Public Gaming November/December 2020

18 PUBLIC GAMING INTERNATIONAL • NOVEMBER/DECEMBER 2020 Continued on page 45 stores have lottery vending machines, and more and more states allow cashless lottery purchases; let’s get that information to players. “For a number of years, lotteries have also o ered digital play slips through their mobile apps. ey have been o ered as a convenience option and have typically seen low adoption rates. Now is the time for lotteries to take the opportunity to promote these tools by emphasizing to players that they present an additional option for a con- tactless experience: No touching a play slip or pencil, just show the clerk the barcode, it gets scanned, and the lottery ticket is produced. Basically, it’s the same process that many restaurants are now o ering, making menus available by scanning a QR code and payment via a mobile phone. Technology can support a fun and safer lottery shopping experience for players.” While the majority of lotteries can’t o er iLottery, almost all lotteries have websites, apps, noti cations, etc. ese platforms, originally conceived to improve commu- nication with players, are now the perfect tools for allowing players of all demo- graphic groups to interact with the lottery and purchase products at retail, with a high level of safety. “ e exciting thing to me is that we are seeing more and more adoption of these technologies among our core segments, particularly older people who are increas- ingly adopting technology for their retail interaction,” said Nick Papadoglou, Chief Commercial O cer, INTRALOT U.S. “At retail, we’ve certainly seen an uptick in the use of lottery vending machines and cashless options. Our lottery retailers have certainly seen these changes and, thank- fully, seen them help keep their sales in the positive direction. “While much of this increased digitization of the lottery retailer experience has been in the works for some time, COVID19 has pushed this implementation and adoption of a quicker timeline. We are seeing a new norm with business and all of us – lotteries and vendors alike – have had to adapt quickly. ese are habits that, I believe, are here to stay.” Of course, the lottery industry has faced challenges before in its 50-plus year history in the United States … self-service gas pumps which impacted foot tra c, the rise in local casinos, multiple economic depressions. e one constant has been that lottery has survived and, in some cases, thrived due to the speed at which it adapts to new operating environments. In a word, the industry is resilient. Obviously, the lottery has done really well in this period,” said Jennifer Westbury, Executive Vice President Sales & Customer Development, Pollard Banknote. “Initially we did really well as almost all forms of entertainment were closed and lottery was basically the only outlet for the gaming dollars. e instant ticket product showed us just how resilient it is and how popular it is to our players. “I also believe that our retailers have realized in this pandemic just how important the lottery is to their businesses. And they continue to look to partner with us on news ways to sell the lottery product and attract customers to their stores. So this is a wonderful opportunity for the lottery industry to help convenience stores move customers quickly through the sales process, help grocery stores gure out in-lane sales and self-checkout. Most of these technologies are available now and we have a tremendous opportunity for all of us to work with the retailers and help them sell our products." Working for a company that produces digital messaging products for retailers, Maxwell Goldstein, Vice President Sales, Carmanah Signs, has seen rsthand the power of providing technology that actually attracts customers and sells lottery products. “We have seen how the use of digital technology improves customer interaction,” said Max. “Digital lottery ticket menus, changeable signs, signage at various points of the store – these all help retailers reach players before the point of sale, leading to a quick interaction at the register. It’s not contactless but it is very quick. “ e critical mission for lotteries and vendors is to put the right tools into the hands of lottery sales representatives so they can properly help their retailers. In the interest of safety, we know that retailers really appreciate digital message boards and menus that can be updated and changed remotely. And customers like the ease-of- understanding that digital devices provide. So win-win … safe updates and easy-to- understand information.” In Texas, the safety of employees, retailers and customers is always on Gary’s mind as director. And COVID19 is accelerating programs they had already put into motion. “We work closely with our vendor IGT on safety, as the Texas Lottery sales representa- tives (LSRs) are their employees, but our retailers very much like to see them in person,” he said. “Given the situation and our strict state-mandated safety guidelines, we have all had to be creative to properly serve the needs of our retailers and keep our employees safe. We don’t need to require two visits per month to every one of our 20,000 retailers by our LSRs. Our internal discussions are ‘how can we be more e cient with our contact, which retailers need more in-person assistance, how can technology help with these issues?’ ese are critical issues that will impact the lottery for many years to come.” As with many parts of our lives, most con- versations about where the lottery industry is headed have to start with technology. Not necessarily the technology that moves paper tickets to eInstants and keeps people out of retailers. For the lottery, there is also the technology that will improve the purchasing experience and increase the customer base at retail, including the younger demographic. PGRI ROUNDTABLES The critical mission for lotteries and vendors is to put the right tools into the hands of lottery sales representatives so they can properly help their retailers.