JULY/AUGUST 2020
www.PublicGaming.com WORKING Contact your Sales Rep for more information. TOGETHER TO BUILD A SUSTAINABLE FUTURE FOR LOTTERY AND GOOD CAUSES
October 13-15 in Nashville
WILLY WONKA & THE CHOCOLATE FACTORY and all related characters and elements © and ™ Warner Bros. Entertainment Inc. (s20) © 2020 Scientific Games Corporation. All Rights Reserved. Co-hosted by the Tennessee Lottery POST-COVID-19 LOTTERY: THE MOVIE NASHVILLE 2020 Co-hosted by PGRI and the Tennessee Education Lottery Corporation Join us on October 13 – 15 at the Sheraton Hotel in Nashville
NAVIGATING
THE FUTURE Post-COVID-19 Lottery: The Movie of staying ahead of the game. At GLI, our team is committed to helping you mitigate risk by providing the Neither conference nor webinar, Post-COVID-19 Lottery: The Movie is both, valuable information and education needed to find your best path forward for lotteries and iLotteries. We’re and aspires to be the Gaming Theory of Everything. Building a “Theory of here to be your partner, offering over 30 years of expertise as you face today’s new hurdles in the world Everything”, at least in the Brainiac world of physics, has been shown to be not entirely possible. But the aspirational goal and the journey itself promises to yield a wealth of insights that place our industry-specifi c issues into the broader context of global trends and vision-driven momentum to meet the future head- on ... with gusto, confi dence, and actionable strategies. All are invited to be a OF GAMING part of Post-COVID-19 Lottery: The Movie. Nashville 2020 In Nashville on October 13-15, Post COVID19 Lottery: the Movie will be live- Co-Hosted by the Tennessee Lottery streamed and video-recorded for maximum impact. Join us on October 13 – 15 at the Follow PublicGaming.org (our conference website) or PublicGaming.com (home- Sheraton Hotel in Nashville! page and news website) for updates and to follow the production process as we toil to create a new kind of experience, digitally transformed to not just enable but enrich and enhance the joy of working and striving together. Join us in person n Event Info & Details: www.PublicGaming.org Nashville or join us online for the celebratory Premier of Post-COVID-19 Lottery: n News website: www.PublicGaming.com The Movie. Either way, let’s come together to re-imagine the collaborative process and continue to build a bright future for Lottery and good causes. n View video-recorded presentations: www. PGRItalks.com We look forward to seeing you in Nashville! n e-mail: [email protected]
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© 2020 IGT. The trademarks used herein are either trademarks or registered trademarks of IGT, its aliates or its licensors. 3 PUBLIC GAMING INTERNATIONAL • JULY/AUGUST 2020 JULY/AUGUST 2020
CONTENTS Publisher & FEATURED INTERVIEWS Chief Executive Officer Paul Jason [email protected] 10 14 President Susan Jason [email protected] Brand and Design Dan Eggers Design Honored Founders Doris & Duane Burke Contact Information T: +425.449.3000 F: +206.374.2600 For email address changes, 10 The iLottery Evolution Continues at the Michigan Lottery subscription requests and Deputy Director Shannon DeHaven provides updates and future plans requests to be placed on our e-Newsletter distribution 14 iLottery Poised to Explode onto the U.S. Lottery scene list, contact: [email protected] Synopsis of panel discussion with … PGRI, Inc. Stephanie Weyant, Dep. Exec. Director, Marketing and Product, 218 Main Street, #203 Pennsylvania Lottery Kirkland, WA 98033 Doug Pollard, Co-CEO, NeoPollard Interactive and Pollard Banknote PublicGaming.com Charlie McIntyre, Executive Director, New Hampshire Lottery Subscriptions Rhydian Fisher, CEO, Instant Win Gaming (IWG) Annual Public Gaming Shannon DeHaven, Deputy Director Digital Operations, Michigan Lottery International magazine subscription rates: 18 COVID-19 and the Lottery Industry United States: $145 USD From Lotteries to Vendors, the Pandemic provides opportunities and Canada & Mexico: $160 USD challenges All other countries: $225 USD Public Gaming 19 Is iLottery the Key for States Needing International Magazine to Fill Budget Shortfalls? Published six times a year and distributed to readers all around 24 Staying in Touch: COVID-19 Challenges the world. Electronic version is e-mailed and is also available on Lotteries to Maintain Communication our news website: PublicGaming.com 26 Coronavirus Redefines Retail: Digitization of the in-store shopping July/August 2020 experience accelerates the adoption Volume 47, Issue 4 ©2020 all rights reserved. of new technologies, processes, and Public Gaming Research Institute behaviours cISSN: 1042-1912 All the above features were authored by Lottery Industry Leader Jim Acton
4 PUBLIC GAMING INTERNATIONAL • JULY/AUGUST 2020 5 PUBLIC GAMING INTERNATIONAL • JULY/AUGUST 2020
PhotonX_PGRI_8.375X10.875in_IGA2020 Τετάρτη, 19 Φεβρουαρίου 2020 10:04:13 πμ FEATURED ARTICLES Visit Our Family 30 8 Ways to Strengthen the Lottery Of Websites Entertainment Brand 34 Scientifi c Games
34 Collaborate to deliver best-in-class Product Transformation PGRI Interviews PublicGaming.com industry news & information Fotis Konstantellos, Senior VP, Digital Sales, INTRALOT PGRITalks.com videos of conference presentations 36 Las Vegas: The Great Social Experiment 38 PublicGaming.org JoyceLynn Lagula, Design Director, Wilson PGRI conference information Associates, www.wilsonassociates.com PGRIDigitalLibrary.com 45 38 Leading the Charge in Helping Casinos magazine archive of past issues Redefi ne Safety and Convenience PGRIDirectory.com Post-reopening, cashless and mobile listing of lotteries and vendors systems technology can advance the player experience IGT 40 PGRIAwards.com Showcase of industry honorees 40 Without Live Sports, Inspired recognized by the Entertainment Fills the Gap Lottery Industry Hall of Fame Virtual Kentucky Derby Attracts Millions of PGRI Lifetime Achievement Award Viewers, Worldwide Attention Sharp Award for Good Causes Lottery Industry Statesman 42 50 42 Using technology to reinvent Retailer and Stateswoman Award Solutions Embarking on a new era Rebecca Hargrove Mentorship Award INTRALOT SA Collaboration Award 44 COVID-19 When Business as Usual is Anything but Usual Scientifi c Games
Subscribe To Our Free Digital Newsletters DEPARTMENTS Receive our daily newsletters at no charge, published 5 times a week 8 From the Publisher to bring you the latest breaking news in the global lottery industry. Paul Jason Send an e-mail to: 28 MUSL NEWS [email protected] Challenges in 2020 Provide Opportunities in 2021 with “add to Daily Digest list” in the subject line. 46 Scenes from PGRI SMART-Tech Miami March 3 – 5, Photo Collage 51 Scenes from WLA/EL Marketing Seminar London February 5 – 7, Photo Collage 54 Pulse of the Industry Synopsis of Recent Industry News
6 PUBLIC GAMING INTERNATIONAL • JULY/AUGUST 2020 POST-COVID-19 LOTTERY: THE MOVIE NASHVILLE 2020 Co-hosted by PGRI and the Tennessee Education Lottery Corporation Join us on October 13 – 15 at the Sheraton Hotel in Nashville
Post-COVID-19 Lottery: The Movie Neither conference nor webinar, Post-COVID-19 Lottery: The Movie is both, and aspires to be the Gaming Theory of Everything. Building a “Theory of Everything”, at least in the Brainiac world of physics, has been shown to be not entirely possible. But the aspirational goal and the journey itself promises to yield a wealth of insights that place our industry-specifi c issues into the broader context of global trends and vision-driven momentum to meet the future head- on ... with gusto, confi dence, and actionable strategies. All are invited to be a part of Post-COVID-19 Lottery: The Movie. Nashville 2020 In Nashville on October 13-15, Post COVID19 Lottery: the Movie will be live- Co-Hosted by the Tennessee Lottery streamed and video-recorded for maximum impact. Join us on October 13 – 15 at the Follow PublicGaming.org (our conference website) or PublicGaming.com (home- Sheraton Hotel in Nashville! page and news website) for updates and to follow the production process as we toil to create a new kind of experience, digitally transformed to not just enable but enrich and enhance the joy of working and striving together. Join us in person n Event Info & Details: www.PublicGaming.org Nashville or join us online for the celebratory Premier of Post-COVID-19 Lottery: n News website: www.PublicGaming.com The Movie. Either way, let’s come together to re-imagine the collaborative process and continue to build a bright future for Lottery and good causes. n View video-recorded presentations: www. PGRItalks.com We look forward to seeing you in Nashville! n e-mail: [email protected]
PGRI LIVE LOTTERY ENGAGEMENT HUB From the Publisher
nsofar as these continue to be strict social distancing standards will do it on the content side. Our concept interesting times, we want to still be observed, but we hope that won’t is that the content needs to be more channel our energies towards discourage too many colleagues from purpose-driven to deliver a more cohesive, building a sustainable future. We attending. ere’s that. integrated narrative and ultimately a more all know about the bright-spots of Next, we want to take this opportunity engaging and rewarding UX, i.e. more like Iincreasing instant ticket sales and online a “movie”. to take a giant leap, pushing as hard as iLottery. at is why this issue includes we can to forge a future that will be even We need your help to do this, to create fabulous articles that speak at length to better than the past. at begins with Post COVID19 Lottery: the Movie opportunities to build on those. live-streaming the event, and archiving and look forward to our industry-wide is is also a time to take a deep breath the production in real-time to make it collaboration! and appreciate the epochal moment available for instant reviewing. Of course, I want to thank Shannon Dehaven, we live in, and the serious impacts that that is already being done by others as Stephanie Weyant, and all editorial our current actions will have on future we speak. Insofar as there are varying contributors to this issue. I also want to generations. at’s true in the big-picture, degrees of quality of production and user- thank Sarah Taylor and Team MUSL for and it’s true for all the component parts interface, we have the opportunity to learn the creation of a new feature to update us of that picture – like the lottery industry. from the best and improve on that. It is all on the initiatives and leadership of the e pre-COVID19 world may have the content side of the current webinar Multi-State Lottery Association. I want allowed us time to wait and see how trends scene that holds the most head-room for to thank Jim Acton for the extensive work would unfold and then try to be the “fast- improvement, and we will apply ourselves he did to facilitate, write, and edit so many follower” who watched as others blazed the to raising the quality of content. One of the articles in this issue. It has been a trail and incurred the cost of a learning obvious low-hanging-fruit observation: pleasure to work with Jim and I appreciate curve. ere was typically a chasm of time Digital A/V media are completely his collaboration and friendship. And that separated the “early adopters” from di erent than the medium of a live stage lastly, I want to thank our new designer, mass-market embrace of new technologies performance. What may be an engaging Dan Eggers, for creating the new look and like decentralized computing, the internet, session in-person with live-on-stage action feel for the magazine (the last four issues) the Mobile as primary personal digital seems to drag when transposed to the – I hope you like it! device, etc. at allowed some time “hot medium” of TV or its proxy, the to catch up. One of the e ects of the desk-top computer. Just like iLottery It’s on! PGRI Lottery Expo will be current crisis is to reduce that lag-time involves more than simply making o -line held October 13-15 in the Sheraton between early-adopters and mass-market games available to the community of Downtown Hotel in the fabulous Music acceptance. We no longer have the luxury online players, we need to realize that the City of Nashville, Tennessee. Check of time to wait and watch and following user-experience (UX) at a live physical out conference website PublicGaming. fast to catch up. We need to spend the conference is much di erent, and comes org or news website PublicGaming.com time now to understand the big-picture with much di erent expectations, when for conference updates. We thank you implications of current crises, discern delivered on digital platforms. But again, for your support and re-commit to an how those will impact and shape our own the early pioneers of webinars have made industry that serves the interests of society, world, and chart a course forward and act some excellent progress and we commend of good causes, of players and retail decisively to shape a future that e ectively them for stretching to build out the new partners, and of countless Lottery-sector supports the goals of our stakeholders and platform of digital conferences, and thank stakeholders. We are thinking about you Good Causes. them for the shoulders to stand on as we with a new sense of appreciation for the great privilege of actually being together PGRI Lottery Expo Nashville endeavor to improve! presents again in person – and sooner than later! … drum roll … Post COVID-19 Lottery: So … Why do we call it a “movie”? Our e Movie. What does that mean? First, aspiration is to use this moment to pivot, we do not know what the world will look to modernize the way we spend the time like in October. We hope that the number and money to collaborate and share of new virus cases and other metrics will ideas, to reinvent the whole concept of have subsided to the point where everyone “conference” in either physical meeting Paul Jason, Publisher feels OK about getting on a plane to go or webinar form. We will do that on the Public Gaming International Magazine to an in-person meeting. We expect that media/infrastructure side, and we will
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© 2020 IGT Global Solutions Corporation. The trademarks used herein are owned by IGT or its affiliates, may not be used without permission, and where indicated with a ®, are registered in the U.S. IGT is committed to socially responsible gaming. Our business solutions empower customers to choose parameters and practices that become the foundation of their Responsible Gaming programs. Images are representative only. iLOTTERY EVOLUTION CONTINUES AT THE MICHIGAN LOTTERY DIGITAL LEAD SHANNON DEHAVEN PROVIDES UPDATES, FUTURE PLANS
In early March, prior to the nationwide response to the COVID-19 pandemic, Shannon DeHaven, MI Lottery Shannon DeHaven of the Michigan Lottery spoke to the assembled lottery Deputy Director, Digital Operations industry representatives at the PGRI Smart-Tech 2020 conference in Miami. Michigan program – the entire online user Shannon is the Deputy Director of Digital Operations for the Michigan Lottery experience from the registration experience, and after more than six years working on the program and four years overseeing to marketing to games. its success, she has become one of the country’s foremost experts in iLottery. e game experience is critical. Why do some scratch tickets sell better at retail than fter six years working on the certainly set a standard for the industry. others? e look of the ticket, call outs, how development, launch and e lottery was headed by Scott Bowen, the winning experience is unveiled to the operation of the online sales now SVP of Business Development for player. It’s similar for iLottery in that all the program for the Michigan NeoPollard Interactive, and Shannon was a details and attributes determine the success A Lottery, Shannon DeHaven has member of the digital team. of the game. heard all manner of skepticism about the “In 2014 when iLottery launched, “Digital has a very di erent user experience lottery’s program. Michigan Lottery had 174 employees and than a traditional product. e retail • It will wreck the retailer network produced $742.8 million for Michigan’s location lends itself to a more extended play style,” Shannon said. “ e players purchase • Players won’t want to play a digital K-12 schools. By all measures, we were a their tickets, go home, wait for the drawing. version of a ticket successful lottery,” she said. “Today, the lottery has just a few more employees and Or they scratch a ticket in the store, in their • e payouts are too high to make money contributes more than $1 billion to the car or at home. But to use current lingo, Shannon “comes state’s schools. In addition to incremental “But with digital, the play is on the go. with receipts” which show that Michigan’s lift from iLottery, we continue to see retail And it’s a quicker pace. ese di erences iLottery journey has been a commercial sales grow. I personally feel expanding our mean o ering a higher payout for digital success for the lottery and retailers, and sales channels was critical to the lottery’s products allows us to give the same an economic boon to the state. is success.” extended experience to our players online.” success has certainly quieted the critics, Like any success said Shannon, Deputy Director of Digital story, there are Operations. many chapters “It’s understandable – people have a natural with ups and fear of the unknown,” she said. “ ere can downs, positives be con ict between the need for certainty and negatives but, and the need for change. ultimately, results that allow the “But here we are nearly six years later, and business to continue the Michigan Lottery was able to return to ourish. While more than $1 billion to good causes in others might want FY19, and iLottery played a role in that to focus on payouts number. And we expect that to only grow and product mix, into the future.” Shannon thinks While not the rst state to o er iLottery there is an easy (MN Lottery holds that honor, although explanation for that program no longer exists), Michigan the success of the Michigan Lottery’s iLottery Net Gaming Revenue 10 PUBLIC GAMING INTERNATIONAL • JULY/AUGUST 2020
FOLLOWING A down silos” MARKETING ROADMAP between in-store, digital and As a marketer for most of her career, mobile to focus Shannon understands the importance of on the lottery’s providing players and non-players with the most important necessary information to move them to the business digital space. e journey to purchase is goal – increase di erent for digital players than brick-and- contributions mortar players, and the lottery is constantly to good causes. addressing those di erences. is is where “We don’t have nearly 11,000 retailers to Shannon and help sell our products online; foot trac and other executives point of sale marketing support is critical at the lottery, for traditional businesses,” she said. “When representing the we launched the iLottery program, we had di erent areas experience, making it easier for players to to consider how reaching online players within the operation, put together a plan fund their accounts and providing a faster would be di erent and what the impact on that would bene t all stakeholders of the withdrawal option. retail could be. Our goal was to reach a new organization. audience. To achieve this, we started by e success of these marketing programs is “We reviewed the user experience from both allocating funding to digital advertising to easy to track. sides of the business,” she said, “and started drive trac directly to the Michigan Lottery to de ne how we would leverage retail “We expect to send nearly $3 million in website and our mobile apps. outlets to drive trac online and collect cash outs alone to retail locations in FY20,” “Digital media kicked o the user journey. player information, and vice-versa. We then Shannon said. “ at’s $3 million that We needed to make sure that we were created immersive experiences that allowed players can use in our retail locations. And driving trac to the website but then once players to naturally ow back and forth we have given players who previously only the player got to the website, we relied on between the channels at their convenience. bought at retail a reason to open an online our platforms to act as our online storefront. By doing this, we were able to double the account. Additionally, these e orts are Much like point of sale that informs players number of retail players logging into their helping us foster our relationships with our and clerks that answer questions at retail, online accounts on a daily basis and triple retail partners, giving them opportunities to the website and mobile apps needed to be the number of digital players logging into bene t from our online trac.” informative and accessible to our players.” their accounts daily. We were then able to WHERE FROM HERE? Fast forward to 2018 and the lottery fully expand our marketing e orts to each group. Lotteries are fully aware that how they build optimized its website, providing pertinent “As part of our overarching marketing their digital footprints is critical to their information to players and allowing the strategy, we gave players a reason to go from economic futures. Loyalty, in all sectors, lottery to more easily update the site. e in store to online but more importantly have has moved online and has been accepted latter was among the biggest changes as provided them solutions that t their needs by players. It is only a matter of time before the lottery could now more frequently and wants, giving them a value proposition commerce also follows this path. update content, easily launch new games, to sign up for an account.” include CRM capabilities, and deliver more “How we evolve our online games is a big An example of marketing and promotions personalized o ers to players. question on our minds these days,” Shannon e orts geared to both sales channels is the said. “What play mechanics should we be And players responded favorably. lottery’s daily Spin to Win. Introduced in looking at? How can we enhance the prize 2018, this promotion allows players to log “We have been able to improve our players’ tables while also staying within regulatory into their online account daily, spin a wheel experiences with our learnings,” Shannon and responsible gaming guidelines? How and win either free play online, an in-store said. “We can serve bonuses to iLottery can we use advanced technology to provide a coupon or entries into a monthly drawing to players based on their unique behavior. more immersive experience? is is not only win a cash prize. Some of the bonuses might be working a challenge for the Michigan Lottery but towards converting web visitors to online e Michigan Lottery also built for the entire industry. How do we continue players. Other times we are simply focused functionality within its iLottery program to evolve our most basic and traditional on retaining our current players.” that allows players to purchase an Online products when society’s attention span is Game Card at retail to fund their iLottery getting shorter and shorter? RETAIL TO DIGITAL/ account. ey also created a voucher that “How we answer these important questions DIGITAL TO RETAIL allowed their players to withdraw winnings will help all of us determine the future of from their online account and cash out at e Holy Grail for iLottery sites is to engage online lottery sales. For me, I’m hoping retailer locations. e e orts allow retailers retail customers on both the digital and that one day soon, it will be as easy as a to receive increased foot trac, a sales the retail channels, and to do that without Michigan player saying, ‘Alexa, buy me a commission and a cashing commission, a negative impact on the retailer network. Powerball ticket for tonight’s drawing.’” n As Shannon puts it, they strived to “break all while Lottery is improving the user 12 PUBLIC GAMING INTERNATIONAL • JULY/AUGUST 2020 “But which way do I go from here?” ““at depends a great deal on where you want to get to”
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iLottery poised to through iLottery. And we expect that share explode onto the to increase going forward. Obviously, we need to re-calibrate our overall thinking on what works and doesn’t work as more U.S. Lottery scene lotteries go online, and best-practices get re ned over time.” In early March, prior to the nationwide response to the COVID-19 pandemic, lottery Charlie will certainly nd a kindred industry representatives gathered at the PGRI Smart-Tech 2020 conference in Miami. spirit in Doug Pollard. As the Co-CEO One of the highlights of the conference was an iLottery panel featuring some of the top of NeoPollard Interactive (“NPi”), which public and private sector experts: powers the some of the most pro table iLottery programs, Doug’s team has Stephanie Weyant, Dep. Exec. Director, Marketing and Product, Pennsylvania Lottery launched programs in Michigan, North Doug Pollard, Co-CEO, NeoPollard Interactive and Pollard Banknote Carolina, New Hampshire and, through Charlie McIntyre, Executive Director, New Hampshire Lottery a recent enhancement of its existing deployment, another full iLottery solution Rhydian Fisher, CEO, Instant Win Gaming in Virginia, in addition to a forthcoming Shannon DeHaven, Deputy Director, Michigan Lottery program with the Alberta Gaming, Liquor The following is a synopsis of the lively and enlightening discussion which took place and Cannabis Commission. He sees between panelists at the conference. iLottery as not a “nice to have” but a “need to have” for lotteries.
