Scientific Games | Creating a Frictionless Lottery Experience

Across all consumer products, technology is redefining the retail experience. Lottery is no different. Consumers and retailers want more innovative technology that makes buying and selling lottery products easier and more intuitive. They want a frictionless experience.

Though consumers have come to expect technology, such as mobile shopping apps, to enhance their buying experience, they have not abandoned brick-and-mortar stores. Instead, they have merged the online and in-store experiences to fit their lifestyles.

Research supports this idea and shows that technology can augment and enhance players’ in-store experiences. In a 2017 study by KPMG, 40 percent of respondents said they “used the store at some point in their path to purchase.” Of those who made online purchases, 21 percent bought the item online and picked it up either at the store or another location, with almost two-thirds of those shoppers choosing to collect the item at the store.

Consumers want technology to work for them in various ways to facilitate their purchases. In a 2016 survey, market research firm Statista asked shoppers in France what innovations they would make if they could take over a store. Several takeaways can be directly applied to lottery, such as: 38 percent of respondents wanted to be alerted of promotions or exclusivities in real time; 26 percent wanted to develop the purchase on the internet and complete the transaction in the store; and 8 percent said customers should be provided personalized services on mobile.

As the lottery industry adapts to meet the changing preferences of players and retailers, innovation unlocks potential in several key areas. Players have access to more products and content faster than ever. Retailers can provide more seamless shopping experiences that drive traffic in their stores. Lotteries can appeal to new customers with a variety of gaming verticals and unprecedented access to games.

“Scientific Games has been evolving innovations to connect lotteries, players and retailers in ways never seen before,” says Jennifer Welshons, Scientific Games’ Senior Vice President, Marketing, Lottery. “We are developing and integrating enhanced content, such as sports betting, and rolling out intuitive retail technology, including the new SCiQ® ecosystem. We analyze the customer experience and then harness technology to create solutions that maximize convenience.”

The lottery industry is competing for a share of consumers’ time and entertainment budget. To help its customers stand out in this vast marketplace and create a frictionless experience, Scientific Games makes solutions that integrate lottery into the lives of players and retailers. For example, the company is creating digital solutions to deliver iLottery and sports betting products that consumers can enjoy from the convenience of their mobile device or laptop.

“Scientific Games’ content and advanced user interfaces for web and mobile focus on engaging consumers and delivering games not only where they want to play but where they expect to play. This creates a much more experiential transaction for players, enabling them to integrate lottery into their modern lives,” Welshons said.

Adding convenience for players does not leave retailers out of the loop. Instead, innovation can address the needs of retailers through advanced point-of-sale technology. Welshons explained that Scientific Games developed its SCiQ retail ecosystem to improve the operation, security, marketing and inventory management of selling instant products. Combining an automatic instant ticket dispenser with back-office analytics and security tools, SCiQ reduces the labor required to manage and sell instant products.

As the channel proliferation within the lottery industry continues to grow, the way forward for gaming regulators and vendors is to make lottery experiences as easy as possible. Players will always desire an enjoyable, customized experience with a product on their own terms and at their convenience. Retailers want solutions that empower them to sell more with less labor cost. To make it all work, the future of lottery should be frictionless.

All ® notices signify marks registered in the United States.  © 2018 Scientific Games Corporation.  All Rights Reserved.

Related Articles

View all

Synopsis

Français

Créer une expérience fluide de la loterie

La technologie redéfinit l’expérience de la vente au détail de tous les produits de consommation. La loterie ne fait pas figure d’exception. Les consommateurs et les détaillants veulent une technologie plus innovante, plus intuitive, et qui facilite l’achat et la vente des produits de loterie. Ils veulent une expérience fluide.

Les consommateurs utilisent la technologie pour fusionner les expériences en ligne et en magasin afin de les adapter à leurs modes de vie. Dans une étude réalisée en 2017 par KPMG, 40 % des consommateurs ont déclaré qu’ils avaient « utilisé le magasin à un moment ou à un autre de leur processus d’achat ». Lors d’un sondage mené en 2016, le cabinet d’études de marché Statista à découvert que : 38 % des répondants souhaitaient être informés des promotions ou des exclusivités en temps réel ; 26 % souhaitaient développer l’achat sur Internet et finaliser la transaction dans le magasin ; et 8 % ont déclaré que les clients devraient bénéficier de services personnalisés sur mobile.

