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Long live the lottery: Future-proofing your business model
Ade Repcenko, CEO of Spinola Gaming discusses the new forms of technology available for the lottery sector and how it can help companies innovate their offering and create a future-proof business model in order to adapt to new market behaviour. He explores how technology can help lottery operators spend less yet increase their revenue, while driving more value towards good causes in the process.
Mobile first
Mobile penetration and stable internet access are at their peak, even across emerging markets, with almost 80 percent of the world’s adult population always having a smartphone within arms reach. This is not news for anyone, but while other industries have long adapted to this shift, the lottery sector has been somewhat stagnant in the digital and mobile transformation of their products. Operators across all markets, especially those in emerging markets such as Africa and LATAM where people are more likely to own a mobile than a computer or tablet, should be adopting a mobile-first approach as a necessity, not an option. People rely on their mobile for all kinds of purchases, now more than ever with the restrictions brought about by COVID-19. It therefore makes sense that players would want to access their favourite games, scratch cards and lottery draws on mobile.
Merging retail and online
Retail is not dead, but the belief that lottery player preferences will shift from retail to online is shared by many in the global lottery industry. The “Lotteries in Covid-19 Lockdown” webinar ran an interesting audience poll asking what changes the lottery industry predicts for post-Covid lottery player behaviour. Many European lottery executives and industry experts believe that some players would return to their normal retail/online preferences, while other players would choose to remain online, with retail lotteries becoming less relevant. As a new generation of lottery players emerges, lotteries need to adopt a hybrid approach which merges retail and online. Business models need to adapt in order to be able to give players what they want, whenever and wherever they want it.
Online ticket purchasing is set to play a very large part in the global lottery industry over the coming years. In fact, Massachusetts Lottery Executive Director Michael Sweeney, told the Lottery Commission that the online lottery market is the next big thing, and no longer the distant “future” of lotteries, but the present reality which companies need to adapt to in order to continue to reach their players long-term. He stressed that without an online element to lottery ticket sales, retail land-based lotteries such as the Massachusetts Lottery face “a significant threat of becoming somewhat obsolete”.
Rethinking retail
The time for change is now. Using large clunky lottery terminals that occupy very valuable retail counter space is no longer required. There is a whole range of modern lottery solutions that can be used to sell retail tickets of multiple lotteries via a retail POS application software that can be installed into already existing retail POS systems, without the need for traditional retail lottery hardware.
Lotteries can also be used for customer loyalty schemes and other retention or profit boosting incentives. Imagine going to your local grocery store, getting to the checkout, and there is an offer giving you a free lottery ticket with purchases over $100. Many customers will try to reach the $100 purchase mark therefore boosting shop profits and increasing lottery sales and exposure. The retail owner will purchase these lottery tickets as the cost is very low compared to potential overall retail earnings or giving away store credits.
Utilizing online retailers
Lotteries use retailers in the physical space to sell lottery tickets, and this same model can and should be applied to online retailers in the digital space. There is a plethora of online marketplaces, media and news websites, and other popular websites that can embed lottery widgets and iframes into their pages. It requires no integration and allows players to purchase official lottery tickets without leaving the website, earning online retailers a commission in the process. Adopting this system would give lottery operators more exposure, free advertising for their games, and also open up their entire product offering to a readily available global audience.
The power of online influencers
Social Media influencers can be a very powerful asset to leverage. In the same way that some influencers promote clothing brands and hotels, they could also generate exclusive content and promote online lottery games to their global network of followers. Influencers have an immense amount of power over the purchasing decisions of their audiences, based on their authority in the area and relationship with their audience. The unique content they generate, in exchange for earning a commission, can be used to promote lottery games and draws in order to encourage new users to buy a ticket.
The importance of engagement
Let’s face it, lotteries are NOT engaging. The reason why people play is to win the huge jackpots on offer. They dream of buying a new car, boat, house or of having enough money to live the dream.
