The Iowa Lottery’s “Easy Play” Solution for In-Lane Lotto Sales
Matt Strawn, CEO, Iowa Lottery, asked, “How can we reduce friction for all those folks that are obviously waiting there at customer service behind people with their dry cleaning and trying to buy stamps and get too frustrated so they leave before they wanna buy a lottery ticket?”
He then detailed the development and launch of the state’s Easy Play solution, enabling in-lane sales of Powerball and Mega Millions through grocery retailer Fareway Meat & Grocery. He emphasized Iowa’s decision to focus on reducing friction, scaling new retail environments, and designing a brand that resonated with consumers and clerks alike. Strawn credited key partners Abacus Solutions, Scientific Games, and LOC Software for the four-year collaboration.