This week, on August 19, 2021, the Atlantic Lottery Corporation and its leading provider of instant games Scientific Games announced a brand-new lottery technology is set to debut in Canada. The product is a full-service player self-service lottery kiosk that offers players both lottery draw and instant games in a spectacular fashion.
Scientific Games is one of the leading lottery systems providers in Europe and the largest supplier of instant games worldwide, as its retail sale accounts for 70% of the total global sales. The company is also a prominent supplier of digital lottery games, mobile apps, and player loyalty programs. And currently, the company serves as the ALC’s central provider of instant games.
Brand-New Product
This new technology is compiled of Scientific Games’ award-winning PlayCentral® HD kiosks and a terminal software management system. The initiative is a result of the Crown corporation’s five-year agreement with the provider of games, thus increasing its points of sale in the retailer framework of 3,000 locations in New Brunswick, Prince Edward Island, Nova Scotia, and Newfoundland and Labrador.
Head of Channels for the lottery corporation, Joey Cormier, stated that the retail network is an important aspect of the lottery. According to him, the lottery is currently investing in modernization to expand the accessibility of their products using the provider’s digital technologies, such as its new and innovative terminal software and the PlayCentral self-serve terminals.
Pat McHugh, Lottery Group Chief Executive for the content developer, said that the Crown agency’s new systems infrastructure launched with the help from the provider in 2017 has proven to be quite fruitful. And it has transformed into one of the most successful digital lottery businesses in Canada. According to the official, the company’s main target is to provide the convenience of one-wallet and endless offerings for players to enjoy cross-channel games.
Mr. McHugh also said that the provider’s symbiosis with the Atlantic Lottery Corporation has started way back in 1983. Their collaboration has resulted in decades of keeping up with technology advancements and it has provided significant growth in the Crown agency’s lottery products. This was achieved with a holistic approach to ensure that products are always up-to-date and sustainably in the current markets.
New Partnership
In order to keep its content fresh and interesting for its many players, in April, the Atlantic Lottery Corporation has signed a partnership deal with the Australian-based slot developer Lightning Box. Players of the ALC can enjoy the developer’s leading titles such as Silver Lion, Lightning Horseman, Chicken Fox, Stellar Jackpots-Serengeti Lions, Stellar Jackpots-Chilli Goldx2, and many more.
Subject of Criticism
Previously, the Crown corporation has also become an object of public criticism as the lottery launched its newest player engagement campaign. During the promotion, the agency gave out flyers with CA$20 in gambling credits for new-signed users. However, this caused a little bit of controversy. Tory finance critic Murray Ryan expressed his discontent with the promo, as it would invite individuals who would not be gambling if it was not for the free credits.
Source: “Scientific Games: Partners with Atlantic Lottery to Launch First Full-Service Lottery Kiosk in Canada”, Scientific Games, August 19, 2021
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