Page 62 - Public Gaming International September/October 2017

Protect Your Position

At Lottery Retail

nlike most consumer brands, at stimulating unplanned impulse Digital content means demand on
lotteries place a significant purchases, making them particularly retail staff for how-to-play education,
amount of permanent and suited to Lottery products. line-ups, and perceived wait times can
Utemporary POS material at also be reduced by implementing
retail without paying a fee to the DS networks at retail are more accu-
retailer. This long-time privilege rate and efficient, and have higher DS products such as Digital Menu
enjoyed by lotteries is at risk of chang- recall rates, than all other standard Boards and Digital PlayStations.
ing due to the growth in Digital forms of advertising (including
Signage (DS) network technology. mobile ads)1. Perhaps most important, Digital Menu Boards not only

the Lottery Marketing Department increase Instant Game sales, but allow
With the install base of DS networks has more control of the retail market- players to make their product choices
growing at a rate of about 15-20% ing message than ever before. Lottery while waiting in line, while Digital
per year in the USA, retail chains, Marketers have complete control over PlayStations can integrate cash-
including C-stores, have an increas- POS DS content—plus, dynamic less payment or print “orders” with
ing interest in installing their own DS
networks.

If a retailer installs its own DS Retailer-owned digital signage
network before the lottery does, the network installations are growing
lottery risks losing its current Point-
of-Sale (POS) privileges and may be at about 15-20% per year,
forced to share or buy space on the threatening Lotteries’ privileged
displays owned by their retailer.
position at retail.

Compound this with the fact that
today’s consumers expect more—
retail experiences that are more tagging and highly efficient conten barcodes to be taken to the checkout.
modern, on demand, entertaining, distribution ensure each location has Digital signs integrating interactive
and personalized—and the Lottery the optimum messaging specified by touch (such as interactive tablets
industry finds itself with both a chal- the Lottery Marketing Department. or Digital PlayStations) open up
lenge and an opportunity to reinvent This centralized control of messaging virtually limitless player experience
itself at retail. means a lottery can have less reliance options. Passive attract screen content
on retailers for accurate placement of can advertise promotions, jackpots,
A DS network across a retail foot- printed temporary POS materials. and highlighted games, all optimized
print typically increases sales of The costs of printing and shipment for dwell times. Proximity sensors
highlighted products by 3 to 7%. DS of temporary POS are also reduced
networks are also especially effective or eliminated. 1 Nielsen DOOH study

62 // PUBLIC GAMING INTERNATIONAL // SEPTEMBER /OCTOBER 2017