32 PUBLIC GAMING INTERNATIONAL • MAY/JUNE 2022 Over IGT’s three-plus decades in the lottery business, the industry has seen many transformations as the company has evolved with market dynamics, consumer behavior, retail trends, and operational efficiencies. Internet retailing became popular almost two decades ago, followed rapidly by Web 2.0, social media, and then portable devices, smart phones, and mobile apps. The Digital Age is ever-transformative, dramatically changing social structures, eliminating boundaries, and ushering in an expectation of immediacy and convenience. Today, organizations in all sectors need to radically revolutionize themselves every few years to stay relevant in a business landscape that has changed forever. How can the lottery industry cope with these unstoppable waves of digital transformation? To help lotteries build a successful future, IGT offers an objective and impartial evaluation of trends, strategies, technological solutions, and procurement options through a series of articles and white papers. In one recent evaluation of trends, IGT worked with trendspotting partner Foresight Factory to bring robust technology and consumer-trend forecasts to the lottery industry through a 2022 Trend Report, available at IGT.com/lotteryblog. “We will continue to equip our customers and the industry with the regular analysis and information needed to understand which among the potentially overwhelming myriad of trends will be the future drivers of the lottery business, and help our customers shape their digital lottery strategy,” said Srini Nedunuri, IGT Vice President, Global iLottery. SHAPINGDIGITAL LOTTERY STRATEGY & POLICY A successful digital lottery strategy also requires a deep understanding of market drivers and player needs within the local regulatory environment. Like fingerprints, no two lotteries or state governments are the same, but player expectations are uniformly clear. Players are looking to brands and lotteries alike to create seamless experiences whereby online and real-world channels complement one another, rather than compete. For lotteries, the path to digital can and should begin right away, by taking steps that will enhance the player experience and integrate physical and digital channels in readiness for a full iLottery program. These are steps that can be implemented prior to iLottery jurisdictional approval, enabling lotteries to create player familiarity with mobile app features, such as digital playslips and eWallets, in readiness for the final step of offering wagers online. For lotteries seeking to add the iLottery digital channel, it is critical to directly engage in the policy discussion with policymakers, educate them on how successful iLottery programs operate, and communicate the benefits it will bring to players and good causes. “Lotteries need to ensure policymakers have a clear understanding of the rules and regulations for online play,” said Scott Gunn, Senior Vice President, Corporate Public Affairs. “In the process, they can demonstrate that an effective state iLottery program maintains the highest standards of responsible gaming, security and integrity, leveraging the proven and Lottery of the Future GUIDING THE SUCCESS OF OUR INDUSTRY
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