28 PUBLIC GAMING INTERNATIONAL • MAY/JUNE 2023 There are printed games. There are eInstant games. And then, there are games that deliver an omnichannel experience! As the partner that offers multiple routes to success, IGT supplies lotteries with the opportunity to replicate and amplify the fun and ambiance of players’ favorites, in store and via digital channels. Bringing a retail brand to life online, and vice versa, gives players an intuitive, interactive, multidimensional experience. Popular printed games coupled with eInstant counterparts generate added engagement and reinforce a consistent branding and game experience. “With IGT’s omnichannel titles, we can offer players brands that are familiar, so they can be confident when exploring the digital channel,” said Chris Costello, Senior Director, eInstant Content, iLottery, IGT. WILD LIFE Such opportunities to deliver the omnichannel play experience have been embraced by Loto-Québec, which leverages players’ brand awareness of the omnipresent Wild Life brand title. When Québec players talk about Wild Life Clusters (La Faune Frimée), they could be referring to the popular IGT brand showcased on video lottery terminals (VLT), scratch tickets, and/or eInstant games. Wild Life has been a best-selling video lottery brand and has now “gone wild” in multiple environments. “When we know a game is working well in other types of products that our customers are enjoying, we explore bringing it to retail,” explained Catherine Dumont, Product Manager Instants Category, LotoQuébec. “Players who know the game from video lottery terminals at restaurants and bars now buy a scratch ticket featuring the Wild Life brand they enjoy.” At retail, Wild Life is available as La Faune Frimée, in the French language. Online, players follow the call of the wild in this animal-themed game with tumbler mechanic, accessing it via eInstants in both English and French. Players take a safari adventure and hunt for exotic riches in the game The Wild Life Clusters. When they collect clusters of matching majestic animals, they win prizes. If the Tracker Symbol appears, it may clear the way for richer wins. Players may even trigger the bonus game for chances to collect big-cluster wins. When it comes to marketing, “Loto-Québec promotes omnichannel content on the website and on tickets to spread awareness of the multiple opportunities to play,” noted Catherine Gladu, Product Manager eInstants Category, Loto-Québec. LINKEDWINS Linked Wins is an innovative IGT game mechanic that gives players additional The Omnichannel Experience – All Fun for All Players The roaring casino brand Wild Life Clusters is an omnichannel crowd-pleaser for Loto-Québec, in retail and online.
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