53 PUBLIC GAMING INTERNATIONAL • SEPTEMBER/OCTOBER 2023 is also a key area where we see immediate benefit with the Aristocrat opportunity; combining game development talent and the resources of Aristocrat with NeoGames’ knowledge of the lottery space, to further our goal of becoming the supplier of choice for the games-of-chance operator. Could you explain the mission and purpose of the Lotteries Entertainment Innovation Alliance (LEIA)? M. Malul: I'm not sure that this is for me to explain, however it is rather simple. It’s a consortium that was created by the four Scandinavian lotteries and FDJ (La Française des Jeux) to facilitate the introduction of new content while easing the RFP and selection process for game content providers to these government entities, through a single process and a single point of integration. We are proud and glad to have been chosen to play a role in the future of content for these innovative and advanced lotteries. LEIA is the manifestation of a trend in content management and deployment that we see globally among lotteries. After the first phase of iLottery programs being centered around one or two game content vendors, they then wish to expand to a broader variety. While we don’t foresee that the lottery industry will ultimately have the hundreds of content vendors that the iGaming industry has, we do see that the ecosystem of content vendors is expanding. We have also announced a deal to provide content to the Pennsylvania lottery through SGI, who is their platform partner. We are in the process of integrating IGT content to Michigan and likewise, we will provide our content to Georgia which is an IGT platform partner. The pathway forward for iLottery platform partners is to support the lottery operator in its mission to meet and exceed the expectations of the players. And that means deploying the very best content from whichever suppliers are creating it. A best-of-breed approach would seem to necessitate adjustments be made to the traditional Retail Central System RFP? M. Malul: It doesn’t have to be the case. We have already proven time and again across our customer base that the iLottery platform and solution can integrate very well with retail CGS systems to provide a full omnichannel approach and functionality that is much richer than that achieved by the CGS vendors themselves, in many cases. iLottery is a space with very specific, and very different knowledge, in both operations and technologies. The features and functionality that are in a typical iLottery bid are so profoundly different to the features, functionality, service types and pace that are in a lottery retail systems bid. The landscape and leadership position of vendors, technology partners, and content providers vary greatly in these different spaces. Being the best in one product or service category does not mean you’re the best in the others. And the competitive marketplace of the future will not leave room for anything other than the very best in every part of the business. What’s clear in the industry today is that the top 3 iLottery programs in the US are powered by NeoGames, a pure iLottery focused vendor and in my view that is due to the very good reasons that we’ve discussed here. You build online games for the casino-style sector as well as the iLottery sector. Are there synergies between the two? M. Malul: Creative energy and ideas can cross-pollinate to instigate new ways of thinking about playstyles and preferences. We learn what is out there not only in terms of casino games but also in social, casual and other mobile games, to adopt these innovations into our industry. But the technology that drives successful online slot games is quite different from that which is required to provide online instant games. For one thing, lottery instant games must operate within predefined win results tiers to select from. The price points are in many cases, different, and the math models are significantly different. However, the instants player experience now includes features and functionality that did not exist five or ten years ago. Bonus rounds, progressive jackpots and other features that enhance the entertainment value to the online lottery player are becoming much more widespread and promise to raise the engagement factor for players who are used to stimulating and fun games. There is no rule that says lottery games must be boring and less entertaining than casinostyle content. In answer to the question, we are indeed pushing hard to deconstruct and reconstruct, creating new game attributes that will break down the barriers of entertainment value between different channels and sectors. Does it seem like online casino-style game operators complain about iLottery games becoming too much like their online slots? M. Malul: I don’t believe that this will be the case going forward, as all the evidence points to iLottery and casino-style games growing alongside each other. For instance, iGaming launched in Michigan just over two-and-ahalf years ago when the Michigan iLottery program was well underway and leading the market, and already, it is close to being the biggest iGaming market in the US. This is a state with the most mature iLottery business in the country. It was launched nine years ago and has reported a consistent growth record. If ever there was a market where iGaming would be challenged to compete with an established iLottery player base, Michigan would be it. But iGaming has achieved hugely successful revenues right out of the box. iLottery and iGaming are not only co-existing, but they are both thriving, and not only in Michigan. Similar patterns also exist in Pennsylvania, and of course we also see this trend in global markets outside of the US. Another perspective is to examine what happened to other forms of gaming which naturally evolved due to technology, innovation and evolution. As examples, you can look at current Class 2 gaming which is so different to before, as well as electronic pull tabs or HHR (Historic Horse Racing), digital bingo machines and more. The basis of game rules in all these examples didn’t really change, just how eInstants continue Implementing a best-of-breed growth model continued from page 41 “We are indeed pushing hard to deconstruct and reconstruct, creating new game attributes that will break down the barriers of entertainment value between different channels and sectors.” Continued on page 57
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