Public Gaming International Gaming July/August 2021

Menzia and Magdalenoka-Keen suggest some new concepts that European lotteries could introduce include ideas such as: combining digital and retail games, linked games, introducing a €50 game, and small-top-prize games at higher price points. For U.S. lotteries, they point to linked games, game families, VariPlay Duo and Blowout games. Regardless the strategy a lottery chooses, introducing new and exciting games and concepts helps capture new consumers’ attention or regain lapsed players. “There are many innovative areas to explore,” Magdalenoka-Keen concluded. “You just need to focus on at least one new innovation for your players, and decide: What is the next game-changer to take your lottery to the next level?” While nothing is ever a sure bet, strong insights and analytics have proven again and again that growth is possible. © 2021 Scientific Games Corporation. All Rights Reserved.