À mesure que l’industrie de la loterie s’adapte, l’innovation libère le potentiel dans plusieurs domaines clés. Les joueurs ont accès à plus de produits et de contenus, plus rapidement que jamais. Les détaillants peuvent proposer des expériences d’achat plus homogènes pour générer du trafic dans leurs magasins. Les loteries peuvent intéresser de nouveaux clients grâce à plus de secteurs de jeu et à un accès plus facile aux jeux.

L’industrie de la loterie rivalise pour conquérir le temps et le budget de divertissement des consommateurs. Scientific Games propose des solutions qui intègrent la loterie dans la vie des joueurs et des détaillants, créant de cette manière une expérience fluide. Par exemple, la société crée des solutions numériques pour fournir des produits iLottery et de paris sportifs, accessibles par les consommateurs depuis leur appareil mobile ou ordinateur portable.

« Le contenu de Scientific Games, et ses interfaces utilisateur avancées pour le Web et la téléphonie mobile, visent à développer l’engagement des consommateurs et à leur proposer des jeux non seulement là où ils veulent jouer, mais également là où ils comptent jouer », a déclaré Welshons.

Español

Creación de una experiencia de lotería exenta de problemas

La tecnología está redefiniendo la experiencia minorista en todos los productos de consumo, y las loterías no son una excepción. Consumidores y minoristas reclaman una tecnología más innovadora que haga más fácil e intuitiva la compra y venta de loterías. En una palabra: una experiencia sin problemas.

Los consumidores están empleando la tecnología para combinar su experiencia en línea con la tienda física, en un nuevo estilo de vida. En un estudio de 2017 realizado por KPMG, el 40 por ciento de los consumidores refirió haber “utilizado la tienda física en algún momento de su proceso de compra”. En una encuesta de 2016, la empresa de estudios de mercado Statista halló que el 38 por ciento de los encuestados quería tener información en tiempo real sobre promociones o productos exclusivos; el 26 por ciento prefería iniciar su compra por internet y completar la transacción en una tienda física, y el 8 por ciento señaló que debería haber servicios personalizados en los dispositivos móviles para los consumidores.

Mientras la industria de las loterías se adapta a las nuevas exigencias, la innovación abre posibilidades en diversas áreas importantes. Los jugadores tienen hoy acceso más rápido que nunca a más productos y contenidos. Los vendedores pueden ofrecer experiencias de compra más sencillas, que atraigan tráfico a sus tiendas. Y las loterías pueden atraer a nuevos clientes ofreciendo más modalidades y posibilidades de acceso a juegos.

La industria de las loterías compite por el tiempo y el presupuesto que los consumidores destinan al ocio. Scientific Games crea soluciones para integrar la lotería en la vida de jugadores y vendedores, dentro de una experiencia cómoda y atrayente. Un ejemplo es su creación de soluciones digitales para ofrecer productos de iLottery y apuestas deportivas que los consumidores pueden disfrutar desde la comodidad de su dispositivo móvil u ordenador portátil.

En palabras de Welshons: “El contenido y las avanzadas interfaces de Scientific Games para la web y dispositivos móviles se centran en atraer a los consumidores y ofrecerles juegos no solo donde quisieran jugar, sino donde tienen la posibilidad real de hacerlo”.

Deutsch

Eine reibungslose Lotterieerfahrung

Neue Technologien transformieren für alle Konsumgüter das Verkaufserlebnis. Das Lotteriegewerbe stellt da keine Ausnahme dar. Verbraucher und der Einzelhandel wünschen sich mehr innovative Technologien, die Erwerb und Vertrieb von Lotterieprodukten einfacher und intuitiver machen. Sie wünschen sich eine reibungslose Erfahrung.

Verbraucher verwenden Technologien, um ihr Konsumverhalten online und in Filialen an ihren Lifestyle anzupassen. In einer Umfrage von KPMG aus dem Jahr 2017 antworteten 40 % der Verbraucher, sie hätten „an mindestens einem Punkt ihres Einkaufsweges eine Filiale besucht“. In einer Umfrage vom Jahr 2016 fand das Marktforschungsunternehmen Statista heraus: 38 Prozent der Befragten wollten in Echtzeit über Promotionen oder Exklusivangebote informiert werden; 26 Prozent wollten ihren Einkauf im Internet vorbereiten und in einem Laden abschließen; und 8 Prozent gaben an, dass Verbraucher personalisierte Dienstleistungen auf ihr Handy erhalten sollten.

