How Danske Spil Automated 32,500+ Video Versions for TV2
The Challenge: Missing Weekend Primetime
Danske Spil is Denmark's official lottery provider and the organization behind Denmark's participation in Eurojackpot — one of Europe's largest lottery games with draws every Friday evening.
Every Friday, Eurojackpot results come in. Every weekend, millions of Danes watch TV2. The advertising opportunity is obvious: promote the next draw, highlight the latest jackpot, and keep Eurojackpot top-of-mind during peak viewing hours.
But Danske Spil had a problem. Their video production workflow was manual, complex, and slow. After Friday's draw, the results needed to be incorporated into new video ads — updated jackpot amounts, new draw dates, market-specific legal disclaimers. This process involved agencies, production teams, and review cycles.
The result: new ads weren't ready until Monday afternoon. The entire weekend — the most valuable advertising window — was lost.
The Solution: Full Automation
Versionizer replaced Danske Spil's manual workflow with a fully automated system. The transformation was straightforward:
- Master templates were set up in Versionizer with all the elements that change per version: jackpot amounts, draw dates, legal disclaimers, product-specific messaging
- Local teams can log in, update the relevant fields, and generate a complete video version
- Direct publishing to TV2 — no middlemen, no agencies, no review bottlenecks
The workflow that previously took days now takes minutes.
The Numbers
The scale of the transformation speaks for itself:
- 32,500+ video versions created
- 20,000+ assets managed in the platform
- 2 full working days saved per week
- Time-to-market: From days to minutes
But the real impact isn't in the volume — it's in what that volume enabled.
What Changed
Before Versionizer
- Friday Eurojackpot results come in
- Production team starts manual video creation on Monday
- Agency reviews and adjustments take additional days
- Ads finally ready Monday afternoon — weekend slots missed entirely
- Limited ability to respond to current events or jackpot milestones
After Versionizer
- Friday results come in
- Updated video ads generated in minutes
- Published directly to TV2 — ready for weekend primetime
- Real-time responses to jackpot milestones, current events, and seasonal messaging
- No agencies, no production bottlenecks, no missed slots
The weekend advertising window — previously dead time — became Danske Spil's most responsive and valuable channel.
Real-Time Responsiveness
Beyond the regular weekly cycle, automation unlocked something Danske Spil couldn't do before: real-time advertising.
When a Eurojackpot draw produces a record jackpot, Danske Spil can now push out updated video ads within minutes — capitalizing on the news cycle while interest is highest. Previously, by the time a manually produced ad was ready, the moment had passed.
This applies across scenarios:
- Jackpot rollovers: Immediately update all ads with the new, higher jackpot amount
- Seasonal campaigns: Quickly adapt messaging for holidays, events, or special draws
- Regulatory changes: Update legal disclaimers across all active ads simultaneously
Why This Matters for Video Versioning
Danske Spil's case illustrates a pattern that applies across industries: the bottleneck in global video isn't creativity — it's production.
The creative work (the master campaign, the brand identity, the core message) is done once and done well. The production work (adapting that creative for every market, format, channel, and moment) is where time and money are lost.
Manual production creates a linear relationship between versions and resources: more versions require more people, more time, and more budget. Automated versioning breaks that relationship: 32,500 versions require the same workflow as 1.
For brands producing video content across multiple markets, channels, and campaigns, this is the difference between advertising at the speed of culture and advertising at the speed of agencies.
Learn More
Read the full Danske Spil case study to see how Versionizer's automated workflow transformed their video production.