PGRI Digital Library: Thought Leadership
Brightstar Lottery Articles

IGT Lottery – now known as BRIGHTSTAR − helped 26 lotteries cross the finish line for the launch of the recent Mega Millions™ game change.

Victoria Catt, Brightstar Vice President Solutions Delivery, reflects on her team’s coordinated approach. 

Delivery teams are central to the success of any system implementation. But handling one for multiple customers ahead of a multijurisdictional game change must be another order of complexity. How did your team approach it?

Victoria Catt: Given that we were coordinating efforts among 26 customer delivery teams, the analogy that comes to mind is “The Wave” − that incredible crowd phenomenon where stadiums or arenas erupt with fans standing and raising their arms in a ripple-like motion. It creates a visual effect that travels through the crowd, symbolizing unity and togetherness. We have our own version of The Wave. For us, it’s about working and communicating in unison and overcoming barriers to achieve a shared goal – in this case, a major national game change. Many lotteries and vendor partners were involved in different aspects of the Mega Millions™ launch, and as they can probably attest from their own experiences, this wasn’t just any project. For us, the project involved the contributions of hundreds of people based on the many facets of the project scope. It also required a high level of precision, communication, and expertise. One of the things I’m most proud of is how we demonstrated our approach to collaboration. From the beginning, it was about more than delivering software and meeting deadlines. It was about ensuring that every milestone was executed as promised on behalf of our customers.

Boost player engagement, instant ticket sales, and operational efficiency with the new Digital Menu Board solution from IGT.

This unique software solution is integrated with the lottery terminal application, making it easy for retailers to showcase their in-stock instant games and update their digital menu displays in real time.

IGT’s solution to drive lottery point-of-sale digital displays marks a huge step forward for retailers. What sets it apart? For one, it uniquely provides cuttingedge integration with IGT’s lottery terminal application — ensuring that a retailer’s digital menu display reflects a store’s current instant ticket inventory. For another, it’s not hardware. The Digital Menu Board solution from IGT is software that works with just about any digital signage monitor on the market.

Introducing IGT LotteryLink™, the award-winning solution that lets retailers quickly and easily sell lottery games in-lane on their own point-of-sale devices.

IGT LotteryLink™ clinched the title of Lottery Product of the Year at the prestigious 2025 International Gaming Awards in January, where it was recognized by judges for revolutionizing the way lottery tickets can be sold in stores.

LotteryLink solves an enormous need for the industry by enabling in-lane sales for both instant games and Quick Pick draw games without any point-of-sale programming. This innovative plug-in device offers unmatched ease of use and universal applicability for retailers and lotteries around the globe.

What ideas and solutions can lotteries use to  turn challenges  into opportunities in the year ahead?

In a panel session at the recent World Lottery Summit, IGT’s Renato Ascoli, CEO Global Lottery, offered a perspective on how industry challenges can drive evolution and growth: A given challenge or disruption “can also be an opportunity,” he noted, “depending on how we react to it.” ​Certain challenges require industry-wide collaboration to develop a unified approach. For many others, lotteries can embrace solutions that are available now, whether to accelerate modernization and enhance their connection with players or more readily adapt to a shifting competitive landscape. IGT takes the time to understand customers’ challenges and goals, and consistently seeks feedback to evolve the company’s products and services. This perspective, which informs IGT’s product roadmaps and significant R&D investments, is underpinned by consumer research, trend data, and IGT’s operator experience around the world. “We set the bar high for our development teams in recent years,” noted Ascoli prior to the summit.

A new IGT report outlines best practices and actionable strategies to harness the power of loyalty programs. ​

As lotteries compete for entertainment dollars and adapt to changing consumer behaviors, loyalty programs offer a powerful tool for boosting engagement and driving sustainable revenue growth.

T​o gain a deeper understanding of what drives player loyalty and share the findings with the industry, IGT’s Global Marketing Insights team partnered with Russell Research in 2024 to invest in a seven-country thought leadership study with over 7,000 consumers, among the largest study the two organizations have fielded together.

