Public Gaming Magazine Sept/Oct 2021

26 PUBLIC GAMING INTERNATIONAL • SEPTEMBER/OCTOBER 2021 PGRI INTERVIEWS Paul Jason: Let’s start with de-channeliza- tion – What is it and how should lotteries be thinking about de-channelization? Jennifer Westbury: The concept of de- channelization is about the role of digital within lottery as being more than a channel of distribution and more than a technology. It’s a unifying principle that helps us align with a customer who never actually thinks in terms of “channels of distribution.” The players just play. They play in the stores, they play on their mobile devices, they play on their computers at home, they play at self-serve gaming kiosks. The consumer is already in the digital mind-set that transcends the limiting concepts of channels and geographic location and other legacies from the analog world. Retail stores will continue to be Lottery’s face to the player. Lottery’s massive network of retail partners is its most formidable asset, its most ubiquitous consumer touchpoint, and retail’s mission-critical role is only increasing as it is evolving. We need to understand, just as our retail partners un- derstand, that we need to connect with the world of the modern consumer. And digital is the connector, it’s what brings everyone and everything together. The consumer is tethered to her mobile 24/7, playing games and checking prices and asking friends about products and entertainment options and sharing her own experiences, etc., etc. The consumer is interacting with all of these at the same time in a constant flow. Digital is what integrates retail into that whole flow. Retailers understand this and are moving quickly to digitize the in-store shopping experience. Likewise, progressive lotteries are digitizing the in-store lottery-playing experience. The world we live in is no longer separated by channels. The consumers’ world is inter-connected in a seamless flow, and we need to align ourselves, our products, our messaging and our product- delivery infrastructures with that world. It is the digital mentality which keeps us tuned in to that reality and powers our ability to think, feel, and act like our players. PGRI INTRODUCTION: At the forefront of the lottery industry for over 31 years, Jennifer Westbury provides strategic direction and leadership as a member of Pollard Banknote’s Executive Committee. Having cultivated and grown relationships around the globe and helping establish the company as one of the industry’s premiere vendor partners, Jennifer has been a driving force in Pollard Banknote’s development and application of new technologies. She continues to work directly with clients on strategy development and implementation and helping lottery clients grow their revenues by implementing industry best practices, launching new products and services, and optimizing the performance of established products. Product innovation, development, and distribution as well as player-engagement strategy are also Jennifer's responsibility at Pollard Banknote. The past eighteen months represent a period of dramatic change for everyone. What does it mean for lottery and its players? Opportunities and challenges abound, but focusing on incremental improvement and execution is the pathway towards transformational progress that will position Team Lottery for sustainable growth. As a staunch advocate for diversity within Pollard Banknote and within the lottery industry, Jennifer is very involved in the development of the PGRI Women’s Initiative in Lottery Leadershi p (WILL). Jennifer was also elected to the PGRI Lottery Hall of Fame in 2012. CHANGE STARTS SMALL AND INNOVATION IS CONTINUOUS AS LOTTERIES MOVE INTO A POST-PANDEMIC WORLD Jennifer Westbury Executive Vice President Sales & Customer Development, Pollard Banknote