Younger player demographics want more than just the prize, they want to be engaged, they want to feel like they have earned the prize whether it be through a challenge or journey. Traditional lotteries therefore need to look at new forms of games that can keep younger players engaged for longer periods of time. One way of doing this could be through creating e-sports inspired games with pooled jackpots. These would be short engaging games of 30-60 minutes, aimed at targeting the commuter market looking to kill time whilst at home or on their daily work commute. These games would take players on a journey where they collect points along the way, with each point getting players closer and closer to the opportunity to win lottery style jackpot cash prizes.
More frequent draws
Most national lotteries have draws once or twice per week. Players buy a ticket and wait a few days for the draw to take place. It is understandable that high-value games with multi-million jackpots cannot normally happen every day, but through new forms of jackpot insurance models and prize pooling, operators have the opportunity to create high value jackpot games as frequently as they want, even every hour! Most people, especially younger demographics, need instant gratification when it comes to gambling, they are not patient enough to wait a week for a draw to take place to know if they have won or not. Creating more frequent draws keeps players more engaged and gives them a reason to increase the frequency of their ticket purchase.
Branded lottery games
Creating games in partnership with major brands, films and events is something which the slot industry has accomplished quite successfully. There is a huge opportunity for lotteries to follow suit and partner up with globally recognized brands to create branded lotteries. The games would instantly amass the brand’s established base of fans and followers, with the brand’s reputation reflecting on the actual game produced.
These could be used as CSR based lottery initiatives for the brands to support and endorse good causes, or as PR stunts giving lucky fans the chance to win life changing jackpots or unique prizes like tickets to a film premier or a test drive in a supercar’s latest model. Player ticket purchase can be achieved on a global level through placement on product merchandise and promotional materials, or by using widgets and iframes embedded directly on the brand’s website which links the players directly to the games.
Looking forward
Going digital and embracing the technology available to the lottery sector can open up the door to many new opportunities and kick-start a new era of borderless global lotteries. This would give lotteries access to new player bases and revenue streams on a global level, something that is not currently attainable through the traditional retail model.
Companies like Spinola Gaming provide powerful digital solutions that allow lottery operators to achieve all of what is suggested above, to digitize their products, and create innovative new products to appeal to today’s changing audience. Their software allows operators to monitor all lottery ticket sales and track all online and offline purchases in real-time, complete with a myriad of marketing functions and analytics available at the touch of a button. It allows for full 360 player and reseller network management through one seamless interface. The system is available across all markets, currencies and languages and is fully customisable to suit each operators’ particular needs.
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Zimpler, a leading Swedish company in Pay-by-bank solutions, today announced the launch of Zimpler ID+, a new identity layer designed to simplify compliance and accelerate user conversion within digital payment environments. By embedding biometric identification and regulatory checks directly into the first user interaction, Zimpler ID+ reduces friction in sectors with complex onboarding requirements.
“Zimpler ID+ gives our partners a direct path to compliance and conversion – cutting onboarding time, reducing drop-offs, and removing the need to build identity infrastructure in-house,” said Tobias Gunnesson, Chief Product Officer at Zimpler.
“While most verification flows still rely solely on deposit-based triggers or cookie tracking, we’re the first to enable verification at the point of entry – meeting compliance head-on and delivering a better user experience from the start.”
Purpose-built for highly regulated digital environments
Zimpler ID+ serves industries where compliance is critical and abandonment rates are costly, such as iGaming and financial services. It ensures users are verified from the start, without requiring deposits or post-registration identity checks.
Key features include:
- Quick onboarding: Verification and collection of KYC data takes place at the first point of contact, not only at the point of payment
- Seamless return user experience: Returning users can identify with biometric technology and are recognized with the help of cookies
- Works even without cookies: If cookies are unavailable, the user can easily identify themselves using a passkey
- Built-in compliance: Regulatory assurance at every step of the customer journey
By functioning as a unified identity layer from sign-up through repeat visits, Zimpler ID+ helps businesses minimize onboarding churn and maximize regulatory confidence.
Solving identification friction at scale
The launch of Zimpler ID+ comes as businesses across Europe face rising pressure to improve digital onboarding while maintaining regulatory standards. National ID systems remain foundational – but they weren’t built to optimize every business touchpoint.
