To help lotteries access more of retail’s untapped potential, Brightstar has evolved its technology solutions and developed the teams and analytics tools to simplify lottery sales for retailers, help optimize retail operations, improve the experience for players in-store, and expand lottery into corporate chains and other new retail spaces. Here are just some of the solutions lotteries can access: Lotteries and their retailers have access to two robust, interconnected teams within Brightstar that work in coordination to support retail sales growth and make the lottery category easier for retailers: Brightstar’s LotteryLink™ solution (see previous pages) assures ease of in-lane adoption for retailers. Integrated accounting, with lottery sales included in regular POS data and reporting, streamlines retailers’ reconciliation process. LotteryLink also supports better inventory management for retailers, as all activations/sales are accounted for on a ticket-by-ticket basis, making it easier for retailers to track and maintain their instant game inventory. LotteryLink contributes to theft deterrence, as non-activated tickets have no value, reducing the incentive and impact of theft. Brightstar’s GameFlex 48, the highest capacity lottery vending machine in the industry, accommodates up to four dozen instant games along with draw games, monitor games, and Fast Play games via a modern user interface and state-of-theart ticket delivery system. Its retailer-friendly design makes loading tickets easier than ever for retailers and supports ticket-by-ticket activation and out-of-stock alerts to help retailers stay on top of game replenishment. It also supports theft deterrence, as non-activated tickets have no value. Brightstar’s North American Sales Development team provides targeted services to help lottery customers achieve their goal of increasing funding for their beneficiaries. Services include: game and portfolio performance analysis, sales opportunity development, retail optimization, and additional retail execution services. To support U.S. retailer growth in the lottery category and solve a major industry need, the team developed and manages the Retail Market Insights® (RMI) tool, a national database that provides lottery sales staff and their retailers with the cross-jurisdictional lottery sales data they need to inform decision making. Brightstar’s Retail Innovation and Partnerships team looks inside and outside the lottery industry for innovative retail solutions and identifies technologies and solutions that can be applied to the industry, with a focus on retail and omnichannel solutions. Among its activities, the team collaborates with national retail chains to help them optimize lottery performance, measure and manage lottery with the same confidence as any other product they sell, recruit new chains to lottery sales, and explore retailer-led innovations for applicability to lottery. The team is equally dedicated to solutions that make lottery easier to manage, monitor, and sell for smaller, independent stores that cater to their lottery-playing customers. 41% of players and 50% of Gen Z have used self-service kiosks, showing high comfort levels with retail tech and opportunities for engagement through interactive screens, according to 2025 global research by Brightstar in partnership with Foresight Factory. Brightstar’s GameFlex Draw™ prototype, introduced to attendees at this year’s NASPL and EL conferences, is built to sell all types of draw games and offer more flexibility for retailers: Its extremely compact design is suitable for both traditional and nontraditional retail environments, with placement options for floor, counter, and wall mount, giving lotteries the opportunity to penetrate a wider range of retail spaces with self-service offerings. Like all of Brightstar’s self-service terminal options, this unique and flexible retail touchpoint supports ease, relevance, and productivity for retailers by enabling players to easily make their own game selections via a touchscreen, play their own numbers, scan their mobile playslips, and access a “play it again” feature to reuse the same numbers. 67% of players have used or would be interested in using retailer-specific digital wallets regularly, underlining the need for cashless payment options at vending machines and POS terminals, according to 2025 global research by Brightstar in partnership with Foresight Factory. Cashless transactions offer more than modern convenience for players − they make it easier for retailers to sell lottery and avoid lost opportunities for a sale when a consumer isn’t carrying cash. Brightstar’s Connected Play solution allows a consumer to pay for lottery purchases with their lottery eWallet, with the additional benefit of associating a player’s unique identity with LVM transactions. Brightstar’s lottery vending machines support all major card brands for payment using Swipe, Chip and Tap, and Tap payment methods can be made by card and mobile/eWallet. How do we make lottery relevant, profitable, and easier for the retailers who sell our products? CHALLENGE
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