46 PUBLIC GAMING INTERNATIONAL • NOVEMBER/DECEMBER 2023 One quality has been hailed as a superpower in everything from business leadership to personal fitness to architectural design: “Flexibility,” said basketball great John Wooden, “is the key to stability.” The same is true for lotteries working to shape sustainable operations, harness emergent technologies, adapt to new selling models, and meet evolving player expectations. To be flexible enough to strategize and act on various fronts, lotteries need solutions that are purpose-built to offer versatility and accommodate changing needs: • A variety of ways for players to purchase and play • Equipment to serve different retailer trade styles • True omnichannel play • The ability to offer convenient, digitalized player services at retail — and access to a single-player view with integrated data from multiple channels, which can be used to better serve individual player preferences. All of this versatility and more is uniquely built into OMNIA™, IGT’s holistic, end-toend solution. Comprising all the products and solutions a lottery needs to operate in an omnichannel, player-centric way, OMNIA is not only comprehensive but highly configurable to suit individual lottery and player needs today and into the future. For Players Some lottery players still prefer clerkassisted transactions, others prioritize the efficiency and convenience of self-service. Some seek a wide product selection, the newest games, or games they can play across channels. Some like to use mobile apps for purchases and payouts, others favor cash. Such factors and dozens more make up each player journey. And all can be understood and optimized to offer each individual a more fun, convenient, and satisfying experience — if the lottery has enough versatility. That’s where OMNIA comes in, enabling lotteries to • Offer the same games to players via any device or channel • Expand points of sale • Provide players with more choice and convenience through flexible point-ofsale solutions for every trade style • Offer a variety of ways to pay and play. A set of features built into OMNIA can be deployed to digitalize aspects of the retail lottery journey — what IGT calls Connected Play — bringing the in-store experience in step with contemporary consumer expectations while providing more versatility and convenience. Via a light registration feature within OMNIA, players can create an account with the least possible friction and access new digital experiences at retail, such as creating and using a digital playslip, paying with an eWallet, receiving tickets digitally, and scanning winning tickets to redeem prizes to the eWallet — all connected to the player account. These new types of digital interactions enable data to be collected however the transaction takes place – through the use of a mobile app at retail, or online. And with a view of all player transactions in all channels, lotteries can get a deeper understanding of player behaviors and preferences, make more informed decisions OMNIA™ provides lotteries with maximum versatility through flexible point-of-sale solutions, true omnichannel play, robust APIs enabling third-party integrations, and scalable architecture to meet growing demand. Taking Versatility to the Max Lotteries have an opportunity as never before to meet a wide range of operational and player needs. Here’s how.
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