ust weeks after Stephanie Weyant variety of topics critical to the future of “ e data is clear – we know this is going served as moderator of the iLottery interactive platforms in the lottery industry. to deliver incremental sales, we know it’s going to deliver younger players, we know panel, the Pennsylvania Lottery Charlie McIntyre, who now oversees lottery iLottery program soared past the it’s going to create convenience, and we J AND sports betting in the Granite State, know we’re going to attract some people $1 billion mark in revenue just before believes that the results in New Hampshire its two-year anniversary. In her opening who won’t go into a convenience store for – which o ers a full iLottery program – whatever reason,” Doug said. “Retail is still remarks in Miami, Stephanie explained certainly support Stephanie’s point. While why iLottery programs are critical for a really good space for lottery to be in and Powerball and Mega Millions sales have we do a good job in it. We’ve got to keep keeping lotteries relevant in today’s struggled nationwide this year, the New increasingly technology-driven world. doing a good job. But iLottery is an area Hampshire Lottery has seen a surge of where if you want to get to those younger “iLottery might represent incremental online play for the multi-state games. players, you have to provide online access.” growth right now but I rmly believe “Our Powerball and Mega Millions year- From New Hampshire to Pennsylvania that it is also the future of our industry,” on-year sales have soared online – up 80% Stephanie said. “It is about staying relevant, to Kentucky to Georgia to Virginia, for Powerball, 28% for Mega Millions,” iLottery programs are becoming more expanding the player base, expanding Charlie said. “All while we have seen points of distribution, reaching players commonplace across the lottery landscape. the same in-store activity drops as other And the pandemic helped many of these where they are located, and meeting lotteries. So we know there are players players’ expectations. We really don’t have programs attract attention and users. To who want to play these games, they just maintain the momentum, lotteries will a choice but to o er technology-driven don’t want to go to the stores to play. Most options to our players.” need to expand focus on interactive games of us wouldn’t consider these traditional with entertaining winning experiences. With that opening note of iLottery lottery products as internet products but optimism, the panelists delved into a now we do 1/10th of our Powerball sales Rhydian Fisher, CEO of Instant Win Gaming (IWG), knows a lot about both the
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© 2020 Scientific Games Corporation. All Rights Reserved. present and future of iLottery games. After For Pennsylvania, the tactic was inclusion colleagues, the data allows lotteries to make all, IWG provides eInstant games to more – make the retailers feel like they are part informed decisions on how to reach players. than 20 WLA/NASPL-member lotteries and of the solution, and the future. As head of “What’s interesting to me is how the data can has been selected as a supplier to every U.S. the lottery’s marketing group and iLottery drive the game development process,” he said. lottery o ering eInstants. program, Stephanie tackled this from both a “What it shows me is how much we’ve been “Today, it’s not about the number of game marketer and business person’s outlook. operating with one hand tied behind our titles available to lottery players, but rather “We told the retailers that it was incumbent backs in the retail space. When we evaluate the wide variety of game mechanics. ere’s a on us to prove to them the program wouldn’t the success of an instant game in retail, we huge di erence,” Rhydian said. “And, there’s hurt them,” she said. “And I think that’s use an index. It’s the most blunt instrument an opportunity for us to use things like multi- what we’ve done, by making player games and progressive jackpots with them part of some of the Data will surprise you and online instant tickets to revolutionize people’s decisions, giving them the experiences with lotteries. opportunities to earn money you have to be ready to “People use the term ‘social’ around lotteries by referring customers and react to those surprises without backing it up. We now have the selling a product, WebCash, opportunity to start experimenting and for players to load money with action that enhances innovating in our own space, working into their accounts. So we the games, the promotions, on ways to make people feel like part of a provided them with things community. As the laws start permitting, they could do at retail to and value to the players. iLottery can allow lotteries to seize promote the program and be opportunities to attract new players, and not a part of iLottery right from be scared o by the challenges.” the start. imaginable, right? It tells you nothing about Rhydian, whose games are featured in most the demographic. Why did people play? Rhydian continued, “ ere is a player-base What parts did they like? What didn’t they out there that is not being served. ey’re not iLottery platforms, and Shannon, who helped launch one of the country’s rst and most like? We get none of those answers. Now necessarily unhappy but they aren’t being we have the ability to do that, to extract served. Adding these players to the customer nancially-successful online sites, agreed that including retailers right from the start is more granular detail about why people play mix means incremental sales today, and the games. customers for the future as well.” critical. Rhydian: “ e way that most of these Doug used the example of a game Charlie IMPACT ON lotteries have launched, including retailers launched in New Hampshire – Holiday and asking their opinions, is exactly how you Cheer. It was launched as an online game in BRICK-AND-MORTAR need to do it. Reach out to the retailers, give 2018 and made into a retail game in 2019. Like discussions that are taking place in them a reason to transform, create products But the retail game included a code that many jurisdictions, the topic of the impact of that will actually give them a reason to come provided free games of the eInstant Holiday iLottery on brick-and-mortar retail sparked on board, and provide incentives that create a Cheer if players opened an iLottery account. an animated and informative discussion. Any win-win for everyone.” “Now we could see who the players are,” he lottery considering launching online sales Shannon: “Michigan is six years into said. “And we saw that they were younger needs to weigh the impact on its retailer base iLottery and we are still adding ways to players, how often they came back, what and the opposition it might face. How do include the retail network. We want and need features kept them online a little longer. Oh, lotteries handle this debate? With the facts. them to feel good about the program. We’ll and on the retail side, it indexed at 124. at “I remember walking into a retailer just after never get 100% of the network on board. was all great news.” iLottery had been approved and the owner But if we show that we’re making an e ort to Rhydian agreed with Doug’s take on data says to me, ‘Mr. McIntyre, what are you include and help retailers, most will stay with and added that data also means you have to going to do when these stores close? How are us for the long haul.” be ready to work hard. you going to help these families?’” Charlie “Data is only as good as your ability to said. “It was awful. DATA: react to it,” he said. “You have to be exible, “Fast forward to the following year, we HOW TO USE IT nimble, capable of producing promotions. had launched iLottery and were the fastest Data will surprise you and you have to be growing lottery for instant ticket sales, up e group homed in on the immense amount ready to react to those surprises with action around 8% year-over-year,” he said. “ e of data that is created from an iLottery that enhances the games, the promotions, result of the iLottery launch was not even a program and, most importantly, how to use and value to the players.” it. Historically, lotteries have struggled with blip on the retail sales front. And by the way, Rhydian talked about the Jungle Tumble we took 5.5% of our pro ts and gave it back implementing programs based on data they have collected. Now, iLottery allows for online game they launched in Pennsylvania to the stores as part of an instant ticket sales last year which featured a cascading game incentive program. So, ask any NH Lottery instant data collection and immediate contact with players. mechanic. It was actually a scratch card with retailer and most will say they have no issue the player matching 3, 4, and 5 symbols but with iLottery.” For Doug and his NeoPollard Interactive it looked like you were matching symbols in Continued on page 58 16 PUBLIC GAMING INTERNATIONAL • JULY/AUGUST 2020 VIRTUALESSENTIAL SPORTS LOTTERYENTERTAINMENT GAME ATTRACTS NEW PLAYERS
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INTRODUCTION
As the lottery representatives who attended the PGRI n What will be the revenue expectations for the new Lottery Expo in Miami parted ways in early March, no one fi scal year and beyond? could have imagined it would their last in-person meeting The passage of time will provide context to all these for many, many months. By mid-March, many of us had issues. While many lotteries saw little revenue impact retreated to the safety of our homes; handshakes and (and many, in fact, have enjoyed sales boosts as the hugs were replaced with Zoom meetings. lottery provided the only available source of entertain- With the nationwide spread of COVID-19 and the ongoing ment), others were hit hard and the pain will continue. stay-at-home/safe-at-home orders given by many Gov- Some lotteries had to make the diffi cult decision to lay ernors, life was turned upside down across the country. off employees. The fortunate amongst us were only dealing with barking As the lottery industry slowly returns to normalcy, it's dogs during video conferences. So many others have helpful to look back over the past few months, review been either battling the COVID-19 virus themselves or what has taken place in the industry, and discuss worrying about friends and loved ones. where the events surrounding the COVID-19 pandemic For those in the lottery industry, the concerns were multi- have left us. layered and the impacts were both small and large: In this special section, we will take a look at how the n How would employees deal with working from sudden shift in lottery sales due to pandemic-related home, many for the fi rst time in their careers? stay-at-home orders has renewed the push for iLottery n Do daily drawings continue with staff operating ball in many states. We will examine how some of the lot- machines? tery industry's most important retail locations, deemed as "essential businesses," are working to streamline n Is it safe to allow lottery retailers to continue to sell and speed-up lottery purchases. And we’ll look at lottery products? how lotteries have used social media and other online n How will the vendor-lottery relationship change communications tools to stay in touch with critical with few or no in-person visits? constituencies.
18 PUBLIC GAMING INTERNATIONAL • JULY/AUGUST 2020 Is iLottery the Key for States Needing to Fill Budget Shortfalls?
n 2014, the Michigan Lottery became states laid o workers, including from the ranks of the envy of the lottery industry when it lottery employees, including 60 at the Oregon Lot- launched its iLottery e-instant platform. tery alone (13% of the lotteries workforce) Lotteries watched, inquired and strategized In a radio interview in April, NY Governor said about how they could add a similar platform that the state might have to cut education funding in their states. Since then, other states have to address the state's budget shortfalls. come on board, o ering either eScratch tick- ets or single day draw game sales - Georgia, "I said kiddingly to a legislator, ' is is the easiest Kentucky, Pennsylvania, New Hampshire, Illinois, budget we've done. ere's no option. e num- INorth Carolina and North Dakota. On July 1, ber is zero," Cuomo said. “We have no money." Virginia launched eScratch and single ticket/same- When we look at iLottery during these dicult day draw game sales. times, we might just be seeing the future of the But what happens now? Will states continue to lottery put on hyper-speed. slow-walk iLottery, even as they fast-track the process of licensing sports-betting operators? Will GEORGIA, KENTUCKY iLOTTERY lotteries be handcu ed as they look to modernize SALES SOAR; RHODE ISLAND their operations, broaden their customer base and LAUNCHES FULL iLOTTERY increase revenues? Or now, after months of vary- For both the Georgia Lottery Corporation and ing degrees of “stay-at-home” orders to help stop Kentucky Lottery, the stay-at-home orders associ- the spread of coronavirus, have we arrived at the ated with the COVID-19 outbreak has been a fur- tipping point where states realize that retail habits ther opportunity to leverage their digital o erings. were already changing such that lotteries must Both lotteries enjoyed an excellent year for digital o er alternative purchase options that no longer sales in 2019 but by mid-May 2020, respectively require an in-person retail experience? were performing year-to-date +62% and +57% As state budget chiefs and lottery directors have in digital sales vs. the prior scal year. is growth nervously monitored there week-over-week sales, had accelerated through the end of 2019, when there is one critical point – iLottery sales, where both lotteries invested more on digital advertising available, never faltered. In fact, they skyrocketed and focused on player acquisition. in most metrics, including new customer sign-ups Both Georgia and Kentucky lotteries excel with and overall sales. draw-based-game digital o erings, particularly Will it take ongoing sales challenges, pro t goal Keno, for which the digital channel represents stresses, and continuing revenue gaps across state 23% of total sales in Georgia and 15% of total budgets to nally push more states to expand lot- sales in Kentucky. O ering the same Keno game at tery o erings? If you consider where many states retail and digitally, rather than having a Keno-style nd themselves as the country steps forward and e-Instant game at a signi cantly higher payout, back with economic re-opening, this certainly allows those lotteries to bene t from the higher looks like the nal straw: pro t margin with a prize payout of 65%, and to promote more cross-selling opportunities between - New York state is forecasting a $15 billion rev- core players. Given all that has happened since the enue decline across the state start of the COVID-19 pandemic, with many peo- - West Virginia has been losing $9 million/week ple not leaving their homes, the long-term strategic from its closed casinos alone planning of both lotteries and their well-timed choice to focus more on the digital channel at the - New Jersey, Pennsylvania and Ohio announced beginning of 2020 resulted in positive momentum limited spending and hiring freezes and a strong rst half of 2020. - Virtually unheard of in the past, a number of
PUBLIC GAMING INTERNATIONAL • JULY/AUGUST 2020 19 iLottery
ust prior to the COVID-19 outbreak, apps in the U.S. and most recently installed ity in just ve months,” he said. “ is is the IGT implemented plans to upgrade its latest advancements in player functionality leading lottery app solution in the market the Georgia Lottery’s digital platform for the Missouri Lottery. Alongside wagering and the rst to comply with Apple Guideline and increase the marketing support features, players can use the app to create play 4.7. We worked closely with the RI Lottery Jthe company provides to the lottery. e slips for retail purchases, store their favorites team to develop and launch an iLottery solu- results of that work played out March-May, numbers and identify themselves as player’s tion that provides a modern playing experi- as digital sales accelerated signi cantly. In the club members. e app is fully compliant ence for RI Lottery players. It gives players early weeks of May, sales are at +155% in tra- with new Apple requirements regarding user the choice and convenience to now play ditional draw-based games, +115% in digital experience and native content for HTML5 Keno and e-instant games from their mobile Keno and +330% in e-Instant compared to games. Players have welcomed the new app, devices, consistent with how they engage the same time period in 2019. and it is number one among US iLottery mo- with other forms of entertainment and media as well as purchase goods and services today.” Built on the PlayCommand platform that also supports sports betting in the state, the IGT PlayDigital solution integrates the retail and digital lottery experiences together with a host of tools from purchase to play, and it can all be done in a few touches on the mobile app. Drago added, “Rhode Island players now have the added convenience of playing the lottery from their homes and personal de- vices. In collaboration with the Lottery, our expert marketing team has created promo- tions and loyalty campaigns to attract and retain players that will ensure a successful player engagement strategy to drive revenues for the RI Lottery.” All three Lotteries are powered by the IGT PlayCommand platform and sophisticated IGT’s iLottery mobile offerings for the GA Lottery, player account management system, which KY Lottery and RI Lottery enables lotteries to control all administrative functions such as payments, player account- “It’s exciting to see our team’s e orts making bile applications based on app store reviews. ing, marketing campaign management, a di erence in Georgia. From the new games Marty Gibbs, interim President and CEO of CRM and responsible gaming controls that have been developed for the market to the the Kentucky Lottery, said, “We are delighted for players. e team of digital marketing engaging promotions and loyalty campaigns to have launched our new mobile app. We experts help the lotteries improve results by our expert marketing team has rolled out, it’s expect the expanded functionality and ap- using the powerful reporting tools available rewarding that it has resulted in a positive out- pearance to help us continue to bring value, to analyze data that is turned into actionable come for our customer,” said Enrico Drago, convenience and the best entertainment to insights that drive the day to day digital busi- SVP, IGT PlayDigital. our players.” ness strategy. Similarly, the Kentucky Lottery had improved In late April, the Rhode Island Lottery “ ere is nothing more satisfying for the its focus on iLottery and had started launching launched a new mobile experience that IGT PlayDigital team than to help our new IGT e-instant games that o er increased enables players to register and play Keno along customers achieve greater results for good value to players through higher prize payouts. with a catalog of exciting e-instant games. causes through the addition of new prod- Sales have improved signi cantly, from +37% Players can register for free, create a digital ucts and services,” explained Enrico Drago. in total year-to-date digital sales in mid-March wallet and have winnings under $600 auto- “Bringing modernized playing experiences to +57% by the end of May 2020 (comprised matically transferred into their accounts. is and solutions to market during this time has of +60% in digital draw-based game sales and enables the lottery to reach a broader range of further ampli ed the importance of a digital +260% in e-Instants). players and o er a convenient way to play. channel as a growth strategy for lotteries. We are committed to partnering with more and In early May, the Kentucky Lottery launched As SVP of IGT PlayDigital, Enrico Drago more of our customers to introduce and re- a new mobile wagering app built by IGT that leads the team responsible for creating and sponsibly grow the digital business over time delivers a completely redesigned customer ex- delivering the PlayLottery suite. “Our team set in order to drive new revenue growth.” perience. IGT has delivered 10 mobile lottery another record in delivering this functional-
20 PUBLIC GAMING INTERNATIONAL • JULY/AUGUST 2020 PENNSYLVANIA ENJOYS support the Pennsylvania Lottery’s iLottery pro- gram, with e ective use of powerful CRM tools AN ONLINE BOOST and bonusing programs that engage and retain While the Pennsylvania Lottery just launched players. e growth of the iLottery program its iLottery platform in May 2018, it has been in Pennsylvania since the program launched an eventful two years – two RFPs for operators continues to surpass expectations. Based on total (as mandated by the Commonwealth’s legisla- wagers, the $1 billion milestone reached just tion) and more than $1 billion in revenue. e prior to its two-year anniversary makes Pennsyl- Lottery has o ered internet instant games from vania the most commercially successful iLottery the start, and has added draw games to its online launch in North America to date. lineup, including Mega Millions and Powerball, During its rst full scal year of iLottery, which have been available on that platform since Pennsylvania traditional lottery sales grew 7.2% January 2020. over the prior scal year and Scratch-O s alone It has been a busy, eventful two years for the PA grew 5.9%. But the month of April is where the Lottery. Lottery truly saw the potential of this technology start to ramp up. iLottery play was up 35% com- Add in the past few months, when at one point pared with March, with $89.2 million in topline about 30 percent of the PA Lottery's roughly play and $11.4 million in gross gaming revenue 9,800 retailers closed because of COVID-19, PA (play minus prizes and promotions/bonuses). Lottery executives were certainly happy to have e number of rst-time players in April was iLottery available to players. also up 45% over March, with nearly 15,000 “During this unprecedented time, we have new online players.
