22 PUBLIC GAMING INTERNATIONAL • JANUARY/FEBRUARY 2023 and keep shoppers within their brand ecosystem when customers are using mobiles in-store.” • The Connected Player Journey Even lotteries’ most sophisticated directto-consumer sales platforms (via their websites or mobile apps) are often still operating in isolation of the retail channel. “It will be critical to bridge the current gap between retail and digital, and allow players to benefit from instore seamless transactions that can be continued out of store,” said Duncalf, discussing a capability that IGT refers to as Connected Play. “We are exploring new game initiatives that will work in this omnichannel environment,” she noted. “In such an instance, retailers will also benefit as a complementary channel.” • Virtual Economy According to Foresight Factory research, the primary reason consumers will consider buying a virtual product is to get discounts on real-life products from the same brand. “This points to the significant role that virtual products could have in the future shopping journey, showcasing products and introducing customers to more substantial purchases at a later stage,” explained Duncalf. One aspect of this trend is Blending Digital & Reality. Lotteries can take steps to understand how existing and selling in virtual worlds can bolster their “in real life” (IRL) strategy to reach new audiences and chime with consumers’ desire to forge identities and lives in online spaces. The metaverse may be an opportunity to deliver messaging about lottery goodcause beneficiaries. Or, as consumers want to show off their digital inventories by collecting in the virtual economy, could lottery prizes expand to offer digital assets that “money can’t buy?” Deep Dive – AWorld of Retail Challenges & Opportunities As part of the workshop experience, attendees toured IGT’s Player Experience Laboratory for a close look at a number of IGT innovations and unique product concepts directly relevant to lottery retail operations, giving participants an opportunity to offer feedback in the early stages of product development. IGT’s Paul Riley provided a deep-dive on the current state of In-Lane Sales globally, drawing on IGT’s extensive experience supporting lotteries around the world in selling directly on retailers’ point-of-sales systems. The discussion spanned current and potential solutions for selling lottery in-lane, the benefits to players, retailers, and lotteries, a detailed
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