eGaming Review January 2014 - Page 97

SCIENTIFIC GAMES SPONSORED EDITORIAL COMPANY FOCUS Casino game (on Facebook, iOS and android) is one of the world’s most popular gaming themed products in the social space right now. The lottery industry is just starting to get its hands around how it might leverage that kind of content. How we come up with secure outcomes on an electronic gaming machine or a video lottery terminal are the same mechanics that we would use for a lottery instant game via a browser or mobile device. So, while the mechanics, the payouts and the players might be very different, the core technical backbone is the same. eGR: How will WMS enhance the operations of Scientific Games? SB: The reach of what we offer to our North American and international customers will really be able to expand with WMS products. Today, less than 20% of WMS’s business is in the international marketplace; at Scientific Games, it’s upwards of 50%. So we have a lot of international expansion potential and cross-selling opportunities where we can offer WMS games to our current lottery government entities, and WMS can offer SG systems to casino customers. eGR: Are any customers already benefiting from the joint capabilities of your unified company? SB: Today, we provide lottery games, keno, slot machines, sports betting, and central monitoring and control systems for all of the casino properties and the lottery in the State of Delaware. We also are the prime contractor, along with 888, for the Delaware Lottery’s new egaming platform that launched in November. We plan to enhance this platform through the Williams Interactive game server to add WMS Gaming and Barcrest slot content to the egaming offering. This is a perfect example where a lottery that manages a wide breadth of gaming systems, platforms and products is able to take advantage of every single aspect of the synergy of the SG-WMS merger. eGR: How is consumer demand changing the lottery and gaming industry? SB: Consumers expect us to understand their preferences. The idea of convergence is being able to complement a player’s interaction in one channel by acknowledging their play in others. So, if they’re at home looking at a big jackpot and engage in a transaction, they are rewarded for their activity when they go to the retail store, where they may receive a “two-for-one” instant ticket or a free cup of coffee. We want to reward players when they engage through all of these touch points. eGR: What’s the biggest challenge facing lotteries today that the combined company is best positioned to address? SB: Lotteries are looking at ways to engage their players and, at the same time, keep their tried-and-true content. Lotteries don’t We plan to enhance this platform through the Williams Interactive game server. This is a perfect example where a lottery that manages a wide breadth of gaming systems is able to take advantage of every single aspect of the synergy of the SG-WMS merger have systems right now to maximise all of the different channels – as a result, they fear alienating their stakeholders, such as retailers, which may already feel threatened by the launch of an interactive channel. Lotteries need a provider that brings solutions to them, keeps their stakeholders happy and maximises revenues across all channels with new content. eGR: Why does WMS stand out over other game content providers? SB: It’s been a lifetime dream to work with WMS. I remember playing Williams pinball games; they were the first in the industry to generate a tilt mechanism invented by their founder, Harry Williams. They have a strong success record of industry firsts and innovative content that appeals to players. During the 2013 Gobal Gaming Expo (G2E) in Las Vegas, WMS rolled out more content than anyone else on the floor with new products such as two different THE WIZARD OF OZ™ games and a STAR TREK™ game. These games have appeal across m any age groups and we see the exciting possibilities for taking that content and moving it to lottery instant games and lottery-based matrixed games. eGR: Do you think this will this lead to a new renaissance for lotteries? SB: I do – one thing big lottery games will never give up: the dream of the big jackpot. That’s what we play for – and for the good causes we help fund through the games. The way we interact with lottery products is going to change. Players will have a lot more choice, flexibility and reach. At the end of day, it’s about bringing content and games to all the touch points that lottery operators have. 95