Page 52 - Public Gaming International September/October 2017

It’s Time: The Real Retail

Optimization is Here

New, Patented

Innovation from In the U.S., more than 61 percent of lottery sales
are driven by instant products, or “scratchers” as
many call these colorful, entertaining games that
Scientific Games have become part of the fabric of American life.

Instant games rang the registers at stores of every
Revolutionizes size to the tune of $48.8 billion in 2016, bringing

somewhere in the neighborhood of $10 billion in
Lottery Ecosystem transfers to the programs funded by lotteries in
44 states.

Yet, for one of the biggest consumer products sold in stores today, there has
never been advanced technology that wraps around instant games in the retail
environment. And despite the fact that retailers of every size have pushed hard for a
solution that significantly improves speed-of-service for their customers who buy lottery, to date it has not happened.

Now it’s time, and NASPL 2017 is the place. The innovation teams at Scientific Games have been laser-focused on making these
valuable consumer products highly efficient for retailers to sell, secure, display and market – as well as manage accounting and
inventory. Continuing a long history of industry-leading technology firsts, the company will unveil its latest innovation in a highly
secure area of the Scientific Games exhibit during the NASPL conference in Portland.

“Finally, a solution that addresses the pain points at retail associated with selling scratch lottery games,” said Mark Hagen, Senior
Category Manager at 7-Eleven, an international convenience store chain with more than 56,000 locations.

A major focus of Scientific Games’ R&D, the new, patented technology has been previewed by several major national retail chains.
It has been kept highly confidential, and is currently in a pilot test for one of the largest retailers in the U.S., which predicts “it will
revolutionize the way instant games are sold at retail.”

“Our industry talks about optimization and efficiency in the retail environment, and yes, we have technology for draw games. But to
date, the industry has not optimized retailer operations for instant games. Our new technology is going to change everything for
retailers, there is nothing like it,” says Randall Lex, Director of Program Management, at Scientific Games Lottery. Lex
held executive leadership roles for more than 10 years with the New York Lottery, building
the lottery’s casino gaming systems and retailer base into to one of the largest in North
America, and later served as the National Vice President of Operations at Linq3.

Lex is now teamed up with Jeff Sinacori, Vice President, Retail Development at Scientific
Games, who previously owned the New York Lottery’s top-selling retail store for many years.
Known to many as the preeminent expert on lottery retail, Sinacori has helped lotteries in
37 U.S. states and seven countries develop their retailer networks. He has a unique skillset
that recognizes the challenges retailers have when it comes to the day-to-day tasks of