In It To Win It, iGP Is Redefining Lottery Products

For decades, the new88 lottery industry–worth some US$315 billion (£234.6bn/€270bn) in 2024–has been gambling’s leading vertical. But arguably it’s also been mired in tradition and one of the least innovative sectors of gaming, writes Lauren Harrison. Apart from some behind-the-scenes technical improvements and the creation of new draws, the lottery format has by and large remained largely untouched and stuck in its traditional format. But now iGP–the new88 platform, content aggregator and lottery solutions provider–is all set to deliver a sharp jolt to the moribund lottery system with a new and exciting product. To learn more about this disruptive, game-changing, development, new88Future’s Head of Content, Curtis Roach, sat down with iGP’s Chief Marketing Officer, Michael Baker-Mosley, to explore their latest high-value, high-potential offering. Congratulations on the release of your new new88 lottery product. Can you tell us more about its capabilities and advantages for operators? “Sure, so it is a secondary lottery; meaning you’re not buying a ticket but betting on the outcome of the draw. “This opens up the world of lottery for players, because they can bet on any game–such as the Irish lottery. U.S. draws, the EuroMillions–irrespective of location. “In terms of advantages, not only is it a new and exciting way to play the lottery, but the product has a suite of promotional tools that operators can use to drive engagement. You can also indemnify wins of up to €100 million (£86.8m), so the insurance company pays out rather than the operator. “This makes it an incredibly attractive, low-risk, high-potential product for operators.” The release of your new lottery product represents the third edition of your core product portfolio. Why did you choose this vertical to focus on? And what do you see as the key growth drivers for the lottery sector? “new88 Platform–before we became iGP–was launched in 2016. It was originally designed and built for a handful of B2B clients. A few years ago, around three- or four-years back, the management team at the time decided that instead of remaining a lifestyle business, we wanted to pursue greater ambitions. “In September 2023, we launched the aggregator. At that point, we became iGP, because we were no longer just a platform. We became both a platform and an aggregator. That marked the beginning of a two-year project to evolve into a competitive pure B2B business. We also phased out the white-label business to fully focus on building a strong B2B offering. “The lottery represents the next stage of this strategy and opens us up to a much larger market. “Some operators might not have engaged with us before because, although we offered the platform and aggregator, we didn’t have a lottery. Now that we do, these operators view us differently. “Lottery is important for growth because it opens access to new markets and players. When our current clients adopt the lottery, they can reach a whole new player network, and we, in turn, gain new operators as clients.” How does the audience of traditional lotteries differ from that of secondary lotteries? Will offering these types of products enable operators to reach a new demographic of players? “We have to distinguish between secondary lottery products and national lotteries. “Rather than attracting the traditional lottery player, secondary lotteries are aimed at casino and sportsbook bettors. “In terms of barriers to entry, players don’t need prior knowledge or an understanding of odds, there’s no choice fatigue – and the big prizes are attractive. “And, it’s both a pull for acquisition and retention, as you can link the games with bonuses or provide chances to win as rewards.” The new88 lottery product is part of the interconnected iGP ecosystem that supports both acquisition and retention. How can operators leverage this and convert it into growth? “The availability of high-quality players at sportsbooks and casinos is diminishing. Simultaneously, the industry is opening up to new markets. But the competition for high-value players remains fierce, which means operators need the full toolkit to compete effectively. “That toolkit begins with a comprehensive product portfolio, including sportsbooks with live betting and free matches, casinos offering everything from slots to crash games and, now, the lottery. “Adding a lottery completes the offering and broadens player engagement. “We’ve also introduced a crypto lottery, similar to enabling crypto in sports and casino products, because operators need the full suite of payment options. If a player can’t pay in crypto or fiat, they’ll simply go elsewhere. “Operators also need strong promotional tools, and this is where we’ve seen a lot of success with our aggregator product. For example, we have features like the Fortune Wheel, Twist of Luck, and other jackpot games, which provide additional rewards and enhance the player experience. “The lottery is no different. It can be used either as a standalone product or integrated across the portfolio to create immersive, interactive experiences. “Our current approach focuses on ‘building powerful gaming experiences’. By powerful, we mean immersive, rewarding experiences that keep players engaged. “For instance, if a player is at risk of churn, we might offer free spins on a slot or lottery tickets as incentives. We recently launched a bonus shop where loyalty points can be redeemed for free spins, lottery tickets, or other rewards. “Acquiring players has become extremely costly, and retaining those you’ve invested in is an even greater challenge. “As I mentioned earlier, the pool of high-value players is limited and the market is competitive, so creating an engaging ecosystem is essential.” Despite being hugely popular worldwide–and a sector that generates hundreds of billions of dollars annually–, the lottery has remained remarkably unchanged from its traditional format. iGP’s new new88 Lottery product is a long-awaited revolution. Offering a fresh and engaging way to bet on the lottery, it’s a dynamic, high-potential product designed for a new generation of players: Players who frequent online sportsbooks and casinos, and who want to bet with crypto or fiat currencies. Most impressive is the fact that it is low-risk for operators, as wins are insured up to €100 million, making it an instant draw for both operators and players alike. The threat by UK gambling mega channel Entain to shutter its high... Hit the road Jack, and don’t you come back no more, no... With just over a month to go until the next Counter-Strike Majors–scheduled... Speaking recently at the iGF Supper Club in September, Matthias Kaiser, Director... The future of the industry relies on the ability for great minds to share powerful ideas. Breadcrumb: Home | Featured | In It To Win It, iGP Is Redefining Lottery Products At new88Future, we deliver the latest news and trends in the world of new88. Our team is dedicated to providing in-depth analysis to keep you informed about industry innovations and developments. Tune in to our podcasts, attend our events, and hear from leading industry thought leaders. Follow us to stay up-to-date with the exciting world of new88. 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