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July/August 2016 // PUBLIC GAMING INTERNATIONAL //
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the app before going into their local retailer to play, making the
experience quicker and hassle free for all parties.
The Irish National Lottery has just released the latest evolu-
tion of their mobile app which now allows players to purchase
a ticket on their mobile and play Instant Win Games. Prior to
this the mobile app featured useful game information including
draw results, jackpot reminder notifications, a ticket barcode
scan facility to automatically check if they are a winner, number
check functionality and nearest National Lottery outlet locator.
The Irish National Lottery is a great example of demonstrating
that it does not need to be all or nothing from the outset that
there are various ‘shades’ in-between.
Many people probably believe that the UK National Lottery
is at the dark end of the spectrum due to it early adoption of
iLottery - in some ways you would be correct. However, the UK
National Lottery is a great example of a lottery that is constantly
evolving and developing its digital offering based on listening to
what its players want and need. Last month they announced an
enhanced offering on their mobile app which allows players in
the UK to use their smartphones to check draw results to find
out if they’re a lucky winner—all a player has to do is tap on
the ‘Scan Ticket’ button and scan the QR code on the National
Lottery ticket. Alongside the Ticket Scanning feature, and to
complement the retail customer focus of the feature, this release
also includes the rollout of a ‘Lite’ version of the Android appli-
cation - this allows the UK National Lottery to reach the major-
ity of the UK Android user base from the ease of the Play Store
for the first time, which is anticipated to result in a substantial
increase in installed user base.
Like with many things in life it is all about embarking on a
journey and communicating back how your journey is progress-
ing. There will be bumps in the road and hurdles to overcome as
you advance through the various ‘shades’ but overall the journey
will position your lottery, your players and your beneficiaries in
pole position to survive.
The key throughout any digital journey is communication.
Be open and honest with your legislature on the success that
you have seen, explaining also the benefits of your strategy,
and how you will develop it. Build their support, and engage
them in your vision. Bring your retailers on the journey. Share
with them the success stories from Vermont, Iowa, Switzer-
land, Ireland, and the UK, among others, who have succeeded
in growing retail in conjunction with digital. Help your play-
ers to gain confidence in the concept of digital lotteries, reas-
sure them that you can meet their needs safely, securely, and
personally. Show them that it’s not all or nothing - there really
are
fifty shades of digital
.
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