31 PUBLIC GAMING INTERNATIONAL • MAY/JUNE 2025 involvement in ticket sales. That frees up staff for higher-value tasks—like customer service or restocking—while reducing wait times and improving morale. Automation also cuts down on errors, ensuring accuracy in sales and inventory tracking. A Success Story from Iowa: Easy Play While lotteries have often taken a conservative approach to innovation, the Iowa Lottery has broken new ground by bringing lottery directly into the checkout lane. Partnering with Abacus, they envisioned a frictionless experience that would boost incremental revenue and reduce queues at the service desk. The idea was sparked in 2021, when Iowa Lottery CEO Matt Strawn sat next to Abacus’ Simon Butler at a lottery industry event. That conversation led to a collaboration with Scientific Games to develop and launch an in-lane solution, officially rolled out in March 2025. “I cannot say enough about Abacus and Scientific Games as technology partners— both have been fantastic in bringing this solution to market.” — Matt Strawn, CEO, Iowa Lottery Recognizing the need for customer-friendly language, Iowa branded its in-lane program as Easy Play—a name that highlights the convenience of buying lottery while checking out. Launching first with Powerball and Mega Millions, the future version of Easy Play includes expansion to additional games and retailers, with plans to scale into self-checkout and non-traditional venues like hospitality locations. Technology as a Growth Engine Deploying in-lane or integrated lottery systems involves more than dropping in a new terminal. It requires close coordination across multiple partners and a willingness to rethink established workflows. Abacus specializes in helping lotteries and retailers navigate this process with customized, scalable solutions. Technology is the backbone of modern retail—and lottery should be no exception. Retailers already rely on AI-driven analytics, automated inventory tools, and mobile apps to run smarter businesses. Integrating lottery into this ecosystem unlocks even more potential. Abacus’ platform connects directly to POS systems, eliminating the need for separate terminals. This not only speeds up transactions but also generates actionable sales data. Their solutions support both physical and digital lottery sales, bridging the gap between brick-and-mortar and mobile consumers. The results speak for themselves: grocery retailers report higher transaction values as customers add lottery to their carts; convenience stores are seeing more return visits thanks to a quicker, easier experience. The Path Forward Increasing lottery revenue and profitability requires more than just new tools—it requires a new mindset. By embracing innovation, integrating seamlessly into the shopper journey, and leveraging technology to streamline operations, retailers can future-proof their lottery strategy. The future of lottery sales lies in embracing change and leveraging technology to create seamless, engaging, and efficient customer experiences. Our mission at Abacus is to be your best technology partner and help you transform your lottery operations to achieve sustainable success. Let’s work together to align your business with retailers and the next generation players alike. n
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