The PA Lottery’s iLottery platform is available on most devices
With stay-at-home orders still in place in PA been seeing incredible growth in PA Lottery for most of May, that month then broke new online play,” said Pennsylvania Lottery Deputy records. Online play in May was up 7 percent Executive Director of Marketing and Products compared to April with over $95 million in Stephanie Weyant. “We are setting new records topline online play and $12 million in gross for play and rst-time depositors, and breaking gaming revenue. May was also a record month them just a quickly.” for deposits, with over 44,000 depositors. Weyant added, “While we are happy to see a Powerball and Mega Millions sales online, which growth in our online play, a majority of our sales are reported separately, are making up about six still come from our traditional games. Further- percent of overall Powerball and Mega Millions more, the increase in online sales is not enough weekly sales, as compared to about two percent to o set the sales the Lottery has lost on the in previous months. traditional side of the business since Mid-March. Just to put it in perspective, an estimated 70 per- ese numbers can be largely credited to the cent of our business comes from our Scratch-O management of the entire game portfolio, sales. So, it’s our traditional products that remain delivery of exciting iLottery content to the mar- the foundation of our business.” ket, and tools to enable retailer support, while continuing with the strategic management of all Behind the scenes, there are cross-functional traditional lottery products sold at brick-and- teams of lottery, systems, marketing and digital mortar retailers. experts at Scienti c Games working together to
PUBLIC GAMING INTERNATIONAL • JULY/AUGUST 2020 21 iLottery
As North America’s rst $1 billion iLottery operator, the Michigan Lottery has achieved results that show that sustainable growth and performance is available through the iLottery channel. States like New Hampshire, which launched its iLottery program in September 2018, are proving that this model for success can be replicated. ough New Hampshire is a state with a population of only 1.3 million, its per capita iLottery sales in its rst year of operations exceeded the standard set by the Michigan Lottery by 75%. During these past shutdown months, these lotteries have shown the potential of iLot- tery. Comparing April 2020 to March 2020 performance, both Michigan and New Scientifi c Games off ers a variety of games to PA Lottery iLottery players Hampshire Lotteries saw improvement across Amy Bergette, Vice President, Digital Con- o er full iLottery to it players, the company all major program KPIs. e Michigan Lottery tent Studio at Scienti c Games which oper- has since expanded its customer base to experienced a 40% increase in bets, or growth ates the PA Lottery iLottery program, said, include lotteries in Virginia, New Hampshire of $51.7 million. Net Gaming Revenue was " e past few months have seen a big uptick and North Carolina. Working with a diverse similarly improved with an impressive 46% in online/mobile playership, but it has actu- range of lotteries has provided the company uptick over March. e New Hampshire ally been an incredibly busy two years for all with a holistic view of what is happening in Lottery’s April 2020 results posted 49% higher of us. iLottery brings game entertainment the industry. in terms of bets. is translated to a $580,000 increase in net gaming revenue – the single directly to a player's computer or mobile de- " ere is a pent-up demand for iLottery that highest grossing month-over-month change vice, so the ability to o er digital play has al- has been building among U.S. lotteries for a since the New Hampshire Lottery launched in lowed the Lottery to maintain a level of sales number of years,” said Scott Bowen, SVP of September 2018. Player acquisition has seen continuity during the global COVID-19 Government A airs and Business Develop- highs that have only been outpaced by billion- crisis and provide vital funding for programs ment for NeoPollard and former Commis- dollar jackpots, with 105% and 45% increases bene tting older Pennsylvanians.” sioner of the Michigan Lottery. “Considering in rst-time depositors in Michigan and New Bergette explained, “Our iLottery platform the continued impact of the COVID-19 Hampshire, respectively. is built to handle an enormous volume of pandemic and the economic pressures facing activity so we are equipped for the level of lotteries as a result, the need for iLottery has Across NPi’s customer network, overall per- engagement we have seen in Pennsylvania. never been greater. Not only does iLottery formance at the close of May drew signi cant It also provides the exibility to integrate give players more options, U.S. lotteries with increases as compared to February, before the powerful tools to enable important a liate iLottery have experienced no negative impact impact of shutdown orders. ere has been a programs that incentivize retailers to partici- on retailers. In fact, the growth of iLottery signi cant in ux of new players – growth, on pate in the iLottery program by signing up in Michigan has occurred alongside a 45.5% average, of 227% since February. Similarly, new players. Combined with highly e ective increase in retail sales since iLottery launched bets grew by over 95% and Net Gaming marketing campaigns that leverage today’s in 2014." Revenue saw tremendous improvement, with best practices for player retention and en- an average of 120% higher returns. gagement, this ensures continued growth for NPi’s iLottery programs for the MI and “ e recent and signi cant impacts of the NH Lotteries off er mobile capabilities the program.” global COVID-19 pandemic to the way which expand its accessibility to players lotteries traditionally operate and market NPi’s CUSTOMERS SEE their products has emphasized the need to accelerate digital HIGH ACTIVITY LEVEL transformation and diversify how Powering the most pro table iLottery lotteries engage players,” said programs in the industry in terms of per Doug Pollard, Co-CEO, NeoPol- capita return to state, NeoPollard Interactive lard Interactive. “As the industry (“NeoPollard” or “NPi”) has certainly seen begins to focus on economic an array of new players of all ages and back- recovery and rebuilding successful grounds join the ranks of play-from-home retail partnerships, state lotteries customers. While the Michigan Lottery was and governments will be well- the rst lottery to partner with NeoPollard to served to advance discussions on
22 PUBLIC GAMING INTERNATIONAL • JULY/AUGUST 2020 iLottery iLottery, which has seen tremendous growth and the online sales of those across all major key performance indicators games have increased more during this period.” than 400% since Fiscal Year While many lotteries have been forced to 2017. Last scal year sales postpone or cancel game launches, reach new were up 68% compared to nancial settlement terms with their retailers, the prior scal year, and sales or even shut down distribution points to this year are tracking 20% protect the health and safety of players, the higher. iLottery channel has continued to ourish It will be a new world in with few operational impacts. Virginia this summer as One of the most signi cant performance eInstant tickets are now a part of the Commonwealth’s indicators regarding player adoption of the A recent game release from IWG iLottery channel is through the share of online online o erings. Lottery sales as compared to retail. In North America, One common thread across all of the US o cials are excited about what that will mean online lotteries typically reach 1-3% of their lotteries currently o ering eScratch games for revenue to their good causes. retail sales volumes through draw-based game is Instant Win Gaming (IWG). In fact, (DBG) sales online. With its intuitive e-com- IWG supplies eScratch games to every single merce purchase ow, NPi’s lottery partners are North American lottery that sells eScratch. accustomed to achieving a 10% share of DBG As Rhydian Fisher, CEO of IWG, explains, sales through the online channel. In fact, dur- “it is now standard practice for lotteries o er- ing the COVID-19 shutdown in March, the ing eScratch to contract with an additional percentage of online sales compared to retail eScratch game provider for content to supple- doubled to nearly 20% of sales. ment their system provider’s games. No single games studio is capable of providing Doug continued, “As an industry, we’ve long the complete range of content to engage the since understood that the ability to maximize entire spectrum of players.” sales through alternate distribution channels, such as iLottery, is a sustainable growth strat- Many players will maximize play on a new egy. Channel diversi cation and the ability to game when it is released, and this focus will adapt to volatile economic circumstances is tail o over a 7- to 14-day period. For this Virginia Lottery customers can now vital to protecting future revenues as competi- reason, best practice, as shown in Michigan, purchase eInstant tickets along with draw games on the new mobile app tion for ‘share of mind’ and ‘share of wallet’ Pennsylvania and others, is to launch one supplied by NeoPollard. encroach upon lottery player bases. While we game every two weeks. Players will learn to couldn’t have predicted that iLottery would expect this pattern of launches, so consistency “When the General Assembly passed the iLot- prove to be a solution to softening the rev- is critical. For selected periods of the year (i.e. tery legislation earlier this year, they obviously enue impact during a global pandemic, this the holiday season), introducing games on a had no idea what was about to happen with has been an eye-opening experience, and the weekly basis is a good lever to support peak the pandemic,” said Virginia Lottery’s Director time to act is now.” demand. Further, the release cycle must avoid of Digital Rob Wesley. “But because of their back-to-back launches of games from the actions, Virginia will be able to o er our play- same play category. ers an expanded alternative to in-person retail. eSCRATCH IS DRIVING ey will be able to purchase a variety of lot- GROWTH “It’s common for a game developer to claim to tery products from their homes and anywhere As iLottery emerges as a highly successful have a large library,” explains Fisher. “What is else within the Commonwealth using their sales channel, eScratch is the game category not common is for a developer to frequently computers or mobile devices. that is leading the growth. Lotteries work invest in new play mechanics. is requires a much high degree of commitment. But regular “Lotteries are working hard to adapt to closely with their system providers and their consumer behavior, which includes making marketing partners to attract and acquire release of new mechanics is fundamental to driving the eScratch category forward.” purchases on the internet,” Rob said. “Our players. But then it’s up to the games to en- plans have been in motion for many months, gage. First-time players must be immediately and the restrictions around the pandemic able to nd games they love to play. Return- WHERE FROM HERE? simply highlight yet another positive bene t to e results seen by the Virginia Lottery are ing plays must consistently nd new games to meeting our players where they already are – indicative of what a new entrant to the online try. Quickly, lotteries learn that their eScratch online. e current circumstances have led us sales arena might see. Virginia has allowed the portfolio needs to be a systematically evolving to accelerate our scheduled launch of iLottery.” mix of game types and play mechanics. A online purchase of draw game subscriptions wide variety of visual skins overlaid on just since 2005, converting to NPi’s platform Across the country, there are many lotteries a limited mix of game mechanics is not the in 2016. Mega Millions, Powerball and which, like Virginia, will look to quickly push n same and does not su ce. Cash4Life are the games currently o ered, iLottery to the top of their “to do” lists.
PUBLIC GAMING INTERNATIONAL • JULY/AUGUST 2020 23 STAYING IN TOUCH COVID-19 CHALLENGES LOTTERIES TO MAINTAIN COMMUNICATION
hen a Governor tells his or YOUTUBE: e Lottery’s monthly show her residents to stay safe by – In e Know – moved to an at-home staying at home, suddenly the “studio” to keep players up to date on the W “blocking and tackling” of latest information, including new mobile lottery advertising is useless. No one driving? cashing for prizes between $50 and $5,000 Billboards are unseen. Public transportation and cashing by mail. at a virtual standstill? Posters in the subway
make no sense. Foot tra c much-reduced OHIO LOTTERY WEBSITE: Customers at retail? Sandwich boards and jackpot signs are kept up to date on important information have few eyes on them. on the site’s resources page with all changes made due to COVID-19 listed by category. But there are a few avenues of communica- OH Lottery’s Facebook site MyLotto Rewards members receive impor- tion that no lockdown can stop – Instagram, tant updates via the site and bi-weekly emails. Facebook, player’s clubs. While these tools are communication with players has been par- now used by almost all businesses, lotteries ticularly evident during the past few months. “Lotteries have a responsibility to ensure the have rmly embraced all of them, with great Take for example, the Ohio Lottery. safety of their players, retailers and employ- success. ees,” said Ohio Lottery Director Pat Mc- Ohio has been using a multi-pronged com- Donald. “While we might not be able to see To make sure these internet-based com- munication strategy to stay in touch with its each other face-to-face, the Ohio Lottery is munications are properly utilized, and the player: committed to providing critical information messaging is clear, many lotteries have either Facebook, Instagram, Twitter: Frequent through a variety of avenues. With so many hired full-time social media coordinators or posts with updates on at-retail safety, social people at home and online, social media and elevated the activity around this important distancing standards, mobile ticket cashing, the lottery’s website are quick and e cient initiative within their communication depart- salutes to caregivers and rst responders, and methods of communicating to our customers ments. is increased emphasis on direct other pertinent posts. and retailers.”
24 PUBLIC GAMING INTERNATIONAL • JULY/AUGUST 2020 Most importantly, year and communicates with players and the Maryland Lottery retailers on a daily basis, we have a re- strongly encouraged sponsibility to provide clear information.” players to purchase Edgar has been working closely with tickets only while Arizona Governor Doug Ducey’s o ce, visiting essential stores which charged state agencies with helping to buy necessary items the businesses he designated as essential. and to follow state For lotteries, that meant grocery and guidelines by standing convenience stores, two of the major at least six feet apart in locations for lottery sales which have OH Lottery’s Instagram site line and wearing masks remained open as essential businesses. e Lottery used its social media pres- in public places. While sales representatives were remotely ence to highlight the work that medical “Our Sales Division has maintained “visiting” the lotteries under their re- professionals, rst responders and service- regular contact with all of our retailers – sponsibility, the lottery has been sending industry workers are doing during the calling, emailing and staying connected regular communications to retailers and crisis. e Get $500, Give $500 promo- to help them through this di cult time,” updating the retailer-only section of the tion ran each week in April highlighting said Maryland Lottery and Gaming Di- web site. each group separately with posts generated rector Gordon Medenica. “We know that by Ohioans and awarding $500 to four this “new normal” isn’t easy for anyone. winners each week in a random drawing. Our primary concern continues to be is promotion helped share inspiring focused on the health and safety of our stories and retain positive sentiment on the employees, retailers and players.” Lottery’s Facebook page. In the Southwest, the Arizona Lottery has e Maryland Lottery has similarly used used its social media presence to highlight social media to communicate messages the heroic work of front line sta - medi- as diverse as responsible play, changes in cal workers, grocery sta , rst responders, the multi-state games and reminders to and others - who have kept Arizonans players to return their census forms. Of safe and the state running. e lottery course, leading the messaging is safety. asked online followers to nominate
Arizona Governor Doug Ducey (r) and Arizona Lottery Ex ecutive Director Gregg Edgar (pictured here pre-Cov- id-19 social distancing!) have worked closely on the lottery’s eff orts during the pandemic. e Arizona Lottery also took steps to remove one worry from its retail net- work - license extensions. e lottery automatically extended the license term for all retailers with a license expiration date within the calendar year 2020 for When social distancing directives were deserving workers for a chance to win an additional year, to expire on the same implemented in the state in March, the $500 to boost community morale and date in 2021. Maryland Lottery publicized a number of give thanks. To keep players entertained, “Lotteries have so many constituen- key recommendations for player safety: the Lottery o ered virtual coloring pages, cies – players, retailers, elected o cials, a free play promotion, and even the • Fill out playslips in advance employees, and that provides challenges chance to be photo-edited to don the and opportunities in our communica- • Use the Quick Pick option rather beard of the Lottery’s “Chief Fun O cer” tion,” Edgar said. “While we certainly than taking time to select speci c Windfall Willie. couldn’t have predicted a total shutdown, numbers “We want to strike a balance between the Arizona Lottery has taken steps over • Use self-service vending machines communicating the critical, serious infor- the years to move communication with • Buy advance-play tickets that are mation that our players need while trying our players and retailers onto the avail- valid for multiple drawings to continue to provide an entertainment able social media and online avenues. So outlet,” said Arizona Lottery Director we were ready and I think we have done • Purchase subscriptions, which don’t Gregg Edgar. “As an organization that a great job of getting out our message require visiting a retailer sells tickets to millions of players each under extraordinary circumstances.” n
PUBLIC GAMING INTERNATIONAL • JULY/AUGUST 2020 25 CORONAVIRUS REDEFINES RETAIL Safety concerns could speed digitization of the in-store shopping experience, adoption of technology
hile lawyers, stock brokers, free to leave their houses and return to their retail, the pandemic has been a clarion call salespeople and market- previous shopping patterns? Last year, just to retailers that they must adapt to protect ers have all worked from 4% of grocery sales in the United States came customers and their business. home over the past months, online, according to Nielsen. Will this continue “The retail landscape has been in a con- cashiers at supermarkets, to grow throughout 2020 and beyond? And tinuing period of change in recent years,” Wclerks at convenience stores, and shelf people will certainly need to fi ll their gas tanks said Terry Presta, Abacus Head of Business stockers at liquor stores showed up at their (at least those without electric vehicles). and former Director at the Kansas Lottery. workplaces every day. These workers were Lotteries and lottery vendors will need to “The trend moving towards self-service had deemed essential and, indeed, their presence assess how the retail experience will look for already started. At some retailers, one third has kept society functioning as normally as customers when they return in large numbers. or more of the customers already use the possible. Chances are that speed-of-purchase will be self-scan option for paying for groceries. And Aside from their importance to providing important. Get in, get what you want, get out the ordering of groceries online and having critical supplies, these essential workers have of the store. them delivered at home is already a signifi - something else in common. They all work at cant share of the market. The pandemic has some of the largest sales locations for lottery. LOTTERY VENDORS TAKE accelerated both of these trends. One of the more interesting developments THE LEAD “Speed of purchase through contactless shop- during this period has been the importance Abacus, the ‘Industry Bridge’ between the ping and digital ordering are positive trends of workers who previously might not have Lottery and the retailers using its unique for customers but they pose challenges for received much attention. With many people Abacus Transactional Gateway, has imple- lotteries. Dedicated lottery terminals across sheltering at home, hundreds of thousands mented these types of ease-of-sale solutions limited retail locations will not reach consum- of employees headed to supermarkets and in Europe for many years. While the United ers looking for less human contact. Lotteries convenience stores to keep the community States has been slower to adopt changes at must adjust to meet changing player trends.” supplied with important provisions. And Lottery vendors have been aware while lottery sales were down in some states of the consumer changes for many as store foot traffi c dropped, the fact that years. The impact of COVID-19 these retail locations remained open meant has simply sped up the timeline to that the sale of scratch tickets and draw implement the technology to keep games continued. up with these changes. Vendors are Lotteries worked tirelessly to make sure their implementing at-retail systems that retailers had the tools they needed to stay integrate into the retailer’s entire safe and continued to provide them with omnichannel network. These systems their critical sales tools. will allow lotteries to offer their prod- A trend which will certainly have an impact on ucts direct to consumers at all retail the future of lottery is the incredible rise in on- touch points at lottery retailers. line grocery shopping and home delivery of A self-service, self-check-out terminal meals. The question is: Will the current shop- enabled by Abacus to sell draw-based ping patterns continue now that people are lottery games in a grocery store with a digital marketing sign.
26 PUBLIC GAMING INTERNATIONAL • JULY/AUGUST 2020 IGT was a pioneer in launching in-lane lottery sales inter- IGT is actively working nationally and is a prominent player in the in-lane space, with its other customers with about 50,000 lanes worldwide and a signifi cant to develop similar imple- number of new lanes to be added later this year. The mentation plans across company is working closely with lottery customers and their vending terminals. technology partners to deploy in-lane solutions that make Results have shown that lottery more convenient for U.S. players. cashless comprises about An IGT customer, the Texas Lottery Commission, is cur- 10-15% of sales, of which rently selling lottery in-lane QuickTickets™ at approxi- IGT estimates 4-5% to be mately 1,500 Dollar General stores in the state, one of the incremental. It is expected most recent examples in the U.S. of lottery penetrating that the percentage of an important trade style within one of the fastest growing cashless sales will rise with retail segments in the country. The TLC is also working the accelerating change in with one of its most important retailers, HEB—a super- consumer behavior. market chain based in San Antonio, with more than 400 Jay Gendron, Chief IGT offers cashless capability on stores throughout Texas and Mexico, and $28 billion in Operating Offi cer, Lottery, all its vending terminals, such annual sales—to allow the in-lane sale of Ticket-On- said “IGT is constantly as the GameTouch™ 28 (pic- Receipt draw game tickets, along with the redemption exploring retail, consumer tured), and has deployed over of draw and instant games in-lane. This provides a more and technology trends and 3,300 cashless-enabled units seamless player experience and with the added benefi t of investing in opportuni- with more to follow this year. incorporating key lottery data into HEB’s existing POS and ties. These will now be back offi ce solutions. more important than ever to not only obtain more player engagement, but to help enable our lottery customers with solutions to support a cashless and contactless retail environment for the future.” PROTECTING LOTTERY RETAILERS As states continue to tweak their stay-at-home orders, lottery retailers will see an increase in customers. This is good news for states that are revenue-starved, given the economic hit every state has taken since March. But it is incumbent upon lotteries to protect their critical retail partners as well as customers. “When we look at the big picture, generating state An IGT customer, the Texas Lottery Commission (TLC), is cur- revenue is our mission, fi rst and foremost. But we can’t rently selling lottery in-lane QuickTickets™ at approximately forget about retailer commissions, which boost the viability 1,500 Dollar General stores in the state. Shoppers choose of thousands of local businesses across the country,” said QuickTickets™ from a POS display (shown at left, bottom row) Maryland Lottery Director Gordon Medenica. “Collaborative or immediately at the checkout counter to be purchased and partnerships with retailers are crucial to lotteries’ suc- activated in-lane, as confi rmed on the pictured receipt. The TLC cess and that means the safety of retail employees and is also working with IGT and supermarket chain HEB, offering customers must be a top priority. We can play our part by the in-lane sale of Ticket-On-Receipt draw game tickets, along with the redemption of draw and instant games in-lane. educating our sales representatives about sales and safety techniques which they can share with their retailers. We are all in this together, and lotteries can lead the way in SHIFT TO CASHLESS making sure the lottery retailer network operates safely.” TRANSACTIONS IGT has also been working with its customers to address the shift in consumer behavior from using cash to going cashless at retail. This behavior change is accelerat- ing now due to the pandemic. IGT offers cashless on all its vending terminals and has rolled out over 3,300 units across three Lotteries: Michigan, Virginia and North Carolina. In addition, the Georgia Lottery is currently testing cashless at select locations with plans to expand to the entire vending network later in the year. The Missouri Lottery plans to roll out starting in July and the Kentucky The Maryland Lottery has worked with its retail network Lottery will follow in November. to ensure the safety of employees and customers.
