The multi-billion-dollar lottery industry has combined sales exceeding $240 billion and is a growing and heavily regulated sector, which is partly for legal reasons and party for social responsibility in protection of public interests ensuring that revenues are properly allocated.
Lotteries come in many forms:
Traditionally lottery sales are being driven by retail channels. Increasingly those retail channels are being challenged by online lottery channels, which is more consistent with modern lifestyles.
Online lottery sales are starting to transform the industry by changing the distribution model and removing the geographic barriers that previously gave monopolies to state or government organizations. In fact in much of the world an international market is being created for what was once a restrictive environment.
Traditional retail stores have to abide by specific rules related to pricing, brand displays, and promotions.
Online retailers can be more creative in offering new games, alternative pricing, and unique promotions.
Online lotteries can take advantage of wider audiences, decreased cost per acquisition and lottery social branding.
As barriers are removed, a 'lottery marketplace' becomes available, in which consumers have more options and can shop for the highest payouts, or the greatest odds of winning.
The Lotteries industry model set consists of Enterprise, Business Area, and Data Warehouse logical data models designed to address the integrated application, reporting and analytic requirements of the lotteries services industry.
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