These are additional form submissions beyond the subscription.
3. Service Fee / Mark-up: The service fee represents the difference between the monthly plan price and the average cost of forms submitted for the customer. This covers form filling, submission, result checking after each draw, and personal account transparency. From group form winnings, 10% is deducted for club activity.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

PlaySmart is a digital subscription platform that fills and submits Israeli state lottery and sports betting forms (Lotto, Toto, Winner, Chance) on behalf of individual subscribers. The service combines proprietary statistical algorithms with a panel of sports expert consultants to optimize form selections, and operates under authorization from the Israeli Sports Betting Council since 1991. Customers receive weekly personal and group form submissions managed through a secure personal account, with wins distributed by check or account credit.

Product overview

PlaySmart operates a digital service platform offering smart form submission for Israel's state lottery games: Lotto, Toto/Winner 16, Winner (sports betting), and Chance (card lottery). The core Smart service uses statistical algorithms and sports expert consultants to fill and submit lottery forms on behalf of subscribers. The product portfolio includes the main Smart subscription platform, individual game products (Lotto, Toto, Winner, Chance), optional add-on modules (Smart Deals packages, Smart Mix dynamic plans, Smart Bonus loyalty points program, and the annual Club Lottery). Customers receive both personal forms (sole winner) and group forms (shared prizes) across multiple lottery types with weekly submissions managed through a secure personal area.

Differentiator

Problem solved

Functional benefit

Products and services

• Smart Subscription Service Monthly subscription service that fills and submits personal and group forms for Israel's four state lottery/betting products (Lotto, Toto, Winner, Chance) on behalf of individual consumer subscribers, using proprietary statistical algorithms and expert sports consultants. Subscribers manage their plan and view results through a secure personal account on playsmart.co.il.
• Smart Deals One-time purchase packages of lottery and betting form combinations sent automatically for subscribers, available in tiers such as Lotto + Chance combined deals, mixed all-lottery packages, and premium all-personal-forms packages, with prices starting at ₪69.90.

Quantifiable outcome

• ₪171,915,518 in total customer winnings distributed as of July 2026
• +3 more outcomes

Named customers9 records

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature3 records

Partnerships

Three partnerships are on record, tiered core.

• Bankerim (באנקרים)coreStrategic or Co-development Partner · 1 January 2012Bankerim.co.il is Israel's leading sports recommendations website, providing statistical segmentation, crowd wisdom, and extensive sports betting expertise. Smart operates in partnership with Bankerim for sports betting (Toto/Winner) analysis and recommendations. Bankerim provides the sports expertise layer for Smart's algorithmic form generation in the sports betting category.
• The Sports Betting Council / Hakesher (המועצה להסדר הימורים בספורט)coreStrategic or Co-development Partner · 1 January 1991Smart operates under official authorization from the Sports Betting Council (operating as a licensed station since 1991). The Council oversees Toto and Winner games, which Smart submits forms for on behalf of its customers. Smart received a congratulatory letter from the Council for 20 years of operation.
• Mifal HaPayis (מפעל הפיס)coreStrategic or Co-development Partner · 1 January 1968Mifal HaPayis operates the national lottery (Lotto) and Chance games. Smart acts as a service intermediary, submitting lottery forms on behalf of customers through Mifal HaPayis' authorized sales channels. Smart is not affiliated with Mifal HaPayis but operates independently as a subscriber service.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• TheLotter: Established international lottery courier/messenger service purchasing tickets on behalf of customers across many countries. Comparable to PlaySmart in the courier model and regulatory-authorization dependency, but operates at broader global scale.
• The Lottery Corporation: Australian licensed operator of lotteries and Keno. While not a courier, it represents the type of regulated incumbent operator whose licensed-channel model mirrors PlaySmart's authorized-station relationship with the Israeli Sports Betting Council.
• Camelot Group (Allwyn): Operator of the UK National Lottery and other regulated lottery and sports-betting products. Comparable as a regulated gambling operator with subscription and consumer-aggregation functions, though at much larger scale.

Direct peers

• Jackpocket: US-based lottery courier app that lets consumers order official state-lottery tickets via mobile, with subscription and bulk-order features. Closest direct functional analogue to PlaySmart's lottery form-submission subscription model, though geographically separated (US vs Israel) and digital-only.
• Lotto.com: Online lottery courier operating across multiple US states, enabling customers to purchase official lottery tickets digitally with subscription-style features. Comparable to PlaySmart in the lottery-courier subscription value proposition and customer-acquisition mechanics.

Others

• NeoGames: Provider of iLottery and iGaming technology, content, and platforms to regulated operators worldwide. Adjacent comparability as the B2B technology layer that powers digital lottery/sports-betting platforms similar to PlaySmart's.
• International Game Technology (IGT): Global lottery and gaming technology provider supplying lottery systems, instant tickets, and digital platforms to state operators including Mifal HaPayis. Indirectly comparable as the underlying infrastructure ecosystem that PlaySmart's lottery services depend on.
• Pollard Banknote: Canadian lottery services and technology company serving lotteries worldwide with instant tickets, retail optimization, and digital solutions. Adjacent comparability as a B2B supplier to the lottery ecosystem in which PlaySmart operates.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCklHGv8ULd92917Eei11UvQ
• Facebookfacebook.com/PlaySmart.Israel
• LinkedInlinkedin.com/company/smart-israel

Compliance2 records

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 PlaySmart