Brightstar Wins Wisconsin Lottery Deal

Brightstar Lottery has clinched a major contract with the Wisconsin Lottery to deploy its advanced OMNIA platform and cutting-edge retail technologies. This move will integrate retail and digital channels, streamlining operations and elevating player engagement in one of the U.S.'s established lottery markets. The agreement highlights the growing demand for innovative solutions to drive responsible growth in the lottery sector amid evolving consumer preferences.

Key Takeaways

• The eight-year base contract, with options extending up to 20 years, positions Brightstar to modernize Wisconsin's lottery infrastructure.
• Key implementations include the OMNIA system, self-service vending machines, and enhanced mobile app features for better convenience.
• This partnership builds on Brightstar's long history with Wisconsin, having supported over $20 billion in revenue since 1988.

Brightstar Lottery PLC, through its subsidiary Brightstar Global Solutions Corporation, announced the award of an eight-year base contract to power the Wisconsin Lottery's operations. Following a competitive procurement process, the deal includes an eight-year extension option plus four one-year renewals, potentially spanning two decades. The scope encompasses deploying the fully integrated OMNIA lottery solution, which seamlessly connects retail and digital channels to simplify management and enhance user experiences.

Central to the upgrade are new retailer tools, including the Retailer Pro S2 terminal, the Game Flex 48 self-service vending machine, the Game Touch 20 and Game Touch Draw S2 vending solutions, and the Retailer to Go handheld terminal. These technologies aim to boost retailers' efficiency while providing players with more versatile and reliable access to games. Additionally, Brightstar will enhance the Wisconsin Lottery mobile app, making it more user-friendly for both players and retailers.

Cindy Polzin, Director of the Wisconsin Lottery, expressed optimism about the collaboration: "The Wisconsin Lottery looks forward to working with Brightstar to help us continuously evolve our lottery solutions to maximize player engagement with this new contract." Scott Gunn, Brightstar's Chief Operating Officer for North America Lottery, emphasized the partnership's legacy: "Since our partnership began in 1988, we have supported the Wisconsin Lottery in generating more than $20 billion in revenue, the majority of which has gone back to winners, retailers, and Wisconsin homeowners. We are excited to deliver our latest technology solutions, backed by our high-performing and reliable system, that will continue to responsibly propel lottery sales and entertain players."

This contract reinforces Brightstar's position as a leading provider in the global lottery industry, serving 26 of 46 U.S. lottery jurisdictions and eight of the world's top 10 lotteries. It follows recent wins in California, Brazil, Western Australia, and Poland, expanding the company's footprint across six continents. For Wisconsin, the modernization is expected to fuel sustainable growth by adapting to digital trends while maintaining strong retail performance. Industry analysts note that such integrations could set a benchmark for other states seeking to optimize operations without disrupting established systems.

The deal comes at a time when lotteries are increasingly turning to technology to attract younger demographics and improve accessibility. By prioritizing data-driven insights and player-centric innovations, Brightstar's solutions could help Wisconsin maximize returns to beneficiaries, including homeowners, through property tax relief. This development signals continued investment in lottery infrastructure and may influence regulatory discussions on digital expansion in other regions.