27 PUBLIC GAMING INTERNATIONAL • JULY/AUGUST 2020 27 MUSLNEWS MULTI-STATE LOTTERY ASSOCIATION
CHALLENGES IN 2020 PROVIDE OPPORTUNITIES IN 2021 2020 will historically be Directors. “We are learning much script that showcase the winning remembered as the year COVID-19 about our industry, our players, our numbers and complement the changed life as we knew it. The communities and our beneficiaries. Powerball brand.” public health crisis forced every We must implement the knowledge MUSL has partnered with dick business, big and small, to re-think gained for future success.” clark productions once again for strategic plans, messaging and One of the exciting new ventures the second installment of the what business would look like on set to debut this year, a new Powerball First Millionaire of the the other side of the pandemic. Powerball Draw Show. The Year promotion. One lucky player America’s favorite jackpot game MUSL Marketing and Promotions will have the chance to win $1 was no exception. Committee formed a smaller million in a special drawing LIVE In April, the Powerball Product subcommittee to review changes on ABC just after midnight on Group announced its decision to to the Powerball Draw Show, Dick Clark’s New Year’s Rockin’ determine Powerball’s advertised aired live every Wednesday and Eve with Ryan Seacrest. Although jackpot based on game sales Saturday night from the Florida events of the past few months and interest rates. Changes Lottery studio in Tallahassee, FL. have changed many aspects of our Sarah Taylor, President of MUSL Board were necessary to ensure that Outgoing Marketing and Promotions lives, the ball will drop, time will and Executive Director of Hoosier Lottery ticket sales could support the Committee Chair Rebecca Hargrove pass and a new year will begin. and strengthening Powerball,” Powerball jackpot. The priority (TN) tapped Beth Bresnahan (DC), The experience with this year’s says Drew Svitko, Pennsylvania was to make sure the Powerball Gregg Edgar (AZ) and Brian Rockey promotion will be different, but the Lottery Executive Director and game could continue to assist (NE) to review the current elements shot at winning a million dollars will Chair of the committee. Options lotteries in raising proceeds for and guide the selection process remain. under consideration will ensure the their beneficiaries. More than half for the fresh new show. The “As a result of the COVID-19 long-term stability of the game and of all proceeds from the sale of subcommittee met several times to pandemic, the POWERBALL First its ability to generate money for the a Powerball ticket remain in the review new background graphics Millionaire of the Year promotion great causes our members serve. jurisdiction where the ticket was designed by the contracted has been slightly modified for the As caretakers of this popular purchased. provider and to select a new safety of all participants,” says Bret brand, we have to continuously original music selection composed “This year has given each of us Toyne, MUSL Executive Director. look forward for new opportunities with assistance from the Arizona challenges never faced and new “The finalists will have the option and innovations according to Lottery’s advertising agency. These unchartered waters to navigate,” of attending the live drawing in Rebecca Hargrove, Chair of the elements will be unveiled along with said Sarah M. Taylor, the newly New York or having a Rockin’ New International Working Group the new Smart Play draw machines appointed President of MUSL and Year’s Eve party at a local venue. (IWG). “The Powerball Product that will be placed into service Executive Director of the Hoosier Either way, someone winning one Group and the IWG will continue later this summer. These new Lottery. million dollars live on New Year’s to work together to identify the machines might steal the show, Now is the time to focus on the Rockin’ Eve is must see television.” best markets to potentially conduct but the background and music will future and evolve with a world that As the world evolves in the coming a pilot program for Powerball. tie everything together bringing a has adapted its way of living but year, MUSL will also focus on the Additional population has modern refresh to the presentation still seeks entertainment. Lotteries evolution of Powerball. We are historically benefitted the Powerball of America’s favorite jackpot game. more than ever will need to execute challenged to nurture and grow game, and international partners “Our objective going into this on their missions to raise funds for the game with the need to be are an additional opportunity to project was to create a modern, fun good causes. “We must evolve and more flexible and responsive to an expand the player base,” stated and thrilling backdrop that captures collaborate in order to contribute ever-changing marketplace. Hargrove the anticipatory excitement of to the beneficiaries of each of our winning a life-changing prize,” “The MUSL Development As we step into the future at a time participating jurisdictions,” said said Bresnahan, Executive Director Committee is looking at a like this, the commitment is to be Taylor. On July 1st Sarah started of the DC Lottery. “I believe we variety of options focused on innovative, optimistic and above all her new term as Board President, achieved this with new graphics, increasing the player base, else, build our brand as we better elected by the MUSL Board of new music and tweaks to the enhancing player convenience, serve players everywhere. n
28 PUBLIC GAMING INTERNATIONAL • JULY/AUGUST 2020 Big Things Happen When Small Things Work Together
Strategic Product Enhancements
Some lotteries use their revenues to support a variety of important e orts such as infrastructure, education, and healthcare, ultimately creating a better state for everyone. Scientific Games’
Strategic Product Enhancements work the same way. From Sparkle® to Scratch My Back®, from HD Games™ to holographic paper, our Strategic Product Enhancements are designed to grow sales, improve eciencies, and deliver maximum profits to the good causes our lottery partners support.
Reimagine Next
29 PUBLIC GAMING INTERNATIONAL • JULY/AUGUST 2020 © 2020 Scientific Games Corporation. All Rights Reserved. From specialty inks and papers to unique playstyles and high-defi nition “Lotteries have traditionally used holographic just for higher price of the game ticket. This product play symbols, design, printing and packaging options convey wealth, point games. Now we are seeing a new trend with holographic consistently tests very well with success, prosperity, luxury and enrichment. For the consumer, they can families of games,” says Hodges. “The added entertainment factor players. More recently, Scientific Games attract attention at retail and enhance both the play experience and the of the holographic $1 and $2 games actually creates interest and has enhanced the back of Scratch My lottery’s brand. helps sell the $5, $10 and $20 games. Back games with a four-color process to achieve a premiere look. “Quality design and printing Another trend is Linked Play Holographic. Developed by the establishes the lottery’s brand, company at a customer’s request, it features an intuitive number “With lotteries’ ever-increasing use of but unique specialty papers, match playstyle with the patented SureMark system – the reveal promotions, social media and online/ inks and features with aesthetic is holographic play symbols. Although holographic symbols are mobile play, the ability to use four qualities can elevate the brand traditionally eective with extended play games, the new Linked colors on the back of a game even further,” says Danielle Play Holographic approach appeals to consumers beyond the makes cross-promotion much Hodges, Senior Manager, Global extended play segment. easier,” Hodges points out. Instant Product Innovation & “And it’s much more attractive Development for Scientifi c When asked about holographic play spots, respondents in to players.”
Games. Uniquely refl ecting her Hodges player research studies indicated that this was a feature that MBA and a graphic and package they liked, with some suggesting that it would influence future Scratch My Back is one of the company’s design degree, Hodges’ work at purchase decisions. most popular product Scientifi c Games the last eight upgrades with lotteries, years has focused on instant 2. SPARKLE® SELECT particularly at the $5 price point. game innovation. Added sparkle at retail is Recently, games at every price point exactly what’s needed as well as families of games are adding Now, with less foot tra c in stores, to reach consumers the option to oer more game entertainment
innovating for retail products is Danielle Innovation Product Global Instant Senior Manager, c Games Scientifi for & Development who may be shortening with play on the back of the game. Some challenging – particularly in a their time spent in lotteries are combining it with other specialty time of lottery budget concerns. store. Scientific Games options like Sparkle. But the highest performing lotteries have demonstrated that investing in developed Sparkle Select as innovation is crucial for sales performance and ultimately, for generating an extension of the Sparkle “The additional four-color area also serves well maximum proceeds to lottery benefi ciaries. product line to oer lotteries to help lotteries drive play from retail to online/ more than 75 combinations mobile and vice versa,” says Hodges. “When you’re developing an instant game portfolio, all of the strategic of colors and patterns for a new norm for gaming product enhancements should work together to stimulate specifi c instant games. Since 2008, nearly 240 Scratch My Back games It’s entertainment. Lottery games consumer segments and to drive overall sales,” Hodges explains. have launched, representing $6 billion in lottery landed in the unique position of being A sneak peek at a Sparkle retail sales. The games—more than 60% at the only form of gaming available in Here are eight ways for lotteries to maximize this moment in Select color wheel received the $5 price point—are commonly part of $5 many jurisdictions this spring and early t i m e w i t h i n s t a n t p r o d u c t s t h a t l o o k l i k e m i l l i o n - d o l l a r g a m e rave reviews from product game plans. summer — bringing many fi rst-time entertainment experiences. managers at NASPL 2019 in players to lottery. But for new and core late September. The wheel 4. LUXSHIMMER™ players alike in a world a ected by 1. HOLOGRAPHIC spun through combinations One of the newest strategic product COVID, consumer habits have changed Modern uses of holographic paper stock have moved into a variety of consumer of intriguing patterns and rich enhancements for instant games is LuxShimmer, for the foreseeable future with less products like toothpaste packaging to give it an extra pop at retail—proving colors like magenta, Tiany blue, and the name says it all. LuxShimmer debuted in purple, green, gold and even 2019, the latest in Scientific Games’ luxury ink collection. frequent trips to retail stores and limited there’s no better way for scratch games to shine at retail than when they’re produced on holographic. This specialty paper has been copper, oering a multitude of convenience store stops. used in scratch games for about 15 years, creative options. “Intended to be used as a watermark similar representing $20.6 billion in retail sales. to how watermarks are used on real currency, O ering an accessible, inexpensive “The New Hampshire Lottery saw it and was one of the LuxShimmer is a transparent metallic ink,” yet entertaining opportunity to win Lately, some spectacular first to use Sparkle Select in a game. While their game was she explains. “Money is millions, instant “scratch” games are a new holographic design in production, another lottery touring our manufacturing the most popular $53 billion product category in the U.S. trends have made their way facility noticed it and immediately incorporated Sparkle image on lottery The products are stimulating lottery to instant game printing Select into a game,” shares Hodges. instant games, so sales across the country, with some presses at Scientifi c Games. one of our most states experiencing double-digit year- One of these innovations is Sparkle Select oers unique enrichments for Spotlight talented game over-year instant game sales growth. a Sand Glitter, a holographic games, as well as higher price point games and multiplier Like never before, these simple games pattern that’s highly refl ective families of games. have an unprecedented opportunity to and creates the e ect of expand playership by strengthening the glittering sand. When paired 3. SCRATCH MY BACK® lottery entertainment brand. with a wavy design and a For players wanting extra game entertainment, Scratch My strong game name, it can make Back oers more fun and more ways to win on the back a stunning impact in stores.
30 PUBLIC GAMING INTERNATIONAL • JULY/AUGUST 2020 From specialty inks and papers to unique playstyles and high-definition “Lotteries have traditionally used holographic just for higher price of the game ticket. This product play symbols, design, printing and packaging options convey wealth, point games. Now we are seeing a new trend with holographic consistently tests very well with success, prosperity, luxury and enrichment. For the consumer, they can families of games,” says Hodges. “The added entertainment factor players. More recently, Scientifi c Games attract attention at retail and enhance both the play experience and the of the holographic $1 and $2 games actually creates interest and has enhanced the back of Scratch My lottery’s brand. helps sell the $5, $10 and $20 games. Back games with a four-color process to achieve a premiere look. “Quality design and printing Another trend is Linked Play Holographic. Developed by the establishes the lottery’s brand, company at a customer’s request, it features an intuitive number “With lotteries’ ever-increasing use of but unique specialty papers, match playstyle with the patented SureMark system – the reveal promotions, social media and online/ inks and features with aesthetic is holographic play symbols. Although holographic symbols are mobile play, the ability to use four qualities can elevate the brand traditionally e ective with extended play games, the new Linked colors on the back of a game even further,” says Danielle Play Holographic approach appeals to consumers beyond the makes cross-promotion much Hodges, Senior Manager, Global extended play segment. easier,” Hodges points out. Instant Product Innovation & “And it’s much more attractive Development for Scientific When asked about holographic play spots, respondents in to players.”
Games. Uniquely reflecting her Hodges player research studies indicated that this was a feature that MBA and a graphic and package they liked, with some suggesting that it would infl uence future Scratch My Back is one of the company’s design degree, Hodges’ work at purchase decisions. most popular product Scientific Games the last eight upgrades with lotteries, years has focused on instant 2. SPARKLE® SELECT particularly at the $5 price point. game innovation. Added sparkle at retail is Recently, games at every price point exactly what’s needed as well as families of games are adding Now, with less foot trac in stores, to reach consumers the option to o er more game entertainment innovating for retail products is Danielle Innovation Product Global Instant Senior Manager, Scientific Games for & Development who may be shortening with play on the back of the game. Some challenging – particularly in a their time spent in lotteries are combining it with other specialty time of lottery budget concerns. store. Scientifi c Games options like Sparkle. But the highest performing lotteries have demonstrated that investing in developed Sparkle Select as innovation is crucial for sales performance and ultimately, for generating an extension of the Sparkle “The additional four-color area also serves well maximum proceeds to lottery beneficiaries. product line to o er lotteries to help lotteries drive play from retail to online/ more than 75 combinations mobile and vice versa,” says Hodges. “When you’re developing an instant game portfolio, all of the strategic of colors and patterns for a new norm for gaming product enhancements should work together to stimulate specific instant games. Since 2008, nearly 240 Scratch My Back games It’s entertainment. Lottery games consumer segments and to drive overall sales,” Hodges explains. have launched, representing $6 billion in lottery landed in the unique position of being A sneak peek at a Sparkle retail sales. The games—more than 60% at the only form of gaming available in Here are eight ways for lotteries to maximize this moment in Select color wheel received the $5 price point—are commonly part of $5 many jurisdictions this spring and early time with instant products that look like million-dollar game rave reviews from product game plans. summer — bringing many first-time entertainment experiences. managers at NASPL 2019 in players to lottery. But for new and core late September. The wheel 4. LUXSHIMMER™ players alike in a world aected by 1. HOLOGRAPHIC spun through combinations One of the newest strategic product COVID, consumer habits have changed Modern uses of holographic paper stock have moved into a variety of consumer of intriguing patterns and rich enhancements for instant games is LuxShimmer, for the foreseeable future with less products like toothpaste packaging to give it an extra pop at retail—proving colors like magenta, Ti any blue, and the name says it all. LuxShimmer debuted in purple, green, gold and even 2019, the latest in Scientifi c Games’ luxury ink collection. frequent trips to retail stores and limited there’s no better way for scratch games to shine at retail than when they’re produced on holographic. This specialty paper has been copper, o ering a multitude of convenience store stops. used in scratch games for about 15 years, creative options. “Intended to be used as a watermark similar representing $20.6 billion in retail sales. to how watermarks are used on real currency, Oering an accessible, inexpensive “The New Hampshire Lottery saw it and was one of the LuxShimmer is a transparent metallic ink,” yet entertaining opportunity to win Lately, some spectacular fi rst to use Sparkle Select in a game. While their game was she explains. “Money is millions, instant “scratch” games are a new holographic design in production, another lottery touring our manufacturing the most popular $53 billion product category in the U.S. trends have made their way facility noticed it and immediately incorporated Sparkle image on lottery The products are stimulating lottery to instant game printing Select into a game,” shares Hodges. instant games, so sales across the country, with some presses at Scientific Games. one of our most states experiencing double-digit year- One of these innovations is Sparkle Select o ers unique enrichments for Spotlight talented game over-year instant game sales growth. a Sand Glitter, a holographic games, as well as higher price point games and multiplier Like never before, these simple games pattern that’s highly reflective families of games. have an unprecedented opportunity to and creates the eect of expand playership by strengthening the glittering sand. When paired 3. SCRATCH MY BACK® lottery entertainment brand. with a wavy design and a For players wanting extra game entertainment, Scratch My strong game name, it can make Back o ers more fun and more ways to win on the back a stunning impact in stores.
31 PUBLIC GAMING INTERNATIONAL • JULY/AUGUST 2020 designers added LuxShimmer to money-themed games—making HD Games sales performance has been interesting for the them even more appealing in a crowded retail display.” company’s data analysts to track. “After the fi rst eight weeks is when HD Games performance really kicks in,” explains Hodges. Currently two lotteries are in the process of producing “As players realize the advantage of games with high-defi nition a LuxShimmer f a m i l y o f g a m e s f e a t u r i n g u n i q u e U . S .symbols they return to them again and again, extending the sales To achieve President graphics. curve and driving the weekly sales average signifi cantly above other games at the same price point.” 5. MICROMOTION INVESTING IN INSTANT GAMES “Some of the most intriguing games at 7. FOIL continued Lotteries generate nearly $100 billion retail are simple, yet they make a bigger During the holidays, lotteries traditionally annually in vital funding to benefi ciary impact with an upgrade that elevates them turn to foil stock as a strategic product programs. As overall lottery sales begin to to ‘premier’ games,” shares Hodges. enhancement, but others o er foil games lottery growth, recover from the global health crisis, the year-round to convey luxury in higher price industry faces uncertainty. Governments MicroMotion is a proprietary printing point games. And sometimes the game's are reacting by cutting costs to overcome technology developed to create the perception name, like Ultimate Millions, just lends itself budget shortfalls. Game entertainment of motion through use of UV lines and a perfectly to foil. adding wow channels are expanding with iLottery, super-refl ective foil substrate. The ink has iGaming and sports betting in many been used to highlight certain images on “Instant games on foil have been in the product jurisdictions. During this time, instant a game so they seem to move. It’s been mix for quite a while, but over the last year products continue to deliver sales, profi ts— successfully used to launch new licensed we’ve seen a trend of using foil on Blowout factor to and new players. b r a n d e d g a m e s , a n d l i v e n i n g u p i m a g e s o ngames loaded with $50, $100 and $500 prizes,” established brands. observes Hodges. “Blowout games on foil really "To achieve continued lottery growth, deliver a great entertainment experience.” adding wow factor to games is crucial to More than 40 MicroMotion games have been games is drive performance,” shares Hodges. “This is produced since 2016, all but three at the $5 Hodges says foil is an intuitive choice for licensed a crucial time to invest in the instant game price point or higher. branded games, o ering game designers an entertainment experience.” opportunity to create products that deliver a The Dream Team, one of Scientifi c Games' best bigger entertainment experience. crucial to drive Additionally, players new to lottery game innovation groups, recently designed discovered instant games when access stunning families of multiplier games— From a performance perspective, over the last six years $1 foil to other traditional gaming products was specifi cally “mini” families at lower price games indexed an average of 17% higher than other $1 games, and temporarily shut down in many markets points— featuring di erent color washes over $2 and $3 foil games performed an average of 10% higher. performance. due to COVID-19. the MicroMotion foil patterns. The e ect makes the games stand out at retail, appealing to players 8. GIGANTIX® “This is an excellent opportunity to impress looking for an extra special entertainment experience. Although over-sized Gigantix games are a niche product, more these new players with the quality and than 50 games have been produced in 18 jurisdictions. One of the excitement of lottery games while we have 6. HD Games™ most successful applications of these 8” x 8” (or larger) games their attention,” says Hodges. “If the games One product upgrade that’s made its way to most every U.S. is when a lottery introduces a new price category, garnering don’t o er a great entertainment value, lottery’s portfolio is HD Games. The games feature modern, high- immediate attention at retail. these players may not be here to stay.” defi nition play symbols and make any playstyle easy and fun. “Fans and Friends Surveying the specialty inks and papers, The result of 10 years of research, the Scientifi c Games product player segments are unique playstyles, high-defi nition play line o ers a brighter play area, appealing visual play data, premium always up to try any symbols, design, printing and packaging paper and extra gloss. HD Games are available in red, green, new game, including options available to lotteries, adding wow blue, purple and black. The printing technology renders detailed, Gigantix, because to one of the world’s biggest consumer picturesque play symbols that have proven successful with they can’t help but products is worth the investment. licensed branded games and life-like pet images on everyone’s notice the products in
favorite Lucky Dog and Lucky Cat games. store,” says Hodges. All ® notices signify marks registered in the United States. “But Gigantix is also © 2020 Scientifi c Games Corporation. All Rights Reserved. The most popular HD Games applications are key number e ective in attracting match and VariPlay (i.e. the pet images), less frequent players which perform 14% better who choose a big, than other games. “We’ve unique Gigantix also customized HD Games game just because crossword products, and they don’t created some beautiful play often.” HD Games with Sparkle Select and foil,” says Hodges. “Talk about standing out at retail!”
