Chris Coyle, Market Development, Scientific Games presented “Enabling Lottery Expansion: The Emerging Role of the Agile Lottery Back-Office.”
Today, lotteries are entering a new era of growth and accelerated change with new forms of gaming and retail expansion. At the same time lotteries are also examining how to streamline internal processes and make player and retailer experiences less paper intensive and time consuming such as licensing and claims. Lotteries are gaining the advantages of agile back-office applications to drive expansion, increase internal efficiencies and enhance player and retailer satisfaction.
“Lottery customers want and expect a better experience,” asserted Coyle. “This comes from turning business intelligence into retail intelligence. The question is with more types of gaming, players and channels, how is the back office going to keep up? We wanted to create the best paradigm to address an aligned ecosystem.”
Coyle then provided a case study on winning. “The player has to wait in line, fill out paperwork. What if they could walk in with a drivers’ license and debit card or even a gift card? A lottery’s claim center could become one of its best retailers,” he said.
The process to become a lottery retailer can be very frustrating. “The retailers expect a frictionless process when working with a lottery. We introduced a system that reduced the wait time from weeks to days; it is both paperless and trackable. Now the licensing and sales team get along much better,” said Coyle.
Christopher Coyle, Business Development, Scientific Games