Industry leading innovation
Game innovation is the lifeblood of a successful lottery. At IGT, we partner with best in class game designers across the industry worldwide to bring the right games to our customers in order to drive responsible and incremental portfolio growth, in accordance with local regulations.
Players’ lifestyles are changing in the digital age and we see many consumers engaging in relevant and immersive experiences that fuse the best of the digital and physical worlds. We believe that there is a tremendous opportunity ahead for our industry as our new world takes shape. Our innovation process is already delivering smart, tailored, and intuitive experiences to lottery players where and when they want them.
Game innovation is the essence of a successful lottery. We partner with best-in-class game designers across the industry worldwide to bring the right games to our customers in order to drive responsible and incremental portfolio growth.
Our innovation process is founded in the needs of the player. We analyze trends to anticipate future player needs and behaviors, local markets to ensure cultural fit to local needs and regulation, and conduct rigorous player research and testing of game concepts. This helps us understand player behavior and optimize our product development, but at the heart of the process we know that players want to be engaged and entertained.
At IGT we design the games that players want to play, including jackpot games, daily games, win-for-life games, local games, multi-jurisdictional projects, and instant tickets. Every day we deliver new games to meet new player desires.
Working with our lottery partner in Indiana, we introduced a rolling top prize on the Cash Lotto game in 2012, which resulted in a 300% sales increase.
In 2015, the Cash Lotto game in Illinois was updated with new portfolio positioning, accompanied by a refreshed add-on and matrix change, which led to a 25% lift on this very successful game.
Michigan, Missouri, and North Carolina lotteries have all seen significant increases in their revenues from numbers games with the introduction of the innovative 1-Off game offering. This new and exciting wager option was the result of our partnership with Arizona Gaming which brings special licensing terms to IGT customers.