32 PUBLIC GAMING INTERNATIONAL • JULY/AUGUST 2020 designers added LuxShimmer to money-themed games—making HD Games sales performance has been interesting for the them even more appealing in a crowded retail display.” company’s data analysts to track. “After the fi rst eight weeks is when HD Games performance really kicks in,” explains Hodges. Currently two lotteries are in the process of producing “As players realize the advantage of games with high-defi nition a LuxShimmer f a m i l y o f g a m e s f e a t u r i n g u n i q u e U . S .symbols they return to them again and again, extending the sales To achieve President graphics. curve and driving the weekly sales average signifi cantly above other games at the same price point.” 5. MICROMOTION INVESTING IN INSTANT GAMES “Some of the most intriguing games at 7. FOIL continued Lotteries generate nearly $100 billion retail are simple, yet they make a bigger During the holidays, lotteries traditionally annually in vital funding to benefi ciary impact with an upgrade that elevates them turn to foil stock as a strategic product programs. As overall lottery sales begin to to ‘premier’ games,” shares Hodges. enhancement, but others o er foil games lottery growth, recover from the global health crisis, the year-round to convey luxury in higher price industry faces uncertainty. Governments MicroMotion is a proprietary printing point games. And sometimes the game's are reacting by cutting costs to overcome technology developed to create the perception name, like Ultimate Millions, just lends itself budget shortfalls. Game entertainment of motion through use of UV lines and a perfectly to foil. adding wow channels are expanding with iLottery, super-refl ective foil substrate. The ink has iGaming and sports betting in many been used to highlight certain images on “Instant games on foil have been in the product jurisdictions. During this time, instant a game so they seem to move. It’s been mix for quite a while, but over the last year products continue to deliver sales, profi ts— successfully used to launch new licensed we’ve seen a trend of using foil on Blowout factor to and new players. b r a n d e d g a m e s , a n d l i v e n i n g u p i m a g e s o ngames loaded with $50, $100 and $500 prizes,” established brands. observes Hodges. “Blowout games on foil really "To achieve continued lottery growth, deliver a great entertainment experience.” adding wow factor to games is crucial to More than 40 MicroMotion games have been games is drive performance,” shares Hodges. “This is produced since 2016, all but three at the $5 Hodges says foil is an intuitive choice for licensed a crucial time to invest in the instant game price point or higher. branded games, o ering game designers an entertainment experience.” opportunity to create products that deliver a The Dream Team, one of Scientifi c Games' best bigger entertainment experience. crucial to drive Additionally, players new to lottery game innovation groups, recently designed discovered instant games when access stunning families of multiplier games— From a performance perspective, over the last six years $1 foil to other traditional gaming products was specifi cally “mini” families at lower price games indexed an average of 17% higher than other $1 games, and temporarily shut down in many markets points— featuring di erent color washes over $2 and $3 foil games performed an average of 10% higher. performance. due to COVID-19. the MicroMotion foil patterns. The e ect makes the games stand out at retail, appealing to players 8. GIGANTIX® “This is an excellent opportunity to impress looking for an extra special entertainment experience. Although over-sized Gigantix games are a niche product, more these new players with the quality and than 50 games have been produced in 18 jurisdictions. One of the excitement of lottery games while we have 6. HD Games™ most successful applications of these 8” x 8” (or larger) games their attention,” says Hodges. “If the games One product upgrade that’s made its way to most every U.S. is when a lottery introduces a new price category, garnering don’t o er a great entertainment value, lottery’s portfolio is HD Games. The games feature modern, high- immediate attention at retail. these players may not be here to stay.” defi nition play symbols and make any playstyle easy and fun. “Fans and Friends Surveying the specialty inks and papers, The result of 10 years of research, the Scientifi c Games product player segments are unique playstyles, high-defi nition play line o ers a brighter play area, appealing visual play data, premium always up to try any symbols, design, printing and packaging paper and extra gloss. HD Games are available in red, green, new game, including options available to lotteries, adding wow blue, purple and black. The printing technology renders detailed, Gigantix, because to one of the world’s biggest consumer picturesque play symbols that have proven successful with they can’t help but products is worth the investment. licensed branded games and life-like pet images on everyone’s notice the products in favorite Lucky Dog and Lucky Cat games. store,” says Hodges. All ® notices signify marks registered in the United States. “But Gigantix is also © 2020 Scientifi c Games Corporation. All Rights Reserved. The most popular HD Games applications are key number e ective in attracting match and VariPlay (i.e. the pet images), less frequent players which perform 14% better who choose a big, than other games. “We’ve unique Gigantix also customized HD Games game just because crossword products, and they don’t created some beautiful play often.” HD Games with Sparkle Select and foil,” says Hodges. “Talk about standing out at retail!”
33 PUBLIC GAMING INTERNATIONAL • JULY/AUGUST 2020 PGRI INTERVIEW COLLABORATE TO DELIVER BEST-IN-CLASS PRODUCT TRANSFORMATION Fotis Konstantellos, Senior VP, Digital Sales, INTRALOT
Paul Jason: How do we help the players it be great if we could apply some of these AI navigate the increased number and variety principles to personalizing the service in lot- of different games and channels and media tery and gaming? at is what INTRALOT interfaces? is focused on doing. Fotis Konstantellos: In order to create and As an industry, we want to be sensitive to bundle the experience we need to have a the need to respect the privacy and con- narrative, a storytelling to help the customer fidentiality of consumer information. But put things into context and gure out how isn’t it the case that the modern consumer they want to respond. e narrative is always understands the benefits of allowing mer- a variation on the fundamental story which chants to use data to produce and deliver is that Lottery o ers the chance for a life- better products and services? The player changing event. Our aim is to nd new and of the future wants the operator to under- exciting ways to inspire the imagination of the stand their play-styles and preferences players with that fundamental story, that basic because that enables the operator to create principle. And now, technology is enabling us and deliver games and offers that appeal to do so by adding personalization to the sto- specifically to them. rytelling. Each player is unique, with his own F. Konstantellos: I think perhaps that ambitions, aspirations, and ideas for where younger people are more familiar and like an app-ID or URL that allows anonym- this life-changing event will lead him. at of- comfortable with the bene ts of machine- ity for the player. For instance, when you go fers a canvas rich with potential to create new learning, AI, and how the automation being onto Amazon, their ability to recommend and exciting stories that appeal to each player applied by merchants like Amazon enhances books or other products based on your past individually. Using technology to personal- the ability to o er the best product at the search activities exists completely apart from ize the whole player experience has become a right time and price. ey are used to down- your name and other personal information. primary goal for us. loading apps, trying them out, deleting them Of course, you probably have in fact regis- When we go onto Amazon.com, they know whenever they feel like it, registering onto tered with them and other online merchants all about us. Knowing what we ordered, they websites and getting free stu in return, and because they incentivize registration and know what we like, and they will tell us what just using a much wider variety of internet registration is necessary to buy anything. But we need before we even think about it. Ama- tools that require disclosure of personal the answer to your speci c question is that zon has trained the consumer to expect this information. So, they have gone through the the bene ts of AI and machine-learning to highest level of personalized service. at is thought process and have decided that the deliver personalized service can be applied what we want to deliver through our games bene ts make it worthwhile to share personal without registration. at is an important of chance. Understanding the habits of the information. ey comprehend that the concept in an industry where we know that consumer enables us to automate processes merchant needs to understand the consumer some people prefer to remain anonymous. to enhance the player experience. e e ec- behavior, as re ected in the record of pur- Of course, registration is not only about digi- tive usage of data becomes the guidepost for chases, games played, and online activities, in tal payment processing. Registration unlocks the players’ preferences and behavioral pat- order to improve and personalize the o ers the bene ts of a fully interactive relationship, terns while providing us useful information for each consumer. enabling a more robust portfolio of CRM on how we can create the best experience for On the other hand, older consumers seem to (Customer Relationship Management) each one of them. be more concerned about privacy. ey are services to be enjoyed by the player. So, we An even better example is music apps like less aware of the bene ts of AI and machine- certainly do want to incentivize player reg- Spotify. e consumer rst narrows down learning and perhaps feel that Amazon or istration with di erent marketing o erings, the selection of music to a speci c genre. a Lottery operator is spying on them or such as promotions and loyalty programs. en as the songs are played, you indicate somehow misusing the information. And convergence of the online and retail which you like or dislike. Spotify collects Isn’t registration a requirement, a prerequi- channels goes without saying, so that the data on what you like, and its ability to serve site to achieve this level of personalization? players are interacting with the operators on up most preferred music improves with each a wide variety of levels. Player registration F. Konstantellos: No, not at all. Registra- new entry of “like” or “dislike”. e app unlocks our ability to develop that universal tion is a requirement to enable payments acquires an intimate knowledge of your taste relationship across channels that is so key and nancial transactions. But personalized in music, eventually knowing what you like now and for our future. It is also key to service just needs a generic, unique identi er even better than you may think of. Wouldn’t leveraging Lottery’s online player connection 34 PUBLIC GAMING INTERNATIONAL • JULY/AUGUST 2020 to drive trac back to retail stores. I think enhancing the integration of tools and digital bene t of some kind, at the in-store POS or retailers are slowly but surely recognizing that touchpoints such that everything is seen on the lottery ticket. Of course, the player iLottery delivers far more bene ts than disad- as one piece, all bundled into one holistic, has to register to bene t from the online vantages and does not cannibalize their sales; organic experience that delights the player. promotion. on the contrary it can become an additional Another part of this picture is customer care. revenue stream to them through relevant e real key to success in this time of digital “We need to make every- commission schemes. transformation is customer retention. e thing not just convenient, How can we get more consumers to register? make-or-break moment happens when the but fun.” F. Konstantellos: Consumers want to register customer has a problem. How do we handle when they recognize the convenience of be- it when the player can’t see that her bonus has ing able to purchase digitally and the bene ts been properly posted? Or when something e other category would be bundling with of online marketing o erings. at brings doesn’t happen the way the player expects it to non-lottery products or services. Like a pro- us back to the starting point of storytelling. happen? Hopefully, we make it super easy for motion at the pump that gives a free quick Digital transformation involves change. e the player to resolve the issue quickly because pick with the purchase of $6 of fresh food. only way to accelerate that rate of change that is the moment when we may well win a Or appeal to the impulse player by including is to get people to feel comfortable with customer for life or lose them forever. an in-lane bundled promotion. change, to feel con dent that it is something Doesn’t it cost less to make sure we do Retailers and consumers are both driving they can do, that it won’t be hard, and the everything right to retain the customer than the trend towards self-service vending rewards make it all worthwhile. We need to to acquire a new customer? kiosks. appeal not just to the brain but to the emo- F. Konstantellos: Of course. at is why we F. Konstantellos: I believe that self-service tions, the feelings that actually drive most need to invest in retention strategies such as technologies and processes are nearing the of our decisions and actions. A bullet-point bonuses and promotions, loyalty programs tipping point where they will become ubiq- advertisement does not always connect with and players clubs, and fast and e ective uitous, especially in non-dedicated points us emotionally. We need a story, an image, a response to player requests. We take for of sale. More than ever, retailers appreciate narrative that humanizes the value proposi- granted that we don’t own the customer and the eciency of o -loading the transaction tion, that makes us feel as well as think. the customer owes nothing to us. We prefer to to an automated process, and the players enjoy the freedom to avoid lines at check- “The only way to accelerate that rate of change is to out and take their time and select and play get people to feel comfortable with change, to feel the games. confident that it is something they can do, that it won’t e goal is to integrate product transfor- mation with customer experience and the be hard, and the rewards make it all worthwhile.” digitization of the in-store player and shop- ping experience – to make the transitions We realize now more than ever that the lot- think of it as a mission to earn and keep the easy and pro table for the retailers and easy tery games themselves are great. People love players’ trust and loyalty with superior service and intuitive for the players. We call this to play the lottery. I do not think we need every single moment of every single day. equilibrium the universal player experience. to worry about lottery gaming becoming And bundling. Bundling is a remarkably ef- Our “product” is now about the overall irrelevant. But we might get so immersed fective way to drive sales, and it’s a special art player experience more than it is about the in the deployment of the digital tools that and science to do it well. It requires a deep games themselves. enable the consumer to interact with us that understanding of the gaming culture and Most important in the goal of optimiz- we sometimes forget to engage people on the marketplace to select the speci c assortment ing the universal player experience is the levels that matter most. We need them to of product and experiential attributes to development of partnerships that ensure the like us, to have genuinely warm positive feel- appeal to the audience. And “best-practice” consumer and the supply-chain partners ings when they think about us and the games templates for bundling do not always are always enjoying the bene t of the very we provide. at marketing communica- translate well as consumer tastes vary across best practices in every single category. tions and brand imaging needs to feel like a regional and even local markets. Some at- INTRALOT in-house solutions are the best story to connect with the emotional world tributes seem to be universal. We are nding in many categories, but when we consider that our players live in. that players across the world are responding that the customer is better served by loop- e other opportunity to improve is enhanc- to faster and faster games. And they all re- ing in a trusted third-party partner, that is ing the overall player experience. is too spond to the ability to get something for free what we do. A mature industry like lottery has less to do with the games themselves as which is what bundling typically promises. is best served by genuinely open-minded with all the elements around the games. We What does ‘bundling’ mean as applied to and industry-wide collaboration. Even the need to make everything not just convenient, our industry? biggest companies in the world, companies but fun. Look for opportunity to gamify F. Konstantellos: Let’s separate this into two like P&G, Vodaphone, Microsoft, Apple, everything. Make the whole process of categories. One category is to bundle an and others work hard to create partnership registering and executing digital transactions incentive to visit a di erent channel with networks that ensure best practices and and checking your online o ers and enter- the purchase of a lottery ticket at retail. For products are deployed in every category. ing second chance draws … make all these example, include online promotions, like a And that is the strategy applied also by IN- things easy and fun to do. at is done by n bonus-play or second-chance draw or online TRALOT, as a true industry leader.