Surveying a general population of adult consumers, not morally opposed to playing lottery, a major piece of the study was dedicated to examining the benefits and perks of loyalty and membership programs that resonated most with lottery players.

IGT and Russell associate researchers also executed extensive desk research to identify the best-practice loyalty programs among non-lottery consumer brands, as well as perform a complete audit of existing lottery loyalty programs worldwide.

The insights revealed in the new report can help to inform lotteries’ strategies for player acquisition and retention, among other applications.

Lottery vending machine (LVM) optimization is a powerful strategy lotteries can use right now to increase player convenience and ensure the most appealing products are available, ultimately driving engagement and play. Parts 1 and 2 in this series explored a gamut of tools and approaches to help lotteries make the most of their LVM networks. As revealed in the following pages, there’s even more happening now in the realm of analytics.

“By leveraging IGT’s Lottery Data Cloud, our internal, cloud-based, advanced analytics platform, and augmenting that with the skill of our data scientists and analysts, we have developed some new-to-the-industry tools and services specifically to support LVM optimization,” says Paul Riley, IGT Vice President Retail Innovation and Partnerships. “We’re excited to share a look at what’s available and what’s on the horizon for use by lotteries and retailers.“

'Making Next-Level eInstants a Roaring Success'

From the pig that provides the model for the ubiquitous piggy bank, to the dramatic elephant in an exotic jungle setting, animal characters and motifs are always popular favorites. Lotteries have recently experienced roaring success with the games Lucky Coins and Elephant King Jackpots, two creative new eInstants from IGT featuring animals, which offer opportunities for increasing player engagement, responsibly. The first 30 days of sales for IGT’s Lucky Coins and Elephant King Jackpots surpassed the first 30 days of sales for any other eInstant title launched this year, and by a significant margin — roughly 106%.

Animal Tamers

It takes a talented village to create successful animal-themed games like these, including a producer; production artist; game artist; animator; game designer; prize structure mathematician; prototype engineer; client engineer; Game Logic Engine (GLE) engineer; audio designer; and QA engineer — all collaborating to develop the best experience for players. The game producer has an eye on the project from start to completion. As part of the development process, designated team members develop a theme, mechanic, and roadmap, and pitch it to the IGT content and studio directors. With approval from creative leadership, the team works on the concept, flow, artwork, development and play testing of the game, and quality assurance.

Expansion of IGT’s flagship After School Advantage program continued this year, giving more students access to technology and encouraging interest in the fields of science, technology, engineering, arts, and mathematics (STEAM).

To help young people develop the knowledge and skills they’ll need for the jobs of tomorrow, IGT is committed to providing technology resources and promoting STEAM education. For more than 25 years, the company’s After School Advantage (ASA) program has advanced such educational opportunities through digital learning centers in communities where IGT operates. Each ASA digital learning center is completely unique, catering to the specific needs of the organization receiving the donation and the community it supports. Over the years, the program has provided significant learning resources to open up career paths and future opportunities for thousands of individuals.

Do players’ perceptions of lottery differ by sales channel? A new IGT global study seeks to understand how and why

Lotteries around the world are at varying stages in their ability to access and optimize all the available sales channels to sustainably grow returns for good causes.

Yet, as lottery modernization continues, and despite regulatory obstacles to iLottery in some jurisdictions, it’s likely that most markets will eventually serve – and need to understand – multi-channel players. From mature multi-channel markets to nascent ones, the industry as a whole can benefit from insights on this developing player segment. What are the characteristics of multi-channel players? Why do some favor one channel versus another? What strategies could lotteries potentially pursue to encourage more cross-channel play?

To serve this need, IGT set out to capture and convey a more detailed understanding of multi-channel players. The company’s Global Marketing Insights team partnered with Russell Research in 2024 to invest in a global thought leadership study, the largest study the two organizations have fielded together to date.

