Retail and Lottery Positioned for Growth in a Post-Pandemic World

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MAY/JUNE 2021

www.PublicGaming.com RETAIL AND LOTTERY POSITIONED FOR GROWTH IN A POST-PANDEMIC WORLD

Feature Interviews John F. Davis, Secretary, Florida Lottery Jay Finks, Executive Director, Oklahoma Lottery Commission (OLC) Eric Hagler, Director, Office of the Arkansas Lottery (OAL) ILLUMINATING YOUR PATH TO GREATNESS

LETTER FROM THE CEO To all our clients and partners around the world,

The pandemic has been difficult for all of us in the gaming, lottery, and hospitality industries, compelling us to reinvent our businesses overnight, while dealing with the loss of loved ones and battling the emotional hardships that will leave a lasting impact on us and our families.

Though 2020 was one of the most challenging times for our industry and the world, I’m excited that we have been able to take the steps necessary to return to a more normal life. Personally, I’ve taken this time to reflect on our business, ensuring that our global team of 1,200+ advisers, testing personnel and security team members continue to serve you and your shifting needs. Since our founding in 1989, GLI has always focused on helping our clients thrive, no matter the circumstances. Working with you to solve difficult problems and create growth and success is what drives us; it’s in our DNA.

During the pandemic, we recognized that clients needed not only a trusted testing lab, but a strategic adviser to help them evaluate and capitalize on new opportunities across the globe. We were quietly ready to help. We helped clients transition to cashless technologies and pivot into new global iGaming and digital markets at an accelerated pace. As global cybersecurity threats reached an epic level, Bulletproof, a GLI company, worked tirelessly to provide security services to clients including security and penetration testing, security audits, end-to-end network security, and 24/7/365 monitoring. As an industry, we’ve learned a lot and should be proud of our collective agility.

As we emerge from the pandemic and shutdowns, we are ready to expertly help our 480+ regulatory and lottery clients, as well as operators and suppliers to understand new legislation, regulations and cybersecurity requirements. We’ve reinvigorated our end-to-end compliance and testing road map to better accommodate all your needs, from the earliest quality assurance tests and user acceptance testing, straight through to final compliance certification. We’ve also reshaped our leadership team for the GLI of tomorrow with an even greater focus on client partnership, world-class service delivery, and team member growth and engagement.

Our global team of advisers and testing personnel has been hard at work preparing for what’s next. We can leverage decades of experience to help you achieve your goals—no matter how big or small, or how unique the challenge. At GLI, this has always been our core mission, and as we look toward the future, it will remain our ongoing promise to you.

Simply put, we’re ready whenever you’re ready.

I cannot thank our clients and partners enough for your continued collaboration and trust as our industry returns stronger than ever.

Sincerely,

James Maida gaminglabs.com CASH IS KING

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CONTENTS Publisher & Chief Executive Officer FEATURED INTERVIEWS Paul Jason [email protected] 12 14 16 President Susan Jason [email protected] Brand and Design Dan Eggers Design Honored Founders Doris & Duane Burke Contact Information 12 One of the most successful lotteries in the world continues to drive T: +425.449.3000 F: +206.374.2600 innovation and bold growth initiatives For email address changes, John F. Davis, Secretary, Florida Lottery Lottery Corp. subscription requests and 14 Making sure that Retail Modernization works in our favor to produce requests to be placed on sales increases and positive ROI our e-Newsletter distribution list, contact: Jay Finks, Executive Director, Oklahoma Lottery Commission (OLC) [email protected] 16 Arkansas Executive Director Brings Fresh Eyes, Varied Background to PGRI, Inc. His New Role 218 Main Street, #203 Eric Hagler, Kirkland, WA 98033 Director, Office of the Arkansas Lottery (OAL) PublicGaming.com Subscriptions FEATURED ARTICLES Annual Public Gaming International magazine subscription rates: United States: $145 USD Canada & Mexico: $160 USD All other countries: $225 USD Public Gaming 10 18 International Magazine 10 Blame it on Montana Published six times a year and distributed to readers all around Duane Burke describes the start of Public Gaming Research Institute (PGRI) the world. Electronic version is 18 B2B: Focus on Retail e-mailed and is also available on Article based on a Roundtable Discussion conducted at PGRI Retail our news website: PublicGaming.com Modernization eConference featuring: Max Goldstein, VP of Sales for the Americas, Carmanah Signs May/June 2021 Mary Harville, President and CEO, Kentucky Lottery Volume 48, Issue 3 Adam Perlow, VP and COO, Northstar New Jersey ©2021 all rights reserved. Terry Presta, Public Gaming Research Institute Head of Business-North America, Abacus Solutions cISSN: 1042-1912 Sarah Taylor, Executive Director, Hoosier Lottery Frank Taylor, SVP of Sales, Georgia Lottery

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©2001-2021 GAMING REALMS PLC. Data points since 2001 www.gamingrealms.com © 2021 Scientiﬁc Games Corp. All Rights Reserved. FEATURED ARTICLES CONT. Visit Our Family 20 B2C: Lottery Focus on the Consumer 20 Of Websites Article based on a Roundtable Discussion conducted at PGRI Retail Modernization eConference featuring: Shannon DeHaven, Vice President of Digital Engagement at Pollard Banknote PublicGaming.com Gregg Edgar, Executive Director of the industry news & information Arizona Lottery 23 PGRITalks.com Gordon Medenica, Director of the videos of conference presentations Maryland Lottery, PublicGaming.org Matt Strawn, CEO of the Iowa Lottery PGRI conference information 23 Eurojackpot cooperation heads into PGRIDigitalLibrary.com the future with Andreas Kötter, CEO 26 45 magazine archive of past issues of WestLotto, as Chair 24 Customer-centricity: A New PGRIDirectory.com listing of lotteries and vendors Meaning to Putting the Customer First PGRIAwards.com Pollard Banknote Showcase of industry honorees recognized by the 26 Offline, We Miss You: The role of 28 Lottery Industry Hall of Fame touching, feeling, and tangibly PGRI Lifetime Achievement Award experiencing our world Sharp Award for Good Causes Christina Boubalou, Group Marketing Director, INTRALOT 50 Lottery Industry Statesman and Stateswoman Award 28 Real-Time Partnership & Strategic Rebecca Hargrove Mentorship Award Planning Position Texas to Maximize Collaboration Award Growth Opportunities, IGT 40 34 O Canada! Exploring Lottery in the Great White North Scientific Games Subscribe To Our 40 Going Mobile with the flexible app Free Digital Newsletters that has over 55 features, IGT Receive our daily newsletters at no charge, published 5 times a week to bring you the latest breaking DEPARTMENTS news in the global lottery industry. Send an e-mail to: 8 From the Publisher 22 [email protected] Paul Jason with “add to Daily Digest list” in the subject line. 22 MUSL 2by2® Draw Game Expands West to include Kansas, Nebraska, North Dakota, Wyoming Lottery and Idaho Lotteries MUSL NEWS (Multi-State Lottery Association) 46 Pulse of the Industry Synopsis of Recent Gaming Industry News

6 PUBLIC GAMING INTERNATIONAL • MAY/JUNE 2021

From the Publisher

Dear Friends, and his spirit will always shine brightly We are saddened to share the passing of in our hearts. He is survived by his our dad, Duane Burke. Duane lived an daughter Susan Jason and her husband accomplished and adventurous life, starting Paul; son Stephen Burke and wife Anne; new businesses, writing books, travelling, grandchildren Nicolle Meyers (Matt), Julie and raising two children with Doris, his Drozdov (Brian), Robert Burke (Greer); wife of 65 wonderful years. Dad’s career and great-grandchildren Ella, Jack, and was astonishing for its diversity: He was an Lillian. And I will always draw inspiration engineer with the Boeing Corporation until from Duane for his resilience and his he was 41 years old when he struck out abiding kindness and love. on his own to start a company that ended We asked Rebecca Paul Hargrove up being a publications and conference (President & CEO Tennessee Lottery and company in the lottery industry – and all President of the World Lottery Association that when he had no experience in any of who first met Duane in 1985 and was those fields. He was also a pilot, writer, a close friend ever since) to share her legendary. But what I will miss the most piano player, raconteur, the list goes on. remembrance of Duane. is his smile and the twinkle in his eye He even started a foundation called Goals Rebecca: Duane served as a mentor for whenever Doris was near. R 4 Kids after he retired from starting dozens of lottery directors, myself included. businesses. By the time you receive this, we will have He provided training and completed our third eConference – Digital educational opportunities Lottery on June 16 and 17. The pandemic when none other existed in has given rise to many changes in the way the US. Whenever a new we do things, from conducting meetings state or country decided to to shopping and working. Many people assess whether to implement lament the explosion of virtual meetings a lottery, Duane and Doris and yearn to return to life as we knew it were the first they would pre-COVID. To be sure, change has been call. Many of the businesses foisted on us without our consent and in with a new idea for our ways that were not always agreeable, and industry which are providing sometimes in ways that were downright services today, are doing so unpleasant. And of course, we all look with the help and guidance forward to seeing each other and being able given by Duane. For Doris to interact and socialize and meet in person. and Duane, it was never as I would respectfully submit, though, that much about business and there may be some good things to come “the industry” as it was about from the fast-track adoption of new ways of people, connecting with doing things like video-conferencing and people and helping wherever working remotely. In 1971, he and his wife Doris founded and however they could. The list of their the Public Gaming Research Institute, accomplishments is lengthy, including Thank you John Davis, Jay Finks, and Inc. (PGRI), a Publishing and conference the creation of PGRI and its magazine, Eric Hagler (interviews featured in this management company for the world representing the early association of issue) for sharing your vision for your state lottery industry that celebrates its 50th lotteries (NASL) as a lobbyist on Capitol lotteries and for the lottery industry. We anniversary this year. Duane and Doris Hill and state capitols, the creation of the look forward to seeing you and everyone held conferences around the world in 64 ﬁrst industry conferences and trade-shows, at Lottery Expo Nashville in October. countries. He was a registered lobbyist the founding of the Lottery Industry Hall The specific dates and hotel venue should for the North American Association of of Fame and Lottery Industry Lifetime be posted by now on our news website State Lotteries from 1974 to 1980. In Achievement Awards, and founding a PublicGaming.com. 2006, Duane and Doris started the Goals Guatemalan company to operate video Learning Institute which published Goals lottery and generate funds for children’s R 4 Kids. health programs. But it was always really Duane lived a wonderful life and was about the people and the Good Causes beloved by many friends through the years. supported by government lotteries. Whenever anyone needed a pep talk, the Paul Jason, Publisher His warm smile, kindness, generosity and Public Gaming International Magazine love were such a blessing for everyone, Burke’s were there. Their generosity was

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© 2021 IGT. The trademarks used herein are either trademarks or registered trademarks of IGT, its affiliates or its licensors. BLAME IT ON MONTANA RE-Printed from September 2011 In Memoriam of Duane Burke 1931 to April 30, 2021 ON THE OCCASION OF THE 40TH ANNIVERSARY OF PUBLIC GAMING RESEARCH INSTITUTE by Doris & Duane Burke

t has been amazing to see how the world lottery industry has grown over the past 40 years! We are very proud of the men and women in government and industry who have created this great success. You have done an inspirational job! IIt is also amazing to see that Public Gaming Duane, Susan, Paul, and Doris Research Institute continues to be a part of the industry. We feel privileged to have been a part of this great industry and to have, perhaps, made a small contribution to its The Founders of Public Gaming Research success. We are also proud of Susan and Paul Institute and Pioneers in the Lottery Industry: Jason for continuing, and improving upon, this tradition. Duane and Doris Burke Some (a few; actually, one person) ex- Introduction by Paul Jason: I am often asked about my in-laws, Doris and pressed interest in what inspired us to start Duane Burke. Doris and Duane retired five years ago and invited their daughter, Public Gaming Research Institute. So, here is Susan, and Susan’s husband, me, to take the reins of Public Gaming Research the short version. While working in new busi- Institute. I am happy to say that Doris and Duane are doing fantastically well. The ness development at the Boeing Company's four of us live just east of Seattle, Washington and get together at least twice a Boeing Computer Services subsidiary, we week. While they are very happily retired, they do enjoy the news of the industry developed a plan for using the company's almost as much as we enjoy sharing it with them. I asked Duane to describe computer and human resources to help New how he and Doris got started in the business and adjacent you’ll see their story. York City and other regions of the state, as well as other states, use off-track betting I will fill in a few of the blanks. The Burkes dedicated 36 years to promoting the on horse-racing as a way to raise money for health and prosperity of the lottery industry. But for Doris and Duane, it was good causes, in lieu of increased taxes. New never so much about “the industry”. It was about people, connecting with peo- York was one of three states that had lotteries at that time (1971). The tipping point, though, ple and helping wherever and however they could. The list of their accomplish- for starting Public Gaming to foster lotteries ments is lengthy, including the creation of this publication, representing the early and other gaming for good causes, was legis- association of lotteries (NASL) as a lobbyist on Capitol Hill and in state capitols, lation filed in Montana that proposed to legal- the creation of the first industry conferences and trade-shows, the founding of ize all forms of gaming with no provisions to the Lottery Industry Hall of Fame and Lottery Lifetime Achievement Awards, and benefit good causes. We lobbied the Montana founding a Guatemalan company to operate video lottery salons and generate legislature and subsequently concluded that funds for children’s health programs. But it was always really about the people other states needed help and so we started an information service to help the states and and the Good Causes supported by government lotteries. the companies interested in this new "gaming Their advice to us four years ago was simple. Never ever lose sight of the mis- for good causes" field. sion of supporting the lotteries. Let’s just extend a Thank You for all they have Well, enough of that. The important thing is done for the industry. And a personal Thank You from us, from Susan and Paul, your continued success. So, we wish you all to Doris and Duane for being a friend, mentor, and for guiding us in life as well as the very best for continued growth and success on behalf of good causes! in business. n

10 PUBLIC GAMING INTERNATIONAL • MAY/JUNE 2021 Embrace innovation Don’t get left behind

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ONE OF THE MOST SUCCESSFUL LOTTERIES IN THE WORLD CONTINUES TO DRIVE INNOVATION AND BOLD GROWTH INITIATIVES John F. Davis, Florida Lottery Secretary

PGRI Introduction: Secretary Davis is an accomplished leader with more than 20 years of service in the public and private sectors. Prior to his appointment to lead the Florida Lottery in October 2020, John served as the Executive Vice President of the Orlando Regional Chamber of Commerce, where he established solid organizational structures that accelerated revenue and growth. He was also the President of the African American Chamber of Commerce of Central Florida, overseeing businesses and organizations in six counties. In 2018, Orlando Magazine named Secretary Davis one of the Top 15 Leaders to Watch. The Florida Lottery's mission to maximize revenues to enhance education in Florida is something that Secretary Davis holds near and dear to his heart. His previous leadership roles in the greater Orlando community were rooted in supporting youth and students to help them achieve their dreams. And lotteries for innovative claims and payment prior to his career in the public sector, Secretary Davis co-founded a private options that are new to market, and we are business aimed at offering professional training services and youth sport aiming to have this new system in place programs. within the next 18 months. Another opportunity we are seizing to enhance our players’ experience is an Paul Jason: What are a couple of the high- outlined below, focus on improving player overhauled Website Redesign. This project priority initiatives planned for the Florida expectations and providing convenient ways focuses on an updated design that leverages Lottery over the coming 12 to 18 months? for them to learn about and engage with our best-in-class UX (user experience) and products. technology to keep our players informed John Davis: The Florida Lottery, at its and engaged. We are leveraging a new CMS core, sells tickets and pays prizes. While The legislative session here has just ended, (content management system) that will every ticket we sell may not result in a prize and the Florida Lottery was fortunate to allow real time updates, internal efficien- payment, there is always a winner when a receive funding for each of its Legislative cies in workflow, and more clearly defined Florida Lottery ticket is purchased – our Budget Requests, including replacement of governance over the website content. Our state’s schools and students receive funding our Prize Payment System. The current desire is to build something that works to help enhance educational opportunities system we utilize was developed internally today but is flexible enough to carry us into and scholarships; retailers reap the benefits by Lottery staff more than 10 years ago. the future. We are working closely with of increased foot traffic and revenue; and As with other lotteries, the Florida Lottery our Advertising agency to help with design players win money ranging from modest experienced challenges during the pandemic and customer experience tools that ensure a payouts to grand prizes – essentially, we are that led to innovative ways in which to pay consistent look, feel, and tone across ALL of all winners! As we look to our Path Forward, our players. We plan to incorporate these our marketing efforts. the initiatives we have planned focus on methods into our new claims and payment maximizing efficiencies with relevant system, which we foresee far exceeding our Our Southeastern Grocers Floor Mer- innovations that allow us to not only be current system’s limitations and allowing chandising Project is a high priority one of the most economical lotteries in the our business to grow with its ever-changing initiative we are looking to expand upon nation, but one of the most productive, customer needs. We are currently collaborat- in the very near future. This pilot project too. A few of our high-priority initiatives, ing internally and reaching out to other with Winn-Dixie, one of the largest Continued on page 32 12 PUBLIC GAMING INTERNATIONAL • MAY/JUNE 2021 Digital Ticket Menu Board

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MAKING SURE THAT RETAIL MODERNIZATION WORKS IN OUR FAVOR TO DRIVE SALES INCREASES AND POSITIVE ROI Jay Finks, Executive Director, Oklahoma Lottery Commission (OLC)

