ARTIFICIAL INTELLIGENCE - TRANSFORMS THE BUSINESS OF KNOWING AND SERVING YOUR CUSTOMER SRINI NEDUNURI
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JANUARY/FEBRUARY 2020
www.PublicGaming.com
LOTTERIES RESHAPE
THE ROLE OF RG
IN CORPORATE SOCIAL ARTIFICIAL
RESPONSIBILITY INTELLIGENCE
SARAH TAYLOR TRANSFORMS THE
BUSINESS OF KNOWING
AND SERVING YOUR
CUSTOMER
SRINI NEDUNURI
SMALL-BALL
VERSUS
THE NEXT
BIG THING
GORDON MEDENICA
YOUR E VERYWHERE
STARTS HERE
Our dedicated people are here to help you get started today. Only GLI combines 30 years
of leadership with proprietary testing methodologies, resulting in illuminating insights
to help guide your journey, everywhere and anywhere the future leads.
S E E W H E R E I T A L L S TA R T S . C O N TAC T G L I T O DAY.
#globalperspective | gaminglabs.com |
2 PUBLIC GAMING INTERNATIONAL • JANUARY/FEBRUARY 2020
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© 2020 IGT Global Solutions Corporation. The trademarks used herein are owned by IGT or its affiliates, may not be used without permission,
and where indicated with a ®, are registered in the U.S. IGT is committed to socially responsible gaming. Our business solutions empower
customers to choose parameters and practices that become the foundation of their Responsible Gaming programs.
3 PUBLIC GAMING INTERNATIONAL • JANUARY/FEBRUARY 2020
CONTENTS
JANUARY/FEBRUARY 2020
Publisher &
F E A T U R E D I N T E R V I E W S Chief Executive Officer
Paul Jason
pjason@publicgaming.com
10 26 30 President
Susan Jason
sjason@publicgaming.com
Brand and Design
Dan Eggers Design
Honored Founders
Doris & Duane Burke
Contact Information
T: +425.449.3000
10 Lotteries re-imagine their role as leaders in Corporate Social F: +206.374.2600
Responsibility For email address changes,
Sarah Taylor, Executive Director of Hoosier Lottery in Indiana subscription requests and
requests to be placed on
26 Reimagine Play™ our e-Newsletter distribution
Patrick McHugh Executive Vice President & Group Chief Executive, list, contact:
sjason@publicgaming.com
Lottery, Scientific Games Corporation PGRI, Inc.
218 Main Street, #203
30 One Connection that Changes Everything Kirkland, WA 98033
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14 Small-Ball versus the Next Big 14 All other countries: $225 USD
Thing: Traditional Lottery thrives Public Gaming
on incremental improvements International Magazine
and “small-ball” wins – Gordon Published six times a year and
Medenica, Director, Maryland distributed to readers all around
Lottery and Gaming Control Agency the world. Electronic version is
e-mailed and is also available on
30
our news website:
20 Harnessing AI to Benefit PublicGaming.com
Lotteries – Srini Nedunuri, Vice
President - Play Digital, IGT January/February 2020
Volume 47, Issue 1
©2018 all rights reserved.
24 Should Powerball Go Global? – Public Gaming Research Institute
By Simon Jaworski President of cISSN: 1042-1912
the U.S. Office, Leger the Research
Intelligence Group
4 PUBLIC GAMING INTERNATIONAL • JANUARY/FEBRUARY 2020
5 PUBLIC GAMING INTERNATIONAL • JANUARY/FEBRUARY 2020
F E ATU R E D A R TI C LE S C O NT.
Visit Our Family
32 20/20 VISION: With Ever 38 Of Websites
Expanding Global Business,
Future is Bright at Scientific
Games – Scientific Games
Corporation
PublicGaming.com
industry news & information
36 New Opportunities Ahead:
Harness the Power of the PGRITalks.com
Curiosity Gap – Pollard Banknote videos of conference presentations
PublicGaming.org
38 Self-Service Payment Stations PGRI conference information
and Convenience for Retailers
and Consumers – Grover Gaming PGRIDigitalLibrary.com
45 magazine archive of past issues
45 CX: Unlock the Exceptional Asia PGRIDirectory.com
Pacific Lotteries Association listing of lotteries and vendors
Annual Conference,
PGRIAwards.com
Oct. 14-18 in Brisbane Showcase of industry honorees
Scenes from the New Years Rockin' Eve Extravaganza
Announcing the First Powerball® Million dollar winner of 2020!
recognized by the
D E P A R T M E N T S The partnership between dick clark productions and Powerball® started in early 2019 with a series of second chance drawings in
partic-ipating jurisdictions to win a VIP trip to New York City. It culminated in the early morning of January 1, 2020, with the
awarding of $1 million - live on ABC's New Year's Rockin' Eve with Ryan Seacrest national broadcast. Following are photos from the
3-day Extrav-aganza. The highlight of the trip was New Year's Eve and the Powerball Party at the Crowne Plaza Hotel in Times
Lottery Industry Hall of Fame
PGRI Lifetime Achievement Award
Square. Just after midnight, country music star Jessie James Decker announced the First Powerball Millionaire of the Year live on TV.
Congrats to lucky winner, Blaine Marston of Maine!
8 From the Publisher Sharp Award for Good Causes
42
Paul Jason Lottery Industry Statesman
and Stateswoman Award
42 Scenes from New Years Rockin’
Eve Extravaganza: First Rebecca Hargrove Mentorship Award
Powerball Millionaire Collaboration Award
46 Scenes from the Asia-Pacific
Lottery Association (APLA)
Annual Conference – October 14
Subscribe To Our
to 18 in Brisbane, Australia Free Digital Newsletters
Receive our daily newsletters at no
48 Scenes from the African
charge, published 5 times a week
Lotteries Association Annual Scenes From African Lottery Association Congress
July 2019 in Casablanca, Morocco
to bring you the latest breaking
Conference – July 1 to 3 in
1 2 3
48 news in the global lottery industry.
Casablanca, Morocco Send an e-mail to:
sjason@PublicGaming.com
52 Pulse of the Industry 4 5 6
with “add to Daily Digest list”
Synopsis of Recent Industry News in the subject line.
