PGRI Digital Library: Thought Leadership
Brightstar Lottery Articles

Data Analytics and Digital-In-Retail Player Journeys took center stage for IGT at the World Lottery Summit.

OMNIA™ is the ultimate in digital/retail integration — a comprehensive and modular solution that gives lotteries the means to digitize the retail experience, whether they offer iLottery or not. 

The newest convenience and wagering enhancements to IGT’s award-winning mobile app optimize the player experience with a fresh design and improved navigation and features. 

IGT’s 15th annual Sustainability Report reveals the many ways sustainable thinking has become engrained in the company’s culture and operations.

One historic home in San Francisco’s Presidio national park has an illuminating story to tell about how a global organization can integrate a sustainable mindset. Constructed in the nineteenth century, the wood-frame building on Funston Avenue has been repurposed as the new headquarters for IGT’s PlayDigital business unit—chosen purposefully to create the sense of a home base for the widely dispersed global team. Interior spaces have been set up with dedicated areas and equipment to facilitate an ever-changing mix of virtual and inperson collaboration, making it a common centering point, even for those who live and work far from the Bay Area. “We’re spread across the globe, and we wanted a space that can make all of us feel like part of something—part of a family,” said Enrico Drago, IGT CEO Digital & Betting. “We’re translating this concept to a company house, a space that allows us to be more collaborative and creative.”

In a presentation at the recent European Lottery Industry Days in Germany, IGT’s Srini Nedunuri, Vice President Global iLottery, shared video clips of recent player interviews and recommendations on how to create a winning eInstant player experience. Some clear themes emerged from the players, who offered insights in their own words on various topics, including what attracts them to an eInstant game and how they like to win. Players said they play for fun and entertainment, are attracted to catchy game titles, colorful graphics, and love bonus games and winning surprises. Some reported that they like the chance to win bigger prizes, and others like to win more frequently as they play. Given the diverse player segments, each lottery needs a balanced portfolio that includes a variety of games. With its data-driven game design and portfolio management approach, IGT understands what games resonate with the different player segments. The company partners with lotteries to utilize game performance data and IGT’s eInstant formula for success to develop games and recommend the right game portfolios.

When the realities of life are challenging, consumers want moments of light relief from their everyday routine. New insights reveal that lottery remains one of their bright spots.

Two years after the onset of the COVID crisis, consumers face rapidly rising prices and renewed economic uncertainty. However, there is evidence to suggest that small, entertaining indulgences like lottery play remain important to people in challenging times. This insight was among many findings and observations that IGT shared in a recent keynote presentation at the European Lotteries (EL) Industry Days in Germany. The latest installment in IGT’s multi-year Players Project series, the live event welcomed behavioral scientist Owain Service, who joined IGT’s Srini Nedunuri, Vice President Global iLottery, to lift the lid on consumers’ current attitudes and sentiments toward lottery. “The freedoms that consumers expected to enjoy after the end of the pandemic have been replaced by new fears as they feel the economic squeeze and have to stretch their budgets further to accommodate rising prices,” said Nedunuri. “But recent research by IGT and our partners at global trendspotting agency Foresight Factory has uncovered some perhaps surprisingly good news for the industry.”The Players Project LIVE    PLAY ON    When the realities of life are challenging, consumers want moments of light relief from their everyday routine. New insights reveal that lottery remains one of their bright spots. 

Guiding the Success of Our Industry

Over IGT’s three-plus decades in the lottery business, the industry has seen many transformations as the company has evolved with market dynamics, consumer behavior, retail trends, and operational efficiencies. Internet retailing became popular almost two decades ago, followed rapidly by Web 2.0, social media, and then portable devices, smart phones, and mobile apps.

Ideas to Engage Draw-Game Players & Retailers

Draw game add-ons like “Double Play” and “Plus” let players enjoy more of the games they love. What strategies can help boost player awareness and retailer support?

A program to promote a similar second chance add-on in Italy helped to increase play by 23% in the first month, providing some interesting ideas that other jurisdictions may adapt to their own communication plans.

​Mississippi, Nebraska, Rhode Island, and West Virginia lead the way in offering a new player experience through the ​remarkable possibilities of IGT’s Infinity Instants™ games.

If you were tuning-in to watch your favorite TV show, would you rather view it on a black-and-white set with “bunny-ears”  antennae or on a full-color 4K ultra-high definition  screen?

Lottery players might naturally ask  themselves a similar question when it comes  to the games they love. Scratch tickets drove  about 68% of total retail U.S. lottery sales in 2021,  a 15% increase over 2020.

And, like the medium of  television, this enduringly popular form of lottery  entertainment must continue to evolve to retain  players and add new ones.

IGT’s new Infinity Instants™ games advance the  instant-play experience by leaps and bounds  with patented digital printing technologies unlike any other in the industry.   

Lottery operators can see, for the first time, player-level ​retail lottery purchases by implementing a program of solutions from IGT. And that’s just the beginning of many benefits to players and operators. 

New research into player motivations and behaviors forecasts an exciting year ahead for the lottery industry.

“Onward and Upward” should be our mantra.

​At the mention of iLottery games, it’s often eInstants that first come to mind. But digital draw games and quick-draw games like iKeno and IGT’s hit game CASH POP™ are growth-driving portfolio additions that offer appealing new experiences for players.