PUBLIC GAMING INTERNATIONAL • JULY/AUGUST 2020 35 A GREAT SOCIAL EXPERIMENT by JoyceLynn Lagula, Design Director, Wilson Associates hile America is known as everything needs to be digital and accessed the ‘Great Experiment’, on a smart device. A popular fallback one can view Las Vegas to subject was that eSports was the wave of be America’s great ‘Social the new casino. While there is money to be Experiment.’ Whether a made in that market, the entire culture and Wperson plans their visit around gambling, experience of their events is only a distant eating at a restaurant, or catching a show, cousin of the casino experience. Without The gaming floor always flourished more the notion of being in a crowd and part diving too deep into the eSports world, in a layout where slot rows and circulation of the infamous lively environment was the type of interaction can be described as runways are replaced with winding paths acknowledged and accepted. So, what hap- focused and intentional while the casino and gaming neighborhoods, ultimately cre- pens when a global pandemic impacting universe centers around interaction and ating unique experiences and zones under every industry in an extreme way hits the a game of chance. The natural high of the overall gaming umbrella. Slot spacing city’s deep-rooted industry? Shock and dis- the flip of a playing card matches that of would grow to allow social distancing to belief, at first. Then panic and anger follow. a simple scratch ticket from the corner occur, but to also make room to weave The realization that the very nature of what store – and that is where the gold lies. The other environmental elements to enhance made Las Vegas the entertainment capital Future of Gaming rested in the expecta- the vibe, via the concept of biophilia, for of the world is also a major way a deadly tions of a guest who prefers a more social example. Bringing the outside in and push- and infectious virus is spread can stop the experience at a high-energy craps table ing the inside out is a strong concept that entire economy right in its tracks. over the mass stock option of a branded has yet to be fully committed to. Perhaps Just as in the days following 9/11, airport slot machine. in a post-pandemic world, now is the op- security ramped up protocols to extremely Understanding that fundamental aspect of portunity to draw the gaming floor outside high levels to meet the increased safety guest engagement in a casino is important and integrate that experience with another need. Travelers were outraged, inconve- to fully accept our current situation and exciting setting. nienced, and annoyed, yet accepted the fact reimagine it. Stripping away slot chairs Finding ways to integrate evolving self- that these precautions needed to be met and adding acrylic barriers is short-sighted cleaning technology into the existing to get on the plane. Almost 20 years later, and antithetical to solving the challenge at gambling format is also a worthy avenue and while the airport screening experience hand. The world has effectively changed. to explore. Getting down to the high-touch isn’t as extreme as it once was, the industry It is our responsibility to accept that and points of a casino, it all starts with the ta- has found an acceptable, non-invasive way acknowledge our role, as designers, to set bles. Utilizing UV technologies to become to continue to monitor for safety without the direction of that change. How do we, an additive component of a table game is sacrificing customer experience through in a post-COVID world, continue to enjoy just the beginning of how we, as part of the programs such as TSA pre-check or Clear. high-contact environments and engage industry, can effectively reimagine being with other guests while respecting social Before COVID-19 hit, the gaming industry able to play while maintaining the accept- distancing and be hyper aware of cleanli- was already swirling around a very impor- able level of sanitation. ness at the same time? tant topic—the Future of Gaming—trying Pandemic or not, these social environ- to analyze, understand, and come up with Taking inventory of the current floor and ments are not going away, but they do new ways to extend the lifeline of a gam- finding areas of inefficiencies is a start. need to evolve. They need to think bler into the Millennial generation. If you inclusively of the elements we can went to every gaming conference anywhere design to support the new reality in the world, there would be a session (or we face. To begin to address our entire circuits) dedicated to Millennials. current and future challenges in The discourse became almost obsessed the gaming industry, our approach with labeling that generation with expec- needs to stem from the same ideals tations, rather than actualities. I, myself, that brought the industry suc- am a Millennial. Yet, I rarely found many cess—creative risk. After all, the people my age engaged in these discus- Las Vegas legacy started as a social sions and panels which I found concerning. experiment and it is only fitting to My generation is beyond assumptions that continue to blaze that path. n
36 PUBLIC GAMING INTERNATIONAL • JULY/AUGUST 2020 37 PUBLIC GAMING INTERNATIONAL • JULY/AUGUST 2020 IGT Leads the Charge in Helping Casinos Redefi ne Safety and Convenience Post-reopening, cashless and mobile systems technology can advance the player experience
rom bet buttons to door that enhances social distancing protocols those credits at the next game. When the handles to dollar bills, casinos by minimizing the number of people gath- player leaves the slot machine, the app are inherently tactile envi- ering in line-ups, while also giving casinos automatically cards them out. For casinos ronments. As U.S. casinos the option of facilitating timely, frequent using Ticket-In, Ticket-Out (TITO) tech- emerge from a two-and- machine sanitization. nology, which replaces cash with paper a-half-month pandemic- vouchers, the electronic transfer of game induced shutdown, social CARDLESS AND CASHLESS, credits can signi cantly reduce the need to Fdistancing and sanitization continue to be SIMPLE AND SAFE print and handle paper tickets. their top priorities. It’s a high-stakes chal- IGT’s Resort Wallet solution provides Millions of consumers are accustomed to lenge in an industry built around attract- players with a secure digital wallet, o er- making everyday purchases, payments, ing large volumes of visitors. ing a convenient cashless solution at the and other transactions securely on their Operators need as much help as possible slot machine. With Resort Wallet, opera- mobile phones. As regulatory approvals for to comply with new safety standards, re- tors have the exibility of o ering carded cashless gaming continue to expand across cover from the shutdown, and stand apart cashless play, or mobile cashless play via the globe., casinos in those jurisdictions from their competitors. e good news? Cardless Connect, or both. can create the same type of mobile experi- Technological advances already exist to ences for their players, o ering e ortless Players can use their Player’s Club card, help properties meet stringent new health access to their Player’s Club, game credits, or a casino-branded Cardless Connect- and safety requirements, while simultane- and electronic funds for slot play. enabled app, to load cash into a secure ously improving casino liquidity, e cien- digital wallet from either the casino cash Where players would typically insert their cies, and player engagement. desk or any slot machine, and access those physical Player’s Club loyalty card into a “It’s essential for casinos to create an funds from any slot machine with a tap slot machine to accrue points and redeem atmosphere where players feel con dent of their phone. ey can then seamlessly o ers, IGT’s Cardless Connect module that they can enjoy themselves without transfer funds to and from their wallet, as eliminates the need for a membership worrying about their personal safety,” said well as to and from their favorite enabled card by making the smartphone a loyalty Ryan Reddy, IGT Vice President, Global slot machines. card. Players simply tap their phone to Systems and Payments Products. “Since any Cardless Connect-enabled gaming IGT’s Resort Wallet gives players e ortless well before the pandemic, IGT’s systems machine to card in. ey can then transfer access to funds for slots and table games portfolio included cashless and contactless game credits between the slot machine to fun, and the ability to use it for sports solutions to foster a modern and more their phone with just a few taps, and apply betting, retail, and food and beverages will convenient play experi- ence. ose innovations are now vital to helping IGT’s Resort Wallet™ with IGTPay cashless solution transforms the player’s our casino customers smartphone into a mobile digital wallet, enabling players to effortlessly meet and exceed their make cashless transactions on gaming devices and minimize cash handling commitment to player for a safer, more convenient gaming experience. and employee safety.” Once considered a way to reach tech-savvy players, the cashless and mobile o erings in IGT’s systems portfo- lio help to reduce the amount of contact and cash handling players experience at slot ma- chines and other gam- ing devices. In addition, IGT o ers technology
38 PUBLIC GAMING INTERNATIONAL • JULY/AUGUST 2020 forms. Instead, eligible players can continue playing mere sec- onds after winning and accept- ing their jackpots, eliminating the need for direct contact with casino sta . IGT’s Mobile Responder auto- matically recognizes and reports events from the casino oor, sending noti cations of slot machine events such as ticket jams, service calls, and jackpots directly to employees’ mobile devices. Mobile Responder can also be con gured to immedi- ately notify a oor attendant be added very soon. While reducing players’ tem, and by including ongoing support from when a slot machine needs to need to carry and handle cash, it also helps IGT’s experienced payments services experts, be sanitized for the next player. In addition shorten ATM line-ups on the property for our customers can easily leverage rst-mover to making players and employees more com- improved social distancing. advantage and bene t from the increased fortable on the gaming oor, it also enables liquidity, eciencies, and safety that cashless greater machine uptime and increases guest EXTERNAL FUNDING IN THE can deliver.” satisfaction. PALM OF THE PLAYER’S HAND In addition to the Resort Wallet with IGTPay Mobile Jackpot empowers casino sta to IGTPay is IGT’s proprietary payment gate- technology, IGT’s experienced Payments team process jackpots at the slot machine. Autho- way, enabling players to responsibly move supports operators in all aspects of payment- rized employees simply log in to the Mobile funds electronically in and out of their digital related services, including being the Merchant Jackpot app to process hand pays, including casino wallet from authorized external sourc- of Record, which means IGT enters the tax forms, without having to travel back to es. e Resort Wallet with IGTPay solution contract with the payment services providers. the kiosk or workstation. is available as a turnkey, add-on module for IGT also provides vendor management, funds management, risk management, and player Mobile Host can also empower casinos’ Player IGT ADVANTAGE casino management sys- Development teams to identify and register tem customers who want to give their players support services. e Payments team has been delivering these services since January 2018 to uncarded players and cater to hosted players a secure, e ortless cashless wagering option from one simple app. By enrolling uncarded through an external funding source. IGT iLottery, iGaming and retail lottery vend- ing clients, saving them the risk, hassle, and players directly at the machine, casinos can ADVANTAGE enables responsible gaming increase database growth while helping players information to be displayed through the distraction of managing an external funding service by themselves on an ongoing basis. to stay in their safe space rather than line up at slot machine’s Service Window or a player’s the Player’s Club desk or kiosk. mobile device. e IGT casino management By minimizing the need for players to carry system also supports setting of deposit limits cash and visit ATMs at a casino property, Mobile Responder, Mobile Jackpot, and in player accounts. Resort Wallet with IGTPay can signi cantly Mobile Host all minimize multiple player and employee exposure points and improve Unlike other options on the market, Resort reduce cash handling by both patrons and employees, and encourage social distancing customer service. Players can receive individ- Wallet with IGTPay can provide direct access ual attention to address their needs directly to all available major external funding meth- by signi cantly reducing line-ups on the gaming oor. at the machine, supporting greater social ods, including credit and debit cards, eWallets, distancing protocols and reducing personal and bank accounts. While other funding safety concerns on the casino oor. suppliers have no choice but to integrate GOING THE SOCIAL DISTANCE their gateway solution into another vendor’s WITH IGT ADVANTAGE Finally, the Machine Accounting module in the IGT ADVANTAGE portfolio allows an casino management system, IGTPay is tightly IGT’s Service Window helps operators en- coupled with its IGT ADVANTAGE system operator to remotely disable slot machines hance communication with their players and from a desktop application. Operators can for e ortless, one-step access to external fund- o er a personalized, kiosk-like experience di- ing sources. quickly deactivate and reactivate machines rectly on the game screen for activities, such to ensure adequate social distancing between “Our proven IGTPay cashless technology has as reviewing and activating promotions or players. successfully enhanced the player experience in entering drawings. e kiosk-like functional- the U.S. digital gaming and lottery verticals ity also reduces the need for line-ups on the e COVID-19 pandemic has ushered in a for several years — it’s live and proven in the gaming oor. new era for the casino industry. While opera- U.S. with iLottery and iGaming partners, tors work to recover from the shutdown’s IGT’s Taxable Accrual product gives players impact, technology exists to accelerate that including Penn National and three state lotter- the opportunity to process jackpots them- ies,” Reddy said. recovery and help them meet the challenge of selves through the slot machine’s Service maintaining a secure, frictionless operation “By o ering it to land-based casino operators Window or secondary display. As a result, — one where players can relax and safely as part of the Resort Wallet module for our players don’t need to wait for an attendant to engage with their favorite games. n IGT ADVANTAGE casino management sys- perform hand pays or complete multiple tax
PUBLIC GAMING INTERNATIONAL • JULY/AUGUST 2020 39 WITHOUT LIVE SPORTS, INSPIRED ENTERTAINMENT FILLS THE GAP Virtual Kentucky Derby Attracts Millions of Viewers, Worldwide Attention By Jim Acton Lottery Industry Consultant
n the baseball fantasy movie Field of as usual for the Derby) and in highly- uct, and it was all for a good cause,” said Dreams, one of the characters surveys stylized animated form, Inspired Entertain- Brooks Pierce, President and COO of In- the baseball eld built in an Iowa corn ment was able to provide sports fans with spired. “Virtual Sports have been popular eld and points out the legendary something they had been missing since in Europe for years, but putting together players warming up: early March – competition they could the Kentucky Derby: Triple Crown Show- I cheer for. down for a national television broadcast “Hey, that’s Smoky Joe Wood. And Mel Ott. And Gil Hodges.” “ is was a great event for everyone in- was a great marketing opportunity for our Virtual Sports in the U.S.” All super stars, long since passed. volved – Churchill Downs got to celebrate on their traditional Derby Day, racing fans And they are catching on quickly in the A horse race version of Field of Dreams got to see the greatest-of-all-time faceo , U.S. Just within the last few weeks, the took place in May, with track fans certainly we had the opportunity to showcase the company announced the addition of exclaiming: “Hey, it’s Seattle Slew. And realism of our Virtual Horse Racing prod- DraftKings, FanDuel, Borgata and the there’s War Admiral. And Secretariat!” Oregon Lottery to its customer base, as If only for a day (the rst Saturday of May, well as distribution deals with several RGS aggregators, including Playtech, Scienti c
Inspired Entertainment’s Virtual Kentucky Derby was featured on NBC Sports
40 PUBLIC GAMING INTERNATIONAL • JULY/AUGUST 2020 Games, Microgaming, Relax Gaming, iForium, Pariplay, SBTech and GAN. Lottery players in Pennsylvania have seen non-Derby versions of the Inspired horse race game for a few months. “Derby Cash Horse Racing” was avail- able in bars and taverns until the state was placed under a stay-at-home order and will be available again once these locations are operating. But the early results were promising. “We provided virtual car racing and football for the Pennsylvania Lottery for a few months but when we switched to horse racing, their sales went up dramat- ically,” Pierce said. “Betting on horses is something that resonates with a broad cross section of lottery players. ey Realistic horse race action in a featured attraction of Inspired’s Derby Cash Horse Racing. This image is understand it and it is a natural sport on from the Virtual KY Derby. which to place a bet. And Pennsylvania sylvania Lottery, said what started as an idea operators across retail and mobile channels now has six horse tracks so most Pennsyl- for a new game for their players has grown around the world. e company operates in vanians have been exposed to the sport to into a channel that should spur additional approximately 35 jurisdictions worldwide, some level for the past few years.” revenue for years to come. supplying gaming systems with associated With the ongoing discussions about sports “While we have been considering games terminals and content for more than 50,000 betting in many jurisdictions, Inspired lls to complement our Keno products, our gaming machines located in betting shops, the space between actual live sports betting expectations were always tempered. But the pubs, gaming halls and other locations. and lottery games. e company’s Virtual acceptance of Derby Cash pre-pandemic Virtual sports products are available through Sports use life-like graphics to mimic the makes us hopeful that once bars and taverns more than 44,000 retail channels. experience of real sports betting. Each event are again fully open, the game will continue “We are excited about the opportunities lasts around 90 seconds and games are de- to gain momentum. Players are certainly Inspired’s virtual games can provide to lot- signed to be easy to play. attracted to its realistic look. Now we want tery jurisdictions,” Pierce said. “Our games Boasting a large array of sports available them to continue to bet like it’s a real game t well within lottery portfolios and feature 24/7, Inspired’s management team is a virtu- as well,” she said. payouts that lotteries will nd attractive. al “who’s who” of lottery industry veterans. Pierce said that Inspired believes there are We know that lotteries will be looked to for Brooks Pierce was with Scienti c Games for three avenues for lotteries: additional revenue by states and engaging nearly 20 years. Inspired’s Chairman and games by players. Inspired’s Virtual Sports CEO Lorne Weil held those same positions 1. Use Virtual Sports to get lottery into satisfy both needs. at Scienti c Games and Autotote for more businesses in which they are not cur- than two decades and has a long history rently operating, such as with the horse race industry. e Group bars and taverns Chief Technology Ocer is Steve Beason, a 2. Increase business among For the record, horse racing legend Secretariat veteran of Sci Games and GTECH, which current retailers by at- reproduced his legendary Kentucky Derby win is now a part of IGT. tracting sports bettors in 1972 at Inspired’s virtual Kentucky Derby, as To say Inspired Entertainment knows and who might not typically 47 years later he bested Citation, winner of the understands the lottery industry would be purchase lottery products Derby in 1948. Here is how the horses finished quite the understatement. 3. For lotteries with sports in the virtual Kentucky Derby: betting, use Virtual Sports “We’ve utilized our cumulative knowledge 1-Secretariat 8-Justify and experience in the industry to put to- to supplement current gether a compelling package of content for o erings and o er a version 2-Citation 9-Assault of sports betting when live lotteries,” said Weil. “Whether a jurisdiction 3-Seattle Slew 10-War Admiral can o er games of chance, sports betting or sports are not taking place 4-Affirmed 11-Omaha both, we have games that work for all levels Over the past few years, of players. As was proven in Pennsylvania, Inspired has quickly expanded 5-American Pharoah 12-Gallant Fox given engaging gaming opportunities, play- its portfolio of content, 6-Whirlaway 13-Sir Barton ers will watch, bet and bet again.” technology, hardware and 7-Count Fleet Stephanie Weyant, Deputy Executive Direc- services for regulated gaming, tor of Marketing and Products for the Penn- betting, lottery, and leisure
PUBLIC GAMING INTERNATIONAL • JULY/AUGUST 2020 41 Using technology to reinvent Retailer Solutions INTRALOT’s family of Retailer Lottery series featuring the smallest footprint A new era Solutions is advancing the industry in the market, this built-in camera The design and development of suc- by leveraging cutting edge technol- technology offers unparalleled reli- cessful lottery and betting solutions ogy, based on value engineering ability that no traditional scanner can able to deliver impeccable services methodologies, cost efficiencies and, ever match. in today’s diverse retail environment most importantly, advanced features Requiring no camera cleaning, jam- is of critical importance to Lotteries. that promote a benefit-centric ap- As the retail landscape continues to ming or everyday wear and tear main- proach across Lotteries, retailers and tenance, INTRALOT’s Retailer Solu- evolve around omnichannel customer stakeholders. INTRALOT’s Retailer requirements and online offerings, tions significantly lower stakeholders’ Solutions offer engaging experiences operating costs during their lifespan, the traditional brick and mortar lot- and meet all kinds of Lottery busi- tery retailers expect, more than ever, regardless of operation loads and ness requirements regardless of retail environmental conditions. Statistics to be provided with superior Retailer venue type or size. Solutions, enabling them to maximize and field data have shown reductions sales and deliver outstanding ser- of up to 57% in helpdesk calls, 60% vices with speed, efficiency and high Value Engineering and in field visits and 69% in field replace- convenience. Moreover, they expect Cost Efficiencies ments. On top of that, the built-in these Retailer Solutions to incorpo- INTRALOT’s Retailer Solutions camera technology reads selection rate the latest technology trends both substantially improve on traditional slips of any shape and color, which in hardware and software, so they can scanning functionality by using a can transform them into valuable improve efficiency, streamline their patented camera technology that marketing flyers, offering unlimited business functions, lower operating works simpler, reads faster and excels opportunities to Lottery marketing costs and overhead and boost rev- day-to-day operations. From the flag- departments. enue generation from every venue. ship Photon and PhotonX terminal Without compromising efficiency and solution series to the all-in-one Proton productivity, INTRALOT’s environmen- tally friendly Retailer Solutions feature powerful platforms with low power consumption, based on a masterfully designed modular built that ensures flexibility through- out the entire lifespan of a retail installation. This modular design offers advanced capabilities and bet- ter access options in terms of installation, service and main- tenance, as well as everyday use. In INTRALOT’s latest Retailer Solutions, modules can be