PGRI Introduction: Jay Finks has been with the Oklahoma Lottery Commission since its launch in 2005 and was appointed Executive Director on November 1, 2020. Jay began his career at the Lottery Commission in the Marketing Department and has served as the Marketing Manager, Marketing Director and Director of Marketing and Administration before his appointment to Deputy Director in January of 2019. He brings over 20 years of experience to the position in the felds of strategic marketing, product development, and advertising. Jay was awarded the 2010 Powers Award for excellence in Marketing. Some aspects of Retail Modernization have not always delivered the desired results. Historically, players have tended to spend more at the counter than they do at self-serve lottery ticket vending machines. Does that mean that the lottery industry should push back against consumer trends like self- Walmart Super Centers (a test that could serve? Jay talks about why Lottery needs to evolve with the consumer- have major implications for many other driven retail modernization trends, and how our actions can ensure these Lotteries). trends deliver value for the Lottery as well as value for the players and our Is there a shift away from clerk assisted retail partners. full-service retail? J. Finks: There is a reason the Walmarts and Lowes of the world are embracing Paul Jason: What are a couple of the February and are planning on a $50 ticket self-service … consumers want that choice. high-priority initiatives planned for the by the end of this year. We have our foot on To resist this major trend only serves to set Oklahoma Lottery Commission (OLC) over the gas. us further behind in our efforts to engage new an ever-changing set of play styles and the coming 12 to 18 months? Two, we are seeing an explosion of activity preferences. Jay Finks: Two priorities are rising to the on the corporate retail side of the business. forefront as we continue to keep pace with Expansion, mergers and acquisitions in I don’t think we will ever get away from the our exploding business ¬– total sales up the retail sector are creating additional power of clerk-assisted retail but we can’t 133% over the past 4 years. One, we are opportunities for our business. With the ignore how strong a complement self-service aggressively attempting to capture as much growth in sales and ultimately commissions is to it. They work together to provide market share as possible while there are for the retailers, the corporate chains have consumers with stronger choices to engage still limits to discretionary spending (with taken notice and are seeking out additional in our brand. Additionally, we are seeing casinos, movie theatres, and other forms resources to support the growth of lottery. it work not only as a complement, but also of recreational entertainment not at full By the end of the calendar year, in our as a stand-alone POS in convenience stores. capacity). Typically, for instance, a Lottery top 3 chains alone, we anticipate having In the end we will always look to combine may wait years to launch a full complement a self-service machine in over 80% of counter sales and self-service, but we can’t of high price point tickets. Now however, their stores. And it’s not stopping there… be afraid to break the model and try new the OLC is being more aggressive during we are launching Quick Ticket in almost approaches. We must be ready to evolve what we see as a window of opportunity. 500 Dollar General stores in the next two with the consumer shopping trends that are In December of 2019 we launched our first months and executing a test program with driving retail modernization. our large-size HD self-service machine at $20 ticket. We launched our first $30 in Continued on page 43 14 PUBLIC GAMING INTERNATIONAL • MAY/JUNE 2021 jackpotAd.indd 1 26/05/2021 18:21:05 PGRI INTERVIEWS ARKANSAS EXECUTIVE DIRECTOR BRINGS FRESH EYES, VARIED BACKGROUND TO HIS NEW ROLE Eric Hagler, Director, Office of the Arkansas Lottery (OAL)

PGRI Introduction: As the Director of the Office of the Arkansas Lottery, Eric Hagler is responsible for running all facets of lottery operations for the State of Arkansas, including administration of the Arkansas Scholarship Lottery. Mr. Hagler was appointed to the directorship in August 2020 by Governor Asa Hutchinson, leading to his return to Arkansas from Southern California where he held senior executive positions for almost two decades. Prior to joining the Lottery, Mr. Hagler co-managed a large commercial real estate portfolio for a Huntington Beach-based PFO with a market value of $120 million. Over the course of his executive career, he has served as General Counsel to Wedbush Securities and Crowell-Weedon & Co. (now D.A. Davidson), where he was an equity partner. After completing his service with Crowell Weedon & Co., Mr. Hagler served as President of a Newport Beach, CA based investment holding company, where he navigated the sale of all subsidiaries to a Fortune 500 company. Prior to his corporate career, he served as a Special Associate Justice for the Arkansas Supreme Court, as well as serving as Benton County Magistrate Judge. Mr. Hagler began his career by serving as a prosecuting What do you think is the likelihood of attorney for the State of Arkansas. He is a graduate of the University of Arkansas iLottery being approved in your state, (B.S.B.A.), and the University of Arkansas-Little Rock School of Law (J.D.). maybe in the next two years? Do you expect any other regulatory changes to be enacted in the near future? Paul Jason: What are a couple of the high- and noble goal, however, there are points priority initiatives planned for the Arkansas of inflection where the continued sale of E. Hagler: Our team is unified in the Lottery over the coming 12 to 18 months? certain games or price points simply does belief that e-commerce transactions are a not make economic sense. This ensures critical component of the modern business Eric Hagler: OAL is experiencing a record proper balance within the game portfolio. landscape. The lottery sector has borne sales year. . But, with growth comes certain We have only recently implemented the witness to both the successes and struggles growing pains which can create inefficien- margin analysis method and we are in the of the early adopters of iLottery. There is cies. In response, we are simultaneously early stages of gaining additional clarity now objective data available that serves to evaluating our overall operations. A prime around the ebb-and-flow of certain games inform the decision-making process. What example of our review is our migration to a and price points. Currently, we are using the was once simply a hypothesis supported by fully-automated draw procedure, a process data results for fiscal year planning, but we a theory now enjoys proof of concept. There that was spearheaded by OAL Security are eager to develop avenues for mid-year is no doubt that omni-channel distribution Director Angela Springer. The automated portfolio pivots designed to ensure that we will be necessary for any lottery to effectively draw procedure has served to advance the are properly managing the profitability of compete for consumer discretionary spend. integrity and efficiency of our process. The our game suite. Meeting consumer demand We opposed a bill in the current legislative newly implemented Szrek2 Solutions draw is the primary driver for our offerings, but session that would have authorized a limited platform also serves to reduce the potential effective marketing can also drive sales to form of iLottery. Senior management’s for error. Human verification is still games that are in need of market traction. goals and vision for iLottery did not align necessary, but the process itself is a closed At the end of the day, OAL’s statutory with the proposed legislation. To be sure, I environment with a complete audit trail. mission is “to raise Net Proceeds for scholar- believe that Arkansas must move towards Another example of our focus on operational ships in a responsible manner.” We believe an adoption of iLottery to ensure continued efficiencies is the creation of a procedure operational and financial efficiencies are the growth. With that being said, we have a for conducting an ongoing margin analysis cornerstone for driving sustainable increases wonderful relationship with our lottery of our game suite. Increasing sales is a true in sales. retailers and any move into the digital Continued on page 32 16 PUBLIC GAMING INTERNATIONAL • MAY/JUNE 2021 Multi-Lane-PrintAd-2021-8.375x10.875-V1.0.indd 1 2021-05-04 5:21 PM PGRI INTERVIEWS BUILDING STRONG BONDS WITH LOTTERY’S RETAIL CHANNEL PARTNERS

The following article is based on a Roundtable Discussion conducted at PGRI Retail Modernization eConference on April 13.

Under normal circumstances, owning and operating a business is stressful. It is even more so for the businesses where lottery products form of equipment, lottery products and marketing/advertising. Perhaps the most are sold. Payroll, rent, stock control, marketing, popular piece of equipment is the jackpot personnel – there is no shortage of issues which signs which are often visible from the gas pumps and passing streets (certainly when keep business owners up at night. a customer approaches a store). Many of those signs are supplied by Carmanah Signs, where support of the brick-and-mortar ow, throw in a worldwide To better understand the decisions being locations is of primary importance. pandemic and government- made by lottery retailers, it helps to review “We are seeing an increase in investment mandated lockdowns, and it’s a the landscape and pressures faced by these by retailers in digital – not necessarily wonder lottery retailers stayed in businesses. Setting that stage was Terry digital sales, but in-store digital marketing business, let alone thrived. But thrived they Presta, who is the former director of the tools,” said Max Goldstein. “Lotteries Ndid, with a huge assist from their lottery Kansas Lottery and owned a chain of con- are working with their retail partners to and vendor partners. This success has set venience stores throughout Kansas. Terry create brand awareness and merchandise the groundwork for even stronger revenue walked through the variety of concerns at their products. According to Market Data growth in the quarters ahead. retail. Forecast, the size of the global digital Under the general subject of “Focus on “From the moment you open a store, signage market was estimated at $19 Retail,” a panel of experts looked ahead to the meter is running on your rent, labor, billion in 2019 and is expected to reach the future of retail. Led by moderator Sarah utilities, property tax,” he said. “These $32 billion by 2025. This digital invest- Taylor, Executive Director of the Hoosier are 24/7 pressures and with no regard for ment will attract, engage, and inform Lottery, the Roundtable panelists included: whether sales or gross margins are enough to players and ultimately help drive sales.” cover the costs. Lottery is a very important n Max Goldstein, VP of Sales for the For lotteries, supporting their retailer product for retailers, but we don’t have high Americas, Carmanah Signs network is of critical importance. Mary margins. 5 to 5.5% on average, which is n Mary Harville, President and CEO, Harville was the legal counsel for the among the lowest of all products offered at Kentucky Lottery Kentucky Lottery for 16-1/2 years before retail. So, we must deliver our product in a being appointed President and CEO last n Adam Perlow, VP and COO, Northstar way that requires very little spend on their fall. She runs an organization that also offers New Jersey end. If we can make sure that happens, our iLottery for players so she is very cognizant n Terry Presta, Head of Business-North product will be welcomed, and the industry of nurturing an effective mix of channels America, Abacus Solutions will see potentially unlimited growth.” through which lottery products can be n Frank Taylor, SVP of Sales, Georgia Of course, critical no-cost support is purchased. Lottery provided to retailers by lotteries in the Continued on page 44 18 PUBLIC GAMING INTERNATIONAL • MAY/JUNE 2021

PGRI INTERVIEWS LOTTERY FOCUS ON THE CONSUMER Lottery Leaders on trends in play styles and preferences

The following article is based on a Roundtable Discussion conducted at PGRI Retail Modernization eConference on April 13.

ottery sales are up across Led by Iowa Lottery Chief Executive respectful of the difficult times being faced the product lines. Funds OfficerMatt Strawn, the panel consisted by everyone over the past year. And now we to good causes continue to of Maryland Lottery and Gaming Director hope table is set for ongoing success. Gordon Medenica, grow. Retailer commissions Arizona Lottery For Iowa, sales are up close to 24% year- Gregg Edgar, have never been higher. Executive Director and Vice over-year. Arizona is up a whopping 42% With all this good news, President of Digital Engagement at Pollard year-over-year. Maryland has a strong Shannon DeHaven. what do lotteries have to Banknote reliance on monitor games in social settings worry about? Looking back on the past year, the lottery which were closed for many months. In LLike the stock market crash in the late leaders had different experiences. Arizona spite of these constraints, Maryland sales are 1980s, the Dotcom bubble in the 90s, Lottery maintained its external communica- still up over 20%. The panelists agreed that and the housing price boom/bust in the tions with players but shifted from product- the key to lottery resiliency is the decades- 2000s, economic surges are cyclical and focused advertising and promotion to its long nurturing of its relationship with the typically not sustainable. Preparing for this “giving back” messaging. Maryland went players, aided by compelling games and reality is the best remedy that can help us dark with most of its messaging. But the winning experiences. to overcome that volatility and keep the one constant for all lotteries was that while “In the end, it all comes down to the player,” momentum going. As the old proverb says, strategies, tactics, focus, and media mix Matt said. “Yes, a lottery must have great “Forewarned is forearmed.” might change, they continue to maintain retailer relationships but ultimately you strong outreach to their core constituen- The lottery leaders who participated in must have a strategic approach to player cies – retailers and players. The approach engagement and how you will maintain the “Consumer Engagement Strategies” of industry leaders appears to have worked certainly have their eyes on the future, while relevancy to your players. In Iowa, we well, as lottery sales kept climbing in spite challenge ourselves to think about how to they also celebrate today’s good numbers. of the disruption, and the messaging stayed 20 PUBLIC GAMING INTERNATIONAL • MAY/JUNE 2021 reinforce the activity of going into a store to attract other players to broaden the player to expect players to disrupt their shopping shop and then capture the attention of that base. Providing winning experiences is key experience to purchase lottery tickets, we shopper once they’re in the store. Then, of to both of those goals. How we branch out may find ourselves losing sales before we course, you have to convert that attention into different areas, offer fresh products know it,” she said. “I believe that consumers into sales. It doesn’t happen overnight. and different programs, is key to our future are going to expect the ability to purchase It requires a multi-year plan that can growth.” in lane and that may include an integra- withstand economic challenges and other A lottery with different issues is Michigan. tion to offer multiple products within the market forces, and evolve with consumer Until May of this year, Shannon DeHaven POS. Make it easier for them. That kind of tastes and preferences. This past year we’ve was the long-time Deputy Director of spontaneous purchase as the consumer goes seen real-world experiences of how a focus Digital Operations at the Michigan Lottery, about their shopping experience is critical to on the player can reap positive results for where she oversaw the lottery’s pace-setting our future growth. It’s one of the things that lotteries.” iLottery program. She has since moved on Pollard is focused on providing solutions for Player engagement is a bit different in to Pollard Banknote, but she shared some and we’ll only see this part of our business Maryland where unlike many states, less of the learned lessons from a lottery that grow.” than 50% of the lottery’s sales are from showed how successful iLottery can be in All participants on this Consumer Engage- instant tickets. Instead, Maryland’s sales are the U.S., and how retail can grow right ment Roundtable agreed that technological driven by a number of products. Monitor alongside the rapid growth of the online advancements are the key to future growth games, like Keno and the horse race-themed channel. “Michigan has always promoted in the lottery industry. Whether it’s at retail game Racetrax, account for 25% of sales. both channels and, given our knowledge or in our homes, technology will keep To achieve those impressive sales numbers, of the players, we could send them promo- current players coming back and attract the lottery works with its retailers to create tional materials for both retail products and new players. For instance, in Arizona, gaming environments where players can online products,” said Shannon. “When the Gregg and his team are right in line with gather, socialize and play – a much Shannon’s feelings about in lane. different type of player engage- Put lottery products where the ment than seen by other lotteries. “If we continue to expect consumers are located, particularly “A year ago, we were running into at the point of payment. Arizona is a challenge we thought we’d never players to disrupt their working with a number of vendors see – how do you get players to to implement programs designed to leave a store,” Gordon said. “Our shopping experience to offer consumers purchasing options. retailers were open, the players Arizona currently offers Quickcard were returning but they were also purchase lottery tickets, in-lane with InComm and staying a bit too long in the stores. Blackhawk, but is in development Given the pandemic, the retailers we may find ourselves on a number of other products. had reasons for concern. But we losing sales before we “We’re excited to implement felt that as we entered the summer a SCiQ in-lane product from months, things were normalizing know it.” Scientific Games and I think that and that was reflected in the sales will positively impact how we sell numbers. Today, our retailers and how much we sell,” said Gregg. are more than happy to see their “We’re also working with Pollard customers spend more time in their stores.” restrictions over the past year took hold, and and InComm on an implementation of their Gregg Edgar has an interesting perspective we didn’t necessarily want to drive people ScanACTIV product that allows instant on what the future holds. He has been into retail locations, we were able to promote tickets to be displayed in-lane and scanned studying the impressive growth seen by the iLottery options. As things have opened for purchase. We are also working with his lottery and asking “What’s the driver? back up, we saw players returning to their Abacus on an in-lane implementation at What’s behind these numbers?” Stretching normal behaviors. The key is to continue Costco. All these initiatives are designed for deeper insight into these questions will to let players know they have options. If it’s to make the lottery purchase easier for the help inform the Arizona Lottery on its 8 pm, we’ll let them know the drawing is player and put the product in front of them future focus. “We’ve seen that much of our coming up and they can buy their tickets as often as possible at retail. We are currently growth is driven by our core player and not online. To me, it’s all about providing locked out of iLottery in Arizona because of necessarily an expansion of our player base,” players with convenience.” our Tribal Gaming Compacts, so we need to said Gregg. “I see this as an area of great With her shift to Pollard Banknote where use other tools at our disposal.” opportunity. Let’s use the tactics that have she now oversees the company’s digital For Maryland, the advancements in self- attracted our current players over the years engagement efforts, Shannon is still focused service machines have noticeably moved the to get new players. Show them that lottery is on how to make the purchase path easier for sales needle. Throughout his career at three fun, that there are many winning experi- players. Her work is critical as lotteries seek different lotteries, Gordon has encountered ences. Always make sure the core player is the appropriate blend of online and at-retail different receptions to the machines. But the taken care of but work on initiatives that opportunities for players. “If we continue Continued on page 43 PUBLIC GAMING INTERNATIONAL • MAY/JUNE 2021 21 MUSLNEWS MULTI-STATE LOTTERY ASSOCIATION 2BY2 EXPANDS WEST ne of the which is challenging when Multi-State jackpots are at low levels. Lottery Since we had not yet added Association’s a daily game, we were lesser- looking for one that would Oknown products is gaining be different, inexpensive and momentum this year as it daily. We did our research expands to new markets – and found that 2by2 was nearly doubling the number easy to understand, daily, of participating lotteries has great odds, is affordable in just a matter of weeks. at $1 and there is a feature Since its inception in 2002, that allows players a chance the 2by2® draw game has to win double on Tuesdays!” attracted a loyal following of So, what makes the 2by2 players in Kansas, Nebraska game appealing to players? and North Dakota. Now, two The $1 draw game offers new MUSL members have eight different ways to win joined the Product Group and a top cash prize of with the Wyoming Lottery $22,000 every day of the and Idaho Lottery beginning week and up to $44,000 sales in March and April, on Tuesdays. It also has respectively. a unique premise that is “We went live with 2by2 fun and easy for players on March 14 during the to understand. Players worst snow storm of the pick two red ball numbers year, and perhaps the last sales have remained steady lotteries looking to expand from 1 to 26 and two decade!” said Jon Clontz, over the past fve fscal their daily draw lineup. white ball numbers from WyoLotto CEO. “Despite years. “The Idaho Lottery was 1 to 26. Players win a the raging storm, once sales “Reliable performance is looking for opportunities prize by matching a single were available very early important to us all, and I to add more daily draw number; they win the top the morning of March 14, think the success North games. Until this year, we cash prize by matching all players were out buying their Dakota, Kansas and only offered a single daily four numbers. In addition, 2by2 tickets in higher volume Nebraska have had with draw game, Pick 3,” said the game encourages than expected, and higher 2by2 made the timing right Jeff Anderson, Idaho Lottery daily participation. If a than expected if it were a for the group to grow,” said Director. “Since January, player buys a 7-day multi- clear and sunny day!” Brian Rockey, 2by2 Product we’ve introduced a daily draw ticket, the ticket The strong launch is an early Group Chair and Nebraska Pick 4 game, changed our automatically qualifes for indicator of what the 2by2 Lottery Director. “In past in-state game Weekly Grand the 2by2 Tuesday feature lotteries in the Midwest have conversations with other to daily draws, and now in which all prizes won on been experiencing – year- directors, I have noted the have added 2by2 this April.” Tuesday double in value. round demand for a draw stability of 2by2 as part “The Wyoming Lottery law “The daily drawings and product that is not jackpot of our product portfolio in restricts us from offering chance to double prizes driven. The 2by2 game has Nebraska.” instant products, allowing for on 2by2 Tuesday with been spared the volatility With drawings seven days a ‘Draw Games’ only,” Clontz a qualifying multi-draw seen in the national draw week, the 2by2 product has noted. “Of our fve games, purchase help keep the games category, in fact, become a frontrunner for three are jackpot driven game top of mind,” said

