CRM is a process of interaction management that the company has with its clients, including research, sales and service. There are three main forms: strategic CRM, operational CRM, and analytical CRM. The CRM strategy of Hrvatska Lutrija recognizes strategic goals: familiarisation with players' gambling habits and increase of gaming frequency. Key processes in implementation of CRM strategy are customer support, marketing and sales. The proposed CRM system of Hrvatska Lutrija consists several modules: the CRM module, containing player's data; an Overview of interactions between Hrvatska Lutrija and the player; the Loyalty Module as the most important instrument of consistent collection of information on players across all channels; eLearning as a platform by which employees are informed with goals and guidelines of the strategy enabling them to deepen them further; My game is an application whose functionality directly influences an increase in gaming frequency, a knowledge base that allows internal knowledge sharing within the company; Player's Satisfaction Management recognises areas for additional employee education and gathers information important for service development; Contact Center, Customer Portal, Analytical CRM, and Desk CRM as a very significant due to the number of sales locations of Hrvatska lutrija. When launching the CRM system, it is necessary to plan the time for integration with existing player's data (Intralot database, data collected through the My Game application, HL business system for collection of payment information and payouts to players), i.e., entry of old data into the CRM system. Following the initiation of the loyalty program and implementation of the CRM system, a period for stabilisation of the systems is envisaged to eliminate any possible bugs or errors. In the long-term, the Development plan of Hrvatska Lutrija CRM system also envisages implementation of CRM projects at sales locations and launching of Customer Satisfaction Management project, which will also be the source and benefactor of data from the Analytical CRM.