A new report by operator group Allwyn has backed lottery brands to become more socially responsible and further incorporate emerging technologies such as augmented reality.
The Future of Lottery: A Game for Change report says lotteries are “well positioned to meet customer expectations” over the next decade.
Allwyn’s report said the use of smartphone apps, QR codes and interactive terminals can increase the awareness of the social impact of lotteries by notifying users of investments in, for example, sports facilities.
This “transparency” could match the “desire for progress and activism” among young adult consumers, Allwyn said.
The report ties increased awareness of social impacts with further use of emerging technology in lotteries in the near future.
Lotteries could use AR and virtual worlds to “show players how their money is making a positive contribution, making the social impact more tangible,” Allwyn said.
Robert Chvátal, Allwyn Group CEO, said: “While not every prediction in The Future of Lottery report will come true, every word of the report will serve as a catalyst for us at Allwyn to further develop lotteries to meet the needs of players in the future and thereby channel more money back to governments and good causes."
Allwyn’s chief global brand, corporate communication and CSR officer, said: “As younger generations of consumers expect more from companies, lotteries have the potential to be a positive force for change in their communities in the next decade."
Contributors to the report included Anthony Steed, head of the Department of Virtual Environments and Computer Graphics at University College London.