22 PUBLIC GAMING INTERNATIONAL • MAY/JUNE 2021 Rockey. “We have found $22,000 and three multi- that the game responds draw tickets that doubled well to promotional efforts, the top prize to $44,000 both in terms of sales with the 2by2 Tuesday performance and in player feature. Players in the new engagement opportunities, participating lotteries are which heightens its value riding the winning streak. and appeal as a product.” After six weeks of sales, the The new participating Wyoming lottery recorded lotteries say it is those fve top prize winners. factors that make the game From a MUSL viewpoint, participating lotteries, so “Having numerous higher a great ft for their states. the 2by2 product has two costs per lottery go down tier prize winners is exciting “2by2 works well with a other high-selling points – as new members join. for players and for us, and smaller state’s portfolio its scalable and winnable. it keeps players interested As for the winning in the game. We have of games and flls an Adding new lotteries to experience, 2by2 has interesting gap in our the 2by2 game was a already had fve $22,000 the best odds of MUSL’s winners since launching product line between the seamless, easy process products. The overall daily numbers games and for the Association since on March 14, 2021, which odds of a winning a prize is nearly one per week!” the larger in-state draw it already had a draw and are 1 in 3.59. Last year, games we offer. Plus, 2by2 sales reporting system, Clontz said. “Players love there were more than 2.9 2by2, and we continue to lends itself to working well established prize pools million winning tickets, with promotions, which and reserves, game rules see weekly sales exceeding including 104 tickets than projections.” n we’re truly good at doing,” and draw staff. Operational won the top cash prize of added Anderson. costs are shared among

EUROJACKPOT COOPERATION HEADS INTO THE FUTURE WITH ANDREAS KOETTER AS CHAIR t the General Meeting commenting on the result. tery companies now in 18 states, and on May 11, 2021, the In addition to Andreas Koetter as Chair- position the product successfully on management team of the man, Olli Sarekoski (Veikkaus Oy / Fin- the gaming market for the beneft of all European lottery coopera- land) was elected as Deputy Chairman. Eurojackpot lotteries," Andreas Koetter tion was newly elected. The Executive Committee Eurojackpot said, already looking to the future. AndreasA Koetter was unanimously is composed of the following persons in The meeting and elections were confrmed in his position as Chairman of total: conducted exclusively digitally due the Eurojackpot cooperation. The CEO to the current pandemic restrictions. of WestLotto, the state lottery company l Robert Chvátal (Sazka a.s. / Czech Republic) Andreas Koetter has thus been serv- of North Rhine-Westphalia, will thus ing the largest lottery cooperation in continue to lead the internationally suc- l Andreas Koetter (WestLotto / Ger- Europe as Chairman since April 2016. cessful lottery cooperation for the next many) Development of Eurojackpot since then three years. l Giovanni Emilio Maggi (Sisal S.p.A. / has been extremely successful and "It is an honor and pleasure for me to Italy) has included the addition of additional be able to continue the task as Chair- countries and lottery companies. l Olli Sarekoski (Veikkaus Oy / Finland) man, especially in the rapidly changing markets. In terms of stakes, Eurojackpot l Dr. Heinz-Georg Sundermann The countries participating in Eurojack- is the most successful gambling product (LOTTO Hessen GmbH / Germany) pot are Croatia, the Czech Republic, Denmark, Estonia, Finland, Germany, in Europe launched in the past 10 years, l Pernille Wendel Mehl (Danske Lotteri Hungary, Iceland, Italy, Latvia, Lithuania, and we are particularly proud of this. Spil / Denmark) This success is both, motivation and the Netherlands, Norway, Poland, Slo- obligation, which we want to live up to "Our team looks forward to further vakia, Slovenia and Spain. This is done again as a team in the next three years," promoting the healthy and successful in each case by the lottery companies said Andreas Koetter after the election, growth of the past years, with 33 lot- licensed in the respective countries. n

PUBLIC GAMING INTERNATIONAL • MAY/JUNE 2021 23 The recent pandemic has presented an move players into a digital space with familiarity of an ITVM with an easy-to- unexpected opportunity for lotteries. a traditional instant ticket that has an use interface designed to grab players’ Many have welcomed a wave of new, added digital component. attention, making it easier and more lapsed, and infrequent players over the convenient for players to purchase and past year, resulting in overall instant Instants In-lane play instant tickets. sales growth of 13% in North America in 2020—significantly exceeding To make it easier and more convenient Hopping into the growth of the previous years. for players to purchase instant tickets Furthermore, data shows that many of alongside other items, Pollard Banknote Omnichannel Lottery these new players have indicated that collaborated with subsidiaries Fastrak Programs they will continue to play. For example, Retail and Diamond Game to develop research in Michigan found that of the a new in-lane vending solution called The Michigan Lottery used a true casino players that tried instants for the easyVEND™. easyVEND™ is integrated omnichannel approach to launch its Customer-centricity: A New Meaning first time during the pandemic, 81% of into the retailer POS system and latest Frogger offering. It them said that they will continue to play allows for the in-lane purchase of includes traditional scratch instants. What is more, over half of those instant tickets in a single transaction ticket play and an e-instant to Putting the Customer First players are under the age of 35. with other purchases, adding version of the classic Frogger a new level of convenience for video game from Konami To encourage these new players to customers. This solution also Digital Entertainment, continue to engage with lottery products significantly lightens When the events of the past year centric approach to the online buying This customer-centric approach is providing players with a long after life returns to normal, lotteries the labor that instant are behind us, at least one thing will experience that they decided to open equally applicable to lottery. As lotteries multifaceted play experience. need to recognize that continued success tickets traditionally remain: a shift in the way we shop. brick and mortar retail locations, offering develop and launch new products and The $2 Frogger instant ticket, is all about the customer experience demand of cashiers We have been warned for years about customers a new way to interact with services, they need to place the players printed by Pollard Banknote, and therefore seek to leverage customer- and retailers, while the impending retail apocalypse, but their brand. While some consumers at the center of the brand experience. encourages players to scan centric products and strategies that placing the tickets even in the midst of a pandemic, it has prefer the convenience of online This means considering when, where, their instant tickets—both appeal to players when and where they conveniently and not occurred. While there has been shopping, others prefer to see and feel a and how customers want to play, and winning and non-winning—for want to play. securely in-lane, very an undeniable shift towards digital product before purchasing, so with this ensuring that they have products in entry into weekly Second cost-effectively. Chance drawings for cash prizes. shopping in a variety of forms, with in mind, Allbirds designed their store to place to meet them wherever they are— As a leading partner to lotteries some customers learning to navigate have comfortable seating, making trying including, for example, in-lane at grocery worldwide, Pollard Banknote’s culture Instant Ticket Vending By infusing new and retro designs with new channels for the first time, many on shoes easier and more relaxed for stores, in social establishments, and on of innovation drives the development of innovative game mechanics to diversify have still chosen to continue to shop their customers. In another departure their phones, making it easy for them to new solutions that will help to support in Non-traditional Retail lottery portfolios, it creates a truly in-store, especially for things such as from the typical shoe retailer, they chose interact with the lottery brand. Traditional lottery success in the new era of retail, Locations immersive and engaging entertainment grocery items. In fact, according to Bain to display a select number of shoes at brick and mortar retail and digital lottery with a specific focus on outstanding experience that appeals to new and & Company, online grocery shopping any given time, so as not to overwhelm are not competing. Whether players games, retail excellence, and digital Using a customer-centric approach to returning lottery players alike. accounted for 5.1% of total grocery sales shoppers. Allbirds successfully translated prefer to purchase or play online or innovation. facilitate instant ticket sales, Pollard at the end of 2019, and by the peak of its online brand to brick and mortar by offline, it’s all about creating the best Banknote subsidiaries Schafer Systems A Customer-centric Future the pandemic in 2020, had risen only keeping the customer at the center of the customer experience desired at that and Diamond Game collaborated to slightly, to 6.6% of sales. shopping experience in every respect, moment in that channel. Traditional Retail develop Select 4™, a small footprint The pandemic has accelerated the regardless of channel. with a Touch of Digital four-bin ITVM that facilitates the sale of While this past year has been very evolution of customer-centric shopping instant tickets in non-traditional retailers, challenging for retailers, many have Pollard Banknote recently worked trends and as a result, lotteries must such as bars, cafés, and other locations seen firsthand what other brands have closely with the Western Canada Lottery adapt to meet their changing needs. that have already discovered: the key to success Corporation to launch eight E-PLAY The modern consumer wants options, previously is making the customer experience the Tickets, including Ca$h Frenzy, Holiday and therefore it’s crucial to have lottery been difficult top priority. Providing customers with Treasures, and Cro$$word Moneybag products available for players where to penetrate. choice—so that they can decide how Multiplier. These games provide a 1st and when they want. Now more than The Ohio and when they want to experience a chance digital experience that starts and ever, using a customer-centric approach Lottery product or brand—is what defines the ends at retail, thereby offering players a is key to keeping customers excited and seized the new era of retail. In the first era of retail, traditional purchasing experience while engaged. Pollard Banknote is proud opportunity the focus was on the producer; in the gently introducing the idea of playing to be at the forefront of bringing new, to provide its second era, the focus was on the retailer; lottery digitally without overwhelming innovative products to lotteries so that market with a now in the third era, the focus is on the new players to that channel. The tickets, they can offer their players more choice convenient new way to buy their favorite customer experience. Today’s customers which are purchased at a brick and in this new era of retail. instant tickets, initially placing 25 Select will shop online or in-person, based mortar retailer, are scratched to reveal 4™ units in the upper Cleveland area on their preference, convenience, and a QR code and URL which players can during a pilot program, which was met maybe even the weather. This will dictate scan on a mobile device or enter using with positive feedback by players. The how retailers sell their products. a desktop computer to play a digital Lottery plans to install an additional game for a chance to win up to $5,000. 475 units in various locations across the For example, Allbirds, an online shoe To claim their prize, players must return state through the end of Q3 2021. The company based in New Zealand, to retail to scan their winning ticket. customizable, compact unit offers the was so successful with their customer- E-PLAY Tickets create an easy way to

pollardbanknote.com pollardbanknote.com The recent pandemic has presented an move players into a digital space with familiarity of an ITVM with an easy-to- unexpected opportunity for lotteries. a traditional instant ticket that has an use interface designed to grab players’ Many have welcomed a wave of new, added digital component. attention, making it easier and more lapsed, and infrequent players over the convenient for players to purchase and past year, resulting in overall instant Instants In-lane play instant tickets. sales growth of 13% in North America in 2020—significantly exceeding To make it easier and more convenient Hopping into the growth of the previous years. for players to purchase instant tickets Furthermore, data shows that many of alongside other items, Pollard Banknote Omnichannel Lottery these new players have indicated that collaborated with subsidiaries Fastrak Programs they will continue to play. For example, Retail and Diamond Game to develop research in Michigan found that of the a new in-lane vending solution called The Michigan Lottery used a true casino players that tried instants for the easyVEND™. easyVEND™ is integrated omnichannel approach to launch its Customer-centricity: A New Meaning first time during the pandemic, 81% of into the retailer POS system and latest Frogger offering. It them said that they will continue to play allows for the in-lane purchase of includes traditional scratch instants. What is more, over half of those instant tickets in a single transaction ticket play and an e-instant to Putting the Customer First players are under the age of 35. with other purchases, adding version of the classic Frogger a new level of convenience for video game from Konami To encourage these new players to customers. This solution also Digital Entertainment, continue to engage with lottery products significantly lightens When the events of the past year centric approach to the online buying This customer-centric approach is providing players with a long after life returns to normal, lotteries the labor that instant are behind us, at least one thing will experience that they decided to open equally applicable to lottery. As lotteries multifaceted play experience. need to recognize that continued success tickets traditionally remain: a shift in the way we shop. brick and mortar retail locations, offering develop and launch new products and The $2 Frogger instant ticket, is all about the customer experience demand of cashiers We have been warned for years about customers a new way to interact with services, they need to place the players printed by Pollard Banknote, and therefore seek to leverage customer- and retailers, while the impending retail apocalypse, but their brand. While some consumers at the center of the brand experience. encourages players to scan centric products and strategies that placing the tickets even in the midst of a pandemic, it has prefer the convenience of online This means considering when, where, their instant tickets—both appeal to players when and where they conveniently and not occurred. While there has been shopping, others prefer to see and feel a and how customers want to play, and winning and non-winning—for want to play. securely in-lane, very an undeniable shift towards digital product before purchasing, so with this ensuring that they have products in entry into weekly Second cost-effectively. Chance drawings for cash prizes. shopping in a variety of forms, with in mind, Allbirds designed their store to place to meet them wherever they are— As a leading partner to lotteries some customers learning to navigate have comfortable seating, making trying including, for example, in-lane at grocery worldwide, Pollard Banknote’s culture Instant Ticket Vending By infusing new and retro designs with new channels for the first time, many on shoes easier and more relaxed for stores, in social establishments, and on of innovation drives the development of innovative game mechanics to diversify have still chosen to continue to shop their customers. In another departure their phones, making it easy for them to new solutions that will help to support in Non-traditional Retail lottery portfolios, it creates a truly in-store, especially for things such as from the typical shoe retailer, they chose interact with the lottery brand. Traditional lottery success in the new era of retail, Locations immersive and engaging entertainment grocery items. In fact, according to Bain to display a select number of shoes at brick and mortar retail and digital lottery with a specific focus on outstanding experience that appeals to new and & Company, online grocery shopping any given time, so as not to overwhelm are not competing. Whether players games, retail excellence, and digital Using a customer-centric approach to returning lottery players alike. accounted for 5.1% of total grocery sales shoppers. Allbirds successfully translated prefer to purchase or play online or innovation. facilitate instant ticket sales, Pollard at the end of 2019, and by the peak of its online brand to brick and mortar by offline, it’s all about creating the best Banknote subsidiaries Schafer Systems A Customer-centric Future the pandemic in 2020, had risen only keeping the customer at the center of the customer experience desired at that and Diamond Game collaborated to slightly, to 6.6% of sales. shopping experience in every respect, moment in that channel. Traditional Retail develop Select 4™, a small footprint The pandemic has accelerated the regardless of channel. with a Touch of Digital four-bin ITVM that facilitates the sale of While this past year has been very evolution of customer-centric shopping instant tickets in non-traditional retailers, challenging for retailers, many have Pollard Banknote recently worked trends and as a result, lotteries must such as bars, cafés, and other locations seen firsthand what other brands have closely with the Western Canada Lottery adapt to meet their changing needs. that have already discovered: the key to success Corporation to launch eight E-PLAY The modern consumer wants options, previously is making the customer experience the Tickets, including Ca$h Frenzy, Holiday and therefore it’s crucial to have lottery been difficult top priority. Providing customers with Treasures, and Cro$$word Moneybag products available for players where to penetrate. choice—so that they can decide how Multiplier. These games provide a 1st and when they want. Now more than The Ohio and when they want to experience a chance digital experience that starts and ever, using a customer-centric approach Lottery product or brand—is what defines the ends at retail, thereby offering players a is key to keeping customers excited and seized the new era of retail. In the first era of retail, traditional purchasing experience while engaged. Pollard Banknote is proud opportunity the focus was on the producer; in the gently introducing the idea of playing to be at the forefront of bringing new, to provide its second era, the focus was on the retailer; lottery digitally without overwhelming innovative products to lotteries so that market with a now in the third era, the focus is on the new players to that channel. The tickets, they can offer their players more choice convenient new way to buy their favorite customer experience. Today’s customers which are purchased at a brick and in this new era of retail. instant tickets, initially placing 25 Select will shop online or in-person, based mortar retailer, are scratched to reveal 4™ units in the upper Cleveland area on their preference, convenience, and a QR code and URL which players can during a pilot program, which was met maybe even the weather. This will dictate scan on a mobile device or enter using with positive feedback by players. The how retailers sell their products. a desktop computer to play a digital Lottery plans to install an additional game for a chance to win up to $5,000. 475 units in various locations across the For example, Allbirds, an online shoe To claim their prize, players must return state through the end of Q3 2021. The company based in New Zealand, to retail to scan their winning ticket. customizable, compact unit offers the was so successful with their customer- E-PLAY Tickets create an easy way to

pollardbanknote.com pollardbanknote.com People could play the lottery from home, buy scratch cards and have them delivered via the post-oﬃce.

26 PUBLIC GAMING INTERNATIONAL • MAY/JUNE 2021 People could play the lottery from home, buy scratch cards and have them delivered via the post-oﬃce.

