Page 65 - Public Gaming International September/October 2017

the lottery product in new big box brick and are now living with the changes conceptualized Millennials are concerned with the value of
mortar locations--- and we must secure that 10 years ago. If we are not as flexible, agile, and their purchases. What this means for both
retail footprint--- those very retailers started customer-centric as the current major retail- groups is that we, as lottery providers, must
migrating from brick and mortar store- ers are TODAY, we are certain to be obsolete offer games that are fun and worthwhile.
fronts to online environments over 10 years when today’s innovations surface in 10 years. Traditional scratch and lotto tickets may still
ago. Historically, proprietary systems and These innovations represent the future of have a place, but we have to offer something
burdensome product management prevented retail. This is why the NLS “Bring Your Own more—something that goes beyond just the
the lottery from appealing to large segments Terminal (BYOT)” concept was identified and chance to “win big.”
of the chain store retail market. But, lest we developed.
find ourselves working to catch up rather At NLS, we have dedicated considerable
than capitalize on evolving consumerism The NLS flexible, thin-client retail system resources to developing innovative games
again at the end of the next 10 years, it is relies on inexpensive mobile devices, tablets, that offer players a uniquely enjoyable expe-
imperative to accelerate the technological and existing retailer hardware rather than rience. Players have long enjoyed the act of
reinvention of lottery that is now available expensive dedicated terminals. BYOT means scratching an instant-ticket or the excitement
through deployment of true Omni Channel, lotteries can expand their retail market to of watching a lotto drawing, and we want
service oriented solutions. new locations and venues. If our customers to build on that tradition with games that
no longer stand in checkout lines, we want leverage the potential of technologies like
There is no going back. Amazon is not the
first to come up with so-called “click and
collect” grocery shopping. Supermarket
chains from Texas’ H-E-B to Kroger to
Stop n’ Shop and, of course, Walmart,
offer the service. Yet Amazon may have an
edge over its competitors due to the popu-
larity of its smartphone app — roughly
30 million Americans use it on a monthly
basis,” says Cooper Smith, an analyst at L2,
a business intelligence consultancy. “Clearly
this is a mobile play,” Smith said, targeted
to “younger consumers, high net worth
consumers. I wouldn’t be surprised if five
years from now you have Amazon stores
along the major metropolitan areas of the
coasts.”

We know that the modern retail environment
is evolving more rapidly than many people
realize. We have already seen big changes in
the way people purchase goods and services.
Today, consumers rely on web-based mobile
technology to purchase things that tradition-
ally involved a physical store and a checkout
line. In addition to AmazonFresh, Amazon
has also created a grocery shopping experi-
ence that completely cuts out checkout lines. to give them the chance to play when they social media, 3D displays, personal mobile
Shoppers simply take what they need from visit the hairdresser or eat out at their favor- devices, and much more. Our open software
the shelf and walk out the door while in-store ite restaurant. Our solution gives lotteries design now means that the possibilities are
imaging technology and a smartphone app the ability to expand their retail footprint limited only by imagination. Our custom-
handle the entire checkout process. Similar into nearly any setting they deem appropri- ers are changing, their consumer habits are
concepts are catching on in Asia and Europe ate. With BYOT, lotteries have the tools changing, and we are changing with them.
as well. to keep pace with the fast-changing retail
environment. We know the simple truth: partnering with
NLS tracks every current and emerging retail new Retail, and expanding the retail foot-
trends and designs solutions that prevent built- In addition, we also know that current print will expand consumer access to the
in obsolesce and ensure compatibility for today economic circumstances have affected Lottery. We have to be where our players
and tomorrow’s market demands. Now, our consumer spending. Older consumers are are, not the other way around. n
industry must take notice and act because we more attentive to how much they spend and

SEPTEMBER/OCTOBER 2017 // PUBLIC GAMING INTERNATIONAL // 65