42 PUBLIC GAMING INTERNATIONAL • JULY/AUGUST 2020 easily swapped with minimal ef- fort and no special tools, drastically reducing field service time, equip- ment and Lotteries overheads, while ensuring the least possible downtime to Retailers’ business. Lotteries can achieve even more savings through the special fea- tures included in INTRALOT’s latest Retailer Solutions such as the built-in multimedia capabilities. Powerful processors effortlessly drive two external multimedia screens, offering full HD and 4K content display and delivering a complete digital signage experience, while saving the costs of additional, external media players at retail venues. INTRALOT’s PhotonX, Photon, Proton and Genion series are ideally matched with INTRA- LOT’s state-of-the-art digital signage content management and delivery platform. All INTRALOT Retailer and Player touchpoints are ergonomically designed, offering effortless every- day use and maximum comfort. This makes them ideal for use in Lottery retail applications, from exclusive gaming stores to non-dedicated retail venues, such as supermarkets, groceries, restaurants and hospitality venues, as well as small businesses. wireline and wireless protocols so that promoting Responsible Gaming prin- The ideal size and footprint of each Lotteries can expand their functional- ciples. All INTRALOT’s Retailer Solu- solution provides easy placement ity, upgrade their performance and tions, incorporate responsible gam- practically everywhere. The Proton drive sustainable sales. ing policies and thereby effectively series with its minimal footprint and Security and integrity are of para- contribute to responsible play. From all-in-one form factor with integrated mount importance to Lotteries. To explicit spending control mechanisms printer, offers Lotteries even greater meet that requirement, therefore IN- and self-exclusion technics, to age flexibility to expand their retail net- TRALOT’s Retailer Solutions incorpo- verification over player profile data, works by transforming small areas, rate extensive hardware and software personalized messages and special- such as cashier lanes, into profit- security features to protect end users ized promoting videos, INTRALOT’s generating points, expanding their from unauthorized access. A variety connected systems and platforms customer base and further increasing of add-on peripherals offer enhanced across Retailer and Player touchpoints their points of sale. security and facilitate day-to-day are set to safely minimize harm and operations. They vary from barcode advocate Responsible Gaming. Benefit-centric features readers that can scan any kind of By utilizing technology to combine As Retailer and Player journeys barcode and QR code, to card read- cost efficiencies and retailer-centric evolve, Retailer Solutions will have to ers that retrieve card holder/player benefits, INTRALOT’s Retailer Solu- provide versatility and modularity, as encrypted information and i-buttons tions provide seamless and engag- well as easy adaptation and expan- that allow for easy login and addition- ing experiences to all stakeholders. sion, ensuring connectivity and in- al authorization, as well as fingerprint Lotteries, Retailers and Players are teroperability within constantly chang- sensors that ensure retailer identifica- empowered with breakthrough capa- ing retail environments. INTRALOT’s tion in the most secure way. bilities, services and innovations that Retailer Solutions feature a variety of The Lottery industry has accorded offer unrivaled everyday usage and connectivity ports and support both high priority to establishing and consistently deliver business growth. PUBLIC GAMING INTERNATIONAL • JULY/AUGUST 2020 43 CASHLESS AND ONLINE CONVENIENCE policy for all Technicians. The policy As more businesses move to cashless and contactless includes PPE usage, equipment- payment solutions in response to consumer fear of using specific grab-and-go sanitizing physical currency, Scientific Games has worked to make this kits, and vests imprinted with UNCHARTERED TERRITORY migration as smooth as possible. The company provides the clear message of “Stay The impact of the global COVID-19 pandemic has been widespread merchant services including card acceptance devices, Back 6 Feet.” and dramatic. Stay-at-home orders and the temporary closure of payment processing, operational support, and fraud/ non-essential businesses caused significant economic repercussions AML mitigation. The solution supports both debit and The quick implementation across the U.S. which will continue for the foreseeable future. At credit, Apple Pay, Google Pay, and other emerging forms of these protocols, the same time, there have been countless displays of ingenuity of payment. which went beyond the and resilience. Huge sectors of the economy moved quickly to requirements of the CDC, accommodate the rapidly changing landscape. Manufacturers Another Scientific Games cashless oering is an eWallet minimized health risks and refitted their production lines in order to make ventilators and which allows players to use funds from casino players helped ease the concerns of personal protection equipment. Delivery companies purchased cards, PayPal, and debit to pay for iLottery purchases. customers, retailers new trucks and hired more employees. Doctors and mental The digital sales surge during the COVID crisis is evidence and employees. health professionals moved patient visits to online platforms. And that this channel has a lot to oer and plenty of room for these are just a few examples of how businesses large and small growth. In preparation for that growth, eWallet accepts a MOVING FORWARD, pivoted to stay viable during this unprecedented time. wide variety of payment methods in the iLottery channel, TOGETHER including PayPal, Sightline, PayNearMe, Instant ACH, As states, businesses, and the economy begin to re-open, WebCash, and more. Going forward, eWallet will utilize a new retail landscape is emerging. Some of the shifts in COVID-19 AND THE LOTTERY INDUSTRY a barcode that players scan at retail to purchase lottery consumer behavior and buying habits as a result of the pandemic are likely here to stay even after the crisis has The Lottery industry has also been forced to are remotely entered, or system generated products while keeping money within the lottery ecosystem. passed. Many consumers, for example, shopped online for pivot and adjust over the past several months and automatically sent directly to distribution the first time over the past few months and will likely continue as consumer behavior and buying habits centers, SGEP-powered supply chains keep BEHIND THE SCENES to do so now that they have experienced the convenience shifted in response to the pandemic. For products continuously in the pipeline. Many of the measures Scientific Games enacted to ensure it oers. Changes in retail operations, such as example, a recent survey indicated that 62% the safe and responsible sale of lottery products plastic shields that protect clerks, are likely to of the respondents are making purchases with Another smart technology that’s proving at retail took place before the games ever hit become a permanent fixture. And closer to fewer shopping trips and 40% are stopping invaluable is the SCiQ® instant game the store. In early February, when the full home, iLottery games will continue to play at fewer places. Another survey showed that ecosystem, which provides real-time sales magnitude of the COVID-19 crisis was still an even greater role in helping lotteries 95% of the respondents currently practice data on the individual instant game ticket unclear, the company’s manufacturing around the world oer convenience to social distancing and 15% indicated that they level, keeping Lottery Sales Representatives and warehouse teams recognized existing players, reach new players will continue social distancing even after the (LSRs) connected to their retailers even the impending implications of and importantly, achieve growth crisis ends. These trends, compounded by when they can’t be there in person to address a worldwide pandemic and and revenue goals. changes in day-part shopping as consumers out-of-stocks, optimize product placement immediately began to implement work from home and skip the commute, mean and price point mix, manage inventory, and an action plan so its lottery partners Emerging from this time of change that it is absolutely critical for lotteries to have ensure the right product is always available. could continue selling games and and uncertainty, it is a worthy the right product available and visible in stores generate funding for the good causes reminder that the work the lottery at all times. The SCiQ digital menu board clearly displays they support. Disinfectants were vetted, industry does ultimately provides much- games and ticket information allowing personal protection equipment was needed revenues to a wide range of good Although the after-eects of COVID are far- customers to make purchase secured, social distancing procedures were causes that improve lives in communities reaching, there are a number of products and decisions at a distance, prior enacted, and the use of commercial deep around the world. Education. Healthcare. The services to help lotteries protect funding for to reaching the counter and cleaning services increased. environment. Veterans. Senior citizens. First responders. vital state programs while oering players reducing transaction times. Infrastructure improvements. All these beneficiaries and the games they want in a safe and responsible And the SCiQ lottery- As shelter-in-place orders came into full eect, access more rely on revenues generated by lotteries. The global manner. For example, Scientific Games branded mobile app to Scientific Games facilities was restricted and strictly COVID crisis demonstrates that industry stakeholders Enhanced Partnership (SGEP) customers allows players to view enforced. Safety measures based on CDC recommendations must work together and invest in growth and innovation to can rely upon technologies like the new which games are on and local and state guidelines were put in place. protect this vital funding. SciTrak ULTRA® with OrderCast™ ML to ensure sale and select a the availability of instant game inventory game for purchase The company’s service technicians are literally on the All notices signify marks registered in the United States. throughout their retail network. The SciTrak once in the store, frontline at retail servicing equipment. In early March, © 2020 Scientific Games Corporation. All Rights Reserved. ULTRA web-based OrderCast ML system further expediting the the Field Service Department, driven by a desire to allows inside sales employees to login from transaction process. protect employees, retailers and consumers while providing home to place orders or for lotteries to set uninterrupted service, began implementing an ocial safety up state-wide auto-orders. Whether orders
44 PUBLIC GAMING INTERNATIONAL • JULY/AUGUST 2020 CASHLESS AND ONLINE CONVENIENCE policy for all Technicians. The policy As more businesses move to cashless and contactless includes PPE usage, equipment- payment solutions in response to consumer fear of using specific grab-and-go sanitizing physical currency, Scientific Games has worked to make this kits, and vests imprinted with UNCHARTERED TERRITORY migration as smooth as possible. The company provides the clear message of “Stay The impact of the global COVID-19 pandemic has been widespread merchant services including card acceptance devices, Back 6 Feet.” and dramatic. Stay-at-home orders and the temporary closure of payment processing, operational support, and fraud/ non-essential businesses caused significant economic repercussions AML mitigation. The solution supports both debit and The quick implementation across the U.S. which will continue for the foreseeable future. At credit, Apple Pay, Google Pay, and other emerging forms of these protocols, the same time, there have been countless displays of ingenuity of payment. which went beyond the and resilience. Huge sectors of the economy moved quickly to requirements of the CDC, accommodate the rapidly changing landscape. Manufacturers Another Scientific Games cashless oering is an eWallet minimized health risks and refitted their production lines in order to make ventilators and which allows players to use funds from casino players helped ease the concerns of personal protection equipment. Delivery companies purchased cards, PayPal, and debit to pay for iLottery purchases. customers, retailers new trucks and hired more employees. Doctors and mental The digital sales surge during the COVID crisis is evidence and employees. health professionals moved patient visits to online platforms. And that this channel has a lot to oer and plenty of room for these are just a few examples of how businesses large and small growth. In preparation for that growth, eWallet accepts a MOVING FORWARD, pivoted to stay viable during this unprecedented time. wide variety of payment methods in the iLottery channel, TOGETHER including PayPal, Sightline, PayNearMe, Instant ACH, As states, businesses, and the economy begin to re-open, WebCash, and more. Going forward, eWallet will utilize a new retail landscape is emerging. Some of the shifts in COVID-19 AND THE LOTTERY INDUSTRY a barcode that players scan at retail to purchase lottery consumer behavior and buying habits as a result of the pandemic are likely here to stay even after the crisis has The Lottery industry has also been forced to are remotely entered, or system generated products while keeping money within the lottery ecosystem. passed. Many consumers, for example, shopped online for pivot and adjust over the past several months and automatically sent directly to distribution the first time over the past few months and will likely continue as consumer behavior and buying habits centers, SGEP-powered supply chains keep BEHIND THE SCENES to do so now that they have experienced the convenience shifted in response to the pandemic. For products continuously in the pipeline. Many of the measures Scientific Games enacted to ensure it oers. Changes in retail operations, such as example, a recent survey indicated that 62% the safe and responsible sale of lottery products plastic shields that protect clerks, are likely to of the respondents are making purchases with Another smart technology that’s proving at retail took place before the games ever hit become a permanent fixture. And closer to fewer shopping trips and 40% are stopping invaluable is the SCiQ® instant game the store. In early February, when the full home, iLottery games will continue to play at fewer places. Another survey showed that ecosystem, which provides real-time sales magnitude of the COVID-19 crisis was still an even greater role in helping lotteries 95% of the respondents currently practice data on the individual instant game ticket unclear, the company’s manufacturing around the world oer convenience to social distancing and 15% indicated that they level, keeping Lottery Sales Representatives and warehouse teams recognized existing players, reach new players will continue social distancing even after the (LSRs) connected to their retailers even the impending implications of and importantly, achieve growth crisis ends. These trends, compounded by when they can’t be there in person to address a worldwide pandemic and and revenue goals. changes in day-part shopping as consumers out-of-stocks, optimize product placement immediately began to implement work from home and skip the commute, mean and price point mix, manage inventory, and an action plan so its lottery partners Emerging from this time of change that it is absolutely critical for lotteries to have ensure the right product is always available. could continue selling games and and uncertainty, it is a worthy the right product available and visible in stores generate funding for the good causes reminder that the work the lottery at all times. The SCiQ digital menu board clearly displays they support. Disinfectants were vetted, industry does ultimately provides much- games and ticket information allowing personal protection equipment was needed revenues to a wide range of good Although the after-eects of COVID are far- customers to make purchase secured, social distancing procedures were causes that improve lives in communities reaching, there are a number of products and decisions at a distance, prior enacted, and the use of commercial deep around the world. Education. Healthcare. The services to help lotteries protect funding for to reaching the counter and cleaning services increased. environment. Veterans. Senior citizens. First responders. vital state programs while oering players reducing transaction times. Infrastructure improvements. All these beneficiaries and the games they want in a safe and responsible And the SCiQ lottery- As shelter-in-place orders came into full eect, access more rely on revenues generated by lotteries. The global manner. For example, Scientific Games branded mobile app to Scientific Games facilities was restricted and strictly COVID crisis demonstrates that industry stakeholders Enhanced Partnership (SGEP) customers allows players to view enforced. Safety measures based on CDC recommendations must work together and invest in growth and innovation to can rely upon technologies like the new which games are on and local and state guidelines were put in place. protect this vital funding. SciTrak ULTRA® with OrderCast™ ML to ensure sale and select a the availability of instant game inventory game for purchase The company’s service technicians are literally on the All notices signify marks registered in the United States. throughout their retail network. The SciTrak once in the store, frontline at retail servicing equipment. In early March, © 2020 Scientific Games Corporation. All Rights Reserved. ULTRA web-based OrderCast ML system further expediting the the Field Service Department, driven by a desire to allows inside sales employees to login from transaction process. protect employees, retailers and consumers while providing home to place orders or for lotteries to set uninterrupted service, began implementing an ocial safety up state-wide auto-orders. Whether orders
45 PUBLIC GAMING INTERNATIONAL • JULY/AUGUST 2020 Scenes from PGRI SMART-Tech Miami March 3– 5
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PUBLIC GAMING INTERNATIONAL • JULY/AUGUST 2020 49 Scenes from PGRI SMART-Tech Miami March 3– 5
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50 PUBLIC GAMING INTERNATIONAL • JULY/AUGUST 2020 Scenes from the WLA/EL Marketing Seminar 1 February 5 – 7 in London
It’s All About the Player played to a fabulous audience. is seminal industry event, held every year the rst week of February, is produced by the European Lotteries and the World Lottery Association. e ICE Gaming Show is held that same week every year. Together, these two events attract industry leaders from all over the world. Highlites from the WLA/EL Marketing seminar include presentations from world-class speakers from outside the lottery industry as well as within our industry, a focus on cutting edge innovation, Women in Leadership presentation and reception, and the EL Innovation awards, and the PGRI Hall of Fame induction ceremony. Most of us think of this as the industry event to kick o the new year and we look forward to seeing you all there in February of 2021! Photos of presenters and honorees follow …
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1. Sabrina Faramarzi 2. Ray Bates 3. Randall Lex 4. Totalizator Sportowy Innovation Award 5. Sina Aiello 6. Risto Nieminen, Hansjörg Höltkemeier, May Scheve, Olli Sarekoski, Younes EI Mechra , Mark Michalko, Rebecca Hargrove, Jim Kennedy, Ray Bates 7. Scott Gallagher 8. Risto Nieminen, Rebecca Hargrove, 9. Paul Jason, Rebecca Hardgrove 10. Ralf Wetzelz PUBLIC GAMING INTERNATIONAL • JULY/AUGUST 2020 51 Scenes from the WLA/EL Marketing Seminar
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1. Paul Kemp-Robertson 2. Martina Olbertova 3. La Francaise des Jeux, Innovation Award 4. Hana Barachova 5. MSL Ukraine, Innovation Award 6. Hansjörg Höltkemeier 7. Matt Strawn 8. Ivor Burns 9. Gordon Medinica, Ray Bates, May Scheve, Reardon, 10. Sean Pillot de Chenecey, Gretchen Corbin, Hansjörg Höltkemeier 11. Rachel Moss 12. George Vassilaras 13. Rebecca Hardgrove 52 PUBLIC GAMING INTERNATIONAL • JULY/AUGUST 2020 1 2 3
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1. Jari Vähänen 2. Camelot Innovation Award 3. Olli Sarekoski 4. Paul Jason 5. Austrian Lotteries Innovation Award 6. Sean Pillot de Chenecey 7. Norsk Tipping Innovation Award 8. Olli Sarekoski, Younes EL Mechra , Recipients of Hall of Fame 9. Silje Tysse 10. OPAP Innovation Award 11. Gretchen Corbin
PUBLIC GAMING INTERNATIONAL • JULY/AUGUST 2020 53 PULSE of the Industry
These news stories comprise a very small fraction of the gaming and lottery news stories posted every day to PublicGaming.com. Too, these stories are the highly edited short versions. You can visit our news website PublicGaming.com and access all of its departments for free, including search to read the full version of the articles. Sign up for our free e-newsletter by sending your e-mail address to [email protected].
Chair and Pennsylvania Lottery Executive Pennsylvania Reports Strong NORTH AMERICAN Director Drew Svitko Vice Chair for Fiscal iGaming Growth in May as On- NEWS Year 2021. line Slots Top $1B in Wagers e Multi-State Lottery Association (MUSL) is a non-pro t association that assists its member Pennsylvania’s growing online gaming industry MUSL Board and Powerball lotteries in multi-jurisdictional game develop- hasn’t completely lled the void of left by the Product Group Officers Elected ment. Each MUSL member o ers one or more closure of brick-and-mortar casinos, but mobile of the games generally facilitated by MUSL, slots and table games are providing the state for FY21 but retains its independent statutory duties with some revenue as the COVID-19 crisis regarding ticket sales, retailer authorization, continues. prize payments, income o sets, and other Pennsylvanians have apparently pursued their responsibilities. happiness online last month. According to the Pennsylvania Gaming Control Board (PGCB), Florida Lottery Reaches Sales more than $1 billion was bet on online slots in Goal for Fiscal Year 2019-2020 the state. e Board of Directors of the Multi-State e May gures from the PGCB indicate that Lottery Association (MUSL) elected Sarah M. online slot machine handle topped $1 billion Taylor, Executive Director of the Hoosier for the rst time. e $1.06 billion wagered Lottery, to serve as Board President for Fiscal in the state last month was more than $300 Year 2021. Taylor started her term as Board million above the total for April. Table games President July 1. Charlie McIntyre, Executive generated $778.5 million in action last month, Director of the New Hampshire Lottery, a nearly $150 million increase from April. e Florida Lottery has ocially reached its previously held the position. Meanwhile, sports betting began to climb again sales goal of $7.26 billion for scal year 2019-20, as the return of competition in May allowed the Sarah will be serving as the 31st MUSL Board surpassing last year’s sales by more than $112.7 state’s online sports betting applications to take President and the rst ever to serve from the million. Strong Scratch-O sales of more than in $77.5 million in wagers. at’s a 68.5 percent Hoosier Lottery. "It’s my honor to help lead $5.5 billion helped account for the majority of increase from the $46 million in bets the books our member lotteries with a strategic plan to the success this scal year. help each one responsibly maximize pro ts for took in April, producing gross revenues of $4.8 all the good causes they support,” said Taylor. million, which in turn created $1.6 million in The South Carolina Education state taxes. At its annual meeting, MUSL Board of Directors also elected, Angela Wong, Director Lottery is reporting a record win of the Montana Lottery, and Bishop Woosley, for education Pennsylvania state lottery sales Arkansas Lottery Director as Vice President e Lottery generated more than $492.8 million have rebounded after initial and Secretary of the Board respectively. for educational programs for Fiscal Year 2020 pandemic drop in Lottery “ is year has given each of us challenges never ending June 30. is surpasses last year’s faced and new unchartered waters to navigate,” transfer by $5.2 million. said Taylor. “We have learned much about our industry, our players, our communities and our bene ciaries. Now, we are implementing the Grover Gaming Announces knowledge gained for future success.” Ramping Up Hiring Efforts Pennsylvania’s Lottery sales dropped 25 percent In addition, the Powerball Product Group Company seeks to add over 40 System & in March as the state shutdown most businesses, elected May Scheve Reardon, Missouri Lottery Product Development professionals in the next including 30 percent of the state’s Lottery retail- Executive Director, to serve as Product Group 6 months. 54 PUBLIC GAMING INTERNATIONAL • JULY/AUGUST 2020 ers, according to data provided by the state on Fri- The Tennessee lottery hires hosts and guest analysts, as well as o ering the day. But in the months since, Lottery sales have Danielle Boyd as sports gaming opportunity for real-time sports wagering. e rebounded, in large part due to a spike in online network o ers reporting on daily odds, match- Lottery playing along with increased spending on operations vice president and ups, injury reports, news and more across the scratch-o tickets, Lottery data shows. Danny DiRienzo as sports gaming NFL, NBA, MLB, NHL, college sports, golf, “We have seen a surge in players turning to the investigator tennis and soccer. Lottery’s online games available on pailottery. com,” said Ewa Dworakowski, a Lottery spokes- Camelot Lottery Solutions and Ar- Amid layoffs, Atlantic lottery head woman. “Online play increased substantially dur- says $100M in business lost to ing the COVID-19 pandemic and is now about kansas Scholarship Lottery Agree 24 percent ahead of estimate for the scal year.” Two-year Contract Extension unregulated offshore gambling sites Pennsylvania lawmakers wrestle Kambi Group plc enters partner- anew with major gambling bill ship with Four Winds Casinos AGLC (Alberta Gaming & Liquor Commission) has entered into Legislation would allow slot machine-like terminals in thousands of bars, restaurants, a 7-Year agreement with Neo- nonpro t social clubs and other businesses that Pollard Interactive to build and hold liquor licenses. maintain Alberta’s legal online It also seeks to banish thousands of unregulated Kambi Group plc is pleased to announce a gambling platform cash-paying “skill” game terminals from a partnership agreement with the Pokagon Band wide array of establishments in Pennsylvania, of Potawatomi’s Four Winds Casinos. Four e online platform will provide a secure, age- including laundromats, pizza parlors, grocery Winds Casinos has three locations in Michigan controlled environment that promotes healthy stores, corner stores and bowling alleys, that do and one location in Indiana. gambling behaviour and fully integrates AGLC’s GameSense responsible gambling program. not have liquor licenses. Under the terms of the partnership, Kambi will install its suite of on-property sports wagering Maryland Casinos Reopen June products in Four Winds’ casino locations in Nevada gamblers now required to 19 and 26 with Social Distanc- New Bu alo, Dowagiac and Hartford, Michi- wear masks at table games that ing, Safety Protocols in Place gan, with an online launch to follow. have no barriers “ e casinos worked intensely with us and with each other to share best practices from across IGT Wins Casino Management Caesars Entertainment and the gaming industry as they developed their System Contract and Majority Scientific Games Extend Sports reopening plans,” said Maryland Lottery and of Class III Game Floor Share Betting and iGaming Partnership Gaming Director Gordon Medenica. “ ere was great cooperation on all sides, and a true focus at Emerald Queen I-5 Casino in in Indiana on ensuring that the casinos are safe for both Washington state employees and customers.” Caesars Entertainment Corp. won FTC approval of a consent order Revolutionary New Casino and for Caesar's merger with Eldo- Sports Betting Laws Create rado Resorts, Inc. Prime Opportunities for Virginia GLMS launches Operational Hub Gaming Industry on the American Continent, at the Nevada Gaming Commission On April 22, 2020, the Virginia General Loto-Québec premises in Montreal, Canada, Approves ‘First Step’ To Expand Assembly enacted into law two revolutionary with the objective being to analyse detect, Cashless Wagering at Casinos bills that legalize the operation of casinos and prevent, and report irregular and suspicious bet- sports betting in the commonwealth. Under the ting activities that could threaten the integrity laws, the Virginia Lottery must draft and enact of sport competitions. GLMS’ main goal is to Lobbyist Jack Abramoff And regulations to govern gambling in Virginia, and provide high quality information and intel- CEO Rowland Marcus Andrade the Board must approve the nal regulations ligence through a peerless monitoring system Charged With Fraud In Connec- under the Casino Gaming Law by April 6, 2021. supplemented by an extended human analysis Regulations under the Sports Betting Law must targeting North American jurisdictions. tion With $5 Million Initial Coin be approved by September 15, 2020. Offering Of Cryptocurrency AML SportsGrid, the U.S. First 24/7 Bitcoin Eileen Moore Johnson Joins Sports Gambling Channel According to the allegations in the charging Scientific Games as Chief Human Launches on Samsung TVs documents, Andrade and Abramo conspired Resources Officer to make false and misleading statements to po- SportsGrid carries live and original program- tential purchasers of a proposed new cryptocur- ming with a team of on-air personalities, expert rency called AML Bitcoin.
