Solutions from Brightstar that support lotteries’ ongoing ability to thrive and contribute include games rooted in creativity and forward- thinking strategies, resulting in groundbreaking experiences to redefine player engagement. Brightstar’s Cash Pop™ draw game is attracting new and younger adult players—with frequent players averaging roughly 10 years younger than most other traditional draw-based games. Player enthusiasm has fueled the game’s expansion, now live in 16 U.S. jurisdictions and counting. Flexibility is central to Cash Pop’s player appeal: players can personalize their strategy and their play experience to improve their odds and winnability. Lotteries have launched Cash Pop in both the retail and digital channels, and have developed a wide range of creative promotions, including highly interactive live events, to amplify awareness and showcase new ways to play. With its ability to enhance virtually all elements of an instant ticket, Brightstar’s Infinity Instants™ technology has opened another world of opportunity: enabling all-new play mechanics and customized graphics that can be offered across multiple channels. By boosting visual impact, enabling new ways to play that are adaptable across a variety of game themes, and refreshing core categories like Crossword, lotería, seasonal families, and licensed properties, Infinity technology can help lotteries level the playing field with other forms of entertainment, supporting long-term growth across channels. Lotteries can access Brightstar people for industry-leading data and custom tools to help identify and unlock opportunities for growth in the draw-game portfolio. Brightstar looks to recommend innovative game changes and additions to the portfolio that will fulfill game value propositions and add multiple layers and options to the existing portfolio. The team commits to not only developing new play mechanics, but to a focus on highly profitable draw games, such as the daily Numbers and the multistate large jackpot games, which help to balance a lottery’s return to state in the context of rising sales and payouts from scratch and eInstant products. Applying learnings from across the globe, Brightstar provides tailored draw-game planning and recommendations based on each lottery’s existing portfolio and player preferences, and continuously engages players for feedback on potential revenue growth opportunities. Brightstar strategically focuses on acquiring licensed content that can be translated into entertaining and compelling lottery games and turnkey marketing programs, with standout examples including iHeartRadio and Wheel of Fortune. Lotteries can leverage the associated brand equity to enhance their portfolio of games with content that has the relevance and reach to connect with players across various demographics. Omnichannel games give players a multidimensional experience, updating lottery’s relevance and boosting category growth and competitiveness. Omnichannel games also allow lotteries to leverage brand awareness through marketing, for example by promoting the content on a lottery’s website, app, and instant tickets, to spread awareness of games that offer a new player experience. Brightstar’s award-winning omnichannel game portolio features both proprietary brands, 37% of multichannel lottery players prefer promotions delivered via app notifications, supporting the importance of digital engagement through personalized communication, according to 2024 global research by Brightstar in partnership with Russell Research. Brightstar’s Player Marketing Services team helps increase iLottery competitiveness and player engagement, in partnership with each customer, through data-driven marketing, personalized player journeys, and omnichannel engagement strategies. Brightstar’s AI-powered front-end personalization features, such as real-time eInstant game recommendations, have boosted player engagement by 24%, as measured by the number of unique games per player. Digitalization of lottery at retail via Brightstar’s Connected Play solution provides retail and iLottery data for a single-player view, enabling personalized notifications and targeted marketing communications to retail players as well. iLotteries can access Brightstar’s diverse and engaging eInstant game portfolio of more than 200 eInstant games across categories—including bespoke licensed-branded options, record-breaking progressive jackpots, and Brightstar’s first AI-developed game, Viking Gold, now in market—to stay competitive in this rapidly evolving channel. including the unique, player-favorite draw game Cash Pop, and licensor-branded games to boost sales and player engagement through recognizability and brand-appeal, enhanced media partnerships, and innovative printing techniques. What can lotteries do today to counter increased competition from other entertainments and non-regulated operators? CHALLENGE
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