30 PUBLIC GAMING INTERNATIONAL • MAY/JUNE 2024 The National Retail Federation’s predictions for 2024 foresee ongoing changes to the instore environment, whether retailers will be investing in technologies to provide shoppers with more personalization, or revamping stores to align with the experiences consumers want. Yet even as the retail landscape shifts, when it comes to lottery sales, one of the reliable constants is still self-service vending. “Self-service remains important to lottery retailers, relevant to players, and holds significant untapped opportunity for lotteries,” says IGT’s Paul Riley, VP Retail Innovation and Partnerships. ”Retailers’ hierarchy of needs starts with data, data, data – it's the lifeblood of retail. Lottery vending machines (LVMs) are just one of the areas where we can offer lotteries access to more performance data than ever, and dimensionalize it with new analytics capabilities,” he explains. “We’re working collaboratively with lotteries and their retailer partners to apply the data and insights to scope the opportunities and help determine how to deploy optimally.” Optimizing LVMs can improve player convenience, help lotteries connect with new players, and ensure that the lottery products consumers find most appealing are available to them, all of which drive sustainable growth. In 2023, when Steve Desautels, IGT Director Sales & Marketing Execution, analyzed the LVM data for the top 20 retailer chains for lottery in the U.S., he found that stores with one LVM tended to outsell those with no LVMs by a significant percentage: “It’s not isolated cases here and there. The data consistently show With more data — and a new, advanced analytics technology platform to analyze lottery vending machine metrics — come new insights to maximize performance.
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