Page 64 - Public Gaming International September/October 2017

Within the confines of local regula-
tions, lotteries must become a part of the
AmazonFresh, Target, and Walmart online
product selection menus and the NLS modu-
lar, service-oriented architecture allows
The Art of for just such flexibility and inclusion. The
NLS open architecture speaks a common
Survival language, based on standard communication
protocols that allows lottery to easily connect
to any channel, service or system--to truly
and reinvent the relevance of the lottery by part-
nering with any product provider, from day
spas to donut shops.
Success As a case in point of successful business evolu-

tion, much has been made in recent retail
analysis studies of Amazon’s market expan-
sion into the grocery segment. AmazonFresh
is a subsidiary of Amazon.com. AmazonFresh
is a grocery delivery service currently avail-
able in some U.S. states, London, Tokyo, and
Berlin.

The subsidiary’s service model mimics that
he key to lottery survival is to embrace their market share, they are not “chewing of other large grocery store chains that are
digital age technology and new retail up” the competition. The lesson to learn now supporting pre-order store pick up and
models. This is a reality our indus- is: without reinvention of the lottery prod- home delivery business models. Most retail
Ttry has largely recognized, but there uct and infrastructure, consumer contact industry analysts see this market segway as
continues to be uncertainty about how best will decrease and product irrelevance will a new and a targeted strategy to capture a
to evolve. increase. The adaptability of the chameleon large portion of sales from Amazon’s primary
truly is a powerful behavior to mimic in competitor, Walmart. Do you remember
“A successful company is like a great white business. when Amazon was just the online book stor
shark. In its prime, it chews up the competi- “Amazon.com’s latest experiment is a clear
tion, but if it dares to sit still for too long, indication of where it’s seeking a big chunk
it dies. Some of the world’s most profitable of its future bread and butter: the massive
and enduring companies have achieved their world of grocery retail. Groceries — a $600
long track record of success by constantly billion U.S. market — are a critical nut for
reinventing themselves., evolving their prod- Amazon to crack if it’s to unseat Walmart as
uct lines and business strategies to stay one the world’s largest retailer” stated the Seattle
step ahead of their customers’ needs”, and Times. Analysts with Cowen & Co. have
preferences. “In business, it’s better to be a As much it may seem that the altered retail called the U.S. grocery sector Amazon’s
chameleon than a great white.” footprint and new trade styles have simply “biggest potential source of revenue upside.”
appeared in our lives, the truth is that
Competition from new lottery gaming change is happening every second. Where Here’s the kicker. Amazon began this take-
wholesalers, decreased in-store foot traffic we stand today in relationship to the lifestyle over attempt over ten years ago! The headline
with increased mobile shopping deliver- changes that have been brought about by on August 1, 2007 in the Seattle Post-
ing products to the consumer’s doorstep, 21st century technology is a consequence of Intelligencer was “Amazon starts grocery
game styles that do not attract younger someone at some point seeing and seizing delivery service’beta test’ begins with Mercer
demographics--these are but some of the past opportunities. Island.”
market threats of today that began taking
shape years and years ago. Moreover, lotter- We at NOVOMATIC Lottery Solutions And here is the relevance to our industry:
ies have been limited in how agile and understand this. Innovation and techno- while great efforts are being made to place
adaptable their product could be because logical foresight are the key elements to
the industry’s continued reliance on aging, our approach, and this is what allows us to
inflexible technology and operating models. keep pace with today’s fast-changing retail Dave Roos “10 Companies That Completely Reinvented
Themselves” 10 January 2014.
The consequence is that government sanc- environment. HowStuffWorks.com. <http://money.howstuffworks.com/10-
tioned lotteries are losing their players and companies-reinvented-themselves.htm> 17 August 2017

64 // PUBLIC GAMING INTERNATIONAL // SEPTEMBER /OCTOBER 2017