Public Gaming November/December 2020

16 PUBLIC GAMING INTERNATIONAL • NOVEMBER/DECEMBER 2020 PGRI ROUNDTABLES PGRI INTRODUCTION: As much as iLottery is on the radar for many lotteries, brick-and-mortar retail will continue as the most critical sales channel, and modernization of the in-store shopping experience is critical to the continued success of the lottery industry. So while we look at the future of online lottery, Lottery leaders continue to focus on technological trends at retail and on how to help our channel partners merchandise their products in the best manner to engage customers and move product. This starts with deploying the latest technology and digital tools to improve that in-store experience. PGRI LOTTERY EXPO & POST-COVID19 LOTTERY: THE MOVIE Executive Summary of the Digitization at Retail Roundtable The Future is not Just about iLottery: Digitization of the in-store shopping and player experience DIGITIZATION ROUNDTABLE LEADER: Gary Grief, Executive Director, Texas Lottery PANELISTS: Michelle Carney, Vice President Global Lottery Marketing, IGT Maxwell Goldstein, Vice President Sales, Carmanah Signs Nick Papadoglou, Chief Commercial Officer, INTRALOT US Jennifer Westbury, Executive Vice President Sales & Customer Development, Pollard Banknote To set the record straight – not all lotteries see iLottery as the near-term future for their particular state. Operating restric- tions, legislative inaction, technology restrictions – there are a number of reasons that a digital lottery is not in the foresee- able future for many lotteries. So with an eye to the future, the directors of these lotteries have their e orts rmly planted in the here-and-now actionable business of growing sales at retail. One of those directors is Gary Grief, Executive Director of the Texas Lottery and host of the Roundtable that focused on the modernization of the in-store shopping experience. Running one of the largest and fastest-growing lotteries in the world, Gary is watching carefully the shopping trends of his customers and making plans according- ly. “Since March, we’ve all seen the rise in technologies that can eliminate, or at least reduce, person-to-person exposure – food and grocery delivery, curbside pick-up,” he said. “ e word of the day is ‘contactless.’ Digital engagement makes shopping easier. You don’t have to be present to obtain the goods you either want or need. “Now what does this mean for lottery? e research indicates that there’s strong intent by the purchasing public to continue with contactless activities, not just in the United States but around the world. For lottery, on one hand the changes that consumers have made to their retail shopping behavior is having an impact on lottery buying, and really all impulse purchases. On the other hand, it might accelerate things we had already started to discuss and, in some cases, have implemented. Integrated in-lane lottery purchasing is high on that list. And retailers are asking us for even more innovation.” On the frontlines of this innovation are the lottery industry vendors who work closely with both lotteries and retailers. e iLottery developers might get the headlines but many lotteries are working with their commercial partners to make the in-store experience safer and more e cient to satisfy the needs of lottery customers. “We’ve seen companies such as VISA and American Express reach out to customers about the safety of the in-store shopping experience,” said Michelle Carney, Vice President Global Lottery Marketing at IGT. “It’s no di erent in the lottery industry – we must communicate with players that cashless and contactless options for lottery transactions are available at retail to support their health and safety. Many