Researchers surveyed a general population of adult consumers, not morally opposed to playing lottery, in seven countries: Australia, Canada, Czech Republic, Finland, Italy, Spain, and the U.S. Among other topics, the quantitative phase of the research explored general lottery playership behaviors, especially as they relate to the differences between retail-only and digital-only lottery purchasers and digital/multi-channel lottery purchasers. Special Report Preview: A new IGT Special Report, based on the research, aims to offer a data-driven understanding of player interactions across the various lottery sales channels, to support lotteries in navigating their ​unique challenges.

What makes self-service a win for players, and how can effective execution make a difference?

In fulfilling their mission to generate funds for beneficiaries, lotteries know there is always an opportunity to take a fresh look at strategies to increase player satisfaction and drive sustainable growth.

Self-service optimization is immediately actionable for most lotteries and holds enormous potential upside for lotteries, retailers, and players. As discussed in Part 1 of this article (PGRI May/June), data analysis by IGT shows that retail locations with an LVM to complement the sales-counter offering consistently outperform those without an LVM. Based on RMI data for sites that report vending sales, the average weekly lottery sales for retailers with lottery vending is $11,866, versus $7,405 for those without — amounting to more than 60% greater sales.

Georgia, Kentucky, and Rhode Island Lotteries Catch Love Fever ​

IGT debuted a fun new eInstant, Love Fever, in February 2024, full of love, surprises, and an array of prizes to warm players’ hearts year-round. Love Fever boasts a tumbler mechanic with an expanding board, sweet graphics, animations, wilds, instant wins, and multipliers. In the eInstant game, players collect clusters of matching love-filled symbols to win prizes. Players may find that the expander symbol expands the grid, making way for even bigger clusters and bigger prizes. Players who reveal three bonus symbols can trigger the “LoveStruck Bonus,” with even more chances to get hearts racing and win rewards. IGT’s Love Fever game successfully anticipated player preferences. “We hadn’t previously offered a love-and-romancethemed game,” said IGT Game Studio Game Producer Georgina Sallis. “The female demographic is a major player group, and I felt this was a game that this audience would enjoy.”

Cute Creative Sallis had fun deciding what the engaging game symbols would be, like the lock and key, halo heart, and devil heart. “To determine a really clear visual hierarchy of value, where all the symbols are very lovely,” she recommended that the highest-value symbol should be the most luxurious and feature the most gold, and the lesser-value-ones could be cute items like the strawberry. Passionate about Promotions IGT’s Player Marketing team was excited to help the Georgia, Kentucky, and Rhode Island Lotteries launch, market, and create awareness for IGT’s new Love Fever eInstant game to new and returning players. Fun promotions showcasing many engaging facets of iLottery leveraged seasonality, playing an important part of these successful Lotteries’ marketing calendars.

With more data — and a new, advanced analytics technology platform to analyze lottery vending machine metrics — come new insights to maximize performance.

The National Retail Federation’s predictions for 2024 foresee ongoing changes to the instore environment, whether retailers will be investing in technologies to provide shoppers with more personalization, or revamping stores to align with the experiences consumers want.

Yet even as the retail landscape shifts, when it comes to lottery sales, one of the reliable constants is still self-service vending. 

“Self-service remains important to lottery retailers, relevant to players, and holds significant untapped opportunity for lotteries,” says IGT’s Paul Riley, VP Retail Innovation and Partnerships.

”Retailers’ hierarchy of needs starts with data, data, data – it's the lifeblood of retail. Lottery vending machines (LVMs) are just one of the areas where we can offer lotteries access to more performance data than ever, and dimensionalize it with new analytics capabilities,” he explains. “We’re working collaboratively with lotteries and their retailer partners to apply the data and insights to scope the opportunities and help determine how to deploy optimally.” Optimizing LVMs can improve player convenience, help lotteries connect with new players, and ensure that the lottery products consumers find most appealing are available to them, all of which drive sustainable growth.