58 AI : The Lottery community’s
pathway for both protecting 7 8
players and enhancing the
player experience – Philippe 9
Vlaemminck, Managing Partner 11
& Beata Guzik, Director EU Public
10
Affairs
1. Rhita Lahlou, Yannis Stathis 2. Amadou Samba Kane 3. Jean-Luc Moner-Banet 4. Ndéyé Fatou Sylla Samba 5. Younes El Mechrafi 6. Sylvère-Hen-
ry Cissé , Amadou Diaw, Thierry Gabarret, Giancarlo Sergi 7. Stanislas Zeze 8. Alexandre Qader 9. Andreas Kötter 10. Susan Jason 11. Rhita
Lahrou, Rebecca Hargrove
6 PUBLIC GAMING INTERNATIONAL • JANUARY/FEBRUARY 2020
™
Scientific Games is the ONLY company to offer the authentic LOTERIA brand, TM
with over 1.2 billion tickets sold by 31 different lotteries.
LOTERIA ™/©: Licensed by Don Clemente, Inc. 2020. All Rights Reserved.
© 2020 Scientific Games Corp. All Rights Reserved.
From the
Publisher
Adoption of new technologies and at managing our gaming assets for by thinking of them more as a portfolio
business process rarely happens in a steady long-term sustainable growth than are our of games to be integrated for optimal
predictable continuum, but rather in counterparts in the other gaming sectors. synergies. Presentations to complement
discontinuous ebbs and flows in the long Gordon Medenica puts some of these this session will focus on portfolio
runup to wide-spread acceptance. For themes into proper context. To be sure, management, and how we might integrate
instance, many people were relegating the Team Lottery faces some major challenges. the marketing and promotion of games to
internet to the status of over-hyped fad just What Gordon’s presentation (re-cast appeal to the broadest spectrum of play-
twenty years ago. And just fifteen years as an article) at PGRI’s last conference styles and preferences.
ago, Google was losing money and had did, though, was put into context the I want to congratulate dick clark
fewer website visitors than MySpace. It’s nature of our issues, how we have faced productions for producing the most
hard to grasp just how quickly everything challenges in the past, and how we might fabulous New Year’s Rockin’ Eve
changes and who will be the innovator chart a course for ongoing success in the Extravaganza ever. The first Powerball
with staying-power. future. For one thing, there have been Millionaire of the year and the decade was
I am not clear on exactly how AI will some home-run innovations that bumped announced after a series of high-profile
affect our industry, or how to apply AI to the Lottery growth curve up in a big spots on ABC’s national broadcast from
positive effect. But at this point, hopefully way. Many of those have come from the Times Square. It was magical.
the fact that we don’t understand effective collaboration of the community
something doesn’t cause us to under- of U.S. lottery directors. But what keeps
estimate its impact. We can observe how Lottery on top as the most popular game- We look forward to seeing you all at
AI powered Google and Amazon into of-chance in the world, with the largest PGRI Smart-Tech and WiLL Miami
dominance, and we can expect it will player-ship, revenues, net profits, longevity,
Eden Roc Miami Hotel
do the same for those who figure out and probably any other measure … is
how to apply it to their own businesses continuous, incremental improvements. March 3 to 5
going forward. The line from AI to This disciplined approach towards Check in at PublicGaming.org for
transformative value for the customer in shepherding this $85 billion industry in conference updates and more specific
our own business may not be crystal clear. the U.S. has been criticized as not being info about the venue and conference
But successful application of AI will be innovative enough. Some mantras that program.
reshaping entire competitive landscapes describe the new-age approach include
just as the internet has done over the And Visit WomenInLotteryLeadership.
“move fast and break things”, and “you com for more info about WiLL
past twenty-five years. And it won’t be gotta allow for mistakes”. What might
twenty-five years, or fifteen years. It’s now. work in a start-up with little to lose and
Srini Nedunuri and Philippe Vlaemminck a mission to disrupt an industry is not
get the conversation started for us in the the recipe for success in an established
lottery industry. business, in fact the dominant business in
Predictions of Lottery losing “relevance” its industry, and with stakeholders who
in a world enamored with the Next Big appreciate a risk-management calculus that
Thing have proven to be misguided. We does not jeopardize their equity position.
can be thankful for that. But instead We will be exploring What’s Next at PGRI
of breathing a sigh of relief, we might SMART-Tech Miami on March 3-5.
consider how to leverage our strengths into The theme of the conference is "Store of
a more defensible platform that will serve the Future" which includes integration
us well into the future. The consumer of the online and off-line connection to Paul Jason, Publisher
now enjoys a huge variety of options and the consumer, iLottery and digitization Public Gaming International Magazine
that certainly affects our market-place. of the in-store shopping experience as
MMOG (Massively Multi-Player Online well as innovative POS, cashless options,
Games), “e-sports” and Fantasy and sports merchandising and promotion to comport
betting, and Fortnite may be carving with changing consumer shopping
out their share of the consumer market- behaviours and market trends. We will
place. But we now know that Lottery has also explore ways to improve the combined
a resilience and longevity that no other performance of multi-state games, and the
game has ever had. And we know that two national jackpot games in particular,
we are more resourceful and effective
8 PUBLIC GAMING INTERNATIONAL • JANUARY/FEBRUARY 2020
The Lottery Center™ is a dynamic
modular unit that turns counter space
into an attention-grabbing, clutter free
lottery space.
Lottery Center™ shown with Indiana Lottery merchandise.
PUBLIC GAMING INTERVIEWS
Sarah
Taylor
Executive Director of
Hoosier Lottery in Indiana
LOTTERIES RE-IMAGINE THEIR
ROLE AS LEADERS IN CORPORATE
SOCIAL RESPONSIBILITY
revenue and corporate social responsibility
PGRI Introduction: Hoosier Lottery earned WLA Level 4 are not mutually exclusive, is an ideal that
the Lottery industry can embrace. We
CSR Certification four years ago and was re-certified late in need to identify and codify best-practices,
2018. Sarah Taylor, member of the World Lottery Association and establish CSR/RG/Sustainability
markers against which to measure results.
Corporate Social Responsibility (CSR) Committee, discusses Let’s utilize our role as the leader in this
the transformative impact of expanding Responsible Gaming space and inspire others to think bigger as
well so that everyone is working together
(RG) into the broader vision of CSR. to raise the standards of CSR.
Not all lotteries are members of the WLA.
