Playbook for
launching an
i-Lottery website
Third Article in 5-part series
Back office:
Whatever you actually call it, and there are
many names in circulation, this is the piece of software that lets
you monitor and manage your iLottery site. Your call center will
also use the back office to assist players with issues that come up.
The functions of the Back Office are too numerous to list here but
you can think of it as the administrative and reporting portal of
your site. If you are offering content from multiple suppliers you
will most likely have more than one Back Office system. Some
suppliers even have separate back office systems for different
game zones so even if you have one supplier for poker, bingo and
casino you may end up with three separate Back Office systems.
While this can be a pain to get used to it’s not really a hindrance
to the smooth operation of your site once you get used to it; It’s
however not a bad idea to have SSO in place here too so that
your employees will not need to log into different systems all
the time. For bonus credits this SSO can be done through some-
thing like Lightweight Directory Access Protocol (LDAP) which
means your employees only need to log into their own machines
to access all the different back office systems without a username
and password.
Marketing:
Included here are promotions (including bo-
nuses), affiliate solutions, e-mail marketing solutions, campaign
management systems and other marketing related functionality.
Essentially as a first step you want to ensure that you have a way
to complete all of these functions as the Marketing features are
essential for your ability to attract more players and your abil-
ity to attract more revenues from your current and future player
base. You may even double up on some of this functionality be-
tween your Player Account and game zone providers. There is an
argument for example that promotions including bonuses should
be handled across the board by the Player Account and not in-
dividual game zones as the Player Account contains the wallet
but many game zones today offer game zone specific bonuses
already. The thing to remember is that there are always bonuses
that only the Player Account can handle. As an example you may
have a promotional bonus that offers players a 200% bonus on
first deposit. This bonus would have to be handled by your Player
Account while all your Bingo bonuses may be handled by your
In the last two installment of this series we covered the Player Account, the Wallet and the
importance and function of Single Sign On (SSO). The Player Account is the foundation
and the heart of your iLottery solution, the Wallet lets players buy wagers and SSO lets the
Lottery seamlessly tie together offerings from multiple providers so that players may enjoy
the very best games available. In this final installment of this article series we will cover
the Back Office, regulatory compliance, marketing, games and a few other considerations
that are important to keep in mind when setting up a great iLottery site.
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Public Gaming International • September/October 2014
Pall Palsson, Executive Product Manager, Betware
