55 PUBLIC GAMING INTERNATIONAL • SEPTEMBER/OCTOBER 2022 money, find winning numbers, save favorite picks, and more. By aggregating the various interactions across multiple player sessions utilizing various data sources, tools like Google Analytics, and player research feedback, IGT’s mobile development team redefined player journeys and flows and addressed any unexpected player behaviors that were observed. Using this data, IGT redesigned the home screen to prominently display the next available jackpot draw game, jackpot amount, and a countdown for the next draw, followed by the most recent winning numbers, a scrolling game carousel, and a retailer locator. The new bottom navigation bar and the positioning of content on the homepage are configurable, so that each lottery has the flexibility to promote features based on the needs of its players. To ensure the design had maximum player appeal, IGT conducted usability interviews in April 2022 with a mix of current retail and online lottery players. Overall, the users reported that they found the app easy to navigate, user friendly, and simple to use, allowing them to easily create plays and scan tickets. “We’re pleased with the player feedback and are excited to increase our momentum by continuing to make improvements based on learnings from the player-review sessions,” said Bhachu. “This feedback is essential to understanding and meeting player needs.” BRIDGING RETAIL ANDDIGITAL CHANNELS OMNIATM, IGT’s integrated Aurora and iLottery systems, enables lotteries to offer a variety of convenient, digitalized player services at retail – what IGT calls Connected Play – whether they offer iLottery or not. IGT’s latest mobile apps enable Connected Play, which digitizes the retail lottery experience, delivering greater convenience for players and retailers. The solution offers players a secure, paperless, and cashless experience where services in retail and digital channels are connected throughout the player journey. For example, players can use the mobile app to scan a winning ticket and redeem winnings directly into their eWallet without the need to enter a retail location. Utilizing light registration, configurable to lottery operator needs, players create an account with a single piece of personal information like an email address to establish a unique Player ID. Retail transactions using the mobile app are associated with that player, providing lotteries with actual retail player data. Lotteries benefit tremendously from having access to this retail behavior along with digital player data that unlocks the ability to communicate personalized and relevant messaging to players. IGT’s next generation iOS and Android convenience app is available now and debuts with an IGT lottery customer in Q4. Stop by IGT’s booth #543 at the World Lottery Summit for demonstrations of the convenience and wagering apps plus Connected Play. Read more about OMNIATM in this issue or visit us at WLS. n
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