Paul Jason: It seems like a natural before the EL WLA Marketing Seminar But NASPL, the EL, APLA, Cibelae,
evolution for Team Lottery to be leaders that Lynne Roiter was kind enough to and African regional associations are all
in the more expansive space of Corporate invite me to join. It was interesting to working towards many of the same RG/
Social Responsibility (CSR). hear the passion from the EL members for CSR goals. Oregon Lottery Director
the vision and the impacts that expanding Barry Pack is leading the NASPL CSR/
Sarah Taylor: The new vision for RG committee. NASPL has its own
Responsible Gaming is about how we, the focus of RG (Responsible Gaming)
to include CSR and Sustainability certification program in partnership
how all of us, and the enterprise in which with NCGP, and has developed a set
we work, can serve the broader interests should have. Many organizations in
both the private and public sectors, of responsible gaming guidelines for
of society. How can we reshape the sports betting. We all learn from each
corporate mission, and the underlying for-profit and non-profit alike, are
integrating this broader vision into their other and apply best-practices from
culture that supports that mission, to wherever they can be sourced - overseas
include a long-term focus on making this corporate missions. In addition to the
central purpose of maximizing revenue or within the U.S; within our industry
world a better place? or outside of our lottery gaming sector.
for shareholders or even good causes,
For those of us in the government lottery corporate culture now includes the larger NASPL participates in the Responsible
sector, service to good causes is in our impact of the business on its community Gambling Collaborative, which brings
DNA. Most of us derive significant value and society at large. While the principal together gaming operators, academics
from the knowledge that our mission is to business strategy is to produce the best and treatment and prevention advocates
generate funds that our state governments product or service for the customer, issues to align around best practices related
allocate for various good causes. I was like creating a diversified and empowering to responsible gambling. We are all
introduced to this larger vision of RG work environment are critical as well. working hard to create the tools to support
at a CSR committee meeting with the This holistic approach, where maximizing our dedication to the RG/CSR mission.
Independent Assessment Panel held just
10 PUBLIC GAMING INTERNATIONAL • JANUARY/FEBRUARY 2020Go Digital. Drive Results. 100+ Digital Customers | $16+ Billion in Digital Wagers* IGT PlayDigital™ can get the job done for your lottery today. From retail solutions like PlaySpot™ and full-on digital gaming with PlayLottery to the latest opportunities in sports betting, our solutions drive performance by delivering true convenience and exciting content. It’s time to accelerate your growth with digital. Contact your IGT representative today to learn more. *2018-2019 YTD IGT RGS Digital Wagers Only © 2019 IGT Global Solutions Corporation. The trademarks used herein are owned by IGT or its affiliates, may not be used without permission, and where indicated with a ®, are registered in the U.S. IGT is committed to socially responsible gaming. Our business solutions empower customers to choose parameters and practices that become the foundation of their Responsible Gaming programs. Images are representative only.
PUBLIC GAMING INTERVIEWS
Government lottery has always played a is highly engaged in this more expansive Segueing over to the sales side of the
leadership role in RG and CSR. I realize view towards RG, CSR, and the positive business … What product categories or
we do that because it is the right thing impact that our organizations can have on even specific games represent the most
to do. But wouldn’t society be better off society. exciting potential for growth over the next
if our political stakeholders recognized In your experience with the different trade 18 months?
Lottery’s dedication to serving society, to associations - are there things that the S. Taylor: For the Hoosier Lottery,
RG and CS, and were quicker to reward WLA does differently from NASPL and scratch-off games generate about 75% of
Lottery with authorization to operate more vice-versa? How do the different CSR, RG revenues and 25% comes from the draw
games of chance and distribute online and groups differ in the service they perform category. We’re continuing to focus heavily
provide cashless options and otherwise or the way they perform it? on the scratch portfolio and in creating
support the expansion of Lottery? innovative games and prize structures. For
S. Taylor: The WLA has a longer history
Paul: It would be best for me to not of focus on these issues and therefore has example, we are developing more games
respond to this question. a more robust structure and certification with stronger middle and lower tiers for
Is there a trade-off-between pushing hard program. NASPL put together a wonderful secondary and tertiary prizes. I think
to maximize sales and pushing hard to program that, among other things, helps we’ve seen a shift in how we design the
minimize problem gambling? and supports lotteries which want to matrix and prize structures. We have
participate fully but may not have all the produced measurable improvements from
S. Taylor: No, there isn’t. You just do
both. And they work together quite resources to allocate towards RG and CSR. changes to the prize structure. And just
The Hoosier Lottery has been a member introduced our second $50 ticket late
well. You maximize sales responsibly for in 2019. We are also assessing the ways
the long-term sustainable growth of the of WLA for many years. We have always
pursued excellence in every component of in which consumer shopping behavior is
business. evolving, and especially how technology
the business and so we wanted to elevate
Sales and Marketing-focused enterprises the performance of the organization in RG is enhancing the variety and consumer-
like lotteries typically have at least one and CSR in particular. Seeking higher appeal of point-of-sale options - self-service
all-employee meeting a year. For us, that levels of RG certification is a process that in particular, and how we might allocate
has always included a big emphasis on sales. causes you to be better. It shows you what investment towards modernizing the whole
We want to engender a passion for the can be done to improve and teaches you lottery-playing experience at retail. On
industry, for the service we perform, and how to do it. It has been such a rewarding the draw side, IGT’s new Cash Pop™ game
for the funds generated by our organization experience for us that I want to do what I has been introduced in New Jersey and
for the benefit of good causes. Sales is can to give back and share with others. Georgia. We are keeping a close eye on
the part of the business that readily lends their performance for a possible future
itself to the goal of creating high-energy
excitement for our mission and purpose.
But over the past several years we have
We need to identify and codify best-practices,
increased our discussion on CSR issues and establish CSR/RG/Sustainability markers
like responsible gaming/positive play and
our community service initiatives. A
against which to measure results.
couple of years ago our executive team
led a recovering problem gambler panel launch here. We have decided to launch
conversation that included a recovered There are different levels of certification Double Play for Mega Millions this spring.
problem gambler. Last year we invited a to complement whatever level of resources It’s important to stagger various launches
sportscaster who is a recovered problem and attention the lottery is able to allocate to maximize the marketing impact of each
gambler. He described his daily life being to the process. The important thing is just one. Moving Cash4Life to seven days a
immersed in the very sports he used to to start somewhere and pursue the goals week has had a positive effect on sales of
wager on. It was very moving because he that are appropriate and attainable for you. that draw game. And our local Daily 3 and
is a public figure whom many may know. Be engaged in the process and you will Daily 4 games are performing quite well.
