A small but significant portion of OLG’s sales – about $130 million annually – comes from about 130 dedicated lottery retailers (DLRs), which operate lottery-only kiosks primarily in shopping malls throughout the province. Last November, OLG began a pilot program with state-of-the-art kiosks designed for this market, and kiosks were placed in two major Toronto shopping centers.
A centerpiece of Ontario Lottery and Gaming Corp.’s retail vision and strategy is to have engaged and educated retailers and to make sure they are “executing with excellence,” explained OLG’s Executive Director of Sales Larry Colatosti. “It is also important that retailers fully understand the lottery value proposition – how lottery helps drive business to their locations.”
A year in the making, the new kiosks had to meet accessibility requirements and be modern with full digital integration. The latter includes both giant, attention-getting screens to build awareness as consumers approach while shopping, and iPads that help players – especially infrequent and new players – learn how to play and how to check tickets.
It’s too early to know how the new kiosks have performed from a revenue perspective, but certainly from a consumer awareness and retailer perspective, they are a hit. “Consumers love the new look and feel and the integration of digital,” said Colatosti. He was amazed at the attention the kiosks were getting when he spent some time observing them in action. “The retailers are really enjoying it too – this new kiosk will enable them to ultimately satisfy more consumers and drive top-line revenue and their commissions.” He added that other DLRs are already asking how they can get one.
Since 2004, Capital Networks has provided Audience™ digital signage solutions and services to OLG’s digital signage network which consists of approximately 1,200 screens.
“We worked with Capital Networks and OLG IT in support of the Lottery division’s vision for a better point of sale experience”, said OLG’s Manager, Digital Signage Michael Tutton. “Capital Networks, as always, was very supportive, providing us with not only technical support but industry insights. Capital brought their experience to the very first meetings, making suggestions to improve the project allowing OLG to move the project forward with confidence and speed.”
OLG is a provincial agency responsible for province-wide lottery games and gaming facilities. Since 1975, OLG has provided nearly $40 billion to the Province and the people of Ontario. OLG’s annual payments to the Province have helped support health care; education, research, prevention and treatment of problem gambling; amateur sport through the Quest for Gold program; and local and provincial charities.
The North American Association of State and Provincial Lotteries was founded in 1971. Evolving from an informal exchange of information among three pioneering lottery directors, the organization has grown into an active association representing 52 lottery organizations. NASPL’s basic mission is to assemble and disseminate information on the lottery industry through education and communications, and where appropriate publicly advocate the positions of the Association on matters of general policy.