Brightstar Lottery has moved to boost the sales of the Ontario Lottery and Gaming Corporation (OLG) with the rollout of its Sales Wizard tool.
The automation system equips sales teams with all necessary and relevant information to support their activity, all available through a mobile app for increased efficiency.
Data insights include exact number of sales, instant ticket inventory, instant ticket facings, and point-of-sale equipment, among others.
Scott Gunn, Chief Operating Officer North America Lottery at Brightstar, commented: “OLG joins 24 other lotteries in using Brightstar’s Sales Wizard to help responsibly grow sales.
“Sales Wizard was designed to be a flexible, convenient tool for lottery sales representatives to work strategically with retailers, providing data, reports, and insights to understand sales trends and optimize as needed.”
Integrating the cloud-based tool into its central system, OLG will make its partners part of the more than 148,000 retailers globally to utilise Sales Wizard.
Vanessa Theoret, Senior Director Retail Sales and Account Management at OLG, added: “Brightstar’s Sales Wizard is enabling OLG’s sales force with digital access to actionable data while unlocking operational efficiencies so that our sales representatives can make the best use of every retail visit.
“Sales Wizard is highly configurable so OLG can leverage this product in a variety of ways to meet our evolving business needs.”
Brightstar has had a strong footprint in the Canadian lottery market since the days it was operating under the IGT brand – subsequently rebranding and breaking down IGT into two separate entities.
It has previously delivered high-end solutions for both the Atlantic Lottery Canada and the Alberta Gaming, Liquor and Cannabis Commission.
The Canadian lottery market offers significant opportunities for active players in the sector like Brightstar, with the whole market value projected to be worth up to $21.2bn by 2030.
Ontario remains the biggest market for lottery sales in Canada by far, ending 2025 at around $4.47bn in value.