September/October 2014
I
N
T
E
R
N
A
T
I
O
N
A
L
PUBLIC
™
Public Gaming International
Publisher & President
Paul Jason
Art director/
Designer
Lisa Robinson
Honored
Founders
Doris Burke
Duane Burke
Contact
Public Gaming
Tel: (425) 449-3000
Fax: (206) 374-2600
Public Gaming International (ISSN-1042-1912) September/October 2014, Volume 40, No. 5. Published six times a year by the Public Gaming Research Institute,
Inc., 218 Main Street, #203, Kirkland, WA 98033, (425) 449-3000. ANNUAL SUBSCRIPTION RATES: United States: $145. Canada & Mexico: $160(US). All
other countries: $225(US). POSTMASTER: Send address changes to Public Gaming International, 218 Main Street, #203, Kirkland, WA 98033. SUBSCRIPTION
REQUESTS: Send to same address. NOTE: Public Gaming International is distributed by airmail and other expedited delivery to readers around the world. ©2014
All rights reserved. Public Gaming Research Institute.
6 Paul Jason:
From the Publisher
8 Why National Consumer Brands
Need to be Supported by
National Marketing, Brand-
Messaging, and Distribution
An interview with
May Scheve
Reardon
, Executive Director,
Missouri Lottery
14 How Coordination of Strategy
and Execution of the MONOPOLY
Millionaires’ Club
™
and the
other Multi-State Lottery Games
is Positioning U.S. Lotteries for
Long-Term Sustainable Growth
An interview with
Paula Otto
,
Executive Director, Virginia Lottery
20 Panel Discussion:
On governance of the multi-
state games and the challenge
to meet and exceed rising
consumer expectations
Rebecca Hargrove
, Chief Executive
Officer, Tennessee Education Lottery
Corporation and Senior Vice President
of the World Lottery Association (WLA)
(moderator)
Gary Grief
, Executive Director,
Texas Lottery, President of the North
American Association of State &
Provincial Lotteries (NASPL)
Carole Hedinger
, Executive Director,
New Jersey Lottery
Stephen Martino
, Director, Maryland
Lottery and Gaming Control Agency
Charles McIntyre
, Executive Director,
New Hampshire Lottery
Connie Laverty O’Connor
,
Senior Vice President and Chief
Customer Officer, GTECH
28 Online Gambling and State
Lotteries Should Be Left Up to
the States and Not Congress
Jeff Anderson
, Executive Director,
Idaho Lottery
Stephen Martino
, Executive
Director, Maryland Lottery and
Gaming Control Agency
Charles McIntyre
, Executive
Director, New Hampshire Lottery
30 Panel Discussion:
States vs. federal government
—who determines regulatory
policy in the U.S.?
Scott Bowen
, Commissioner,
Michigan Lottery (moderator)
Scott Gunn
, Senior Vice President,
Global Government Relations, GTECH
Mark Hichar
, Partner, Chair of
Gaming Law Practice Group,
Hinckley, Allen Law Firm
Kevin Mullally
, Vice-President of
Government Relations & General
Counsel, Gaming Laboratories
International (GLI)
Lynne Roiter
, Secretary General,
Vice President Legal Group, Loto-
Quebec, and General Secretary of the
World Lottery Association (WLA)
Philip Smith
, Director of Legal
Services, Missouri Lottery
Philippe Vlaemminck
, Partner,
Altius Law Firm, Legal Counsel to
the European Lotteries
36 GTECH and IGT:
Two global leaders combine to
define the future of gaming
entertainment and deliver a
customer-first experience to
government lotteries
An interview with
Jaymin Patel
,
President & Chief Executive Officer,
GTECH Americas
40 How the Government Lottery
Industry Is Applying Its
Brain-Power to Take Maximum
Advantage of Forward-
Looking Macro-Economic and
Business Trends
An interview with
Jim Kennedy
,
Executive Vice President,
Group Chief Executive of Lottery,
Scientific Games Corporation
44 U.S. Lotteries Connecting
the On-line World of Internet,
Mobile, and Wireless Communi-
cations to the Off-line World of
Land-Based Retail
An interview with
Tom Little
,
President and Chief Executive Officer,
INTRALOT USA
46 Australia to Germany, a JUMBO
Size Step: Jumbo Interactive
now selling for all 16 German
lotteries—a population of
80 million people
48 A Federal Law Restricting
Internet Gambling Could Lead
to Unintended and Devastating
Consequences for State Lotteries
Mark Hichar
, Hinckley Allen
and Snyder
50 Standing Still Is Not an Option:
Growing retail sales in a
mature lottery
GTECH’s comprehensive retail
optimization program to boost the
sales and revenue of even high-
performing lotteries
53 Pulse of the Industry News
60 Connie Laverty O’Connor,
Senior Vice President and Chief
Customer Officer, GTECH
Recipient of the Rebecca Hargrove
Award for Mentorship
61 Government Gaming Enters an
Era of Innovation and Growth
Tom Jurkovich
, Vice President
for Corporate Affairs, Tennessee
Education Lottery
62 Corporate Profiles:
The lottery industry drivers of
innovation and progress
69 Pioneering a New Lottery
Space: Shoutz’s progress to
mobile
70 Playbook for Launching an
i-Lottery Website
Pall Palsson
, Executive Product
Manager, Betware
73 Is it Time for Lotteries to Face
the Zero Moment of Truth?
NeoPollard Interactive Helps
Lotteries Compete for Consumer
Mind-Share at the ZMOT.
74 MONOPOLY Millionaires’ Club
™
:
The biggest new game launch in
the history of U.S. lotteries
Feature Interviews and Editorials
Executive Vice President
Susan Jason
Subscribe to our new Daily News
Digest. Industry news gets reported
here as soon as it hits the wires.
Gathered from hundreds of publica-
tions, government agencies, lotter-
ies, commercial firms, and news
wires from all around the world,
is the most
comprehensive news and informa-
tion resource in our industry. PGRI’s
Morning Report is our weekly
electronic newsletter, providing
you with a synopsis of the previous
week’s industry news
PGR Institute is much more than a
news aggregater. We follow-up on
the news to deliver the perspective
and genuine insight you need to
understand the gaming industry
and how it is likely to evolve. Any
questions or comments, e-mail Paul
Jason at pjason@PublicGaming.
com or call U.S. + 425.449.3000.
Thank you!
Visit our website to get the
latest breaking lottery news.
And sign up to receive PGRI’s
weekly Morning Report.
