29 PUBLIC GAMING INTERNATIONAL • JANUARY/FEBRUARY 2022 What does this mean for lotteries? For one thing, the metaverse will be a channel for lottery engagement, as it will be for other industries. If you’d like to learn more about the metaverse and its relationship to lottery, you can check out a Special Report that IGT recently prepared on this topic at cloud.marketing.igt. com/2021Metaverse. The trend toward Digital Proxies is also an opportunity to explore how games and virtual worlds can enable you to engage with customers on a deeper, more interactive level. One example might be a “Did You Know?” advertisement in a virtual world that promotes the good causes your lottery funds: “We provided X number of college scholarships. We helped to build these parks and public spaces….” While there are limitations in a physical space, there are huge opportunities to promote and educate in virtual worlds. And as our digital lives become more sophisticated and the metaverse edges closer to reality, more and more sectors will become engaged in this trend. It doesn’t mean, however, that the physical world will be less important. There’s an opportunity for lotteries to crosspromote over channels and appeal to different players in different spaces. POWERING CONNECTED PLAY IGT continues to monitor these trends as part of our investment in roadmaps to deliver what we call Connected Play, a far-reaching vision for seamless, rewarding, and immediate interactions across gaming verticals and channels. It’s a transformation we are committed to leading across the industry and for our customers. Importantly, Connected Play provides lotteries with something the industry hasn’t historically had access to: integrated retail and iLottery data to better understand player behaviors and preferences across all omnichannel purchases. And Connected Play isn’t limited to iLottery jurisdictions, as it digitizes the retail experience and provides player- and transaction-level data on retail transactions. Among many benefits, Connected Play will: • Support lotteries in making informed and responsible product and service decisions • Enable better product roadmaps • Allow for the creation of optimal player experiences, using the cross-channel retail and iLottery data and Artificial Intelligence (AI) that will be available through an integrated solution. After this peek at a few of the trends you can expect to see shaping and impacting lottery in the near future, we invite you to take a deeper dive into IGT’s 2022 Trend Report. We hope you feel as we do, that it’s a time for blue-sky thinking to create new and exciting opportunities to engage players and drive growth together. Q To download the full IGT 2022 Trend Report, visit IGT.com/2022Trends. To view the PGRI Expo talk and data, visit PublicGaming.com.
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