We were surprised and touched that he accomplish your goals. It is important We are improving our Fast-Play offering
was willing to be so raw and transparent to stay involved with your regional that prints instant-games directly off the
in sharing his trials and tribulations. It association. NASPL has completed its in-store lottery terminal.
is an important story and life experience building blocks and EL has a solid RG and
and perspective for our team to hear and CSR programs. I will say, though, that the What modernization tools and strategies
represent the most promising pathways to
understand. It’s not just that we are paying WLA RG certification program is more drive sales growth?
more attention to RG and CSR. As an mature and was the best route for us to
industry, we are forging a more enlightened take. The development of its program is S. Taylor: We are very enthusiastic about
and, we feel, more productive and effective informed by a long tradition of service to our self-service program. There are many
approach towards problem gambling and its members across the world, along with a operational advantages to making the
the broader CSR issues that will create global brain-trust and experience that the product available through self-serve kiosks,
a sustainable future that really serves entire games-of-chance industry turns to and this is an area in which we will be
everyone’s interests and minimizes harm. for guidance and leadership. Time and increasing our focus. The Hoosier Lottery
I don’t think anyone presumes to have all participation continue to enhance all of still utilizes ITVMs in addition to the
the answers. I do think the entire industry these available programs. IGT Geminis that sell both scratch and
Continued on page 40
12 PUBLIC GAMING INTERNATIONAL • JANUARY/FEBRUARY 2020SMALL-BALL VERSUS
THE NEXT BIG THING
TRADITIONAL LOTTERY THRIVES ON INCREMENTAL
IMPROVEMENTS AND “SMALL-BALL” WINS
Gordon Medenica
Director, Maryland Lottery and Gaming
Control Agency
Following is an edited transcript
of the presentation by Gordon
Medenica at PGRI Lottery Expo
NYC on October 29, 2019 in New
York. You can view a video of
the complete panel discussion at I was originally going to speak about in the U.S. and it survives on direct
PGRItalks.com. what lotteries can learn from other gam- subsidies from casinos. If you look at
ing entities, and then talk about where New York, Pennsylvania and Maryland,
What a difference a year makes. the lottery business stands in terms of those subsidies add up to more than
the broader gaming industry. I’d like to $500 million, just in those three states.
A year ago at this time, the jackpots start with the gaming industry and then Many other states support horse racing,
were rolling like crazy. The $1.5 billion go through a number of more familiar but mainly for political and employ-
Mega Millions jackpot hit in South topics, along with some concepts and ment reasons. Finally, there’s also a small
Carolina, and Hogan Brown and I were analysis. category for miscellaneous that includes
running around to all of the morning charitable gaming.
TV shows – it was one of the most excit- In the United States, the lottery business
ing times of my lottery career. That was accounts for more than $80 billion, and But then we come to sports betting,
followed by the $700 million Powerball in terms of total size, the casino industry and everyone’s salivating at the notion
jackpot. It just blew out everybody’s is very similar. While the casino business that the illegal sports betting market
numbers; in fact, by the end of the is bifurcated into tribal and commercial may be $150 billion. That $150 billion
fourth month of the fiscal year, we had properties, that distinction is really in- figure is pulled out of the air – nobody
basically made our numbers for the year. visible to the player. There’s a real debate really knows what the basis of it is,
on the question of how much we can but it seems to be accepted. Neverthe-
But shortly thereafter, I starting thinking learn from what’s going on in casinos -- less, it’s really important – especially
about how we were going to top those but maybe the casinos are also learning when we talk to our legislators – that
numbers the following year. Of course, from us; it’s not clear which way the we distinguish between handle and the
we’re living through that now and it’s creative inputs are flowing! Horse racing money that we actually take away from
been sobering and quite an awakening. no longer has a viable business model it. Sports betting is very low margin,
and the $150 billion probably doesn’t
generate more than about $10 billion in
profit. So that bar on the chart shrinks
tremendously when you start thinking
about the internal economics of how
that number is generated. The reason
I mention it is because we, as lottery
people, are always looking for the next
big thing.
Historically, there have always been big
things that drove this business. First,
there was the shift from an illegal market
to a legal market, and the daily numbers
games were an impetus for the legaliza-
tion of lotteries across the country. Then
14 PUBLIC GAMING INTERNATIONAL • JANUARY/FEBRUARY 2020Bridging the gap between
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e : info@lotteryeverywhere.com
w : www.lotteryeverywhere.com$80 billion that represents the whole indus-
try. The next change came in FY2018 when
Mega Millions went to the $2 price and there
was a nice boost in sales of the two jackpot
games, from $6.9 billion to $8.4 billion.
Then, a year ago, Mega Millions had the
$1.5 billion jackpot. It had been two and a
half years between the $1.6 billion Powerball
jackpot and the $1.5 billion Mega Millions
jackpot, and as a category, the jackpot games
jumped to $10.4 billion in total sales.
If you weren’t an insider in this industry, you
might look at those numbers and say, “Wow,
look at those growth rates – this is a vibrant,
healthy business.” But, of course, we know
that it’s driven by these jackpots. A year later,
we’ve all experienced jackpot fatigue, and as
instant games became a big growth lever and Florida joined in FY2013, and at that
our sales decline, we’re all trying to explain to
through multiple price points and a ton of point all U.S. lotteries were selling both
our legislators and others why the numbers
distribution. The big jackpot games gave games.
look so bad this year. But it’s not that differ-
us another giant lever of growth. So, we’ve
Mega Millions made matrix changes in ent from the volatility that we’ve always seen
had these big concepts in the past that have
FY2014, and there was some volatility, in this category. Of course, this is a category
driven our growth, and now we’re starting to
and sales dipped again in FY2015. Then in that’s important to us because high jackpots
see the limits of that.
