37 PUBLIC GAMING INTERNATIONAL • SEPTEMBER/OCTOBER 2023 For example, OMNIA’s native integration of the retail and digital channels enables the same draw game at the core, regardless of the channel. Other components and tools within OMNIA anticipate how lottery will function within various potential new retail models, helping to ensure the lottery industry’s ongoing success in this channel. These innovations are informed by IGT’s four decades of industry-proven traditional lottery sales solutions. “IGT has reimagined the lottery-consumer experience at retail using a player-centric, 360-degree approach,” said Melissa Pursley, IGT Senior Vice President Lottery Product and Sales Development. This approach accounts for the fact that all lotteries can benefit from the enhanced player connection that digital solutions enable, whether they offer iLottery or not. A prime example is IGT’s Connected Play functionality, an aspect of OMNIA that is focused on incorporating digital solutions into the retail-lottery journey. By implementing OMNIA, lottery operators can see, for the first time, playerlevel retail lottery purchases, enabling indepth data analysis and new ways to build player relationships and enhance player loyalty and retention. Equipped for Retail Transformation Another insight stressed by Foresight Factory is that the pandemic played no small part in driving changes to brickand-mortar-retail because a great number of consumers – not just lottery players – began demanding contactless, cashless, and paperless transactions. Retailers have also been dealing with labor shortages, a problem that self-service helps to ameliorate. To support retail transformation, IGT applies its operator experience and deep cross-functional knowledge to develop tools that address different retail segments and formats. NASPL conference attendees will get a closer look at new and upcoming products from IGT, in addition to those highlighted here. The components of OMNIA™ enable Connected Play and provide lotteries with the integrated data to better understand player behaviors and preferences across all channels. Among many benefits, this facilitates optimal player experiences and supports lotteries in making informed and responsible product and service decisions.
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