March/April 2015 // Public Gaming International //
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Hudson Alley Software, Inc.
A decade ago, Hudson Alley
started with a blank screen.
We painted that screen with information, features, functions, algo-
rithms, and calculations that have changed the way thousands of lot-
tery sales reps across the country approach their jobs. Those screens
have changed the way many lotteries analyze their data and convert
it into usable information for sales reps, which has directly increased
sales. We’ve played a role in helping the lotteries we serve achieve bet-
ter results. We truly believe that we’ve made a positive impact on the
industry that we have come to love so much.
Since entering the U.S. lottery market in 2004, Hudson Alley Soft-
ware has remained the undisputed innovator and market leader in
the lottery sales force automation market. Today, sales teams from
20 lotteries rely on our software all-day, every-day, to help them do
their jobs better. Our customers range from very large lotteries like
New York, California, and Georgia to less populated jurisdictions like
Idaho, Washington State, and Maine—and everything in between.
We created the most widely used lottery sales force automation
tool … and then we did it again!
After the successful launch of OrderPad at the New York Lottery
in 2004, it quickly became the most popular sales force automation
solution in the lottery industry. By 2011, OrderPad was being used
by the sales teams of 13 U.S. lotteries all-day, every-day, to drive real
sales results.
OrderPad was built on the Windows Tablet PC platform, which
was the best mobile computing platform of its day, but by 2011, new
mobile technologies had come into existence. The iPad ushered in a
new era of lightweight, long battery life, easy-to-use, low-cost, tablets
and we wanted lotteries to be able to take advantage of this tech-
nology shift. To keep up with these technology changes, we created
OnePlace, a new more flexible and easier to use application enabling
us to bring our proven functionality to this new game-changing tech-
nology. Today OnePlace runs on iPad, Windows, and Android and
our architecture is flexible to support whatever the next trend is in
mobile computing.
OnePlace, launched in mid-2012, was designed based on every-
thing we had learned during the previous decade of implementing,
enhancing, and supporting OrderPad. We didn’t want to simply build
a new version of OrderPad; we wanted to build something that was
better than OrderPad, and we succeeded in doing so. We think the
industry agrees with us; OnePlace has replaced OrderPad as the most
widely used sales force automation solution, with OrderPad remain-
ing the second most popular.
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Camelot Global
Camelot Global is a leading
advisor and lottery solutions
provider to lotteries around the world. We are owned by the
Ontario Teachers’ Pension Plan (OTPP), Canada’s largest single-
profession pension plan with over $130 billion (CAD) in net
assets. OTPP is the owner of Camelot UK Lotteries Limited (the
operator of the UK National Lottery) and majority shareholder in
the operator of the Irish National Lottery.
Our mission is to provide proven and pioneering solutions for re-
sponsible lottery growth. We do this through three distinct propositions:
• Industry-leading lottery technology, content and managed
service solutions
• Camelot Global provides industry-leading solutions to lotteries.
Our four products and services are;
• Camelot iLottery Platform—A modern open robust platform
Through the iLottery services of the Camelot Global Platform,
Camelot Global enables lottery owners to access the same modern, open
and flexible interactive lottery platform and engineering expertise that
support the UK National Lottery, Europe’s largest interactive lottery.
Interactive Instant Win Games Content:
Camelot Global of-
fers a range of Interactive Instant Win Games which provide a rich
and engaging experience for lottery players.
Fully-Managed Service:
Camelot Global also offers a fully-
managed iLottery service to lotteries seeking to outsource their
interactive operations. Camelot Global provides interactive market-
ing services including player acquisition, retention, activation and
campaign management.
In-Lane Retail Solutions:
The Camelot Global Platform includes
an in-lane module which enables retailers to offer full lottery services
through their own Point of Sale equipment.
Strategic Consulting and Support:
Camelot Global advises lot-
teries and lottery owners on the key issues facing their organisations.
We have worked with the world’s leading lotteries on critical decisions
around game, channel and technology strategy.
Camelot Global also supports large and complex technology pro-
grammes such as vendor transitions and mass retail roll-out.
As well as advising lotteries on a short-term basis, Camelot Global
also partners with client lotteries on a long-term basis to support the
delivery of their chosen strategies.
Strategic Investment:
Camelot Global works in partnership with
its shareholder, OTPP, to identify and support the management of
strategic investments within the lottery sector.
As an example of this partnership, Camelot Global supported
OTPP in acquiring its majority stake in Premier Lotteries Ireland
(“PLI”), the operator of the Irish National Lottery. This transaction
saw PLI acquire a 20-year licence to operate the Irish National Lot-
tery for an upfront payment of €405m.
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