Missouri Lottery Retains Brightstar's Services for an Additional Eight Years
Brightstar Lottery has announced an eight-year partnership with the Missouri Lottery, marking a significant technological and operational upgrade for the Missouri Lottery. This partnership, which will see Brightstar provide its OMNIA fully-integrated lottery solution, aims to modernize both the retail and digital experiences for the Missouri Lottery[1][2].
The OMNIA platform will seamlessly connect the Missouri Lottery's retail and online channels, simplifying operations and offering a unified player experience across both environments[1][4]. The partnership will also expand the Lottery’s digital program with Connected Play, second-chance promotions, and a new loyalty program—features designed to attract and retain players in an increasingly digital gaming landscape[1][3].
Brightstar will deliver thousands of new retailer devices, including Retailer Pro S2 terminals, GameTouch™ kiosks, digital menu boards, and an enhanced communications network. This rollout aims to drive player engagement through modern, reliable, and convenient point-of-sale technologies[2]. The central lottery management system will be upgraded to support these new features and ensure high performance, security, and flexibility as the lottery market evolves[1][2].
Over the past 30 years, the Missouri Lottery’s partnership with Brightstar has contributed more than $8.5 billion to public education in the state. The new contract continues this legacy, with a renewed focus on maximizing financial returns to benefit important state programs[1][2]. The integrated and modernized infrastructure is expected to reduce operational complexity and increase the lottery’s ability to adapt to changing market demands, regulatory requirements, and player preferences[1][4].
The partnership positions the Missouri Lottery as a forward-thinking operator, adopting best-in-class digital and retail solutions to remain competitive and relevant in a rapidly evolving industry[1][4]. The new systems are designed to be flexible, allowing the Missouri Lottery to introduce new games, promotions, and features quickly in response to market trends and opportunities[1][4].
In summary, Brightstar’s partnership with the Missouri Lottery—through OMNIA and new equipment—delivers a comprehensive modernization that enhances operational efficiency, player and retailer experiences, and the lottery’s ability to generate funds for public education, all while maintaining high standards of reliability and innovation[1][2][4].
**References:**
[1] Missouri Lottery Press Release, "Missouri Lottery and Brightstar Announce Eight-Year Partnership," 2023. [2] Brightstar Press Release, "Brightstar Lottery Enters Eight-Year Partnership with Missouri Lottery," 2023. [3] Missouri Lottery, "Digital Program Expansion," 2023. [4] Brightstar, "OMNIA™ Platform," 2023.
Sports betting is set to be introduced to the Missouri Lottery as part of the OMNIA platform's features, hoping to attract a broader range of players in the rapidly evolving digital gaming landscape. This technological upgrade, facilitated by Brightstar's eight-year partnership with the Missouri Lottery, aims to modernize the lottery's operations, including sports betting, to provide a more unified and player-friendly experience.