FY2016 Powerball had the world-record are an entry point for infrequent players to
Let’s concentrate on Mega Millions and jackpot of almost $1.6 billion. The jackpot jump in. But it’s not that big a category in
Powerball and look at their history since just category generated $9.2 billion out of the larger lotteries’ portfolios. Even in Mary-
before the cross-selling agreement began in
FY2010. Of course, cross-selling itself was a
tremendous boost for the industry. It took a
lot of work to get there, but obviously it did
extremely well. It’s interesting to look at the
events that have taken place over the past
decade, which are noted in the boxes across
the top of the chart.
Cross-selling was done with a very explicit
strategy. The entire industry came together
and agreed that the first step was to cross-sell
both games in all jurisdictions. The second
step was to take one or both games to a $2
price point - that was already laid out back in
2010. The third step was to have a $5 national
game. While we’ve explored that concept, it
hasn’t happened yet, although it might still.
Powerball began that second stage of the
strategy by going to $2 during FY2012 and
we had a nice boost. That same year, we also
had a $656 million Mega Millions jackpot,
which was a record at the time. So 2012 was a
great year.
Interestingly, when cross-selling started, two
very large states – Florida and California –
chose not to participate. California had a
successful in-state lotto game that sold for
$1, and they were afraid of the competition
of selling too many lotto-style games. They
explicitly said they weren’t going to join until
Powerball’s price moved to $2. California
16 PUBLIC GAMING INTERNATIONAL • JANUARY/FEBRUARY 2020We have a bunch of little games, and,
thanks to Drew Svitko, we tried something
new with one of them. Drew pushed the
Cash4Life consortium, which represents
nine Cash4Life states, to think about going
to daily drawings. He had done that with
one of his games in Pennsylvania. The group
was initially skeptical, but the argument that
carried the day was, “What have we got to
lose?” We made the change, and sales have
been up 60, 80, 90% in various jurisdic-
tions with very minimal cannibalization. We
held a joint meeting with the Lucky For Life
consortium, which is very interested in our
success with going daily. We hope they will
come along to do that, and down the road,
land, a medium-sized state, the jackpot we may redesign the game with the objective
2016. Another way to think about the sales
games only account for about 10% of our that it become an even bigger national game.
slowdown is to look at how many more
sales. If you’re a smaller state where jackpot
draws it takes to get to the same jackpot This brings up other initiatives that are going
games account for 40% or 50% of your sales, level. In Mega Millions, it takes about two on in the industry – there are tons of them.
this is devastating, and your results are a more draws, and for Powerball, it takes about However, I would characterize them as “small
giant rollercoaster. States where this category
three more draws. We are still the dominant ball.” Baseball fans know that small ball is
isn’t as important will survive as the other gaming entity in this field in North America, about hitting singles, stealing bases and bun-
major game categories continue to grow. but do these numbers give any indication ting to advance baserunners and just eking
that this is the beginning of the decline? out one run at a time as opposed to hitting
Sales building up to the big Mega Millions Have we seen our best days? How do we go
jackpot were off by about 40% from the sales forward from here? home runs. One of the big questions for
building up to the big Powerball jackpot in our industry is can we develop another huge
breakthrough concept – like the national
Connecting. Listening. Partnering.
WE HELPED YOU CONNECT WITH YOUR PLAYERS. We listened to you about your
business wants and needs. And we are honored to partner with so many of you across
the gaming industry. As we bring the connected casino of the future to the market
through FUZION®, we will continue to listen to you, innovate for you, and bring you
new solutions to make your operations more efficient and more profitable than ever.fees. Now, we’ve become convinced that the
bank fees shouldn’t be a barrier, and to the
extent that lotteries have to absorb those fees,
it should be more than offset by the sales
increases that can be generated.
Double Play is a little add-on game that
Mega Millions has approved. We’ve got five
states launching in April and a few more next
fall. Mega Millions now has three add-ons,
including Megaplier and Just The Jackpot,
which is still out there. Maybe Powerball will
choose to offer some of these add-ons as well.
When it comes to sports betting, we have
to be realistic that it may not be a game-
changer, especially in terms of bottom-line
profitability. It’s important for us, but it’s
especially important for the casino business
where they view sports betting as a traffic
driver, not a profit driver. Hopefully many
of us will be participating in sports betting
very shortly, but I think it’s going to be ad-
ditive, and not a game-changer.
Our industry has had some talks with
CVS about their business model, and the
potential for adding lottery sales at thou-
sands of CVS stores around the country.
Retail expansion, of course, is critical for us
and that could be another way to achieve
growth. There are 18 states selling Fast Play,
a draw game that has the characteristics of
instants where players find out immediately
if they’ve won. And how much of a role is
jackpot games, instant games or price point insurance-backed prize pool in order to
there for promotions? We’re all familiar with
adjustments – or do we have to play small get us over the initial hurdle of the liquid-
the New Year’s Eve promotion that Power-
ball? And if we play small ball, can we ever ity problem at the early stages. All in all,
ball is doing – is that something that we,
do something as significant as one of those there was a lot of work put into big-concept
as an industry, need to embrace and fund
giant breakthrough concepts? international games, as a potential way of
and pay for? We’re happy to see those types
expanding significantly and
of experiments and see if they can, in fact,
quickly. Nobody really knows
move the needle.
how big it could be, and there
are a ton of operational, finan- And there’s also iLottery online. We’ve seen in
cial, tax and legal issues that are Michigan and Pennsylvania that if you’re will-
being worked through. ing to go to the high payout instant model,
Another initiative is in Texas, you can drive significant revenue in that
where they are launching in-lane category. However, the states that are selling
sales. It’s all well and good to existing products at existing payouts – allow-
have Mega Millions and Pow- ing players to buy Mega Millions or Power-
erball for sale in-lane, but selling instants in- ball online – that’s not a game-changer.
I was lucky to be asked to join the Interna-
tional Working Group, and in that group, lane is where the real money is going to come There are 10 ideas here, and we could
we started by thinking of really big game from. Are we going to have the patience on probably add another 10 that several states
concepts. We were thinking about inter- in-lane sales if initial results aren’t as spectacu- are doing. Even if each of these ideas only
national Powerball, international Mega lar as we think they will be? Will we hang in generate 1% or 2% of growth, and if you do
Millions, jackpots starting at $200 million, there and develop the rest of our portfolio to everything on the list, then you can add up
and having $500 million or $1 billion jack- be relevant in an in-lane environment? to 10% to 20% growth. I would argue that
pots regularly. We’re not afraid to take an Cashless payment is another option where in an industry of this size and maturity, that
existing idea that we can use to our benefit. we’ve seen great results. For years, everyone may be where our future growth comes from.
