26 PUBLIC GAMING INTERNATIONAL • JANUARY/FEBRUARY 2024 Paul Jason: Should we expect players to migrate across channels and gaming categories before deciding to buy a lottery game? Pat McHugh: Lottery players have been very loyal to lottery games. That will continue, but competition is increasing from other forms of online and casino gaming, sports betting and other entertainment and recreational options that are so visible and easily accessed by consumers. There’s more cross-over between lottery and other gaming, which means lotteries are competing for playership. It’s why Scientific Games is improving the player journey and overall lottery experience to appeal to today’s players. Distribution is rich with potential for lottery to differentiate from the competition. Lottery’s massive network of retailers continues to be the cornerstone of the consumer relationship. Digital channels and applying technology to the in-store lottery experience provide tremendous opportunities to build on that foundation and consumer connections. Our omnichannel platforms, managed services and games for both retail and digital channels make it easy to engage consumers on all levels. Convenient, easy access and seamless navigation across multiple channels are key competitive differentiators. Do we continue to see lottery retail sales increase when games are sold online? P. McHugh: Absolutely. Increased visibility in multiple channels brings in new consumers and increased playership, which drives both retail and digital play. Half of the adult population played lottery games in the past year. An omnichannel platform reinforces current player relationships, brings lottery to the attention of infrequent players and attracts new players. Retail sales increase faster in iLottery states because players are more engaged and active in all channels. When games are available in consumers’ everyday lives and activities, there’s an uplift in overall sales. How is Scientific Games combining its omni-channel presence with leadership in licensed brands? P. McHugh: We’re combining our strengths as the leader in iconic licensed brands, retail and digital game development, and platforms that deliver across channels. Our technology solutions complemented by content and brands connect with players on a personal level. Cultural icons like GAME OF THRONES bring lottery into their world and create opportunities to engage across different platforms. Playing games at retail, noticing iconic brands at the point-of-sale, and then seeing your favorite brands again online and at other touchpoints keep consumers entertained and moving between channels. Every time we expand retail or digital distribution with good quality games in a meaningful way, overall sales and profits for our lottery customers grow. Can you explain more about Scientific Games’ omni-channel ecosystem? P. McHugh: We’ve long been known for Applying the Science to Digital Engagement PGRI Introduction: With Scientific Games celebrating 50 years in 2023, the journey is just getting started. It’s been nearly two years since Scientific Games’ lottery business was sold to Brookfield Business Partners, and the company is investing 100% of its focus and resources in lottery. Science is still the core of its DNA, but Scientific Games’ consumer-centric approach to interconnected ecosystems is enabling its global teams to analyze more data for actionable insights that drive performance and enhance both the overall player experience and successful portfolio management. We asked CEO Pat McHugh about how the systems technology ecosystem has become the cornerstone to forging a sustainable and prosperous future for all lottery stakeholders. Pat McHugh Chief Executive Officer, Scientific Games PGRI INTERVIEWS
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