locations. Players can access games via the POS or online via
e-lotto.be where they can access draw games, electronic games and sports betting, via mobile or tablet or via subscription for draw games.
ONLINE AND SPORTS BETTING Te growth of internet sales for the lottery
sector has been five fold. In 2010 sales amounted to €17.9m via this means and €81m in 2013. Today sales stand at €98.1m which is a 21 percent increase on 2013 figures. After launching in August 2014 mobile players
now amount to over 55,000 players with €2.5m in sales (seven percent of digital sales in total). Te number of online plays was just over 22.5 million in 2014 compared to 232.8 million plays at outlets. Tere are several e-games including nine Scratch and Win games, 10 Fun&Play games,
seven Profit Opportunity games and three Win for Life. Around 2.5 million people visit the website on
an average month of which 35 percent are from mobiles. Initially the problem was most visitors didn’t
stick around on the page and merely checked lottery results. Te company felt their existing platform, a content management system, was not so user friendly and needed to engage the player more and selected Sitecore Experience Platform to improve the digital experience for visitors. Monthly page views increased to five million
and organic visitors now represent 30 percent of online gaming conversions. Videos and new polls have proved popular. Sitecore is a leader in customer experience
management and delivers highly relevant content and personalised digital experience.
Iris de Vree, digital content producer at the
lottery said: “Te increased user friendliness saves a lot of time on a daily basis allowing us to focus on what’s really important: the creation of relevant content the reader appreciates.”
OUTLOOK GTECH has been supplying Belgium’s lottery
since 1992. Back in 2002 GTECH was chosen as the vendor to provide new lottery terminals and a new communication network which replaced the existing terminal base with around 6,000 Altura terminals. Ten in 2014 GTECH was awarded a 10 year
deal to continue providing lottery services to the lottery and supplied an online gaming system, terminals and integration contract. Te deal is worth US$174m in revenues for GTECH over the 10 year term. Te company agreed to provide its Enterprise
NEWSWIRE / INTERACTIVE /
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