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Following is an edited synopsis of the panel discussion held at PGRI SMART-Tech on April 7 in New York. You can view a video

of the complete presentation at

. Edited by Paul Jason, PGRI.

Rebecca Hargrove:

Our panel discussion focuses on the retail channel, where the internet

is having a dramatic impact. What is your vision for how internet technology will apply to the

retail shopping experience to change how we do business with our retail partners and how players

interact with Lottery?

Rick Weil:

There are many things we can do with technology to enhance the player experi-

ence, but we need to be realistic from a regulatory point of view. Expanding the number of POS’s,

making lottery products available in more channels and venues, is a strategy that delivers short-

term, long-term, and predictable results. Bars, taverns, and other age-restricted venues are under-

penetrated channels for Lottery. The potential for Lottery to increase sales by focusing on these

non-traditional channels, and otherwise expanding its POS footprint, is significant.

Terry Rich:

Here are several observations, some of which lotteries are already using, some of

which are interesting possibilities. Purchasing tickets with a barcode app is a convenience for cus-

tomers that we’ve been utilizing for three or four years. Convenience is such a huge factor in lottery

purchases, it’s an ongoing priority for all of us in our planning.

Instant loyalty points, ticket self-checkers and cross-use of loyalty points is a new concept that

is being tried. Paperless tickets using NFC’s (Near Field Communication) have been mentioned.

Grocery IQ is an app that suggests purchases and gives you retail deals. An augmented reality

point-of-sale system could enable the shopper to see the tickets pop up in ways that are entertain-

ing and attention-getting. As you point to the ticket, it identifies new products and recommends

tickets to order, games to play. Facial recognition could become the password that would allow

the record of past purchases to be displayed on the monitor and your picture to be printed on the

ticket for easy I.D., instead of requiring customers to sign their tickets. An important project that

we’ve been fine-tuning is the technology to continuously update customers’ record of purchases. A

purchase is made, that information is transmitted to our server, posted to the record, the record of

past purchases is automatically updated, and the Lottery can provide real-time inventory manage-

ment data to its retailers. It also produces a retail purchase report of what else they’re buying, and

an immediate industry trends report to show what’s hot for the week.

Max Goldstein:

Successful programs in Europe and Canada have shown that sales for lottery

in-lane sales are strong and growing, and that they are significantly increased when the jackpot is

displayed to the shopper. Digital play-stations add tremendous value. In fact, digital play-stations

can reshape the whole lottery playing experience by presenting Lottery in a way that appeals to the



How can in-store

technology be used to

turn the store visit into

an engaging consumer

experience, and turn the

buyer of a Lottery ticket

into a player of Lottery

games?  How can new

technology-based innova-

tions like electronic play-

stations, in-lane sales,

self-serve kiosks, in-store

NFC-enabled internet and

WiFi, and other forms of

digitization engage the

consumer and drive in-

creased Lottery sales? 


Rebecca Hargrove,

President &

Chief Executive Officer,

Tennessee Education

Lottery Corporation and

Senior Vice President

of the World Lottery

Association (WLA)


Max Goldstein,

Vice President Sales,

Carmanah Signs

Terry Rich,

Chief Executive Officer,

Iowa Lottery

Rick Weil,

Chief Executive Officer,


Diamond Game

Bishop Woosley,

Executive Director,

Arkansas Lottery

Continued on page 38

Expanding the number of POS’s, making lottery products

available in more channels and venues, is a strategy that

delivers short-term, long-term, and predictable results.

—Rick Weil