PUBLIC GAMING INTERNATIONAL • JULY/AUGUST 2020 55 PULSE
Churchill Downs plans to move business segments starting with the third quarter global responsibility for product development, its BetAmerica online gambling of 2020. Financial results for the second quarter manufacturing, product management, technol- of 2020 will be reported in line with the legacy ogy and delivery of all the Company's portfolio brand onto a GAN platform and a organizational structure. outside of Italy. Kambi sportsbook. e Global Gaming and Global Lottery seg- Prior to his appointment as CEO, Global Lot- ments will have all of the key operating capa- tery, Fabio Cairoli served as CEO Italy of IGT G2E Las Vegas Gaming Expo bilities and autonomy necessary to manage the PLC, where he was responsible for managing all Cancelled business, including product management, sales, business lines, marketing services, and sales for technology and research and development. e the Company's Italian operations. rough his business segments will be supported by central leadership of the largest lottery operator in the 888 Inks Online Gaming Extension corporate support functions that remain largely world, Mr. Cairoli shares insights and best prac- with Delaware Lottery, Preserving unchanged from a leadership standpoint, with tices with other organizations in the Company. the addition of a New Business and Strategic Ini- Prior to his role as leader of IGT New Business Interstate Poker Network tiatives function. e new structure addresses key and Strategic Initiatives, Walter Bugno served as synergy and development areas, while continuing CEO, International of IGT PLC, where he was to ensure appropriate governance. WORLD NEWS responsible for the management and strategic Global Gaming will have full responsibility for development of the International region. He led the IGT Gaming business, consolidating North the Company's lottery, gaming, and interactive America, International and Italy B2C Gaming businesses throughout Europe (except Italy), as IGT Streamlines Business and responsibilities. is includes PlayDigital, Sports well as in the Middle East, Latin America and the Leadership Under New Organiza- and Italy Gaming — led by Enrico Drago — as Caribbean, Africa, and the Asia-Paci c region. well as Global Gaming Sales, Global Gaming tional Structure For more information about IGT, visit IGT.com, Product Management, Global Gaming Studios, go to Facebook at facebook.com/IGT, follow Aligns with the Company's strategic focus and Global Manufacturing, Operations and Services IGT on Twitter at twitter.com/IGTnews, or provides a simpli ed, more agile, and customer- including Global Gaming Technology. centric approach to market watch IGT videos on YouTube at youtube.com/ Global Lottery will have full responsibility for igt. - Renato Ascoli appointed as CEO, Global Gaming the IGT Lottery business, consolidating North - Fabio Cairoli appointed as CEO, Global Lottery America, International and Italy. is includes Global Lottery Sales and Operations, Global Lot- IGT PlayDigital, PlayRGS Solution, LONDON, July 1, 2020 /PRNewswire/ -- and PlayCasino Content Advance International Game Technology PLC ("IGT" or tery Product and Sales Development, and Global the "Company") (NYSE: IGT) today announced Lottery Technology and Support. is structure Digital Gaming for Svenska Spel a new organizational structure focused primarily enhances global strategic vision and framework, Sport & Casino in Sweden on two business segments: Global Gaming and leveraging proven customer focus and execution " e introduction of our powerful PlayRGS Global Lottery. is new structure is designed to: while positioning the organization for improved collaboration and best practices sharing. remote game server and player-tested PlayCasino provide greater responsiveness to customers and digital content, combined with IGT's extensive ex- Reporting to Marco Sala, Walter Bugno will lead players; perience in the government-regulated digital gam- a New Business and Strategic Initiatives corporate increase IGT's e ectiveness and competitiveness ing market, will help ensure the ongoing success of function. In line with the strategic objective of in providing products and solutions that address Svenska Spel Sport & Casino's digital program," having a clear focus on our business' priorities the opportunities of each market segment; said Jonas Reuter, Regional Vice President North- within IGT's portfolio, this group is responsible ern Europe, IGT International. "As part of our harmonize best practices across both B2B and for leading business development in jurisdictions commitment to promoting responsible gaming B2C channels in each product category; and where IGT is not present, and where — while and sustainably growing our customers' business, reduce complexity and increase organizational there may be a company presence — there is no IGT was also among the rst supporting members eciency to support IGT's intrinsic value. de ned product segment presence. to join the Swedish Gambling Association, SPER. "A simpli ed organizational structure grounded Additionally, the New Business and Strategic Ini- We will continue to work with SPER and its in our core competencies creates a stronger, tiatives group is responsible for managing new in- founding member, Svenska Spel, to contribute to a more focused IGT," said Marco Sala, CEO of country initiatives during the start-up phase and sustainable gaming market in Sweden." IGT. "We have always maintained a customer- o ering on-demand commercial support globally e agreement, which is for a minimum term of rst mentality and are positioning ourselves to for key accounts with multiple product require- three years from launch, includes access to the meet ever-evolving needs in a dynamic, global ments. It will also be responsible for managing complete library of IGT PlayCasino game content, marketplace. Global product segments enable key strategic initiatives within existing jurisdic- as well as maintenance, monitoring, and support. us to leverage our extraordinary talent, unique tions as needed and as determined by company One of the most advanced cross-platform deliv- insights as both an operator and service provider, leadership. e group will work in unison with ery systems on the market, PlayRGS provides and economies of scale to continue delivering the two new global business units in delivery of operators with premium game content and plugs unrivalled gaming experiences and create value all initiatives, with nancials rolling up to Global seamlessly into an existing back oce. A single for all stakeholders." Gaming and Global Lottery. integration grants access to an extensive library Reporting to Marco Sala, Renato Ascoli will serve Executive Biographies of slots, table games, video poker and instant win as CEO, Global Gaming; Fabio Cairoli will serve Prior to his appointment as CEO, Global games (eInstants), making them immediately as CEO, Global Lottery. is new structure is Gaming, Renato Ascoli served as CEO, North available to players where and when they want to e ective from July 1, 2020, and IGT will start America of IGT PLC. In this capacity, other than play: on desktop computers, mobile phones, and reporting its nancial results under these two serving all North America Customers, he held tablet devices. 56 PUBLIC GAMING INTERNATIONAL • JULY/AUGUST 2020 In addition to introducing its PlayRGS (remote From FY21 to FY23, and when the subscriptions Manipulation of Sports Competitions (Macolin game server) solution and PlayCasino content, exceed $400 million per year, Jumbo will pay an Convention). Since the conceptualisation and IGT provides Svenska Spel with its PlayPoker additional 4.65 per cent of the exceed value. drafting phase of the Convention, the global lot- (online poker), INTELLIGEN™ VLT (Video Lot- If Jumbo fails to meet or perform any of its obliga- tery community – through EL, together with the tery Terminal) central system, VLTs and content, tions, then Tabcorp may terminate with 30 days' Global Lotteries Monitoring System (GLMS) and as well as land-based casino cabinets and content. notice. the World Lottery Association (WLA) – has fully IGT also recently announced the introduction of supported the initiative and assisted the CoE in its IGTPay cashless technology for VLTs operated by e ort to promote the Convention. National lotter- Svenska Spel. EL PUBLISHES 2019 ANNUAL ies have always been historic partners of sport and IGT PlayDigital's PlayRGS solution powers sites REPORT EL works to ght match xing and to safeguard for more than 100 customers around the globe At the time of writing the 2019 Annual Report, these values. for both lottery and commercial operators. In ad- the world faced the pandemic spread of Covid-19. During the year, EL took further steps regard- dition to Svenska Spel, IGT supplies its PlayRGS In only a few weeks, businesses, and society came ing corporate social responsibility (CSR) with its solution to World Lottery Association (WLA) to a near full standstill in an attempt to halt the vi- newly published CSR Guidelines. On responsible customers including Norsk Tipping in Norway, rus. e consequences, as well as the never before gaming, 63% of Members were certi ed in 2019 Veikkaus in Finland, Loterie Nationale in Bel- seen measures to deal with this situation, were felt with the Commitment Level bringing newly certi- gium, and Lottomatica in Italy. IGT also supplies by lotteries, and no doubt case a shadow over the ed EL Members. On innovation, EL conducted a PlayRGS to Canadian members Loto Québec, 2020 developments in the sector. Nonetheless, EL study on blockchain developments and to further Ontario Lottery and Gaming Corporation, and re ects on a successful 2019 and is pleased to pres- improve the knowledge and data sharing, a Socio- the British Columbia Lottery Corporation. In ent an overview of its activities, which would not economic impact study was issued, the legal study addition, IGT supplies Danske Spil in Denmark have been possible without the ongoing support of was updated, and a study was done on the various with its PlayRGS solution through a third party. EL Members. taxation models under the EL Members. e 2019 saw the 10th EL Congress and Trade Show ght against illegal operators is a priority for EL in Antwerp, hosted by the Nationale Loterij/ and 2019 saw a newly formed Taskforce on Illegal IGT Raises the Bar with Launch of Loterie Nationale of Belgium, bringing together Gambling. PeakBarTop Cabinet over 800 attendees. United in their core values, the EL continued with important partnerships includ- Congress paid homage to that one element that is ing with ENGSO, GLMS, WLA, the European Jumbo Interactive extends agree- at the core base of the lottery sector; chance, and Commission led-initiative European Week of ment with Tabcorp more speci cally, the ‘‘Success of Chance’’. Sport, the ASPIRE project and the Annual Holi- During the General Assembly, EL Members day Lottery Responsible Gaming Campaign. e elected a new Executive Committee and the Association also stepped up its communications re-appointment of Hansjörg Höltkemeier as EL e orts with a revival of its social media channels, President (2019-2021). EL Members also adopted a weekly EL News Brie ng for Members, and the Antwerp Resolution calling for a risk-based an increase in engagement with the EL website, approach towards advertisement restrictions for digital magazine, and media outlets. Digital lottery company Jumbo Interactive (JIN) games a chance – a hot topic for 2019. is is the second EL Annual Report, which has extended its 15-year relationship with Tabcorp thanks again EL Members, the Executive Com- (TAB) for a further 10 years. is extension will In parallel to the General Assembly, a new European Parliament was elected with a new mittee, Working Groups, the EL team and apply to all States and Territories, except Western Partners for all their support in 2019. It was an Australia and Queensland European Commission taking ocer later in the year, headed by President von der Leyen. exciting year and we hope you enjoy reading about Jumbo is currently in discussions with Lotterywest roughout 2019 EL, in close collaboration with our activities, with always one motto in mind –for for its WA customers, but there is no certainty that the Public A airs Coordination (PAC) Working the bene t of society! any agreement will be reached. For this 10-year Group updated relevant advocacy materials for Happy reading! extension, Jumbo will pay an upfront fee of $15 policymakers. Relevant EU dossiers were followed, million to Tabcorp, and a service fee of 4.65 per with EL’s advocacy role continuously based on the Peter Christensen has been ap- cent based on the ticket subscription price. Jumbo importance of a sustainable lottery model for the has also rearmed its FY20 guidance, announcing bene t of society and the principle of subsidiarity. pointed by the Minister of Finance that there will be 39 large jackpots in FY20 with a EL also supported various Members with regula- as the new Chairman of the Board value of $1.57 billion. tory discussions at national level. of Directors of Danske Spil " e next 10 years will see a lot of advances in the Looking back at 2019, EL is proud of its many lottery industry both in Australia and abroad. e In addition to experience from the private activities and achievements as an Association. Lot- sector as well as many years of experience from new 10-year reseller agreements are the longest tery professionals had the chance to participate in ever term in Jumbo's history and provide a basis the political system, Peter Christensen also has all sectors of interest from marketing, innovation, knowledge of the gaming market from his post for continuing expansion," CEO and Founder sports betting to responsible gaming, legal and Mike Veverka commented. "In addition, grow- as chairman of the board of directors of Det retail. e EL education programme continued Danske Klasselotteri A / S. ing the Australian online lotteries business with with the rst-ever Executive Module of the EL continued access to Tabcorp's existing successful Corporate University (ELCU), and EL launched portfolio of lottery games, Jumbo will continue to the Women’s Lottery Leadership (WiLL) Mentor- Danske Spil Appoints Nikolas pursue international lottery opportunities, leverag- ing Pilot Programme in Europe. Lyhne-Knudsen as its New CEO ing Jumbo's lottery software-as-a-service (SaaS)," Danish national lottery and gaming operator he added. 2019 saw the historic entry into force of the Council of Europe (CoE) Convention on the Danske Spil has appointed Nikolas Lyhne- PUBLIC GAMING INTERNATIONAL • JULY/AUGUST 2020 57 PULSE
Knudsen as its new chief executive ocer. ization, analytics, player engagement and market- in the global sports betting sector and its rapid rise Lyhne-Knudsen will assume the role on October ing and a comprehensive set of betting-speci c recently is expected to transform the landscape 1, replacing Susanne Mørch Koch, who has been functionalities. of the gaming industry. According to the eSports in the role since April 2017. Koch announced her In parallel, INTRALOT has enabled the launch Ecosystem report from Business Insider Intel- intention to step down in March to become the of eSports Betting supporting the innovative quest ligence, the size of the eSports market will surpass new CEO of Danish amusement park operator of TSLC to enhance its sportsbook and o er $1,5 billion dollars in 2023, while it is predicted Tivoli. Lyhne-Knudsen joins Danske Spil from an unparalleled player experience through new that Asia, which is considered the most popu- Danish public-service radio and TV broadcast- content. e new eSports games are powered by lated region of the world, will provide the highest ing company DR, where he served as director of SPORTRADAR with the rst one launched being increase of eSports fans. economics, technology. the major and most popular League of Legends (LOL), available in both retail and online chan- La Française des Jeux : French INTRALOT Powers Taiwan Sports nels. Additional eSports titles are planned to be lottery group FDJ says lockdown Lottery Corporation with new introduced in the near future. knocked 100 million euros off CMS Solution and eSports Games “We are pleased to successfully have integrated earnings the new multi-tool CMS, INTRALOT Canvas, INTRALOT is pleased to announce the successful that will help us address operational eciency and launch of INTRALOT Canvas, its advanced con- achieve a fast time-to-market response,” said Mr. UK: Camelot gets six-month Na- tent management system (CMS), and new eSports Ted Lin, President of TSLC. “In addition, the tional Lottery extension games for its long-standing customer Taiwan introduction of new eSports games in Taiwan will Sports Lottery Corporation (TSLC), the market give us the opportunity to enter the fastestgrowing Camelot, the games business, is to get a six- exclusive licensed betting operator, that will level eSports betting market and broaden our audience month extension to run the National Lottery, as up the betting experience of its players. with players from di erent segments.” regulators press pause on an auction to run the competition next. With time-to-market being a key di erentiator “We are excited to see our long-standing partner in in the digital space, INTRALOT Canvas will Taiwan TSLC, paving the way in gaming and keep empower TSLC to rapidly build and con gure growing,” said Dr. Chris Dimitriadis, INTRA- UK GC data shows May recovery a responsive HTML5 betting portal o ering a LOT Group CEO. “At INTRALOT, we capitalize for UK sports betting; virtuals and full-featured betting experience, optimized for all on our technological expertise to meet the evolving poker down screen sizes, with customized, personalized and market demand and help our customers o er rich betting content o ering for their online play- steadily an elevated gaming entertainment to their New data published by the Gambling Commis- ers, di erentiating TSLC from the competition. players”. sion shows a May recovery for sports betting after INTRALOT Canvas is a truly powerful CMS, months of sports cancellations and lockdowns. featuring embedded software tools like personal- ESports betting has become an emerging segment iLottory from page 16
a row. It was a hit and attracted a di erent can be overwhelming.” Doug said. “So seek Shannon, the preeminent veteran of iLottery player than they had been seeing. out trusted partners. And I don’t just mean as she has worked on the Michigan online “So, we launched another game alongside vendors. From Charlie in New Hampshire e ort for six years, said working with called Pennsylvania Payout with the PA to Shannon in Michigan to Stephanie in colleagues throughout the industry has been keystone and the tumbling mechanics,” he Pennsylvania, there is a wealth of wisdom interesting – and fun. said. “Again, it was a hit and broke all sorts available for lotteries among their colleagues. “We are all de nitely leaning on each other of records. We used data collected from a If you nd the right people to talk to, you can and learning from each other,” she said. previous game, made some calculated tweaks, make sense out of what is before you and help “Since we are all monopolies within our and launched a game that was very good for avoid any missteps.” states, it’s easy to cheer on another lottery. the lottery. Data helped drive our decisions.” Charlie’s advice was to get it correct right out at has been enjoyable. WE’RE ALL IN THIS of the starting gate. Closing out the discussion, Stephanie said, “Do it right the rst time,” said Charlie. “I “Now that a number of lotteries are selling TOGETHER know that sounds so simple but if you can online, we can establish best practices. As e panelists said they are all cheering for reach the players the rst time, make a great an early adopter, Michigan established the their colleagues to go forward with iLottery, rst impression, that’s a lot easier than trying baseline for iLottery programs and as more where legislatively possible. And they o ered to get them back down the road. If a new lotteries have come on board, we have been some sage advice. player has a bad experience on your site, there able to see what works and what doesn’t. is so much other content out there for their What are the best practices for payout, launch For NPi, which has now launched and entertainment and you might just lose them. frequency, number of games in market? We’re operated a series of iLottery programs that all in this together and lotteries can help each have demonstrated measurable impacts to the “To use a construction phrase, ‘Measure other make their programs as successful as good causes that lotteries support, lotteries twice, cut once,’” he said. “ e early people possible.” should choose veteran partners who will you attract with the large marketing spends provide good advice. and player retention e orts will provide e most exciting take-away: For all its success enormous lifetime value. Make sure they’ll to date, iLottery continues to be a work in “With everything that lotteries have to do like what you are o ering.” day-to-day, launching an iLottery program progress with more upside potential than ever.
58 PUBLIC GAMING INTERNATIONAL • JULY/AUGUST 2020 POST-COVID-19 LOTTERY: THE MOVIE NASHVILLE 2020 Co-hosted by PGRI and the Tennessee Education Lottery Corporation Join us on October 13 – 15 at the Sheraton Hotel in Nashville
NAVIGATING
THE FUTURE Post-COVID-19 Lottery: The Movie of staying ahead of the game. At GLI, our team is committed to helping you mitigate risk by providing the Neither conference nor webinar, Post-COVID-19 Lottery: The Movie is both, valuable information and education needed to find your best path forward for lotteries and iLotteries. We’re and aspires to be the Gaming Theory of Everything. Building a “Theory of here to be your partner, offering over 30 years of expertise as you face today’s new hurdles in the world Everything”, at least in the Brainiac world of physics, has been shown to be not entirely possible. But the aspirational goal and the journey itself promises to yield a wealth of insights that place our industry-specifi c issues into the broader context of global trends and vision-driven momentum to meet the future head- on ... with gusto, confi dence, and actionable strategies. All are invited to be a OF GAMING part of Post-COVID-19 Lottery: The Movie. Nashville 2020 In Nashville on October 13-15, Post COVID19 Lottery: the Movie will be live- Co-Hosted by the Tennessee Lottery streamed and video-recorded for maximum impact. Join us on October 13 – 15 at the Follow PublicGaming.org (our conference website) or PublicGaming.com (home- Sheraton Hotel in Nashville! page and news website) for updates and to follow the production process as we toil to create a new kind of experience, digitally transformed to not just enable but enrich and enhance the joy of working and striving together. Join us in person n Event Info & Details: www.PublicGaming.org Nashville or join us online for the celebratory Premier of Post-COVID-19 Lottery: n News website: www.PublicGaming.com The Movie. Either way, let’s come together to re-imagine the collaborative process and continue to build a bright future for Lottery and good causes. n View video-recorded presentations: www. PGRItalks.com We look forward to seeing you in Nashville! n e-mail: [email protected]
PGRI LIVE LOTTERY gaminglabs.com ENGAGEMENT HUB JULY/AUGUST 2020
www.PublicGaming.com WORKING Contact your Sales Rep for more information. TOGETHER TO BUILD A SUSTAINABLE FUTURE FOR LOTTERY AND GOOD CAUSES
October 13-15 in Nashville
WILLY WONKA & THE CHOCOLATE FACTORY and all related characters and elements © and ™ Warner Bros. Entertainment Inc. (s20) © 2020 Scientific Games Corporation. All Rights Reserved. Co-hosted by the Tennessee Lottery