Zimpler ID+ complements these systems by offering operators a plug-in layer of biometric identification and gathering of KYC information tailored to business needs. It removes the need for deposit triggers, repeated logins, or re-verification after a device change.
“With Zimpler ID+, we’re introducing a flexible approach that gives businesses more control over identity flows – without compromising security or relying solely on external systems” said Gunnesson.
Product availability
Zimpler ID+ is now available as a value-added service to select partners in Finland, with more markets to be added in the future.
By embedding advanced onboarding capabilities directly into its existing infrastructure, Zimpler expects ID+ to strengthen customer retention and enhance platform value across regulated sectors for years to come.
The post Zimpler introduces ID+: A next-gen identification layer for digital payments appeared first on European Gaming Industry News.
Welcome to our weekly roundup of American gambling news again! Here, we are going through the weekly highlights of the American gambling industry which include the latest news and new partnerships. Read on and get updated.
Latest News
The Alcohol and Gaming Commission of Ontario has issued monetary penalties totaling $350,000 against Great Canadian Casino Resort Toronto for multiple violations of provincial gaming standards. The penalties follow an impromptu after-party that was permitted to take place in the pre-dawn hours directly on the casino’s gaming floor. On September 27, 2024, an electronic dance music event attended by thousands of people was hosted in the theatre adjacent to the casino at Great Canadian Casino Resort Toronto. The event was marked by widespread intoxication, disorderly behaviour and numerous criminal and medical incidents – both inside and outside the venue – including alleged assaults, drug overdoses and acts of public indecency. Although paid duty officers were present, additional police and emergency services were required to manage the situation.
International Game Technology PLC, doing business as Brightstar Lottery, announced that Michelle Carney, Brightstar’s Vice President of Global Lottery Marketing, will be inducted into the Lottery Industry Hall of Fame as a member of the Class of 2025. The induction ceremony will take place this September at an industry event in Ontario, Canada hosted by the Public Gaming Research Institute (PGRI) in conjunction with the North American Association of State and Provincial Lotteries (NASPL). In her current role, Carney is responsible for the development of marketing and communications strategies that support growth for Brightstar’s Global Lottery business, including lottery product marketing, trade shows and events, thought leadership communications and B2C marketing campaign materials to support customer launches of new game content.
Partnerships
International Game Technology PLC announced that its subsidiary, IGT Canada Solutions ULC (IGT), signed an eight-year agreement with Atlantic Lottery to supply its IntelligenEVO video lottery central system technology across Atlantic Canada. The agreement includes the option for multiple extensions and positions the Atlantic Lottery to become the first World Lottery Association (WLA)-affiliated lottery operator to deploy IGT’s next-generation central management system in a game-to-system (G2S) distributed market. With peak system security, network availability and responsible gaming functionalities, IntelligenEVO is a reliable, scalable solution that can meet the needs of today and in the future. The solution will accelerate time-to-market and enables the Atlantic Lottery to benefit from the system’s suite of player-focused functionality. The technology’s G2S and open API design optimises data collection and delivery and will enable Atlantic Lottery to customise their programme for evolving player needs.
EDGE Boost by EDGE Markets, a financial platform for smart bettors and gamblers, has partnered with World Series of Poker, the premier series of worldwide poker tournaments. The EDGE Boost debit card is now the preferred payment method for WSOP, offering ease of payment, safety and several exclusive on-site perks for tournament players. In past tournaments, WSOP players were limited to $10,000 per transaction and had to complete a lengthy approval process, often resulting in frequent cash deposits. Now, those using the EDGE Boost card through PayPal checkout can bypass traditional credit card verification. They can also make entries up to $250,000, which eliminates the need to carry large sums of cash at the event and increases security measures.
The post Gaming Americas Weekly Roundup – June 30-July 6 appeared first on European Gaming Industry News.
The iGaming industry got a taste of heavyweight ambition at iGB L!VE London 2025, where GR8 Tech unveiled its Heavyweight Club—an exclusive community that takes domination in iGaming markets as seriously as world champion Oleksandr Usyk takes defending his undisputed heavyweight title.
