Alan Mackey, IGT Senior Director, Data & AI, opens up on one of the most prevalent of industry topics – the growing influence of artificial intelligence and how this technology can help take your lottery operations to the next level.

Decisive dozen 

IGT has been working with AI to develop products and solutions for lotteries, incorporating advanced analytics, big data, machine learning, and more. 

We have identified some questions for lotteries to consider as they explore the best ways to integrate AI:

1. What are the lottery’s AI goals?
2. Which uses of AI can support the lottery’s business strategy?
3. How will AI enhance the lottery’s business operations?
4. How does the lottery envision using AI?
5. What specific business challenges is the lottery trying to solve and which aims does the lottery want to achieve with AI?
6. Where does the lottery think AI can make the greatest impact?
7. What should the lottery ask partners and suppliers about AI as part of the RFP process?
8. How can the lottery set up a sustainable, governing model for AI in their organisation?
9. How much does the lottery want to invest in AI?
10. Who will manage the lottery’s AI implementation?
11. What is the lottery’s risk profile?
12. What factors does the lottery need to consider regarding compliance and regulations?

Down to the data

AI is enabled in lottery products by data, which can provide lotteries with valuable insights to grow their business. To achieve success with AI, lotteries should confirm which types of data are available; if the lottery has a source for this data now or needs to acquire it; and how the lottery can ensure data is not skewed and will not present bias.

Lotteries should consider the AI hierarchy of needs to craft a foundation for properly collecting, processing, and querying data. 

The AI hierarchy of needs provides a roadmap from foundational practices to sophisticated AI capabilities. Lotteries need a reliable process for gathering all relevant data. To make the data accessible and protected, it needs to be stored. Raw data must be cleaned and structured. Then lotteries can take advantage of the data. 

Lotteries can begin with analytics, reports, and dashboards that give insight to players and operations. With a strong data foundation, AI can be layered on top to help offer players personalised experiences, optimise marketing, prevent churn, and predict game performance. 

IGT built its first Advanced Analytics systems in 2015. IGT’s deployment of AI and advanced analytics has since spread across the globe and in use cases throughout customers’ business. Today, IGT offers the proprietary Player Data Platform (PDP), a cloud-based, ready-to-go implementation of the AI hierarchy of needs. 

IGT essentials

The IGT iLottery recommendation engine can suggest games to players, show them trending games, games like ones they have played, and games similar players enjoyed. 

Understanding players is key for any business; accomplishing this at a personal level gives lotteries an advantage. IGT’s AI allows an understanding of each player to optimise their experience, enjoyment, and engagement, responsibly. 

Generative AI: the greatest growth area

There is excitement around the potential of Generative AI (GenAI), an artificial intelligence subfield that develops content in response to user prompts.

Lotteries should be cautious, as GenAI requires robust data, clear ethical guidelines, and regulatory oversight to avoid risks. It is crucial to first establish a strong data and AI foundation. 

Machine Learning techniques currently offer an alternative, delivering powerful predictive insights grounded in established data and analytics practices, ensuring that AI implementations align with responsible gaming and deliver real value to players and the business.

For better player experience, lotteries will be able to use GenAI based conversational AI assistants for support and self-service; this can be used for analysing player sentiment

IGT’s iLottery Game Studios are currently exploring the possibilities of game design and development with AI. AI can generate lottery game concepts and formats, and optimise game rules, odds, and prize structures through machine learning. 

https://lotterydaily.com/2024/12/12/highlighted/igt-mackey-ai-lotteries/