We looked at the Lottoland model of an was reluctant to do that because of the bank
Thanks very much.
18 PUBLIC GAMING INTERNATIONAL • JANUARY/FEBRUARY 202019 PUBLIC GAMING INTERNATIONAL • JANUARY/FEBRUARY 2020
Harnessing
AI to Benefit
Lotteries
If you don’t plan to implement some form of
Artificial Intelligence in the next three years, By Srini Nedunuri,
you might be left behind. AI has arrived, and Vice President IGT
here’s how lotteries can benefit. PlayDigital™ Platform
J
ust as the steam engine and electri-
fication once revolutionized whole
What is AI?
sectors of the global economy, Simply put, AI is a collection of technologies
so are the internet, robotics, data that, when brought together, allow comput-
analytics, and Artificial Intelligence ers to compile and analyze digital data and
(AI) beginning to dramatically alter today’s make automated decisions or provide insights
industries. that previously only human intelligence could
perform.
Once merely a buzzword, AI now offers the
powerful means to solve real-world problems, While computers are still a long way from
resulting in an array of enterprise-level tools “thinking” at the level of a human being, the
and processes. Globally, as many as three- enormous amount of data and computing
quarters of businesses expect to implement power now available has made it possible for
some type of AI within the next three years. machine learning and AI capabilities to excel,
Will the same hold true for lotteries? Let’s take particularly in the areas of pattern-detection
a closer look. and problem-solving.
20 PUBLIC GAMING INTERNATIONAL • JANUARY/FEBRUARY 2020Applying AI in the improving responsible gaming
Lottery Space
efforts, as well as security and
fraud protection. IGT’s solution,
Uses of AI Across
Humans learn from experience, Play.AI, is focused on these major Industries
but computers learn from data, so areas (see sidebar: Taking the Dif- Many of us already experience
ficulty Out of AI Implementation).
data is where AI starts and finishes. forms of AI today in applications
Today, our industry relies on human There are countless potential AI such as virtual assistants (e.g.,
experts to analyze lottery data and applications for lottery. Wherever Alexa and Siri). Amazon’s
produce meaningful insights. AI
harnesses technology to automate
there’s a spreadsheet and ana- product pricing system updates
lysts looking at data today, there’s
this process for massive amounts of as many as 2.5 million times
potential for AI to help advance
data. AI can do it faster and more our understanding. In the United
per day using AI to analyze
efficiently, and can recognize and States, for instance, a lot of time customers’ shopping patterns,
highlight correlations that humans and effort is spent on plannogram- competitors’ prices, profit
might not be able to find. ming the allotment of instant margins, inventory, and a
IGT’s exploration of AI began tickets. What if there were an AI ap- dizzying array of other factors,
with a goal of helping lotteries plication for that? AI can constantly and to choose new, competitive
gain deeper insights into player monitor activities like sales or even
prices that maximize profits.
preferences and behaviors — for the number of requests for sold-out
items, and then provide data sug-
Travel agencies, insurance
instance, how players react to the
gestions to improve how and what companies, and other retailers
content offered, how frequently
they play, why they play, and how is offered. also use AI for dynamic pricing.
to personalize offerings to them In the health care industry, AI
AI offers the potential to help with
while maintaining a responsible less obvious applications as well.
is involved in everything from
and safe gaming environment. In For example, when there are roll- pharmaceutical research to
fact, AI can play a central role in
ing jackpots, the demand for play medical imaging analysis to
slips and ticket stock suggest the best treatment.
increases consider- Common business uses include:
72% of businesses that have ably. Today, humans
implemented AI say it will be source, plot, and Sales forecasting
the business advantage of manage the data to
maintain those paper- Credit scoring
the future. (PWC.com)
supply lines. A current
Optimizing marketing
Approximately 75% IGT trial is using AI
and our own data to
campaigns
of businesses plan to
implement AI in the next 3
map this process in Predictive maintenance
parallel with tradition-
years. (Accenture) al, manual processes, Identifying new market
making it possible to opportunities
Worldwide spending on AI correlate the accuracy
systems was forecast to reach of the two and create
Enhancing the customer
$35.8 billion in 2019 and a practical, proven experience
double to $79.2 billion in 2022. application for lotter- Optimizing processes
Most of this investment ies that manage con-
will be in Decision Support/ sumables at a large Reducing operational costs
scale – for example,
Augmentation to maximize Mitigating risk
in Europe – to opti-
profits. (Gartner) mize the process and Fraud detection
save money.
21 PUBLIC GAMING INTERNATIONAL • JANUARY/FEBRUARY 2020 PUBLIC GAMING INTERNATIONAL • NOVEMBER/DECEMBER 2019AI can also track player choices in it’s even more difficult to keep them. 2. Improve Your Content
the digital and retail realms and look IGT built a model to make it possible Offering
for patterns — whether related to the to look at players’ Play Characteris-
To learn more about how our own
time of day people play, or the topic of tics and, combined with responsible
content was performing, IGT began
games they choose — to enable better gaming models, identify appropriate
feeding content data to our Play.AI
overall marketing and game-offering offers to send to individual players.
system and taught it how players were
decisions in retail and digital. The two In effect, AI enables personalized
consuming the games. We first cre-
worlds are no longer separate. 1:1 campaigns. Personalization is the
ated a model to predict consumption
holy grail for any marketer, because
based on 150 days of performance —
How AI Can Benefit relevant content most often generates
nearly six months. We then reduced
Lotteries
the best user engagement.
the period to 90 days, then 30 days.
AI can also be used to build a con- Now, with 15 days of game activity, we
Here are some of the ways IGT’s tent transactions matrix, enabling can predict with up to 97% accuracy
Play.AI solution can be applied to lotteries to predict the propensity how a game will perform. In addi-
benefit lotteries, based on trials with
of consumption for different types tion to allowing lotteries to improve
IGT’s Lottomatica over the past three
of content. The probability of play- their content offering, this application
years in a highly competitive gaming
ers moving from one kind of game to of AI gives lotteries great insight
market with more than 260 operators.
another is different for different kinds into their potential revenues for the
1. Better Understand of games. Therefore, if a player favors next three months. AI can be used
Your Players and Their one type of game, there’s an opportu- for retail games, too, provided they
Engagement nity to suggest other games that the can access the data to support the AI
It’s difficult to acquire players, and player might like to try. models. This is possible particularly if
22 PUBLIC GAMING INTERNATIONAL • JANUARY/FEBRUARY 2020SHOULD POWERBALL By Simon Jaworski
GO GLOBAL?
