Public Gaming International Magazine November/December 2016

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November/December 2016 // PUBLIC GAMING INTERNATIONAL // 53
Phan added that two such
launches, Mots Cachés and Slin-
go are among their best perform-
ing eInstant games online.
And this is just the start. There
is room for more advanced retail
to digital cross-selling strate-
gies, such as QR codes that allow
customers to scan and play in an
instant on their mobile device.
On top of this, popular digital
titles can help bring the next
generation of players into the
retail environment.
Prize pools are another area that
can benefit from a dual launch.
While regulatory requirements
differ depending on jurisdiction,
we have found that there tends to
be scope to offer larger prizes if a
game is launched in both physi-
cal and digital form than if it is a
digital-only product. Certification
also tends to be smoother.
Aside from regulatory concerns,
the ability to share a prize pool
between two channels also
empowers the operator to offer
bolder headline prizes.
such as Monopoly. In many of
these instances, dual launches
were in reality re-launches of a
popular retail game.
This is quickly changing, as we
will soon demonstrate with the
dual launch of our hugely suc-
cessful Cash Buster instant win
game.
Doubling down
on digital
Digital lottery is at a real coming-
of-age moment, and is finally in
a position to assert itself within
the broader sector.
Historically, the only titles that
tended to get dual launches were
blockbuster branded games,
Cash Buster has been a hit online
for some time, and the planned
physical ticket in Québec is a
rare example of a physical game
taking its game mechanics and
design from the digital world. I
predict this is something we will
be seeing a great deal more of in
the coming years.
Ultimately, the lottery sector will
have to take a far more channel
agnostic approach to the way
it rolls out new content. While
regulation will play the decisive
role in how quickly this transition
takes place, it is possible to put
the framework and practices in
place now.
IWG’s dedicated RGS now makes
digital launches – and the pos-
sibility of linking these to simul-
taneous retail launches – easier
than ever. This is critical in a
market where the constant re-
freshing of content is central to
success.
A number of our operators are
already enjoying the benefits
of dual launches. With boosts
across marketing, cross-sell and
prize pools to be had, it is time
more lotteries tap into the power
of the dual launch.