PUBLIC GAMING INTERNATIONAL • MAY/JUNE 2021 27 REAL-TIME PARTNERSHIP & STRATEGIC PLANNING POSITION TEXAS TO MAXIMIZEfor GROWTH OPPORTUNITIES Most lotteries experienced a sales rebound post-COVID, but in Texas the recovery has been supersized. How did the state move from pandemic shutdown to double-digit growth and $150 million per week in scratch ticket sales?

exans have been where we’ve said, ‘If you have insights and IGT have worked in partnership with the known to say they recommendations that you think are mate- Texas Lottery Commission to develop and have four seasons: rial to our business, we want to hear it,’” execute strategies that generate additional drought, flood, said Robert Tirloni, Products Manager, contributions to Texas schools and veter- blizzard, and twister. Texas Lottery Commission. ans. The IGT teams analyze and address Over the past year, Prior to April 2020, Texas had topped $100 the TLC’s business needs through multiple the state endured not million in scratch ticket sales in 18 of the lenses, forming an integrated view of Port- only some extreme previous 52 weeks, with a maximum of $118 folio Planning, Ticket Distribution, and weather – notably, a severe storm in Febru- million. Since that time, scratch ticket sales Retail Execution. ary 2021 that brought widespread power in Texas have been over $100 million for 51 The collaborative structure created by the Toutages – but, of course, the pandemic. out of the past 54 weeks, with a high point Lottery ensures that the two teams review As was the case for lotteries and retail busi- of $158 million – making Texas’s scratch scratch ticket portfolio, distribution, and nesses everywhere, sales initially declined ticket program the second largest in retail strategies on a biweekly basis, with ad- with the outbreak of COVID-19. In Texas, the U.S. by sales in CY2020 and put- ditional meetings as needed. This practice they took another hit during the historic ting its scratch ticket sales on pace for of regularly reevaluating strategies and winter storm. The Texas Lottery Commis- 20%-25% growth in FY2021. plans proved critical in March 2020 as the sion (TLC) was positioned to adapt quickly “We communicate regularly with the TLC pandemic unfolded. and make necessary changes to its strategy in real time to ensure they get the best With lottery sales everywhere plummet- using a broad-based approach to scratch information and analytics to proactively ing, IGT and the Lottery met to assess the ticket planning established with longtime make decisions about their business,” said impact on new game introductions and partner IGT, with sales rebounding and Michael Kumar, IGT Senior Director develop a plan to stay on track to achieve surging ahead each time. Sales Development. the TLC’s goals. “Over the years, we’ve created a partnership For much of the past decade, teams from

28 PUBLIC GAMING INTERNATIONAL • MAY/JUNE 2021 lottery had shifted from major metro areas n $10 Crossword increased 25% as aver- THE POWER OF to more suburban areas, and that the recent age sales increased from $4 million/ IDENTIFYING sales history for many retailers was no longer week to $5 million/week. a reliable predictor of future sales. This The second area was a substantial increase in TRENDS QUICKLY insight proved valuable as the team rapidly $30 and $50 sales, partially supported by the As adjustments to the plan for lower sales reconfigured distribution and sales support casino players. to accommodate the retailers and customers. due to statewide shutdowns were still being n $30 sales increased 17% as average sales solidified, sales began to explode. Teams increased from $6.5 million/week to $7.6 from IGT monitoring the situation immedi- Significant Growth in Key million/week ately recognized several trends and met with n the Lottery to share four key insights: Areas of the Portfolio $50 sales increased 105% as average sales While the portfolio achieved growth across increased from $9.0 million/week to $18.5 Casino Closings the board at every price point, the most million/week significant growth was focused on a few n $50 sales have grown from $229 million IGT identified sizable sales growth for retail- areas. The first was the category of ex- in FY17 and are tracking to exceed $1 ers near the state’s borders with Oklahoma, tended play games, which includes Bingo, billion in FY21. Arkansas, and Louisiana. “When we saw Crossword, and the state’s Loteria games. sales increasing in these areas, our sales team The TLC scratch ticket strategy had already The Need to Address Rapid was able to confirm anecdotally with retailers planned for line extensions of Crossword to Inventory Depletion that, with the closure of casinos in border- $20 (launched February 2021) and Loteria to “Even with all the adjustments that were ing states, players were buying lottery as an $50 (launched October 2020), which have alternate form of entertainment,” said Riley made early on, sales were stronger than consistently ranked in the top 10 games since expected,” said Kumar. IGT presented the Gough, IGT Senior Manager Market their introduction. Along with the new price Research. TLC with a refreshed and detailed analysis point additions, significant increases were of the anticipated business growth as well as seen across the extended play category. For a proposed strategic plan to fulfill the surge Population Spend Shift example: in demand. New games were added to With more commuters working from home n $10 Loteria increased 30% as average the schedule and print runs were adjusted and consumer behaviors changing dra- sales increased from $5.6 million/week for existing games in the plan to replenish matically, IGT determined that spending on to $7.3 million/week. inventories and meet player preferences.

The Texas Lottery has held on to growth post-COVID, working with teams from IGT to maximize scratch sales. The green line shows a large sales decline with the onset of COVID. The Lottery emerged stronger from the pandemic and sustained the recovery, surging to new heights in FY2021 (blue line) even after widespread power outages from a winter storm caused a major dip in sales.

PUBLIC GAMING INTERNATIONAL • MAY/JUNE 2021 29 OPERATIONS BEFORE STRATEGY It takes close coordination to quickly and successfully pivot across a territory covering 268,000 square miles and 254 counties. A hallmark of the partnership is that the IGT teams monitor the business to anticipate potential problems or opportunities and look for answers proactively. The practice of involving IGT experts on supply chain, retail execution, and the sales team in the strategy meetings was instrumental to the pandemic response. “Our team worked AFTER with the Lottery to adjust the portfolio and new game introductions to meet the new demand on the fly,” said Joseph Lapinski, IGT Account Development Manager. “Having everyone in the room when you’re having to rapidly make decisions means you can consider the implications across all aspects of the business and help ensure that nothing is overlooked.” For example, amid rising demand, IGT reconfigured the warehouse operation in Texas to maintain scratch ticket distribution Reconfigured Warehouse Operation capacity and address pandemic safety needs. To maintain distribution capabilities and meet pandemic safety protocols, IGT teams in Texas “We initially switched to an alternating shift reconfigured the warehouse, creating two physically separate operations within one facility for over a week and found we couldn’t match with their own bathrooms, entrances, and exits. our desired productivity with reduced staffing on each shift,” explained Philip Hayes, IGT Manager Instant Ticket & Warehouse. “Instead, we split the existing warehouse operation into two physically separate warehouses under one roof. Our teams continued working the same shifts while maintaining separation and meeting safety protocols at all times.” IGT’s order methodology enabled the teams to successfully manage the Lottery’s response to retailers. “We shifted from a scheduled order cycle to a needs-based pri- oritization,” explained Hayes. “This allowed us to address retailer demand as it was happening, day-to-day, optimizing retailer sales and reducing retailer call volume.” The changes in consumer buying patterns were evident in the series of dashboards that IGT developed for the Lottery using Tableau data visualization software. The data formerly been low-selling territories. Using business. This allows the Lottery to leverage displayed using graphic elements told a vivid these dashboards, we were able to respond the strengths of each vendor and provide story as the situation changed. “These reports accordingly.” maximum ability to accelerate game produc- really brought the numbers to life,” said Brian tion when necessary. Finnigan, IGT Director of Sales. “They PRINTING IGT is the exclusive printer of the state’s were significant in identifying retailers that The TLC implemented a “multi-vendor” Loteria games and partnered with the TLC were performing. Sales shifted dramatically as strategy in 2012, which gives its three printing seven years ago to evolve a custom-designed, people were staying home, and we identi- vendors an equal share of the Texas printing non-licensed version of the traditional lotería fied the trend lines immediately in what had game into a full program of line extensions.

30 PUBLIC GAMING INTERNATIONAL • MAY/JUNE 2021 IGT is the exclusive printer of the state’s Loteria games and partnered with the TLC seven years ago to evolve a custom-designed, non-licensed version of the traditional lotería game into a full program of line extensions.

In FY 2020, the state’s Loteria category produced 31% of annual scratch ticket sales LOOKING AHEAD growth. With the launch of a new $50 ticket in The TLC’s collaborative approach and multi- FY21, this game alone has already contributed year strategy, driven by data analytics, has not $220 million in growth. Extended play games only allowed the lottery to maximize growth like Loteria can become a remarkably profit- during periods of uncertainty, but will continue able source of growth for lotteries. to drive results for sustainable future growth supported by long-term partner IGT. Through the Lottery’s commitment to the Loteria brand and its continued expansion to “IGT’s flexibility and ability to execute led new price points, total Loteria sales now ac- directly to historic sales results for the Texas count for 53% of the state’s scratch ticket Lottery over the past year,” said Ryan sales growth to date in FY21. Mindell, Lottery Operations Director, “Our The Lottery and IGT jointly develop plans Texas Lottery Commission. partnership has proven it can handle whatever for scratch printing based on data and trends. comes our way, so our future is bright.” And by planning as far out as they had, based on the established relationship and biweekly meetings, the teams were able to alter the For more information on broad-based plan and get ahead of the shifts in demand support for instant program growth, please caused by the pandemic. contact your IGT account representative. The state required a massive increase in tickets, and IGT had the agility and flexibility in its Texas Annual Scratch Ticket Sales printing operation to quickly scale up print • Growth at high price points driven runs and handle that capacity. For example, through product diversity, line for $10 Loteria, IGT is now printing 49 million extensions, and prize structure optimization tickets per print run, up from its most recent launch of 26 million – an increase of ~50%. • Substantial growth coming from $10+

PUBLIC GAMING INTERNATIONAL • MAY/JUNE 2021 31 One of the Most Successful Lotteries in the World Continues to Drive Innovation and Bold Growth Initiatives continued from page 12

corporate retailer chains in Florida, began We began promoting the Cashless option a platform that we are watching closely, in October of 2020 and is on track for with incremental POS placement at recognizing that the final decision is up to exponential growth in 2021. We began 110 Speedway locations in September our legislative partners. with two pilot locations under a proof- 2020, which showed significant positive As to other regulatory changes, Florida of-concept model and have shown a year-over-year growth when compared begins a legislative Special Session next same store Scratch-Off sales increase of to the statewide average. We leveraged week for the sole purpose of ratifying more than 20% when compared to the this success and secured additional POS the 2021 Gaming Compact between the statewide average. presence, specifically promoting debit Seminole Tribe of Florida and the State As a result of the sales successes, Winn- acceptance, at approximately 300 Circle K of Florida, as well as other gaming‐related Dixie recently authorized an expansion locations and all of our 325 Winn-Dixie legislation. We’ll have to stay tuned for of the project to 21 additional stores, and locations across Florida. We expect to what may come from the Special Session! we are currently installing fixtures for execute on this messaging in the next 13-14 months. You've had an incredible run of success an immediate “go-live.” This pilot will with your instant ticket product. How will continue to grow the Lottery footprint What do you think is the likelihood of you keep these impressive results going? by placing Scratch-Off games within the iLottery being approved in your state, check-out lane as an additional point maybe in the next two years? Do you J. Davis: Diligence in product planning of purchase. It has proven to add player expect any other regulatory changes to and ensuring best practices are executed convenience and alleviate bottlenecking at be enacted in the near future? in the field will remain our pillars for instant ticket success. We’ll continue to the customer service counter, thereby, also J. Davis: As a business enterprise, we reducing retailer labor pain points. be extremely conservative in our product are responsible for creating thoughtful launch plans by supporting decision Our sales team continues to place a heavy and innovative methods to position the making through thoughtful research. Cashless emphasis on the promotion of Florida Lottery for long-term success However, the team is primed to remain purchase of Lottery at retail. We have and sustainability. It is also incumbent curious in order to drive innovation support from large corporate chains, upon us to identify best practices in our within our instant portfolio. The fact is, including Winn-Dixie, Speedway and industry that will lead to revenue growth we won’t change a whole lot where we Circle K, to promote debit acceptance at for our beneficiary and to then share these have found success, but we will push the their locations with additional point-of- practices with our policymakers. In line pedal to the floor for innovation. n sale (POS). with our Path Forward, iLottery is indeed

Arkansas Executive Director Brings Fresh Eyes, Varied Background to His New Role continued from page 16

channel must constitute a win-win propo- Given your financial background, are derivative of those utilized in the financial sition – which we believe is achievable. there "best practices" you are able to services sector. We are also using heat Mark Hearn, OAL Sales Director, con- bring over from other industries and past maps to identify areas of operational risk sistently notes that there exists real-world jobs that help you to lead the Arkansas and inefficiencies. The list goes on, and evidence showing that those states who Lottery? over time, I expect that our team will have launched iLottery have proven that introduce other processes and procedures E. Hagler: Interestingly, there are traditional retail grows right alongside of that will be a variation of those currently numerous operational similarities shared iLottery growth; and, in many instances utilized in the financial services sector. by lotteries and financial services firms. at faster than the national average. The business world is replete with Both types of entities must delicately The pandemic environment motivated examples of how a risk-based approach balance the dichotomy associated with traditional retail outlets to explore forms provides an overarching focus on best ‘managing risk’ within a highly competi- of product distribution, so they too have practices. It truly is a top-down exercise tive business sector that is surrounded by observed the benefits of e-commerce that must start in the corner office. n risk and uncertainty. Accordingly, I view platforms. Thus, we are confident that our lotteries as “public trusts”, with lottery retailers will be supportive partners in our management acting in a fiduciary capacity development of omni-channel distribu- on behalf of the citizens of Arkansas. This tion. After all, every consumer retail necessarily means that lottery personnel business is being forced to think outside must approach their daily tasks with a the box as a result of business lessons keen eye on risk management. OAL has learned during 2020-2021. adopted a risk-matrix approach that is a

32 PUBLIC GAMING INTERNATIONAL • MAY/JUNE 2021 Enhanced Partnership

Your Bottom Line is More Than a Number SGEP Lotteries have weekly per capita sales that are 56%* higher than self-managed lotteries and 27%* higher than lotteries managed by other vendors. Drive more to your bottom line and to the good causes your lottery supports.

*Based on CY 2019 Weekly Per Capita Instant Game Sales

Reimagine Next

© 2021 Scientiﬁc Games Corporation. All Rights Reserved. Although lotteries date all the way back to the country’s early beginnings “We have served the Canadian lotteries for more than to fund public works, the government banned gambling in 1892. Shortly five decades and we are very bullish on opportunities afterwards, bingo and raffles were allowed to raise monies for charities, and to help the lotteries further grow their product lines SCIENTIFIC GAMES soon horse racing followed as an acceptable form of gaming. In the late with world-class games, technologies and digital- 1960s, the government began to see the value in lottery funding and amended based programs,” said Marc-Andre Doyon, VP IN CANADA regulations to permit lotteries for provincial and federal special projects. Canadian Operations for Scientific Games. “With more than half of our Canadian employees based here In 1970, the first modern lotteries in Canada began when both Loto- in Montreal, we are deepening our work to provide 500+ Canadian employees Québec and Manitoba launched games. Other provinces followed quickly, top-performing instant games, including specialty establishing lotteries to generate additional public monies, and a national products, all created based on consumer analytics 8 locations total and insights unparalleled in Canada to help further lottery was created to raise monies for the 1976 Olympics in Montreal. Marc-Andre Doyon -sq.-meter instant game responsible growth.” 11,000 manufacturing plant in Montreal Today, the five regional lotteries are administered by Atlantic Lottery, Loto- Québec, British Columbia Lottery Corporation (BCLC), Ontario Lottery and Doyon joined the company 20 years ago and the Montreal manufacturing + facilities in Burnaby, Calgary, Gaming Corporation (OLG), and the Western Canada Lottery Corporation facility is now under his leadership, producing up to eight billion 2x4 instant Edmonton, Mississauga, Montreal, (WCLC). The Interprovincial Lottery Corporation (ILC) offers multi-provincial game tickets per year for Canadian lotteries and major lotteries in the U.S., Richmond and St. Catherine games. Like Canada’s early lotteries, all profits benefit public or civil causes. Europe and Australia. In 2020, instant products manufactured at Scientific Games’ Montreal facility and exported from Canada to the U.S. and European 50 Years of History countries had a retail value of $11 billion CAD. Instant Games Just last year, Loto-Québec celebrated its 50th anniversary. The Lottery’s Atlantic Lottery, ILC, The path to first game,Mini , launched in 1970 and instant games in 1984 were produced Scientific Games was actually one of the first and largest manufacturing Loto-Québec, OLG, WCLC by Scientific Games. and technology companies that invested in east Montreal in the 1990s, future growth is open The company played supporting the local economy with jobs for several generations of families, a significant role in including employees who have worked up to 35-40 years for the company. Licensed Properties helping the Lottery Atlantic Lottery, BCLC, In the second largest country on The plant, known for its family-like culture, is a deeply entrenched part of the become the second- east Montreal community, with involvement in local schools, charities, events Loto-Québec, OLG, WCLC the planet, Canada’s $34.5 billion largest instant game and the chamber of commerce. gaming and lottery industry is still lottery in Canada. iLottery (incl. player subscriptions) growing. With five major lotteries With an average tenure of 20 years, Scientific Games’ Montreal employees Atlantic Lottery, BCLC, and the Interprovincial Lottery, Now with eight facilities represent a diverse range of professions from game designers to gaming entertainment options for in Canada, including a computer programmers, software engineers, quality assurance engineers, Loto-Québec, WCLC large North American manufacturing technologists and printing specialists, as well as management, 38 million Canadians include instant instant game manufacturing facility in Montreal, Scientific Games employs customer service, operations and accounting staff. The company also has a Lottery Systems Technology scratch games, numbers games more than 500 Canadians in its lottery, digital and gaming business. 13-year collaborative relationship with the union affiliated with Confédération Atlantic Lottery, WCLC including national games like Lotto des syndicats nationaux (CSN), the second-largest trade union federation Max, digital games played online and in Québec. on mobile, as well as sports betting, Sports Betting casino and iGaming. LOTO-QUÉBEC Atlantic Lottery, BCLC, “We have designed and manufactured an estimated more than 4,500 instant Loto-Québec, WCLC games for Loto-Québec over the last five decades, and we supply the Lottery with licensed properties like SCRABBLE™ and SLINGO®, as well as iLottery and sports betting,” said Doyon. iGaming Content & Technology Atlantic Lottery, BCLC, The company collaborated with Loto-Québec to Loto-Québec, OLG launch its very first games,L’inter-Loto and the Mini, in 1970, and its first instant game in 1984. Since then, Scientific Games has worked with the Casino Gaming & Technology Lottery to advance instant game innovation for the All lotteries and private operators. enjoyment of Québec players with unique products such as La Poule aux Oeufs d’Or, and Boite Bingo, to name a few. Recent hits have included theYUM ® game, and the Évasion game which made history as the first instant game in the world produced on 100% recyclable paper stock.