President of the U.S. Office, Leger
the Research Intelligence Group
leger360.com
discussions first-hand, your humble
scribe from renowned lottery and
gaming research experts Leger, decided
to take a stand, and ask some questions
relevant to this very issue on their
December 2019 U.S. Omnibus.
80% of Past Month
players will remain loyal
The first, and perhaps most important
question simply defines whether Joe Recent players see the
Public will continue to support Powerball benefits, lapsed players
if sales occur across borders. When asked
less so
A
whether ‘we the people’ would still play
mong key U.S. Lottery personnel, Among the recent players, 62% of past
Powerball if it expands its selling base to
there are two distinct camps of month Powerball players claim the extension
other countries around the world, 42% of
thought as to whether the current of the game is seen as positive, compared to
the U.S. population say they will still play,
U.S.-only branded Powerball game only 29% of lapsed players. In fact, 43% of
which translates to 80% of past month
should be sold in other countries. However, those lapsed players argue the move would
Powerball players.
unlike the Brexit debacle over in my home be a negative for the game.
country of England, and the widening of Lapsed players are split When you combine the fact that lapsed
the political spectrum in America, there Perhaps more interesting are results from the players, Americans who have played
does appear to be potential for some middle lapsed players (these are former Powerball Powerball in the past year, but not in the
ground. Imagine that. People working players who have not played Powerball in past month, are unsure of the positive effect
together towards a common goal of greater the past month, but have played in the past and half already claiming they will not play
success for all. year), where opinions are almost evenly an international version of Powerball, how
divided on their future purchase intent. easy is it going to be to win back this key
The difference in this case is that the
52% of lapsed players state they will play if market with statistics like that.
internal controversy over Powerball strategy
Powerball expands, with the remaining 48%
emanates from one simple conflict. Team Key positives of an
saying they will not. To Leger this seems
A is crying out for Revolution, while Team expanded Powerball
to be the tipping point. Can U.S. lotteries,
B simply wants Evolution. Two opinions, “Bigger prizes and jackpots” are the
with their current monopoly, grow sales
just one simple letter of difference. Both key factors among those who favor the
internationally, to compensate from losing
paths are qualifiable and quantifiable, Revolutionary option, stating “It’s a good
20% of their recent players and potentially
and yet both teams have the same goal… opportunity, positive all around”. However,
half of the casual players?
to increase revenues to help the townsfolk those against the new plan simply shake
of Lotteryville. What was once a relatively So, is it seen as a ‘positive’ their heads, with a dose of patriotism
simple task, sitting back and watching as step? attached. “Our chances to win would be
rolling Mega and Powerball jackpots ensured One third of Americans feel the expansion diminished, with much lower odds” and
financial returns satisfied even the meanest to an ‘internationally extended’ Powerball “it’s an American game, it should stay
of Governors (think Headley Lamar from will be a positive step, with almost the American”.
Blazing Saddles), has become more onerous same proportion (30%) believing it to be
as the years have worn on. negative, with the remaining third neutral.
Player benefits track with
The ‘positives’ are driven by those ‘aged recent jackpot games
Into the new decade, a 300 million bean
30-39’ (48%) and families with children Leger’s survey also asked respondents the
jackpot win seemingly can’t guarantee
(42%), while the ‘negatives’ lean heavily potential benefits of a newly expanded
happiness for the average person in the
on those ‘65+ year olds’ (46%). These facts Powerball. The past month players were very
street. A billion (or even half a billion) with
would seem to indicate that the greatest vocal, with a number of critical attributes
its “B” has more of a ring to it, but when
opposition to change, are the oldest age hitting the 50% + level. Players want ‘Bigger
was the last time either jackpot game hit
group, which is by no means a negative, jackpots more often’ (63%), ‘Better odds of
that magical mark? Not recently enough,
given the fact older Lottery players tend to winning’ (58%) and “Higher prize levels for
according to leading lottery directors.
drop off a little in terms of play following hitting just the Powerball number” (51%).
So how will another single letter swap help From one side of the fence it could be
retirement.
the current situation? After following these
Continued on page 29
24 PUBLIC GAMING INTERNATIONAL • JANUARY/FEBRUARY 2020Reimagine Next
2020 isn’t just a new year – it’s a new decade, a new beginning.
So look for us as we work with our lottery partners to reimagine the future.
25 PUBLIC GAMING INTERNATIONAL • JANUARY/FEBRUARY 2020PUBLIC GAMING INTERVIEWS
Patrick
McHugh
Executive Vice President
& Group Chief Executive,
Lottery, Scientific Games
Corporation
REIMAGINE PLAY™
PGRI Introduction: 2019 was a year of celebrating success channels expand, the need for integration at the systems level
for Scientific Games. Instant games retail sales surpassed becomes mission-critical. Innovation at the operational level,
the $50 billion mark in the U.S. The world’s largest provider excellence at execution, and collaboration with customers to
of instant games announced a manufacturing expansion on ensure best-in-class at every level have always been a part of
two continents, and several major domestic and international the company’s culture.
instant games and technology contracts including Florida,
Turkey and Italy, plus the announcement of the first national Supporting the U.S. industry with iLottery, players clubs,
instant ticket lottery concession in Brazil. Much of the global player account management systems and second-chance
marketplace is still emerging in the instants product category promotions, Scientific Games continues to analyze consumers
with large markets like Brazil poised for explosive growth, and and follow how and where they want to play. The company’s
mature markets continuing to represent a huge opportunity to digital sports betting solutions are powering more than 35
apply proven best-practices that can expand the player base markets around the world. Retailer innovations like the SCiQ®
for responsible entertainment. The category is reinventing instant game ecosystem, PlayCentral® 54 self-service ma-
itself for the digital age – poised to grow at rates faster than chines, and Scientific Games Enhanced Partnership (SGEP)
ever. Scientific Games is integrating the games with a cross- programs are revolutionizing the way lottery products are sold
channel entertainment experience for players, and a modern- at retail. The technologies to drive success are all in place
ized technology approach to retail. and innovating peak-performance for many lotteries. And
Scientific Games’ Reimagine Play experience is informing
Scientific Games provides over 70% of instant games a reimagined operational ecosystem for an ever-expanding
worldwide, serving over 150 government lotteries globally portfolio of games distributed through multiple channels.
