Page 56 - Public Gaming International September/October 2017

“This is sales data as its
“We can optimize a loyalty program, which most consumers like
but they absolutely don’t want the extra time involved in signing happening. Retailers can
up and submitting purchases,” shares Lex. “Our new tool delivers
on loyalty, making it simple. Promotions can be planned and
implemented automatically to appeal to weeks, days, or day parts see what lottery products
when store traffic is busiest or slowest. The system can provide
control to the lottery to run its own scheduled promotions.” are selling by specific

The integration with loyalty is not just through the lottery’s game type, licensed brand
program. Most large retail chains have their own loyalty programs
that seldom include lottery products. Now, through their own and price point. This
branded loyalty program, the retailer or retail chain can offer just
about any kind of promotion to tie-in other products in the store revolutionary technology
or incentives such as ‘buy a $10 instant game and receive a $1
game free’ or ‘buy a $5 game and receive a free medium-sized
coffee drink’. The possibilities are endless, with rich, new data creates a new layer of
providing retail insights like never before.
actionable business
Real Results
Scientific Games has continually developed and refined its instant intelligence for the retailer
game programs and technology to drive the most successful
instant game programs in the country. U.S. lotteries for which and state lottery.”
the company was the sole or primary instant game provider had
55 percent+ higher weekly per capita sales, 53 percent+ higher
sales per retailer, and 46 percent higher per capita gross gaming Randall Lex, Director, Program
revenue (FY2016) than other U.S. lotteries. Instant game per capita Management,
sales for lotteries using its Cooperative Services Program (CSP) Scientific Games
outpace the industry by 37 percent (FY2016).

So it’s not surprising the company’s newest innovation is getting
a great deal of interest. Lottery directors who want to learn more
can visit the Scientific Games exhibit at NASPL 2017.

Lex believes providing retailers with the real tools they need to
optimize selling lottery products is going to create a pathway for
lotteries to sell more games and grow sales significantly.

The real numbers so far? “In our pilot, we are currently experiencing
more than 15 percent incremental growth in instant game sales.
The numbers tell the story,” shares Lex.

“We have relationships with major retailers and the top
convenience stores across the U.S. We’ve been out here meeting
with many of them and they are telling us, ‘it’s about time.’ Several
are planning pilots, and more are calling us to learn how this new
Scientific Games technology can work for their entire chain,” says
Sinacori. “And they all agree on one thing: this is revolutionary.”

Lotteries interested in a demonstration at NASPL 2017
should contact their Scientific Games’ regional vice president
to schedule a tour.

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