34 PUBLIC GAMING INTERNATIONAL • MAY/JUNE 2021 Although lotteries date all the way back to the country’s early beginnings “We have served the Canadian lotteries for more than to fund public works, the government banned gambling in 1892. Shortly five decades and we are very bullish on opportunities afterwards, bingo and raffles were allowed to raise monies for charities, and to help the lotteries further grow their product lines SCIENTIFIC GAMES soon horse racing followed as an acceptable form of gaming. In the late with world-class games, technologies and digital- 1960s, the government began to see the value in lottery funding and amended based programs,” said Marc-Andre Doyon, VP IN CANADA regulations to permit lotteries for provincial and federal special projects. Canadian Operations for Scientific Games. “With more than half of our Canadian employees based here In 1970, the first modern lotteries in Canada began when both Loto- in Montreal, we are deepening our work to provide 500+ Canadian employees Québec and Manitoba launched games. Other provinces followed quickly, top-performing instant games, including specialty establishing lotteries to generate additional public monies, and a national products, all created based on consumer analytics 8 locations total and insights unparalleled in Canada to help further lottery was created to raise monies for the 1976 Olympics in Montreal. Marc-Andre Doyon -sq.-meter instant game responsible growth.” 11,000 manufacturing plant in Montreal Today, the five regional lotteries are administered by Atlantic Lottery, Loto- Québec, British Columbia Lottery Corporation (BCLC), Ontario Lottery and Doyon joined the company 20 years ago and the Montreal manufacturing + facilities in Burnaby, Calgary, Gaming Corporation (OLG), and the Western Canada Lottery Corporation facility is now under his leadership, producing up to eight billion 2x4 instant Edmonton, Mississauga, Montreal, (WCLC). The Interprovincial Lottery Corporation (ILC) offers multi-provincial game tickets per year for Canadian lotteries and major lotteries in the U.S., Richmond and St. Catherine games. Like Canada’s early lotteries, all profits benefit public or civil causes. Europe and Australia. In 2020, instant products manufactured at Scientific Games’ Montreal facility and exported from Canada to the U.S. and European 50 Years of History countries had a retail value of $11 billion CAD. Instant Games Just last year, Loto-Québec celebrated its 50th anniversary. The Lottery’s Atlantic Lottery, ILC, The path to first game,Mini , launched in 1970 and instant games in 1984 were produced Scientific Games was actually one of the first and largest manufacturing Loto-Québec, OLG, WCLC by Scientific Games. and technology companies that invested in east Montreal in the 1990s, future growth is open The company played supporting the local economy with jobs for several generations of families, a significant role in including employees who have worked up to 35-40 years for the company. Licensed Properties helping the Lottery Atlantic Lottery, BCLC, In the second largest country on The plant, known for its family-like culture, is a deeply entrenched part of the become the second- east Montreal community, with involvement in local schools, charities, events Loto-Québec, OLG, WCLC the planet, Canada’s $34.5 billion largest instant game and the chamber of commerce. gaming and lottery industry is still lottery in Canada. iLottery (incl. player subscriptions) growing. With five major lotteries With an average tenure of 20 years, Scientific Games’ Montreal employees Atlantic Lottery, BCLC, and the Interprovincial Lottery, Now with eight facilities represent a diverse range of professions from game designers to gaming entertainment options for in Canada, including a computer programmers, software engineers, quality assurance engineers, Loto-Québec, WCLC large North American manufacturing technologists and printing specialists, as well as management, 38 million Canadians include instant instant game manufacturing facility in Montreal, Scientific Games employs customer service, operations and accounting staff. The company also has a Lottery Systems Technology scratch games, numbers games more than 500 Canadians in its lottery, digital and gaming business. 13-year collaborative relationship with the union affiliated with Confédération Atlantic Lottery, WCLC including national games like Lotto des syndicats nationaux (CSN), the second-largest trade union federation Max, digital games played online and in Québec. on mobile, as well as sports betting, Sports Betting casino and iGaming. LOTO-QUÉBEC Atlantic Lottery, BCLC, “We have designed and manufactured an estimated more than 4,500 instant Loto-Québec, WCLC games for Loto-Québec over the last five decades, and we supply the Lottery with licensed properties like SCRABBLE™ and SLINGO®, as well as iLottery and sports betting,” said Doyon. iGaming Content & Technology Atlantic Lottery, BCLC, The company collaborated with Loto-Québec to Loto-Québec, OLG launch its very first games,L’inter-Loto and the Mini, in 1970, and its first instant game in 1984. Since then, Scientific Games has worked with the Casino Gaming & Technology Lottery to advance instant game innovation for the All lotteries and private operators. enjoyment of Québec players with unique products such as La Poule aux Oeufs d’Or, and Boite Bingo, to name a few. Recent hits have included theYUM ® game, and the Évasion game which made history as the first instant game in the world produced on 100% recyclable paper stock.

PUBLIC GAMING INTERNATIONAL • MAY/JUNE 2021 35 One of Doyon’s best memories working with Loto Like Loto-Québec, Atlantic Lottery’s digital lottery play is also expanding web-services. Players may purchase subscriptions from the Scientifi c Games portfolio to its products, Québec was creating the fi rstUltime 100$ game in rapidly, with more than 325% sales growth FY 2021 vs. FY2020. The for LOTTO MAX, LOTTO 6/49, DAILY GRAND, including THE PRICE IS RIGHT and UNO®. 2017, which won the “Best New Instant Game” award Lottery’s team continues to drive an innovative digital program across WESTERN MAX, WESTERN 649 and EXTRA games at the North American State and Provincial Lottery all product verticals that leads the industry. Their recent in-house Apple for up to 104 drawings through Subscription Spot. BCLC Association (NASPL) annual conference in 2017. and Android mobile apps are some of the best. The subscription can be set up in minutes, allowing Serving players in British Columbia in western the player to participate immediately. The Company’s Canada, BCLC is the third largest lottery in the “The game was so popular that for the fi rst time “Our holistic view of the Lottery’s entire product portfolio has helped software off ers geo-fencing, age verifi cation and country in terms of total sales. Scientifi c Games ever, players were traveling outside the Montreal enhance growth across the enterprise,” continued Bridger. “The retail alignment with other rules and regulations. began its relationship with BCLC in the 1980s as metropolitan area to fi nd remainingUltime tickets. network is very important to Atlantic Lottery. The Lottery is investing its instant game provider. Today, the company We produced a second Ultime g a m e s i n 2 0 1 7 , ” to modernize this channel leveraging digital technologies such as provides the Lottery with licensed properties like he shared. new terminal software, new self-serve terminals, evolved digital BATTLESHIP™ and THE PRICE IS RIGHT, as well as merchandising, and promoting its new mobile app for cross-channel iLottery and sports betting solutions. In addition to SCRABBLE and SLINGO, Quebec player experiences.” players enjoy a variety of licensed property games “Scientifi c Games and BCLC have enjoyed a featuring brands from the Scientifi c Games portfolio, Scientifi c Games is supporting these activities, including the continued tremendously successful relationship for more than including THE PRICE IS RIGHT™ and Hasbro favorite MONOPOLY™. evolution of the underlying PAM to enable digital transactions at retail a decade in the digital lottery and gaming space. and the delivery of PlayCentral® HD self-service terminals This has fueled BCLC to be one of the highest Loto Québec’s instant games represent just over 28% of its annual to provide more points of access for players. The subscription allows WCLC to connect to their growth digital operators in Scientifi c Games’ global lottery sales. Its specialty instant products are produced by Scientifi c players directly with marketing and promotions, network,” said Bridger. “The continued willingness, Games’ advanced manufacturing technology “The recent launch of the JACKPOT family of instant while off ering self-service, which has emerged as a on both sides, to take risks and drive mutual value is and offl ine fi nishing equipment in Montreal. games, with an integrated second-chance valuable sales channel when access to retail stores at the core of what makes this a special relationship,” progressive jackpot showcasing prizes up becomes a challenge. shared Bridger. Launched in 2010, Loto-Québec’s digital lottery to $1 million CAD, highlights the Atlantic play is exploding, with more than 200% sales Lottery’s drive to continually improve “We were extremely pleased to evolve our lottery growth FY2021 vs. FY2020, as more players the overall player experience,” systems and services in a manner that supports discovering the convenience of playing from shared Doyon. WCLC's long-term strategic plan and facilitates home or on the go. Both Loto-Québec and continued, responsible growth across its business to Atlantic Lottery are leading digital lottery As example, the Lottery featured generate maximum proceeds for the governments performance in Canada. licensed brands like THE PRICE it serves. This is another great example of omni- IS RIGHT and FAMILY FEUD® from channel solutions that modernize the way lottery ATLANTIC LOTTERY the Scientifi c Games portfolio on oversized products are sold,” said Bridger. The Atlantic Lottery is one of the most innovative in Canada, off ering Gigantix® instant games call Gameshow. its players a wide variety of entertainment, including retail and digital WCLC more than doubled the number of players In 2009, the company began delivering BCLC’s instant games, numbers games, and sports betting. Here, Scientifi c WESTERN CANADA participating in two months after launching Player Account Management system that has proven Games technology powers the lottery ecosystem following one of the LOTTERY CORPORATION Subscription Spot. to be a secure backbone for the digital ecosystem. most complex systems conversions in the global industry in 2017. Systems technologies power the lottery world and play Collectively, this ecosystem has evolved and grown a crucial role of protecting funding by enabling product In addition to the subscription services, Scientifi c over the years to become one of the most successful At the base of the technology is a player account management platform line expansion. And over the last decade, systems are Games is working closely with WCLC to advance its iGaming models in the world. that off ers the convenience of one-wallet and limitless opportunities for leading the way for lotteries to meet players’ increased demand sports betting applications. This work will provide players to experience cross-channel game entertainment. for convenient access to games and payment options. the WCLC team with the tools and data feeds “Our work with BCLC is results-driven and based on necessary to continue evolving the player experience strategic growth planning,” said Bridger. WCLC serves Alberta, Saskatchewan and Manitoba, Yukon, the both digitally and at retail while preparing for the “Our strong relationship with Atlantic Lottery Northwest Territories and Nunavut. An advanced gaming system is at potential for single event sports wagering in Canada. dates back to 1983, and together we have the core of generating sales for the Lottery’s retail instant and numbers kept pace with technology advancements. In games, digital games and sports betting. The company has collaborated with WCLC since the some respects, our collaborative innovation 1980s when it began producing its instant has served as a global example of why open The Lottery’s vision for its digital channel is clear with the recent launch lottery games. In March 2020, Scientifi c architecture and the agility to add multiple of Subscription Spot, a new program powered by Scientifi c Games Games created and produced WCLC’s gaming verticals and respond quickly to and accessible via the WCLC website. It is the Lottery’s fi rst true Alberta Gold game featuring the popular marketplace changes is vital to systems digital off ering for players. Allowing online purchase of lottery games, Scientifi c Games’ slots brand, and the game technology,” explained Byron Bridger, Account Subscription Spot is creating a pathway to digital modernization with a reached over 90% sold in under six months. Manager for Scientifi c Games. “It’s vital to larger online presence for the Lottery. Most recently, WCLC and Scientifi c Games are Byron a lottery’s relevance and sustainability in a Bridger collaborating on a proprietary play action game rapidly changing world, and to future growth.” At the foundation of the Lottery’s new digital initiative is Scientifi c called Block-O™ which will launch in Q3 this year. Games’ player account management platform and purchase-enabled The Lottery also adds exciting licensed brands One of Doyon’s best memories working with Loto Like Loto-Québec, Atlantic Lottery’s digital lottery play is also expanding web-services. Players may purchase subscriptions from the Scientifi c Games portfolio to its products, Québec was creating the fi rstUltime 100$ game in rapidly, with more than 325% sales growth FY 2021 vs. FY2020. The for LOTTO MAX, LOTTO 6/49, DAILY GRAND, including THE PRICE IS RIGHT and UNO®. 2017, which won the “Best New Instant Game” award Lottery’s team continues to drive an innovative digital program across WESTERN MAX, WESTERN 649 and EXTRA games at the North American State and Provincial Lottery all product verticals that leads the industry. Their recent in-house Apple for up to 104 drawings through Subscription Spot. BCLC Association (NASPL) annual conference in 2017. and Android mobile apps are some of the best. The subscription can be set up in minutes, allowing Serving players in British Columbia in western the player to participate immediately. The Company’s Canada, BCLC is the third largest lottery in the “The game was so popular that for the fi rst time “Our holistic view of the Lottery’s entire product portfolio has helped software off ers geo-fencing, age verifi cation and country in terms of total sales. Scientifi c Games ever, players were traveling outside the Montreal enhance growth across the enterprise,” continued Bridger. “The retail alignment with other rules and regulations. began its relationship with BCLC in the 1980s as metropolitan area to fi nd remainingUltime tickets. network is very important to Atlantic Lottery. The Lottery is investing its instant game provider. Today, the company We produced a second Ultime g a m e s i n 2 0 1 7 , ” to modernize this channel leveraging digital technologies such as provides the Lottery with licensed properties like he shared. new terminal software, new self-serve terminals, evolved digital BATTLESHIP™ and THE PRICE IS RIGHT, as well as merchandising, and promoting its new mobile app for cross-channel iLottery and sports betting solutions. In addition to SCRABBLE and SLINGO, Quebec player experiences.” players enjoy a variety of licensed property games “Scientifi c Games and BCLC have enjoyed a featuring brands from the Scientifi c Games portfolio, Scientifi c Games is supporting these activities, including the continued tremendously successful relationship for more than including THE PRICE IS RIGHT™ and Hasbro favorite MONOPOLY™. evolution of the underlying PAM to enable digital transactions at retail a decade in the digital lottery and gaming space. and the delivery of PlayCentral® HD self-service terminals This has fueled BCLC to be one of the highest Loto Québec’s instant games represent just over 28% of its annual to provide more points of access for players. The subscription allows WCLC to connect to their growth digital operators in Scientifi c Games’ global lottery sales. Its specialty instant products are produced by Scientifi c players directly with marketing and promotions, network,” said Bridger. “The continued willingness, Games’ advanced manufacturing technology “The recent launch of the JACKPOT family of instant while off ering self-service, which has emerged as a on both sides, to take risks and drive mutual value is and offl ine fi nishing equipment in Montreal. games, with an integrated second-chance valuable sales channel when access to retail stores at the core of what makes this a special relationship,” progressive jackpot showcasing prizes up becomes a challenge. shared Bridger. Launched in 2010, Loto-Québec’s digital lottery to $1 million CAD, highlights the Atlantic play is exploding, with more than 200% sales Lottery’s drive to continually improve “We were extremely pleased to evolve our lottery growth FY2021 vs. FY2020, as more players the overall player experience,” systems and services in a manner that supports discovering the convenience of playing from shared Doyon. WCLC's long-term strategic plan and facilitates home or on the go. Both Loto-Québec and continued, responsible growth across its business to Atlantic Lottery are leading digital lottery As example, the Lottery featured generate maximum proceeds for the governments performance in Canada. licensed brands like THE PRICE it serves. This is another great example of omni- IS RIGHT and FAMILY FEUD® from channel solutions that modernize the way lottery ATLANTIC LOTTERY the Scientifi c Games portfolio on oversized products are sold,” said Bridger. The Atlantic Lottery is one of the most innovative in Canada, off ering Gigantix® instant games call Gameshow. its players a wide variety of entertainment, including retail and digital WCLC more than doubled the number of players In 2009, the company began delivering BCLC’s instant games, numbers games, and sports betting. Here, Scientifi c WESTERN CANADA participating in two months after launching Player Account Management system that has proven Games technology powers the lottery ecosystem following one of the LOTTERY CORPORATION Subscription Spot. to be a secure backbone for the digital ecosystem. most complex systems conversions in the global industry in 2017. Systems technologies power the lottery world and play Collectively, this ecosystem has evolved and grown a crucial role of protecting funding by enabling product In addition to the subscription services, Scientifi c over the years to become one of the most successful At the base of the technology is a player account management platform line expansion. And over the last decade, systems are Games is working closely with WCLC to advance its iGaming models in the world. that off ers the convenience of one-wallet and limitless opportunities for leading the way for lotteries to meet players’ increased demand sports betting applications. This work will provide players to experience cross-channel game entertainment. for convenient access to games and payment options. the WCLC team with the tools and data feeds “Our work with BCLC is results-driven and based on necessary to continue evolving the player experience strategic growth planning,” said Bridger. WCLC serves Alberta, Saskatchewan and Manitoba, Yukon, the both digitally and at retail while preparing for the “Our strong relationship with Atlantic Lottery Northwest Territories and Nunavut. An advanced gaming system is at potential for single event sports wagering in Canada. dates back to 1983, and together we have the core of generating sales for the Lottery’s retail instant and numbers kept pace with technology advancements. In games, digital games and sports betting. The company has collaborated with WCLC since the some respects, our collaborative innovation 1980s when it began producing its instant has served as a global example of why open The Lottery’s vision for its digital channel is clear with the recent launch lottery games. In March 2020, Scientifi c architecture and the agility to add multiple of Subscription Spot, a new program powered by Scientifi c Games Games created and produced WCLC’s gaming verticals and respond quickly to and accessible via the WCLC website. It is the Lottery’s fi rst true Alberta Gold game featuring the popular marketplace changes is vital to systems digital off ering for players. Allowing online purchase of lottery games, Scientifi c Games’ slots brand, and the game technology,” explained Byron Bridger, Account Subscription Spot is creating a pathway to digital modernization with a reached over 90% sold in under six months. Manager for Scientifi c Games. “It’s vital to larger online presence for the Lottery. Most recently, WCLC and Scientifi c Games are Byron a lottery’s relevance and sustainability in a Bridger collaborating on a proprietary play action game rapidly changing world, and to future growth.” At the foundation of the Lottery’s new digital initiative is Scientifi c called Block-O™ which will launch in Q3 this year. Games’ player account management platform and purchase-enabled The Lottery also adds exciting licensed brands ONTARIO LOTTERY & Scientifi c Games has worked with OLG since 1984, and today games are going out in the right quantities to the right retailers in GAMING CORPORATION produces a number of the Lottery’s instant games, providing the lottery’s network. OLG is the largest lottery corporation in popular licensed brands from its portfolio including DEAL OR Canada, operating in the most populous NO DEAL™, UNO, Hasbro’s MONOPOLY and BATTLESHIP, and the “By virtue of Canada’s diverse make-up of neighborhoods, cities, province of 13 million people. In 2020- holiday-themed NATIONAL LAMPOON’S CHRISTMAS VACATION™. towns and regions where player preferences can vary signifi cantly, 2021, the Lottery’s retail sales topped $4 SGEP has the potential to make a demonstrable impact on billion, with its instant games portfolio GROWTH OPPORTUNITIES growth in Canada, perhaps much like the double- representing 35% of sales. Is there a clear opportunity to maximize digit instant product growth it is currently revenue and profi t growth in Canada, an driving in the U.S.,” shared Doyon. OLG continues to innovate products historically draw-based lottery market? for its players with an eye to creating The SGEP program optimizes the world-class entertainment experiences Doyon believes growth is possible potential of the category, digging deep in and out of the retail environment. In through the economies and into all aspects of the product portfolio January, the Lottery launched an instant effi ciencies of the Scientiﬁ c Games and making data-driven decisions game featuring the PLINKO® brand from Enhanced Partnership program used on the right mix of price points, play the Scientifi c Games licensed properties by fi ve of the top six performing styles, product enhancements like portfolio. The game is the most successful instant game lotteries in the U.S. specialty inks and paper and fi nishing instant product launch in OLG’s history, options. Game launch schedules are exceeding sales of the popular THE The program, called SGEP, is in place with precise and business analytics keep the BIG SPIN game. A player purchases the more than 20 lotteries globally – including lottery informed on sales in real time. game at retail and, if a CHIP prize is won a number of top-performers – and manages all an animated chip drop occurs on the aspects of a lottery’s instant products including game “As an example, just across the national border in Ohio lottery terminal screen when validated. If planning, analytics and insights, advanced logistics, warehousing, and Pennsylvania, which just experienced record years, instant the prize won on the animated chip drop distribution and retailer services. games make up approximately 55% and 71% of the product is PLINKO, the player attends the OLG portfolio respectively. Both lotteries are in the Top 10 in the U.S. and prize center in Toronto to drop a chip on “We truly believe that vendor partnerships are the the path to Top 20 globally for total instant game sales and both participate in a real PLINKO board to win a prize from responsibly growing Canadian retail lottery sales as well as digital the SGEP program,” said Doyon. $100,000 to $500,000. sales,” Doyon explained. “This growth has been happening in the U.S. for quite some time driven by public/private lottery While Scientifi c Games’ manufacturing facility in Canada serves partnerships and there is great potential in Canada. Investment more than the Canadian lotteries, Doyon explained that Canada drives growth.” comes fi rst.

