Brightstar Lottery has signed the first deal of its new brand identity, penning an eight year contract with the Missouri Lottery.
The main focus of the deal is a revamp of the Missouri Lottery’s infrastructure, with Brightstar pledging to modernise its retail and digital operations.
Its OMNIA digital lottery solution will play a central role in this, being used to simplify Missouri Lottery operations across both physical and digital channels.
The deal is significant as Brightstar’s first major partnership since rebranding from its long-held corporate identity of IGT in June. The company has embarked on a solely lottery-focused vision following this rebrand.
In fact, the rebrand itself was initiated due to IGT’s gaming division being spun off, sold to Apollo Global Management for $4bn. With both divisions now separate entities, the gaming element continues to trade as IGT.
Scott Gunn, Brightstar Chief Operating Officer North America Lottery, said: “Brightstar is honored to support the Missouri Lottery as it embraces the evolving lottery landscape and implements innovative solutions that will increase flexibility to manage its operations and engage players in new ways.
“We look forward to delivering these high-performing solutions, while helping the Lottery achieve its goals of maximising funds to education.”
The Missouri Lottery has a long history of working with Brightstar, dating back well into the B2B technology firm’s activities as IGT over the past couple of decades.
IGT’s long-running contract was extended for a further three years in 2022, with the end date being set for 30 June 2025. Today’s partnership between Brightstar and the Missouri Lottery is essentially a continuation of this relationship.
Lester Elder, Missouri Lottery Executive Director, said: “For more than 30 years, the Missouri Lottery has relied on Brightstar’s world-class technology and insight to help contribute more than $8.5bn to public education throughout our state.
“We are excited to build upon this long-term partnership over the course of the next eight years and deliver new, premier experiences for our players.”