38 PUBLIC GAMING INTERNATIONAL • SEPTEMBER/OCTOBER 2022 Consumer expectations and behaviors have changed rapidly in recent years. They are now defined by a growing familiarity with digital experiences and consumers’ desire to move seamlessly between the channels in which they shop and transact. OMNIA™ provides lotteries with all the functionality required to adapt to constantly evolving technology and changing consumer expectations—no matter where a lottery is on its retail-todigital journey. Through the integration of IGT’s established Aurora and iLottery systems, OMNIA™ provides the industry’s first truly player-centric, omnichannel system, facilitating a transformation of the lottery operational model. n Enables lotteries to offer a variety of convenient, digitalized player services at retail — what IGT calls Connected Play — whether they offer iLottery or not n Allows players to begin their journey in one channel and complete it in another, if desired, creating a seamless experience that increases convenience and engagement n Facilitates new contactless, paperless, and cashless experiences at retail by enabling players to use their mobile devices in-store to purchase and play lottery and redeem prizes n Makes retail-player data visible — and integrates data from all sales points — to become actionable in ways that will dramatically improve a lottery’s ability to market, launch, and enhance games to meet player preferences n Provides an unprecedented opportunity to strengthen Responsible Gaming programs OMNIA & Upward OMNIA™ is the ultimate in digital/retail integration — a comprehensive and modular solution that gives lotteries the means to digitize the retail experience, whether they o er iLottery or not. Introducing IGT’s OMNIA™: A transformative solution to evolve the player experience and drive the next phase of growth for lotteries.
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