Bridger agrees. “It’s untapped potential. There is defi nitely a “In the plant we have more than 250 Canadians who are very lot of room to grow the instant product category. This can be proud to take part in producing a popular consumer product that accomplished by leveraging deeper partnerships, like we do in the their friends and families play,” said Doyon. “When you come to PLINKO is the most digital lottery space,” he explained. “The SGEP program, provides work every day, it is truly a source of pride to create something successful instant a great example from our U.S. customers of the potential impact a that makes a positive impact in communities throughout Canada.” partnership like this can have in Canada. product launch in OLG’s BATTLESHIP, CLUE and THE GAME OF LIFE are trademarks of Hasbro. SCRABBLE, the associated logo, history, exceeding sales the design of the distinctive SCRABBLE brand game board, and the distinctive letter tile designs are “Canadian Lotteries have embraced this concept for digital trademarks of Hasbro in the US and Canada are used with permission. © 2021 Hasbro. All Rights Reserved. of the popular Licensed by Hasbro. endeavors but still have strong reservations in the traditional THE BIG SPIN game. The MONOPOLY name and logo, the distinctive design of the game board, the four corner squares, the Lottery space. Perceptions remain that vendors are aiming to MR.MONOPOLY name and character, as well as each of the distinctive elements of the board and playing pieces are trademarks of Hasbro for its property trading game and game equipment. © 1935, 2021 Hasbro. take over the traditional lottery scheme while eliminating jobs. All Rights Reserved. Licensed by Hasbro. That’s just so far from the reality. The true goal of a program Deal or No Deal TM & © 2002, 2021 Endemol Shine IP B.V.

like SGEP is to leverage each party’s inherent skills to maximize NATIONAL LAMPOON’S CHRISTMAS VACATION and all related characters and elements © & ™ Warner Bros. Entertainment Inc. (s21) profi table growth.” ©2001-2021 GAMING REALMS PLC. www.gamingrealms.com

FAMILY FEUD: ®/© 2021 Fremantle. Now another world-fi rst is on the horizon SGEP is powered by the patented SciTrak™ system, which includes for OLG with an add-on game for instant OrderCast™ predictive ordering technology to distribute instant THE PRICE IS RIGHT: ®/© 2021 Fremantle. tickets. INSTANT TOP UP launches in games produced by Scientifi c Games and by other vendors. The UNO and associated trademarks and trade dress are owned by, and used under license from Mattel. © 2021 Mattel. All Rights Reserved. June, giving players a chance to win a analytics-based program also features retailer and digital services. All ® notices signify marks registered in the United States. growing jackpot in store if added to their © 2021 Scientifi c Games Corp. All Rights Reserved. instant game purchase. OLG projects this The technologies have continually improved over the years. new game will be popular with both new OrderCast keeps games rolling into the company’s warehouses and existing lottery players. where they’re packaged for distribution. This ensures that the right *Scientiﬁ c Games portfolio ONTARIO LOTTERY & Scientifi c Games has worked with OLG since 1984, and today games are going out in the right quantities to the right retailers in GAMING CORPORATION produces a number of the Lottery’s instant games, providing the lottery’s network. OLG is the largest lottery corporation in popular licensed brands from its portfolio including DEAL OR Canada, operating in the most populous NO DEAL™, UNO, Hasbro’s MONOPOLY and BATTLESHIP, and the “By virtue of Canada’s diverse make-up of neighborhoods, cities, province of 13 million people. In 2020- holiday-themed NATIONAL LAMPOON’S CHRISTMAS VACATION™. towns and regions where player preferences can vary signifi cantly, 2021, the Lottery’s retail sales topped $4 SGEP has the potential to make a demonstrable impact on billion, with its instant games portfolio GROWTH OPPORTUNITIES growth in Canada, perhaps much like the double- representing 35% of sales. Is there a clear opportunity to maximize digit instant product growth it is currently revenue and profi t growth in Canada, an driving in the U.S.,” shared Doyon. OLG continues to innovate products historically draw-based lottery market? for its players with an eye to creating The SGEP program optimizes the world-class entertainment experiences Doyon believes growth is possible potential of the category, digging deep in and out of the retail environment. In through the economies and into all aspects of the product portfolio January, the Lottery launched an instant effi ciencies of the Scientiﬁ c Games and making data-driven decisions game featuring the PLINKO® brand from Enhanced Partnership program used on the right mix of price points, play the Scientifi c Games licensed properties by fi ve of the top six performing styles, product enhancements like portfolio. The game is the most successful instant game lotteries in the U.S. specialty inks and paper and fi nishing instant product launch in OLG’s history, options. Game launch schedules are exceeding sales of the popular THE The program, called SGEP, is in place with precise and business analytics keep the BIG SPIN game. A player purchases the more than 20 lotteries globally – including lottery informed on sales in real time. game at retail and, if a CHIP prize is won a number of top-performers – and manages all an animated chip drop occurs on the aspects of a lottery’s instant products including game “As an example, just across the national border in Ohio lottery terminal screen when validated. If planning, analytics and insights, advanced logistics, warehousing, and Pennsylvania, which just experienced record years, instant the prize won on the animated chip drop distribution and retailer services. games make up approximately 55% and 71% of the product is PLINKO, the player attends the OLG portfolio respectively. Both lotteries are in the Top 10 in the U.S. and prize center in Toronto to drop a chip on “We truly believe that vendor partnerships are the the path to Top 20 globally for total instant game sales and both participate in a real PLINKO board to win a prize from responsibly growing Canadian retail lottery sales as well as digital the SGEP program,” said Doyon. $100,000 to $500,000. sales,” Doyon explained. “This growth has been happening in the U.S. for quite some time driven by public/private lottery While Scientifi c Games’ manufacturing facility in Canada serves partnerships and there is great potential in Canada. Investment more than the Canadian lotteries, Doyon explained that Canada drives growth.” comes fi rst.

otteries understood the Srini Nedunuri, IGT Vice Presi- consumer demand for dent PlayLottery Product. "Mobile convenience and the apps have evolved over the years with importance of offering a the latest inherent device hardware mobile solution well before capabilities as well as software advance- the onset of the pandemic. ments. Also, regulations have become Now the demand is even more stringent, especially with Apple. stronger, calling for deploy- We have been continuously investing ment at a quicker pace. in our mobile app solution to support According to a 2020 consumer behavior wagering and convenience for years, report from App Annie, a trusted mobile app and as a result, we were the first lottery Lanalytics source, “COVID-19 advanced [the] mobile app solution in the Apple App mobile trends we were already seeing by a Store that was compliant with latest Apple Guidelines of 4.7. The results are two-to-three year adoption [rate], speeding entertaining convenience features and offers up the transition to a mobile-first world.” clear, we have developed the features that players enjoy to earn our leadership lotteries flexibility to configure their app to Since 2020, contact-free, cashless, and include those that meet their jurisdictional convenient retail transactions have become position, with 11 US lotteries having now adopted IGT's mobile application.” and player requirements. It puts the lottery even more necessary for players, propelling ecosystem at players’ fingertips, extending mobile solutions to the top of the industry’s The IGT lottery mobile solution is rich with their lottery play. priority list. Lotteries recognized the new needs of their players and pivoted by offering players more ways to interact with their brand on mobile devices. “We’ve always understood the importance of mobile engagement to players, so our mobile experience continues to be a linchpin in our digital strategy,” explained

Players conveniently login to their secure account using Face ID or fingerprint Touch ID biometrics.

40 PUBLIC GAMING INTERNATIONAL • MAY/JUNE 2021 makes it easy for players to save these favorite numbers to play them in store with a simple, contact-free scan of their mobile screen. To choose their numbers, an intuitive Playslip Wizard guides players through the steps to create a digital playslip and store it as a favorite, where it is always available to scan for purchase at any retail or self- service terminal. This feature gives players the many benefits of digital play in a retail store, even in jurisdictions that do not allow purchasing tickets online. "IGT’s mobile team is excited to continue releasing new mobile benefits for players,” said Rafael Munoz, IGT Mobile Prod- uct Director. “We’re always looking for innovative ways for give players new and Players can use the scanner to check winning tickets and, with a few taps, enter non-win- better experiences of playing lottery. One ning tickets into available second-chance loyalty drawings and view past winners. unique way to add to the draw game play experience is our ’Hot and Cold Numbers’ winnings straight to their eWallet within the feature.” With this feature, which is avail- EXTENDING THE PLAY app,” said Nedunuri. “These winnings are able exclusively through the IGT mobile EXPERIENCE stored for future contact-free purchases. We solution, a player can select up to 100 past envision players will have a 100% cashless draws to see the most frequently drawn As players are seeking to minimize physical and contactless retail experience using digital numbers,“Hot Numbers,” as well as the retail contact, IGT’s mobile app lets play- playslips and tickets, and will scan their least frequently drawn numbers, “Cold ers check their tickets at a time and place eWallet from their phones for payment.” Numbers.” Of course, these are strictly that suits them by self-scanning the ticket indicators of past number trends and have barcode. And if the ticket isn’t a winner, the no impact on future drawings, which are IGT solution provides players with addition- PLAYING FAVORITES based on chance, but players enjoy perus- al value by allowing them to enter their non- Many lottery players like to play the same ing how numbers have “performed” in winning tickets into available second-chance numbers for every draw as part of their prior draws and select from the Hot and drawings and loyalty programs, and view lottery-playing routine. IGT’s mobile app Cold lists to create their digital playslip. results and winners with a few simple taps. An additional player benefit that connects the retail and digital experience is the ability for a player to scan a physical ticket bought in a retail store into the mobile app to save the ticket details securely behind a login in the app’s “My Tickets” section. Not only does this give the player the assurance of never losing their ticket, it also organizes all past and upcoming draws and scanned ticket details by date and identifies winning tickets. Players can also set up notifications to tell them if their ticket has won a prize, create a playslip of the ticket for a retail repurchase, and if the jurisdiction permits, repurchase from the mobile app. IGT’s development team is continually examining the latest consumer trends and building new features into the app to meet needs as they emerge. “I’m excited to share that, by year end, players will be able to save a trip to retail or the claim center by Players can store their favorite numbers by ticket, generate a playslip straight from My conveniently scanning their tickets to add Favorites and purchase tickets at retail. In the wagering app, a player can purchase right from the app.

PUBLIC GAMING INTERNATIONAL • MAY/JUNE 2021 41 not gone away. IGT recognizes that consumer purchasing habits have shifted and lotteries need to adopt new technologies. Adapted for those changes, IGT’s robust and easy-to-use mobile solution supports the presence-free living trend which, as predicted by IGT’s trendspotter partner, Foresight Factory, anticipates that consumers will increasingly look for remote interactions with retailers and brands. IGT’s continued investment in mobile allows lotteries to position themselves for continued success as the industry moves more into a convenience and contactless culture. The mobile app allows players to interact with the lottery brand 24 hours a day wherever they choose, responsibly. The wagering and convenience mobile solution is backed by IGT’s proprietary technology and marketing teams who are ready to help lotteries define the right feature-set to deliver the experience players want. n IGT’s mobile lottery app allows players to review past draw history based on most and least drawn numbers, use numbers to create a playslip for a retail purchase or for wagering app players, and make an online purchase from the app. To learn more about IGT’s mobile solution contact your Account Manager and “This is an example of IGT’s commitment • Convenient options on when, where, and watch related video content on IGT’s to develop the most engaging mobile solu- how to play lottery Lottery LinkedIn. tion in the market,” added Munoz. • Contactless experience redeeming win- Join PGRI’s “Digital Lottery, Optimizing the “Our players continue to love the mobile nings back to the player’s eWallet to use for Digital Connection” conference on June 16 and 17. Interact with IGT panelists, Karri Paavilainen, app, especially the features that make future purchases Senior Director, Play Lottery Marketing, and it easier for them to do what they want Convenient, cashless, and contact-free func- Derek Levesque, Product Director, PlayDigital Lottery, who will cover Player Retention and to do in a way that minimizes the effort tionality are a big part of our new normal, involved,” said Mary R. Harville, President PlayInstantWin portfolio-management panel but consumers’ need for great experiences has topics. and CEO, Kentucky Lottery Corporation. “Playing lottery online, scanning winning tickets, and entering promotions are favorites. The mobile app is definitely a tool the players have come to expect.” HOW PLAYERS BENEFIT FROM IGT’S MOBILE APP: • Seamless and fast login using Face ID or Touch ID biometrics • Ability to secure physical draw tickets after scanning the ticket barcode for safekeeping and repurchase in My Tickets • Easily set up and save digital playslips with the Playslip Wizard and My Favorites • On-the-go or at-home ability to determine winning scratch and draw games tickets, plus easily earn entries into second chance drawings for non-winning tickets Coming soon is a feature that enables players to scan draw and instant tickets to redeem winnings back to an eWallet for future purchases or withdrawal.

42 PUBLIC GAMING INTERNATIONAL • MAY/JUNE 2021 Making Sure That Retail Modernization Works in Our Favor to Drive Sales Increases and Positive ROI continued from page 14

How do you overcome the tendency for course we still want retailers to continue that digital point-of-sale creates more self-service options to undermine clerk- to deploy clerk-assisted full-service options efficiencies, as well as a much stronger assisted counter sales at the counter and for lottery players. But self-service is an impression on the shopper, when you sometimes even cause a decline in store important trend. Our goal is to make sure compare it to paper point-of-sale. sales? it complements and augments the channel What do you think iLottery might be mix of options and contributes to sales. Jay Finks: Oklahoma’s grocery sector is approved in your state – maybe in the dominated by Walmart and Target, not Even though the OLC does not sell tickets next two years? Do you expect any other traditional retail grocery chains. In turn, online, you have taken a very proactive regulatory changes to be enacted in the our self-service efforts (and sales related to and progressive approach towards near future? self-serve) in years past have been weak. building the online connection and Jay Finks: We are actively engaging Also in years past, when we put a self- towards digitization in the retail environ- Legislators to educate them on the value, service machine in a convenience store, ment. sales opportunity and return to the State we saw that store immediately move away Jay Finks: Absolutely. We are certainly if they would authorize us to execute from counter sales and ultimately hurt our evolving our business and pushing ourselves iLottery. However, that conversation does sales efforts. So we decided to take a new to embrace every possible digital outlet not stand alone. Oklahoma has over 100 approach to mitigate that trade-off and available to make us more efficient. For tribal casinos which ranks them 3rd in the create a synergistic relationship between example… nation in total slot machines. All conversa- self-serve and counter sales. We started • We are converting all of our traditional tions legislatively are going to include tribal with our #1 convenience chain and sold in outdoor boards to digital. We asked gaming compacts, sports betting, iLottery the concept of adding self-service; but we ourselves, what is the ROI of an and potentially more. It’s a very wide- held the line by making the retailer sign a expensive outdoor board that for the sweeping topic. I am always hopeful that “self-service agreement” that covered things most part promotes a jackpot amount Oklahoma can come up with a solution like minimum sales, counter sales, instant that does not create consumer response where “everyone wins” but the challenge game counts, etc. This ultimately led to (i.e. $20m to $200m+)? Why not utilize there is significant. It is my top priority 25% to 30% increases in total sales in those the flexibility of digital to promote the from a legislative strategy standpoint. stores. We used that model to expand to jackpot when it is most relevant and then Given your background and deep experi- other chains, all the while, holding the use it for other purpose, for all different ence in Lottery marketing, you didn't line on minimum sales and counter sales kinds of messaging objectives, when the need an introduction to the OK Lottery. initiatives. jackpot is at lower levels? What has surprised you since you were This concept was the impetus, in 2020, to • We are adding a fully functional ticket appointed to lead the lottery last year? finally get 7-Eleven (Oklahoma’s largest checker to our app and are exploring Jay Finks: I wish I had something profound chain, independently owned) to finally more ways to engage the player on the here to say but this transition has been as agree to sell Lottery. We launched a self- smart-phone. smooth as anyone could expect. Former service only model in over 100 stores and Oklahoma Lottery Director Rollo Redburn they have already settled in as one of the top • We are going to launch a digital playslip and I sat down years ago and built a succes- 3 chains. In the end, it took a progressive via our app but here is the kicker ... we sion plan with one goal in mind … don’t line of thinking to embrace a new model are eliminating ALL paper playslips once let a leadership transition impact our sales of Lottery delivery to consumers….and the we launch it. and operational momentum. It was built net result is a measurable lift in our sales. • We are actively exploring ways to to keep our internal culture strong and to Thankfully, the commercial community eliminate the large plastic play stations sustain a high level of confidence with our is responding to the consumer demand for in all stores and continuing our push Board and our legislative leaders. n options by enhancing the user-experience to put digital advertising screens in as of self-serve machines and processes. Of many stores as possible. We have found Lottery Focus on the Consumer continued from 21 technology behind self-service has changed purchase, and lottery consumers have more placement opportunities for lotteries. rapidly and most lottery resistance has now options never before available. I know the Having options will help get lottery into dissipated. “Previous generations of self- retailers appreciate these new trends that retailers who may have been previously service machines were a bit clunky and not have reduced many of the on-counter issues resistant to the sales of lottery products. At user friendly,” he said. “But the technology faced by retailers.” Pollard, we’ve been testing the placement has evolved quickly. Touch screens, large For Shannon, it’s all about the purchase of small self-serve machines into bars and easy-to-read screens, marketing capabilities paths available to players. “In Michigan, restaurants that never thought they could that appeal to the shopper, replication of there is a high demand for self-service offer lottery. That is how the industry will purchase patterns – these features have made machines,” she said. “But it doesn’t have to continue to grow.” the machines a must-have in many locations. be one or the other. Why not have self- One of the interesting trends that took place Couple this with the ability to make cashless service and in-lane together? These are just over the past year-plus was that lottery sales Continued on page 45 PUBLIC GAMING INTERNATIONAL • MAY/JUNE 2021 43 Building Strong Bonds with Lottery’s Retail Channel Partners continued from page 18