with games, technology or services. As gaming distribution
Paul Jason: How is technology changing to operate in together. Our approach Inside and outside our industry, expanding
the player ecosystem? of integrated technology and products digital channels, the diversity of pop
Pat McHugh: For Scientific Games, our creates a backbone that supports progress themes and brands, plus the impact of
technology has allowed us to connect the in every corner of our lottery customers’ real-time entertainment – whether that
entire lottery ecosystem to deliver the business to maximize proceeds to their be mobile sports betting or video games
best games and player experiences across beneficiaries. Data analytics have become – is creating an explosion of consumer
channels and product lines. Momentum™ a core function of all our systems, allowing choices that will shape our industry
is Scientific Games’ enterprise ecosystem us to help our customers optimize game going forward. Technology is unlocking
that connects our suite of value-add design, and diversify the variety of consumers’ ability to enjoy entertainment
products and applications for effective use games and playstyles for the consumer. on demand. Scientific Games uses
today by lotteries. Momentum creates a Reimagining retail, with products like technology to translate those capabilities
framework that allows us to integrate sets SCiQ®, is modernizing lottery with into what we refer to as “entertainment
of content, products, and data analytics business intelligence never before available. ecosystems” that allow our customers to
26 PUBLIC GAMING INTERNATIONAL • JANUARY/FEBRUARY 2020manage and analyze their game portfolios core players to increase their spend. channel environment, but they still want
and associated products to entertain U.S. consumers now think of games-of- to integrate what they do have to sell
players, seamlessly between online and chance like any other consumer product through the channels in which they are
retail play. or service. They expect innovation to drive authorized to sell. And everyone wants a
What do you think the government lottery new product; they expect multi-channel technology infrastructure that supports
operator will look like five years from availability; and they expect a seamless, change, growth, the addition of new
now in terms of the portfolio of games user-friendly player experience. Players products, new game categories and new
that they are offering? expect operators to engage with them channels of distribution. The breadth
across the whole spectrum of online and and depth of our global experience
P. McHugh: I think we can expect the enables Scientific Games to customize
need to increase funding for good causes off-line channels, and offer the widest
diversity of games. That’s why we are the approach for the specific needs of
to drive further expansion of game each jurisdiction that operates within its
categories and distribution channels to focused on products, profit and programs
for our customers. We are maximizing own unique set of dynamics, regulatory
make lottery products more accessible to constraints and business objectives.
consumers. The online market will grow sales growth in a responsible way with
at the fastest percentage rate. However, technologies that allow lotteries to launch Scientific Games has developed the
Scientific Games remains incredibly new games quickly and cost-effectively, systems technology and services that
bullish on the ability to maximize profit and integrate those games into the existing supports not just instant and draw
growth, in actual dollars generated, portfolio in ways that optimize the games, but integrates products across
from the core business. a broad portfolio of games
Scientific Games has that includes iLottery, sports
betting, land-based casino,
demonstrated that a
strong partnership with
For Scientific Games, our iCasino, digital promotions,
our customers investing
in innovative products
technology has allowed loyalty programs, etc. These
are all at the ready to deploy
and game portfolio us to connect the entire for customers that are
ready to expand their game
management can generate
double-digit growth lottery ecosystem to deliver entertainment, just as the
Pennsylvania Lottery, Danske
even for mature and
high-performing lotteries.
the best games and player Spil, Atlantic Lottery and
In 2019, our SGEP experiences across channels other lotteries around the
globe have successfully done.
program customers saw
year-over-year growth far and product lines. The European and Canadian
ahead of the industry as markets are now heading
a whole. While year- into a second generation
over-year instant game of systems-enabled game
performance for the entertainment. The first
industry is 4.3% growth, we have eight seamless player-experience. generation had the functionality,
domestic SGEP customers experiencing Are lotteries investing in the technology but it was not fully integrated. This
from 5.8% to 13.7% growth year to date that enables modernization? next generation is fully integrated so
(as of December 28, 2019). That is truly P. McHugh: Yes. Atlantic Lottery and consumers can migrate seamlessly across
exceptional performance. Danske Spiel are examples of lotteries game categories, channels and media; and
As Drew Svitko explained in his keynote that migrated completely to our multi- so the operator can sell across product
speech at the PGRI lottery Expo in New channel platform, transforming a legacy lines and multiple media and channels
York, the Pennsylvania Lottery leveraged series of separate platforms that served and use player loyalty clubs to promote
its iLottery connection with consumers to all of the various product lines, but were a diversity of games and playstyles that
drive performance at retail and vice-versa. not integrated to work together. Siloed engage players. The online connection is
However, the Pennsylvania Lottery’s platforms are inefficient for the operator fully integrated with the retail channel to
success isn’t just with iLottery. They also and clunky for the player. Now these drive the multi-channel relationship that
added new retail game categories, expanded lotteries have one wholly integrated is more convenient for the player while
the number of self-service vending kiosks, platform that supports all the products driving sales growth for the operator.
launched cash-less payments and digital they offer – draw games, instant games, We want to make it easy for sports
wallet funding at retail, and added new casino games and sports betting – all bettors to play e-instants and other
retailers. This multi-channel model has operating seamlessly across retail and lottery games, so we are creating a path
allowed Pennsylvania to experience record digital channels that include self-serve for younger adults who may prefer
retail sales growth while launching the kiosks and land-based casinos as well casino games and sports betting, to try
most commercially successful iLottery as traditional retail stores, iLottery lottery games. We think the traditional
program in the industry’s history. Making and online casino games. The modern consumer lifecycle is more receptive to
the games more accessible drives sales entertainment ecosystem pulls together Lottery game entertainment as they get
growth responsibly because it increases the all those products and channels. Of older. Scientific Games is making sure
player base by bringing in new kinds of course, many lotteries do not offer the the bridge is there for consumers to cross
consumers – and it does not depend on the entire range of products in a multi- over when the time is right.
27 PUBLIC GAMING INTERNATIONAL • JANUARY/FEBRUARY 2020You can also read
