The $346 billion global lottery industry has grown to one of the biggest consumer products on the planet. With lottery games driving retail tra c and market baskets, retailers are focused on delivering the in-store experiences consumers expect and it's reshaping how lottery products are marketed and sold. At Scienti c Games, data continues to be a constant in developing solutions that help lotteries and their retailers stay in step with consumers, and those experiences can reinvigorate brand engagement. "Our global teams understand consumers. We use consumer data to continually make the physical lottery retail experience better, we listen to retailers and collaborate on solutions to support what’s happening in their stores—because it’s already di erent from last year. Brick-andmortar is just one part of the lottery ecosystem, but it’s currently the core of lotteries’ revenues," said Michael Martin, VP of Retail Solutions at Scienti c Games. For retailers, connecting with customers in extraordinary times means it is not business as usual. Consumer behavior is moving in a divergence of directions as – despite a challenging economy – people get back in their stride. And they are not looking back at the world as it was before the global pandemic. Finding Consumer Connections On-the-go purchases and out-of-home experiences are making a strong comeback – a top 10 consumer trend this year. As consumers establish new routines, 39% of those surveyed globally by Euromonitor said more of their purchases would be in person. “Our digital menu boards help lotteries meet shoppers in the moment. The boards are now using real-time information to adapt to what’s Michael Martin VP of Retail Solutions selling, what’s not selling, and lotteries can refresh what’s on the digital screen so it doesn’t become wallpaper in the store,” said Martin. Creating brand connections with a dynamic, digital board featuring lottery games is an attractive, modern touch that also meets the here-and-now top 10 trend of “sparking joy” when the shopper spots their favorite game or licensed brand.
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