The German lottery WestLotto has unveiled a €48m investment package with plans to revamp its retail presence in North-Rhine Westphalia.
Strengthening its brick-and-mortar position, the lottery plans to open 3,200 new retail outlets before the end of 2026, aiming to create a ‘significantly improved lottery experience’ for its players in the process.
“With this unprecedented investment package for sales measures, we are setting an example for the common future of WestLotto and the retailers. We are thus strengthening the WestLotto acceptance points in North Rhine-Westphalia as the most important link to our customers,” commented WestLotto Managing Director Andreas Kötter.
The investment programme, which began on November 1, ensures that the lottery’s sales partners get a direct share of the price adjustments implemented last year following a survey carried out in the autumn of 2020 seeking to gain feedback from retailers and sales partners.
As well as investing in its retail presence, WestLotto is increasing its online visibility, increasing the number of targeted adverts towards potential customers.
Finally, WestLotto is strengthening its presence in North-Rhineland Westphalia by improving its relations with contractual partners. The lottery stated that over the next five years, all acceptance points will be ‘equipped with a modern WestLotto shop fitting that will meet individual and highest digital demands’.
“Our acceptance points offer a safe and comfortable gaming experience every day. That is why we want to make them sustainably fit for the future,” added Kötter.