“iGB L!VE London was the ignition point for the Heavyweight Club. We showcased top-tier tech and connected with operators ready to lead, scale, and dominate. The energy, the conversations, the demand for real performance confirmed what we’ve always believed: the iGaming industry is hungry for heavyweight solutions and GR8 Tech is here to deliver,” said Sergey Ghazaryan, GR8 Tech’s CRO.
Industry Response Points to Market Appetite
With increased competition making differentiation more challenging, speed-to-market pressure intensifying as new markets emerge, and technology debt from legacy systems hindering operators’ growth, the industry is at a critical juncture. In 110 meetings with the sales team and over 65 conducted demos, operator feedback consistently centered on these exact challenges.
This shift is evident across the ecosystem. Mariia Shmelova, CEO of Aff.Tech—GR8 Tech’s proprietary affiliate management platform—observed similar patterns: “One major trend is the demand for greater transparency and performance accountability. Operators want to see exactly what’s driving traffic, conversions, and ROI. That’s why we’ve been doubling down on data—not just analytics, but actionable insights that affiliates and operators can use in real time. We’re also seeing growing interest in multi-geo, multi-brand campaigns, and our platform is built to support those kinds of complex setups with ease. Flexibility, automation, and smart integrations are the future.”
The conversations revealed a clear understanding: champion ambitions require champion tools. Operators emphasized the need for high-performance solutions that deliver geo-specificity for local market domination and margin mastery that turns competitive pressure into profit advantage. The response highlighted how operators are seeking partners who understand that every champion needs exactly the right tools for their specific fight.
GR8 Tech’s approach resonated because it addresses this reality with three key solutions designed for different use scenarios:
- Hyper Turnkey, which delivers fully managed casino and sportsbook operations that scale with ambition;
- ULTIM8 Sportsbook iFrame with its lightning-fast integration and market-specific customization capabilities;
- Infinite Casino Aggregation, offering premium gaming experiences with an operator-first flexibility.
This comprehensive approach ensures every operator gets precisely what they need to overcome their unique market challenges and achieve championship-level performance.
Heavyweight Club Momentum Builds Toward Next Championship Round
The “Fight for Greatness” collection drew significant attention on the show floor. Attendees’ enthusiasm for the showcased apparel and accessories, paired with strong performance of the online store, confirmed that the Heavyweight Club resonates far beyond technology—it’s a mindset people want to embody and a philosophy they want to wear.
GR8 Tech’s AR experience featuring Oleksandr Usyk became a magnet for attendees, with over 80 participants stepping into the champion’s world in one of the most memorable activations on the show floor. Winners of the AR experience didn’t just walk away with impressive pictures—they earned tickets to witness Usyk defend his undisputed heavyweight title against Daniel Dubois this July.
Just as Usyk will defend his title at Wembley, the Heavyweight Club will continue its championship journey beyond iGB L!VE. The next epic edition awaits at SBC Summit in September, where the movement will expand with new challenges and opportunities for operators ready to dominate their markets.
Ready to fight for greatness? Connect with GR8 Tech and step into the ring.
GR8 Tech. Platform for Champions
GR8 Tech is an award-winning provider, delivering high-performance sportsbook and iGaming solutions that empower operators to lead and win in competitive markets. Key elements of GR8 Tech’s comprehensive portfolio include the Hyper Turnkey solution, ULTIM8 Sportsbook iFrame, Infinite Casino Aggregation, and Platform Acceler8 suite, featuring its proprietary affiliate management platform, Aff.Tech.
With a geo-specific approach to solutions, a focus on practical innovations, and an operator-first mindset, GR8 Tech helps its clients achieve measurable results in their target markets quickly and efficiently. Trusted by top operators worldwide, GR8 Tech has over 100 successful cases and earned multiple recognitions, including the title of the Best Sports Betting Provider in CEE by GamingTECH Awards 2025.
The post Heavyweight Club by GR8 Tech Signals New Era of Operator Ambition at iGB L!VE appeared first on European Gaming Industry News.
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