PGRI: Pioneering In-Lane in Ireland & Key Insights for U.S. Lotteries

Shifting retail channels. An aging population and player base. Changing consumer preferences. A familiar story for North American lotteries, but in the current issue of Public Gaming International Magazine we have a look at the story in Ireland. 

Over the past couple of years, Premier Lotteries Ireland (PLI), Fastrak Retail UK, and Carmanah Signs have worked collaboratively to co-develop in-lane solutions for the Irish National Lottery, breaking into the grocery sector and optimizing thousands of checkout lanes across Ireland. The article looks at how the Irish National Lottery began reaching new players, providing key insights for U.S. lotteries learned from early in-lane pilot programs.

“The lottery offer needs to be consistent in all multiple lane stores,” said Niall Andrews, Head of Sales & Operations for PLI. “The nature of the Lottery offering is such that it needs prime positioning across key points of purchase in-store. There is little point in putting lottery in-store unless positioned in the primary selling location, which is adjacent to the belted checkout and consistent across all assigned lanes.”

For a closer look at the relevant market trends, how the Irish National Lottery rose to the challenge, pilot results, and applying lessons learned to in-lane in the U.S., see the full article beginning on page 80 in the September/October issue of Public Gaming International Magazine: http://www.publicgaming.com/PGISEPTEMBEROCTOBER2019/mobile/index.html#p=80