Im Zuge wie sich die Lotteriebranche an technologische Neuerungen anpasst, entstehen durch Innovation in verschiedenen Kernbereichen Potentiale. Spieler haben schneller Zugriff auf mehr Produkte und Inhalte als je zuvor. Einzelhändler bieten mehr nahtlose Einkaufserfahrungen an und locken so mehr Kunden in ihre Läden. Lotterien können mit mehr Glücksspielkategorien und einem leichteren Zugriff neue Kunden erschließen.

Die Lotteriebranche kämpft um ihren Anteil an der Zeit und dem Unterhaltungsbudget der Verbraucher. Scientific Games bietet Lösungen an, die Lotteriespiele in die Leben von Spielern und Einzelhändlern integrieren und sorgen so für eine reibungslose Erfahrung. Beispielsweise entwickelt das Unternehmen digitale Lösungen für iLottery und Sportwetten, die Verbraucher ganz bequem vom Laptop oder Handy aus konsumieren können.

„Die Inhalte und das fortgeschrittene Benutzerinterface für Internet und Smartphones von Scientific Games sollen Kunden emotional ansprechen und ihnen Glücksspielangebote zur Verfügung stellen, wo und wann auch immer sie es wünschen“, so Welshons.

Other Articles

View all

Webinar 23 April – Lotteries In COVID-19 Lockdown

In a webinar on Thursday 23 April (14:00 GMT, 15:00 CET), conducted in association with EL, VIXIO GamblingCompliance brings together lottery industry experts and executives. Register here =>>......

Read more

EL/WLA Marketing Seminar: “It’s all about the Player”

The 2020 Annual EL/WLA Marketing Seminar, held in London, saw a vibrant mix of senior industry figures and speakers from leading-edge agencies and consultancies combine to create a dynamic event for the assembled international delegates....

Read more Synopsis: fr / es / de

Lotteries and COVID-19: From tactical to strategic continuity

As the COVID-19 outbreak continues to have a dramatic impact worldwide, EL has produced an overview of operational continuity elements that could be – and many of them already are – implemented by individual lotteries to enhance their capability of an effective response....

Read more Synopsis: fr / es / de

“Reflecting on 11 years at the European Lotteries’’ | An interview with former EL Deputy Secretary General Jutta Buyse

Since 2016 Jutta Buyse was the Deputy Secretary General of EL and represented the Association in the Brussels office since 2009. During this time, Jutta led the public affairs for EL and experienced historic moments for the Association at European level....

Read more Synopsis: fr / es / de

EL Communications Seminar: The Good, The Bad and The Ugly!

At a time when digital communication is rapidly evolving and social media is one of the biggest sources of new, it is increasingly important to distinguish fact from fiction. The objective of this year’s EL Seminar was to focus on ‘‘the good, bad and the ugly’’ sides of communications....

Read more Synopsis: fr / es / de

Introduction to the new General Manager of Loteria Romana

Since 10 January 2020 Sebastian – Iacob Moga is the new General Manager of the C.N.  "Loteria Română" S.A., being appointed to this position by the Board of Administrators....

Read more Synopsis: fr / es / de

EL Report on the Lottery Sector in Europe

Every year EL members provide an overview of how they work and demonstrate the importance of lotteries for the benefit of society....

Read more Synopsis: fr / es / de

EL supports ENGSO-led Erasmus+ Sport project launched to foster mental well-being in sport

EL has become a reliable and invaluable advocate for the role of sport in society and it has lent its backing as a ‘Supporting Partner’ to the SPIRIT project, co-funded by the Erasmus+ Programme....

Read more Synopsis: fr / es / de

A partnership for society: EL and ENGSO commit to enhancing the role of grassroots sport in 2020–2021

EL and ENGSO, the European Sports NGO are further extending their partnership with a new two-year agreement (2020-21)....

Read more Synopsis: fr / es / de

EL Statement: Postponement of Seminars & Events until 1 July due to COVID-19

Due to the recent outbreak and rapid spread of the Coronavirus COVID-19, the EL Executive Committee has taken the decision to postpone all EL seminars and events until 1 July 2020. It is further decided that the EL Industry Days will not take place this year due to the uncertain situation....

Read more Synopsis: fr / es / de

100 days of the von der Leyen Commission

March 2020 marked 100 days since the current College of the European Commission took office. Commission President Ursula von der Leyen looked back at the achievements, but also ahead at the expected next steps in line with the agenda outlined in her Political Guidelines back in July last year. This agenda was in the meantime hit hard the last weeks by the rapid spread of COVID-19....

Read more Synopsis: fr / es / de