“When I think about how we reach our Adam Perlow, who has worked at the New all said that a game with this type of play players, I’m reminded of the old Burger Jersey Lottery for Northstar for almost style and flexibility is what they want,” he King slogan ‘Have it your way,’ because two years, summed up one aspect of how said. “Our push with advertising and on that’s the kind of flexibility we now offer technology helps players. “Sometimes people social media also helped raise awareness and our players,” she said. “Instead of ‘hold the just don’t want to deal with people.” He resulted in a lot of buzz. Since the game is pickles, hold the onions,’ they expect to buy said that all lotteries have retailers who have run five times a day, people don’t have to lottery products any way they want, with their player’s numbers memorized and hand wait too long to play again and that helps the same conveniences that they buy other them their tickets before they even reach build a player following. These types of products. They want to come into a store the counter. But many people want that innovations will keep players engaged.” and complete their shopping quickly and self-service experience. Getting even more Mary said that while Cash Pop is available easily. They want the option of an online specific about how a player’s interaction can in Kentucky, these types of more social app. They want to use plastic or Apple Pay. be improved, Adam discussed how the New games have been impacted by pandemic We have to make sure they have it their way. Jersey Lottery is not only providing the latest closings and restrictions. As things open up, “And we’ve done that in Kentucky. We are technology to its retailers, but also “piggy- that should change. In the meantime, she in the midst of a huge vending machine backing” on other retailer technology. is focused on making sure the convergence initiative that was put in place at the end “We’re partnering with 7-Eleven to work of brick-and-mortar retail and iLottery is as of 2020 with new machines deployed in within their technology and rewards smooth as possible for her players. the field,” she said. “We’re in the midst of program to create an even better experience “We want to focus on being there for the selecting a cashless option. At the same time, for players,” he said. “They are a critical players,” she said. “I don’t see online sales we’re making sure that the products we retailer for many lotteries and working being in competition with retail, in fact I provide at retail are attractive to players. So closely with them only benefits the lottery think online can help retail. In Kentucky, we’re focused on the basics and we’re seeing and players. In July, we’ll go live with a we have cross promotions to drive players that pay off in terrific sales numbers.” program that enables a player who purchases back and forth and support the two In Georgia, Frank Taylor and his colleagues a certain $5 ticket to receive 500 rewards channels. We throw the love at these two in the sales group have utilized innovation to points in their 7-Eleven program. We’re channels in different ways but certainly in support their retailers while also making sure basically leveraging their technology to give ways that are most impactful for our players. all the basics of retailer support are covered. players a special promotional opportunity. It’s about identifying player needs and It will be a win for the lottery, a win for meeting those needs through innovation “Good products, appealing second chance 7-Eleven and a win for the player.” promotions – these are the types of things and attractive marketing and products.” that drive people into the stores,” he said. Of course, even the best technology won’t Sarah pointed out that at the Hoosier “We are always looking at the balance work in the lottery industry if it’s not accom- Lottery, they’ve experimented with different between new technology and successful panied by attractive products. That is what ways to engage their players. The key is sales techniques. People want cashless. We’re will keep players returning to retail and, make it interesting and keep it fun. most importantly, buying product. For the looking at the technology that can store “We’re in the entertainment business so why your numbers on your mobile device so that lotteries represented on this panel, and many others in the industry, new products such as not offer the type of fun, engaging products when you enter a store, you can receive your players see in other places,” she said. “Over ticket with minimal extra steps. But the IGT’s patented Cash PopTM draw game are leading the way for new games. the years, we’ve launched play-for-fun games interaction between retailers and customers online. Most recently, we offered the Loaded is so critical to the success of the lottery. In New Jersey, Adam and his team look Zone in support of our “loaded” family of Many have friendly relationships with the for games that will engage players and scratch-off tickets. Our retailers appreciate customers, talking with them about their offer news ways to win. “What I like about our efforts as well because it keeps players families and what’s going on in their lives Cash Pop is that there are different ways interested and, we hope, buying products. and engaging them on lottery products. For to win, and we can also run it as a monitor We also focus on our social media networks many players, that face-to-face interaction game alongside Keno,” he said. “It’s one of and players clubs, so we are interacting with adds relevant value and works better than the only games in the industry that allows players in different ways. The ultimate goal technology.” the flexibility to play different numbers at is to drive players to engage with us at retail “With that said, we’re implementing some different bet levels with a high number of locations, as well as online.” draws each day. We’ve seen this particular of the cutting-edge technology where Max pointed out that player expectations needed. Many of our corporate accounts game rise to 13 cents per capita in New Jersey – so obviously players are responding.” are being set by the best practices applied want vending machines,” he said. “I’ve by retail leaders. Bricks and mortar retail worked with Max and Carmanah on digital Staying on the Cash Pop bandwagon, Frank is becoming an omnichannel vertical, media boards that expand the experience for said that in Georgia the game is popular where physical and digital channels interact players and are particularly useful for new across different demographics and some of and thrive. So, Lottery needs to deliver a players. And, of course, iLottery continues that is thanks to the Lottery’s aggressive similarly friction-free and engaging purchas- to expand and will be an important sales communications push. “We talked to many ing experience. As the Lottery & Gaming channel into the future.” players – current, light, lapsed – and they Division of STRATACACHE, the global

44 PUBLIC GAMING INTERNATIONAL • MAY/JUNE 2021 leader in digital signage, Carmanah brings “If lotteries can get embedded into the new customers, enhances customer engage- that retail transformation expertise to retailers’ apps, then you have access to all ment, and be a mutually supportive channel Lottery. their customers,” he said. “We all know that partner.” “We focus on providing players with the instant tickets are driving revenue for most For Georgia, all departments work together information they need before they reach lotteries. So, we’re working on putting ad- to make sure the needs of the retailer are the counter, just like when they are in a ditional instants in-lane because that’s where satisfied. “We constantly talk about our fast-food restaurant,” he said. “Today’s we also have draw games. All products messaging to retailers to make sure they are digital screens are quite amazing in that should work together synergistically so the not surprised by anything we are doing, they deliver multiple screens of easy-to-reach whole becomes greater than the sum of the whether it is new products at retail or ad- information in a short period of time.” parts. How lotteries handle the traditional/ ditional online offerings,” he said. “They are digital balance will be important,” he said. New digital signage technologies, such our partners, and we want them to be a part “Digital provides many positive attri- of this process. One important point is that as Digital Menu Boards and Countertop butes – no payment for ticket printing, no Displays, offer players more meaningful the thing that cures all issues is sales. Right shrinkage, no waste. Retail will always be now, our sales are high. This certainly helps and interactive visits, transforming physical the mission-critical face to the customer. stores into seamless brand experiences. in the short term and we want to use this But retail and digital can definitely live opportunity to be ready for the future.” “We are not quite there yet with lottery, but together.” Whether it’s the expansion of new technolo- it’s where we are going and will get there That sentiment was echoed by Mary, who eventually,” he said. “It’s happening at most gies or innovative product launches, the used the apt adage “a rising tide lifts all focus on retail will be a central mission of other retail locations with other consumer boats” to describe the iLottery channel. products. It’s only a matter of time before lotteries. Providing the retail network with “We certainly had some pushback when we the most advanced tools available to bring these advancements are embraced by the launched internet sales. We worked hard lottery industry.” lottery products to the players, where and to make sure our retail partners know that how they want them, will only help lotteries Terry and his Abacus colleagues are strong we are committed to their success,” she said. maintain the phenomenal sales growth that believers that lotteries need to work with “Coming out of the pandemic, we see that most have enjoyed over the past year. The retailers to integrate with the retailers’ there is a place for iLottery, that some lottery end result will be the support and approval technology. This includes their apps as well players want the convenience of online of all lottery stakeholders – retailers, players as points of sale technology. lottery. And I think retailers now see that and beneficiaries.n the two can co-exist, that online brings in

Lottery Focus on the Consumer continued from 43 grew quickly even though consumers were handles these issues could determine the Gregg concurred, but with tempered actually visiting retail locations less frequent- future of the two national games. expectations. “While I’m a proponent of the ly. Matt said that in his conversations with The leaders of Powerball and Mega Millions three-day change, I don’t think any of us Iowa’s larger corporate chains, they noted have carefully evaluated various options have an expectation that it will drastically that while trip frequency declined the overall for the games and the industry will see the change our returns to the state. But it is size of the basket when the consumer visits outcome of their hard work over the next responsive to the needs of the marketplace the store increased. “This is an interesting year. and what we’ve heard from players. This trend and one that has to be watched closely, isn’t the only change we need to make. especially by states like Iowa that don’t have “As everyone is aware, Powerball is making Brand messaging, applying all the principles iLottery,” he said. “What are the implica- a significant change by adding a third draw we have discussed today, and our whole tions for the industry and the vendors who day to the week, as well as offering the approach to marketing are important too. serve the industry? There is not enough data Double Play feature,” said Gordon. “And But it is an incremental step in improving right now to say this is a lasting trend. But it Mega Millions has worked closely with the overall playing experience for the lottery is something to watch.” MUSL, as it’s important to coordinate strat- consumer.” egies. To our players, the games are almost The decrease in retailer visits could also indistinguishable, and research show players The bottom line for these industry leaders be one reason why Powerball and Mega don’t necessarily care whether it’s Powerball is that while the past year-plus has been Millions have experienced drops in play. or Mega Millions; they just buy whatever challenging, planning for the future is now With more people working from home, the jackpot is bigger. But I think we need to the critical task. Players now have more impulse purchase by infrequent players was differentiate the games to consumers, to entertainment options than ever before diminished and that impact was felt more cut through the indifference. Could Mega and if the lottery industry is to retain its by the national games. And even though Millions take a step towards something appeal and player-ship, critical decisions people who were able to work from home that’s been in discussion for many years and need to be made. The revenue numbers are are slowly returning to the office, routines take the price to $5? And what would that heartening; ensuring they continue is the have now been disrupted. Office pools could $5 game look like? Important questions and task at hand. And continuing to keep the be a thing of the past, particularly if the we don’t know how it will eventually work focus on the customers will always be job n pool members are not in the office at the out. But for the growth of these important Number One. same time (or not at all). How the industry games, we want to figure it out.”

PUBLIC GAMING INTERNATIONAL • MAY/JUNE 2021 45 PULSE of the Industry

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National U.S. legislative update NORTH AMERICAN sports betting, gambling, lottery, NEWS etc.: Follow this new res ource at PublicGaming.com Hewitt was one of the first employees brought IN MEMORIAM: on to the corporation in June 2019. Hewitt is taking over for the corporation's first president, DUANE BURKE, Founder, Public Gaming Canada: The Minister of Finance Research Institute, Inc. thanks Lynne Roiter for her work at Tom Shaheen, who is retiring June 30. Hewitt Loto-Québec for 35 years said his main vision for leading the corporation We are saddened to share the passing of Duane is to continue to grow what Shaheen has built. Burke on Friday, April 30, 2021, just seven Ms. Lynne Roiter, President and CEO of Loto- Hewitt has 30 years of lottery experience. He days shy of his 90th birthday. See Page 10 for Québec, will be stepping down functions after began his career with the Florida Lottery in Remembrance. a career of more than 35 years with the Crown 1987 and previously served in senior roles with GARY GONDER, Missouri Lottery: Like so corporation. the Georgia Lottery Corporation, as well as many of you who knew Gary, we are shocked A law graduate from Laval University and mem- Scientific Games, Intralot and IGT Global and saddened by his passing at the age of 62. ber of the Barreau du Québec since 1972, Lynne Services, three of the major technology vendors Gary was a “young” 62 in that he was always so Roiter began her career at Loto-Québec in 1985 in the lottery industry. fun to just be around. Gary was also a highly as Director of Legal Affairs, then held the posi- respected leader in the lottery industry and in tion of General Secretary and Vice-President at life and recipient of PGRI Lottery Industry the Legal Department from 1996 to 2017. She Scott Sales appointed lottery Lifetime Achievement Award. We will truly has been President and Chief Executive Officer miss him dearly. since May 31, 2017. director for the State of Montana YVONNE SCHNYDER, WLA (retired), At the same time, the Minister welcomed the Sales, who begins his appointment as lottery serving the global lottery industry for 40 years, arrival of her successor, Mr. Jean-François director on May 3, currently serves as legislative with the last 12 years as General Secretary of Bergeron, who will take control of Loto-Québec liaison to Governor Gianforte. Sales owns and the World Lottery Association, passed away at on 1 st June. operates Cottonwood Custom Haying. First 78 years old. Yvonne was a special friend to Mr. Bergeron was President and Chief Executive elected to serve Montana in the state legislature PGRI along with the entire global community in 2002, Sales served as Speaker of the House of lottery industry leaders. Officer of the Société québécoise du cannabis. He previously held vice-president positions at from 2007-2008, House Minority Leader from the Société des alcohols du Québec. 2009-2010, and President of the Senate from JOBs: 2017-2020. Before his public service career “The first woman to lead Loto-Québec, Ms. began, Sales spent fifteen years with Extended The North Carolina Education Lottery: Legal Roiter has done a remarkable job throughout Systems as purchasing manager and regional Counsel her career, and she has contributed to the suc- sales manager, and nearly three years with cess and development of this important Crown Connecticut Lottery Corporation: Director of Hewlett-Packard as a purchasing agent. Business Affairs – Sports Betting Division corporation for Quebecers. She was an example of integrity and dedication to public service. I Maryland Lottery Director want to thank her for her years of service. Her JOB: Vice President, Security – Tennessee successor, Mr. Bergeron, will be able to continue Gaming Laboratories International ® Education Lottery this work and meet the many challenges that (GLI ) has named former Montana will arise in the coming years. " Eric Girard , Lottery Director Angela Wong as RFPs: Minister of Finance of Quebec Director of Lottery Solutions. Washington Lottery: Drawing Verification Montana Lottery: Advertising and Media Services Jeffrey L. Hewitt, senior vice Chicago: City’s First Casino-Resort president of sales and marketing Virginia: Production and Distribution of Live Lot- for the Mississippi Lottery tery Draw Shows Corporation, will serve as its next WWong’s appointment further expands the Connecticut Lottery Sports Betting Solution - president deep bench of subject matter experts for GLI’s system and services 46 PUBLIC GAMING INTERNATIONAL • MAY/JUNE 2021 trusted team of professionals that serve Lottery, the country’s largest. During his time IGT is awarded a long-term con- thousands of lotteries, regulatory agencies, and in New York, the lottery set all-time revenue tract from the Maryland Lottery and related equipment vendors and services records every year. Medenica authorized the providers globally. In her leadership role, Wong initiative that prompted the U.S. Department of Gaming Commission to upgrade the will serve as an essential resource for lottery Justice to rescind its interpretation of the 1961 video lottery central system that clients and work with lottery suppliers and Wire Act, an action that led to the legalization connects more than 11,500 video technology vendors to facilitate end-to-end of online lotteries in 2011. In addition to the lottery terminals (VLTs) and elec- success in the lottery industry. She will identify lottery, Medenica also oversaw New York’s nine technical and business challenges facing U.S. casinos and managed the successful selection tronic table games (ETGs) across and international lotteries and develop a strategy process for the operator at New York City’s the State's six casinos. for engagement and serving of lottery-related Aqueduct racetrack, which has become one of needs in every region of the world. the world’s largest casinos. The contract runs through Septem- Prior to joining GLI, Wong was director of Medenica joined the Maryland Lottery as Di- ber 2028 and includes the option to the Montana Lottery, where she earned an rector in June 2015, focusing on lottery market- international reputation for her leadership and ing and casino expansion. He oversaw Mary- extend for up to an additional four innovative approach. She also is the immediate land’s six casinos, including the 2016 opening of years. past president of the North American States and the state’s largest, MGM National Harbor. His Provincial Lotteries (NASPL), where she also work in the lottery industry includes serving as IGT's PeakSlant49 Cabinet Now held multiple leadership positions over 10 years. President of the North American Association of She is also the immediate past vice president of State and Provincial Lotteries (NASPL) in 2011- Available for Purchase with High- the Multi-State Lottery Association (MUSL). 2012. Most recently, he served as Region 1 Di- Performance Core Video Content Wong’s unique set of skills will allow her to rector on the NASPL Executive Committee, as quickly engage in GLI’s work to help its lottery Lead Director of the Mega Millions consortium clients navigate the changing landscape and and Lead Director of the Cash4Life consortium. leverage new opportunities created by emerging Internationally, Medenica served on the World technology and new delivery channels. Lottery Association Sports Betting Integrity Committee. In October 2020, Medenica was Celebrated for its superior ergonomic design and inducted into the Lottery Industry Hall of pristine presentation, the PeakSlant49 video Maryland Lottery and Gaming Fame, joining a distinguished group of world Director Gordon Medenica to Retire slots cabinet is an attention-grabbing focal point lottery professionals who are recognized for their on any casino floor. The cabinet's 49-inch, dedication to promoting excellence and integrity progressively curved Ultra-HD display is in the industry. complemented with a 27-inch video topper. The cabinet's intelligent lighting and player-conve- Powerball to increase to three nience features such as an inductive wireless drawings a week charger, USB port and comfortable 13.3-inch dynamic player panel all contribute to the Appointed by Governor Larry Hogan in 2015, hardware's popularity and strong performance. Medenica has had notable success running the Agency, consistently setting revenue and profit records. The fiscal year ending June 30 will be Scientific Games Corporation another all-time record for the Maryland efforts to guide full development Lottery. Lottery officials announced that the multi-state of the instant product category in “I feel incredibly fortunate for the many unique Powerball lottery game will increase the number European markets are making an and wonderful experiences I have been afforded of nightly drawings from two to three times a impact. during my career,” said Medenica. “The lottery week starting August 2021. In addition to the business is like no other. Where else can you drawings held on Wednesday and Saturday raise important revenue for the state and its nights at 10:59 EST, Powerball will conduct a citizens -- while still having so much fun? I leave drawing on Monday nights at the same time. here with mixed emotions, but look forward The first-ever Powerball Monday night drawing to the next phase of my life.” Medenica added, will take place on Aug. 23, 2021. Players will be “I feel especially fortunate to have worked for able to pick up tickets for the first Monday Governor Hogan for the past six years. The drawing starting Sun., Aug. 22, 2021. Odds, The Company received a new three-year Governor has been a great supporter of the rules, or set cash prizes will not change with the contract from Lutrija Bosne i Hercegovine (or Agency and its mission.” addition of another drawing, and the ticket the “Lottery”), which experienced a 41% price remains $2. increase in instant game retail sales since "This is truly a bittersweet announcement, as collaboration began in 2016. Through forward Marylanders have benefited tremendously from Victor Blanco to join Scientific planning and effective execution of their game Gordon's leadership, but he has certainly earned plans, many of Scientific Games’ 55 lottery his retirement after a long and distinguished Games as Chief Technology Officer customers in Europe are continuing to register career, said Governor Larry Hogan. “Gor- higher than ever sales of instant games despite don's commitment to customer service, and to Gold Dust Casino and Hotel to the challenges of the pandemic. honesty and integrity, have characterized his successful run at the helm of the agency. I am install Scientific Games iVIEW® grateful to Gordon for his service, and wish him Systems Solution across 240 slots Ontario Lottery and Gaming Cor- all the best." and table games poration Awards Pollard Banknote Medenica’s breadth of experience includes 10-Year Instant Ticket Contract management of three lotteries – New York, Scientific Games Inks Four-Year Extension New Jersey and Maryland. He began his lottery career in 2007 as the Director of the New York Extension for Iconic Slingo® Brand

