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July/August 2016 // PUBLIC GAMING INTERNATIONAL //
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away from actual contact with the players in the retail channel. It
is time say “no” to being marginalized and “yes” t taking action to
heroically break through to the next paradigm. It is time to utilize
an omnipresent approach to connect to the retail player on their
terms, in their sphere of interests, so that lottery becomes relevant
and within the scope of attention of a far broader base of players. To
do this we need to engage in the power of social media, be visible
and meaningful to all players, with relevant sponsorships, market-
ing and initiatives.
The Run to Adapt
The existing paradigm for lottery at retail is transaction centric
with a focus on retailers as customers. The change that must oc-
cur is to move toward placing the player in the center of the busi-
ness model, while unobtrusively enabling secure transactions in
any circumstance. We have the technology to seamlessly offer the
opportunity to buy/sell lottery anywhere and to collect player data
to gain relevance to players and serve their preferences. Now, lot-
tery must join the type of ecommerce customer service model used
by Amazon, for example, that caters to
the customer through customer knowl-
edge, without being intrusive.
Novomatic Lottery Solutions (NLS)
has embraced the “Bamm” philosophy
of saying “no to the status quo” as one
of the company’s core values. The
company is wholly engaged in the run
to adapt to this player-centric model
through several points of change. Be-
ginning with the lottery platform it-
self, NLS suggests an increased use of
integrations with major retailers’ back
office systems, enabling retailers to sell
lottery products from their systems
and report the transaction to NLS in
real time.
Under NLS integration plans, not
only is the traditional lotto terminal
unnecessary, but innovative games can
be created that bring entertainment
(and lottery relevance) to the shopping experience. For example,
retail system integration can allow a retailer to offer a shopper the
chance to purchase a dollar lottery ticket with the prize being a
payment of the cost of their retail purchase. There is an instant win
decision at checkout, the retailer and the lottery benefit, the shop-
per is entertained and connected to lottery, and he/she may even
win a prize of a free purchase at their preferred major retailer.
In addition, NLS embraces convergence to bring an omnipres-
ence of products and services to players. This convergence will al-
low customization of games, prizes, prices, promotions, services
and experiences. It will create personalized communication tailored
to preferences and greater convenience with seamless play across
channels and services. It will enable better, more personalized re-
sponsible gambling tools and preferences. This is what today’s cus-
tomers expect and this is what will cultivate sustainable long-term
player relationships.
Let the Force—of Disruption—MOVE You
Leveraging the disruption and speed of change in the current
retail marketplace is essential to lottery’s continued viability. As
captured in NLS’s solution strategy; “One size fits NONE”—each
lottery market is different, operational regulations are different,
people are different which means players are different and above
all, the environment is, and will forever be, different. It is time
to run toward our players with the full force of the vision and
brilliance that has been the trademark of our industry. Bamm,
Bamm, Bamm.
■
Since 2013 customers expect the
same service offline and online.
If you lack one channel
you are blind in one eye.
—Dietmar Dahmen, European Lotteries Presentation
This article is based on keynote presentation made by Dietmar Dahmen
representing NOVOMATIC Lottery Solutions (NLS) at the European Lotteries
(EL) Industry Days.
www.novomaticls.com