47 PUBLIC GAMING INTERNATIONAL • NOVEMBER/DECEMBER 2023 to strengthen game portfolios, and offer more tailored promotions and messaging to responsibly drive sales. A deeper understanding of the player also unlocks lotteries’ ability to apply modern and more cost-effective digital marketing techniques and CRM tools to reach players directly with more personalized messaging and offers. This helps to maximize shrinking advertising budgets by lessening the reliance upon costly mass-marketing communications. Lotteries can provide players with more information and resources to help them make responsible and informed decisions about playing. All of this versatility can be applied to drive not only better player experiences, but better overall ROI and returns to good causes. For Lotteries Via a single platform, OMNIA gives lotteries the versatility to offer lottery products in any channel. Even for those not currently regulated to sell online, enabling the Connected Play functionality will not only provide previously unavailable retailplayer data but also establish much of the foundation needed to offer digital sales once a jurisdiction is ready to enable that sales channel. Because each lottery has different rules and needs, every layer of OMNIA can be tailored by customer. And while the components of the solution are open and provide a robust set of APIs that enable integration with third parties, OMNIA provides a fully integrated solution out of the box. This enables true omnichannel and single player view capabilities — without the need for long and complex integration projects with greater costs and maintenance challenges. No matter the type of trade style a lottery needs to equip, all recent and current IGT retail equipment is capable of supporting OMNIA’s Connected Play functionality by establishing the appropriate connections to provide lotteries with integrated retail and online data. IGT offers a full range of terminal types and self-service types to meet any retailer need. The newest member of the family is a state-of-the-art retail solution that IGT introduced at the recent NASPL show: the Retailer Pro S2. IGT’s new highperformance, high-volume terminal was built on the proven design of the Retailer Pro and features a high-performance CPU system, smaller footprint, expandability for increased player engagement, and lower total cost of ownership. IGT can review a lottery’s current equipment to determine the path to OMNIA and greater versatility, relative to each lottery’s specific situation. “Flexibility and configurability are built into OMNIA and its components so that each lottery can make this solution their own,” said Melissa Pursley, IGT Senior Vice President Lottery Product & Sales Development. “The same versatility allows you to offer players more choices: Choices in the type of media they receive. Choices in how to purchase your games and how to redeem prizes. Options for more promotional entries. Added versatility with flexible point-of-sale options, leveraging open and standardized APIs to increase speed to market with new games. In so many ways, OMNIA offers a transformative opportunity.” n To take your operation to the max, visit IGT. com/OMNIA to learn more or contact your IGT account representative. IGT’s new high-performance, high-volume Retailer Pro S2 terminal was built on the proven design of the Retailer Pro and features a high-performance CPU system, smaller footprint, expandability for increased player engagement, and lower total cost of ownership.
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