PUBLIC GAMING INTERNATIONAL • MAY/JUNE 2021 47 PULSE IWG Builds on InstantJackpots™ Jackpocket Named NYRA's Official and that these features cannot be used by the Success -Virginia Lottery debuts Mobile Lottery Partner Lottery. Importantly, however, the evidence also its second progressive jackpot- established that no e-Instants use these features. enabled e-Instant Because e-Instants do not simulate casino-style slot machines the Casinos did not establish that the Lottery is violating the Lottery Law or Act 42. Therefore, the Casinos did not meet their Jackpocket, the first and only licensed third- burden of proving an entitlement to declara- party app lottery app in the United States and tory or injunctive relief, and their Petition was the New York Racing Association, Inc. (NYRA) Jackpot Payout features two instant-win denied and dismissed. announced today their partnership establishing progressive jackpot prizes – the Grand Jackpot Jackpocket as the official mobile lottery partner “We are extremely pleased that the court agreed and the Swift Jackpot. The game combines a of NYRA. with the Lottery’s position that its internet traditional key number match mechanic with instant games are lottery games, and do not bonus rounds, offering the opportunity for This partnership comes on the heels of Jack- simulate casino-style games,” said Drew Svitko, players to win fixed prizes, as well as the chance pocket's New York launch in January 2021, and Executive Director, Pennsylvania Lottery. “As to unlock the jackpot awards. Jackpot Payout more recently on the Google Play Store. Jack- we argued before the court, the Lottery operates follows IWG’s previously released Jungle pocket gives New Yorkers an easy, secure way in accordance with the law and it was clearly Tumble Jackpots with both games incorporating to order official state lottery tickets like Mega the intent of the General Assembly to allow the rolling progressive jackpots. However, each is Millions, Powerball, Win 4 and more from Lottery and casinos to co-exist in the online structured to target different player segments. their smartphones. As part of the agreement, space. The Lottery was authorized to offer Whereas Jungle Tumble Jackpots is designed to Jackpocket becomes a preferred partner of the digital games of chance, which are not limited award its progressive top prize monthly, Jackpot Belmont Stakes and racing at Belmont Park and only to digital representations of physical instant Payout is optimized to award its rolling mid-tier Saratoga Race Course. tickets.” prize multiple times each day. “The casinos’ attempt to effectively eliminate the Inspired enters Michigan iGaming Commonwealth’s iLottery program was a cyni- IWG Extends e-Instant Contract market with live games cal effort to knock out a competitor, solely in the with BCLC Company Will Continue interest of increasing profits,” said Pennsylvania to Supply InstantGames™ Through Pennsylvania Court rules against Attorney General Josh Shapiro. “The Judge’s or- 2026 der to dismiss this case means the $170 million casinos and in favor of Lottery generated by the Pennsylvania iLottery program in dispute over what kinds of can be used to fund essential services to benefit Abacus and Playport Announce e-Instant lottery games are older Pennsylvanians—services which my office Reseller Partnership allowable will continue to defend.” In 2017, the Pennsylvania legislature sanctioned, via Act of October 30, 2017, P.L. 419, No. 42 American Gaming Association: (Act 42), the Lottery and the State’s casino in- COVID Reshuffles Commercial dustry to both offer online games, provided that Gaming Landscape in 2020 the Lottery not offer any online game that simu- AGA’s Annual State of the States lates a casino game, and the casino industry not The new partnership is designed to supply offer any online game that simulates a lottery Report Highlights State, National lotteries and lottery retailers a digital game game. In 2018, the Casinos in the State jointly Impacts purchase and win redemption solution that filed a Petition against the Lottery claiming that seamlessly integrates with their existing point-of The COVID-19 pandemic had a significant the Lottery had overstepped its authorization by impact on the gaming industry in 2020, caus- sale systems. Abacus will act as an authorized offering games, specifically their e-Instants, that distributor and reseller of Playport's platform. ing a 31 percent drop in commercial gaming simulate casino-style slot machines. On May 25, revenue and a significant shakeup in the top 2021, the Commonwealth Court of Pennsylva- 20 casino markets. 2020 marked the industry’s Rebranded EQL Games Delivering nia definitively ruled, supported by a strongly lowest total annual revenue since 2003, with detailed 47-page opinion, that e-Instants do not consumer spending on commercial gaming New Game and Technology in any way simulate casino-style slot machines, Solutions to Grow the Lottery Draw falling to $29.98 billion, down 31 percent from and ordered the Petition denied and dismissed. 2019. While the pandemic overwhelmed tradi- Category In summary, having reviewed Act 42, the tional gaming sectors, the industry experienced Previously known exclusively as a provider of Lottery Law, and the Gaming Law, as well as monumental growth in emerging verticals like live sports lottery games, EquiLottery Games the parties’ arguments and evidence, the Court sports betting and iGaming. All of last year’s has changed its name to EQL Games to better found none of the features of e-Instants chal- shifts in the commercial gaming landscape at reflect an expanded vision to grow the draw lenged by the Casinos to be signature, iconic, or both the state and national levels are covered in game category through game innovation and key features particular to casino slot machines. detail in American Gaming Association’s (AGA) technology. First introduced in 2014 with a Rather, the Court found, they are features State of the States 2021: The AGA Survey of the sole mission to build the first live horse racing that relate to technological advances in online Commercial Casino Industry. lottery game, the company’s vision has expand- gaming; are based on online entertainment ed to include connecting lotteries with other and gaming, as well as existing entertainment dick clark productions and major sports and a fully modernized tech stack sources like television and board games, which ® that promises to make draw games faster and have indisputably inspired both e-Instant and POWERBALL announced today less expensive to build and implement. This slot machine game designers; or existed in the that they are teaming up for the new focus includes a fully customizable GLI- same or similar fashion in traditional lottery third consecutive year to present certified draw game system and an integration products that were translated into a new online the “Powerball First Millionaire of product designed to simplify the third-party medium. Further, the Court found that spin- integration process. ning reels and pay lines are signature, iconic, or the Year” promotion. key features particular to casino slot machines, 48 PUBLIC GAMING INTERNATIONAL • MAY/JUNE 2021 - I I ' I • - ..

- The Ohio Lottery launched its MONOPOLY™ family of games, under license through Scientific Games, on Hazen's holographic board. This combination has proven to be extremely effective with all four price points in the series generating index scores ranging from 121 to 146!

When compared with plain board games, • Hazen's recyclable holographic games I • consistently generate higher lottery ' sales and profits due to their increased I visibilty and superior performance. For US Dollars, visit: For Euros, visit: www.holographyx.com/profit www.holographyx.com/EUprofit

*The Tennessee lottery generated a 79% sales increase in a quantitative test that isolated holography as the only key variable. For details, visit: www.holographyx.com/TN

The Hazen Profit Calculator for iPads is now available at the App Store: http://bit.ly/HazenProfitCalculator Five randomly selected finalists will appear on and content with the acquisition IGT expands its sports betting the live broadcast of “Dick Clark’s New Year’s of SportCast, the pioneers of footprint in North Dakota with IGT Rockin’ Eve with Ryan Seacrest 2022” on ABC and have the chance to win $1 million in a sports betting experiences that PlaySports agreement special drawing just after midnight. encompass outright betting, Dakota Magic Casino and Hotel will leverage through to pre-match and in-play. the IGT PlaySports platform, self-service betting kiosks and trading advisory services Alabama Lottery and Casino Bill Founded in 2013, SportCast is a leader in sports Dead in the Water as Legislative betting player engagement through their prod- Session Ends uct experiences, technologies and pricing. They Online Gambling Sites Pump are also credited with developing the original $153.6 Million Into Local TV BetBuilder product, a feature that allows players Illinois Lottery Introduces E-Claims to build bets across multiple markets on a single According to Nielsen ad-spend data, online for claimingSPORTS prizes BETTING game with instant pricing through a seamless sportsbooks and gambling sites in the first User Interface (UI). quarter poured $153.6 million into local station coffers, an investment that has made the nascent Canada: Bill on single-game industry one of the biggest players in the spot Maryland Legislature Passes and sports betting on cusp of passing TV space. Governor signs, Sports Wagering Leading all comers are FanDuel and DraftK- Bill with Expansive Licensing The would-be bill aims to amend Criminal ings, both of which operate brick-and-mortar Opportunities and Targeted Code provisions around gambling on single sportsbooks. FanDuel in the past quarter, games of football, hockey, and other sports, ending March 31, invested $57.7 million in local Support for Women and Minorities which is currently illegal except for horse-racing. TV ads, good for 38% of the category’s overall spend, while DraftKings scarfed up $43.6 The Connecticut Lottery Deal with Seminole Tribe to expand million in local station buys. Together, the two Corporation Applauds State gambling in Florida receives final brands were responsible for 66% of the sector’s local TV spend, although BetMGM made a Approval of Sports Wagering and approval splash of its own with a $24.9 million spree. Online Lottery in Connecticut The Florida House on Wednesday gave final The combined national TV spend for the two approval to a gambling deal with the Seminole brands was considerably (and predictably) lower The Connecticut Lottery Corporation is already Tribe of Florida that would include allowing at $15.4 million, an accounting that factors in engaged with prospective vendors and partners sports betting in the state. The House, during DraftKings’ $5.5 million Super Bowl LV buy. with the goal of launching its sports betting the third day of a special legislative session, platform as quickly as possible. voted 97-17 to pass the bill. The Senate voted Online gambling now ranks 11th among the 39-1 on Tuesday to approve it. The deal would 1,200 product categories tracked by Nielsen, ac- lead to the state receiving $2.5 billion over the counting for 2% of all spot TV spend. By com- Florida governor signs bill for first five years. parison, the most lucrative spot TV segment, Seminole sports betting deal legal services (or shouty ambulance chasers, if The tribe would operate sports betting and you’re feeling a bit less charitable), accounts for would receive other benefits, including being 7% of all ad spend on local TV stations. South Dakota Gaming Commission able to offer craps and roulette at its casinos. As one might well expect, the rise in sports gam- approves sports betting rules bling spend on local TV has coincided with the Tennessee Becomes Quickest State U.S. Supreme Court’s 2018 decision to strike Arizona Governor signs tribal to Reach $1 Billion in Lifetime down the Professional and Amateur Sports Pro- gaming compact, legalizing sports Sports Bets in Sports Betting tection Act of 1992, thereby clearing the way for states to adopt legalized betting. Before PASPA gambling in Arizona With April's bets, Tennessee sportsbooks have bit the dust, brands like DraftKings and Fan- The agreement protects gambling exclusivity for now generated $1.1 billion in wagers since Duel spent their marketing dollars on national tribes for the next 25 years. November's launch. That makes Tennessee the TV, which they used as a means to drive traffic fastest to the mark, topping New Jersey, which to their daily fantasy sports platforms. The measure approved by the Legislature adds reached $1 billion in its seventh month. additional types of table games at tribal casinos Back in 2015, DraftKings and FanDuel ponied and for the first time allows sports betting under up a staggering $305.5 million for national TV licenses issued to tribes and pro sports teams. It WynnBET Live in Indiana, Virginia inventory, the majority of which was targeted to also allows gambling on fantasy sports and new and Tennessee Leveraging fourth-quarter sports broadcasts. In October of Keno games at horse race tracks and fraternal Scientific Games Sports Betting that same year, DraftKings had backed so many organizations. NFL games that it was the league’s second- Technology most profligate advertiser behind only Verizon. WynnBET users benefit from the OpenSports™ Unfortunately for the DFS pioneers, all the mar- Ohio’s professional sports teams product suite and managed trading services keting hype caught the attention of the FBI and are in favor of legalized sports from Don Best Sports, as the operator lever- the Department of Justice, who that fall began gambling and want in on the ages Scientific Games’ leading sports betting investigating the sites for fostering what was technology. then characterized as a “multi-billion-dollar” action illegal gambling racket. These launches further enhance the partnership Scientific Games Corporation between WynnBET and Scientific Games and For the networks, the heat effectively brought illustrate the growing appetite in the U.S. sports an end to the DFS gold rush, and in 2016 strengthened its global suite betting market, with the OpenSports platform DraftKings and FanDuel’s national TV spend of sports technology, services providing scalability and robustness for players. plummeted 92% to $24.3 million.

PUBLIC GAMING INTERNATIONAL • MAY/JUNE 2021 49 PULSE

Post-PASPA, the rush by online gambling sites by states that have legalized gambling, you’re Alexander Pechtold appointed to invest in local TV has been head-spinning. eventually going to be seeing a whole lot of what chairman of the Supervisory Board Per Nielsen, the category dropped a mere $10.7 amounts to the sportsbook version of those million in spot TV during the first quarter of Sonic Drive-In ads popping up on your TV. of the Dutch Lottery. 2019; in other words, investment in local TV Pechtold succeeds Jan Loorbach whose term of has grown 14.3 times, or 1,336%, in two years. DraftKings Beats, Raises Guidance office had expired. By 2024, local spot TV is expected to increase After Year's Biggest Events In its haul of online gambling ad revenue to as much as $590 million. Online Gambling INTRALOT Empowers Nederlandse Loterij Operations with its LotosX Local TV spend will only increase as individual Online gambling app DraftKings (DKNG) re- states begin to embrace mobile betting. For exported a smaller-than-expected loss and boom- Platform and the Roll-out of ample, New Hampshire, which legalized sports ing revenue growth early Friday after the year's Photon Terminals wagering in July 2019, granted DraftKings an biggest events in sports betting. But DraftKings exclusive retail and mobile license in early 2020 stock reversed lower. DraftKings lost 36 cents after the company agreed to share 51% of its a share as revenue skyrocketed 252% to $312 sports-betting revenues with the state. million. Monthly unique paying customers jumped 114% to 1.5 million. Average revenue New York is pursuing a similar arrangement per user climbed 48% to $61. DraftKings raised as it works to legalize mobile gambling, as the its full-year revenue target to $1.05 billion-$1.15 model endorsed by Gov. Andrew Cuomo will billion, up from a prior view of $900 million-$1 Lottery Draw-Based games, Scratch Cards and see operators bid for a shot at opening virtual billion and above consensus estimates for Passives, as well as the back-office operations are sportsbooks within the Empire State. Cuomo’s $999.7 million. now live in The Netherlands through LotosX. newly discovered enthusiasm for mobile betting Additionally, INTRALOT has rolled out 4,300 was likely awakened by the knowledge that New Photon terminals along with its robust signage York residents account for as much as 25% of solution empowering further the retail channel New Jersey’s virtual handle. That adds up to of Nederlandse Loterij’s Lottery games and an awful lot of taxable revenue that hasn’t been WORLD NEWS Sports Betting offering. INTRALOT’s Photon making its way across the Hudson. terminal, one of the most powerful and The online-gambling dollars are much appreci- best-performing terminals, is a key value driver ated at the local level, as stations are no longer for the acceleration of the modernization of being buoyed by the torrent of political ad spend NLO. Mr. Bas van de Bunt, Director Business that helped defray (at least to some degree) the Apollo makes $4b bid for Tabcorp’s Transformation & Strategic Projects at vertiginous drop in automotive and retail spot wagering, media and pokies assets Nederlandse Loterij stated, “The new Photon buys. Back out the $4.2 billion in political ads terminal enables us and our retailers to enhance The race for Tabcorp’s wagering and media booked by the stations, and local TV spend in the game and brand experience of our products business is heating up with private equity 2020 plunged 23%, according to the global ad in-store. With LotosX we work with the latest outfit Apollo Global Management matching agency GroupM. technology that helps us to innovate in retail.” UK bookmaker Entain’s $3.5 billion bid for Including two states that have authorized the struggling business. Confirming Apollo wagering by way of Native American-owned as a suitor for the first time, Tabcorp said on Intralot announces the sale of its casinos, there are currently 26 states that have Thursday afternoon that the New York-head- stake in Intralot do Brasil legitimized sports betting, of which a handful quartered outfit had also put forward a second Saga Business & Gaming Intelligence SA have activated mobile/online gambling opera- offer, valued at $4 billion, that would see it take ('SAGA BGI') has entered an agreement for the tions. Another 11 state legislatures are currently control of Tabcorp’s poker machine servicing acquisition of Control of its investee' Intralot do considering moving forward with some form of business as well. Brasil Comércio de Equipamentos e Siste- sanctioned sports betting. Entain, which owns online bookmakers mas de Informática Ltda '('Company ') with Once state-by-state legalization efforts reach a Ladbrokes and Neds in Australia, made a $3 Intralot Group S.A. Intralot Group S.A. will critical mass, a good deal of the spend that is billion offer for Tabcorp’s TAB wagering arm continue to supply its gaming technology to the currently targeting local TV stations is likely in February which, after being knocked back, it Company after the closing of the transaction. to shift to national TV and broad digital-mar- increased to $3.5 billion last week. Running for more than 10 years in the Minas keting efforts. After a business reaches a certain Gerais State Lottery, the transaction marks the size, it’s simply cheaper (and a whole lot more beginning of a new moment for the Company, convenient) to buy local ad inventory rather China details action taken against focused on its project of growing expansion in than try to piece together a series of local spots. cross-border gambling the lottery and sports betting operations in the The twin shibboleths of thrift and sloth tend to The Chinese Government has been vigilant Brazilian state and federal markets. give way to a phenomenon familiar to anyone against the rising trend of cross-border gam- Closing of this transaction is subject to the who’s ever wondered why they are forever being bling, the Ministry of Public Security has said. completion of certain condition precedents bombarded by commercials for national fast- Since 2020, authorities have launched multiple standard for this kind of transactions. food chains that don’t serve their home market. nationwide and special operations to combat Case in point: If you happen to live in Brooklyn the phenomenon. Just last month, the Minister and are watching an NFL or NBA or college of Public Security, Zhao Kezhi, pointed out the FDJ Group appoints Andy Wright football game, you’re guaranteed to see at least importance of combating cross-border gambling as new Sporting Group CEO. S two or three Sonic commercials, depending and that the country needed to destroy all imon Trim is stepping down after 23 years at on the network. This is less than ideal, as the related operations. Now the Ministry of Public the company – including the last 5 years as nearest Sonic Drive-In is in Bayonne, N.J., and Security has announced that the country is CEO – after overseeing the successful integra- getting there will cost you $36.34 in tolls. winning its battle against cross-border gambling tion of Sporting Group into FDJ Group follow- and has managed to reverse this growing trend. Which is a roundabout way of saying that if you ing its acquisition in June 2019. live in Utah, where you’re all but surrounded

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