In the second part of our exclusive iLottery feature, Gaming Intelligence talks to the three leading US lottery suppliers - Scientific Games, IGT and Intralot - about their plans to digitalise the retail lottery segment.

Scientific Games: Creating more opportunities for lottery players

As one of the world’s leading gaming suppliers, Scientific Games has deployed more than 600 internet interactive engagement projects for 45 lotteries across the US, Canada and Europe.

The company launched its first iLottery solution to sell lottery tickets on the internet in 2001 for Lotto Bayern in Germany, and has pioneered the use of interactive bonus games and loyalty rewards programs for lotteries in the US.

Scientific Games innovates how lotteries engage with their players, and to connect the retail experience to mobile and web engagement.

“To us, it’s not so important whether a player is purchasing lottery online or at retail,” explains Michael Lightman, Senior Vice President, Lottery Interactive for Scientific Games. “It’s all about creating interactive engagement for players to help lotteries have a direct relationship with them.”

For Scientific Games, the lottery interactive “spectrum” falls into three broad categories; bonusing; loyalty rewards; and e-commerce (selling lottery games online).

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