It will not have escaped people in the sector that lottery has not ridden the same wave of innovation that much of the rest of gaming has in recent years.
Many modern lotteries are, in technological terms, built on the foundations of outdated and inflexible legacy platforms. While often serviceable in the eyes of an individual player, they can see operators run the risk of delivering an experience poorly tailored to the specific needs of different regional markets.
It is increasingly through the use of bespoke platform solutions that lottery operators will find success, with scalable technology that can be streamlined to perfectly line up with the demands of a brand’s particular target audience. This is especially true as the popularity of online lotteries grows on a global scale, particularly in emerging markets across Africa and Latin America.
We have found in our dealings in both regions that flexibility and building bespoke solutions in active dialogue with partners to be of paramount importance. It is only by working in close partnership and constant communication that a truly tailored lottery solution will be viable in the long term.
The regulatory landscape is constantly changing as markets emerge and regulate around the world. It will be operators with flexible platforms, capable of delivering on true speed to market that will be the ones to succeed in a marketplace that is showing no signs of slowing down. Partnering with a white label solution capable of handling everything on the regulatory end can be a solution for operators here, giving them the freedom to focus entirely on the brand and their market positioning.
The need for innovation in the lottery sector is placed into sharper focus by the increasingly crowded nature of the igaming industry at large. Lotteries are now competing for the attention of players with sportsbooks, online casinos and virtuals, all sectors that are falling over themselves to offer players the latest in gaming technology and innovative experiences. If the lottery sector is to compete, it must match this hunger for innovation.
The power of instant win
The buzz around instant win games has been building to a crescendo in recent years, and has become a consistent topic of discussion at industry conferences across the world. Operators are becoming more and more aware of the power of such games to enliven the traditional lottery experience offered on their sites.
For player’s after a quick burst of lottery-esque gameplay, instant win titles deliver. Combining a robust and bespoke platform offering with the most appealing instant win content can help to elevate an operator’s game play. The importance of these games in driving acquisition and retention for the modern lottery operator should not be understated.
The lottery market boasts significant potential, there to be tapped by operators in both established jurisdictions, such as the UK, and in emerging regions across Africa, Latin America and beyond. It is in embracing flexibility and new innovations like instant win games that they can harness this potential for their benefit.