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Atlantic Lottery and Scientific Games Corporation (SGC) signed a five-year partnership that will see Atlantic Lottery launching an omni-channel gaming system at its venue.

Atlantic announced the news at a press briefing it held in unison with Scientific Games Corporation. The two entities signed the partnership on 1 November.

Speaking at the launch of the omni-channel, Atlantic Lottery confirmed that the system was already in operation. The first phase of the system sees the provinces of Prince Edward Island, Newfoundland and Labrador, Nova Scotia, and New Brunswick being the first participants to try out the omni-channel. The system supports mobile, internet and retail gaming sales.

The omni-channel integrates with other services such as the cross platform Player Account Management system, sports wagers, iBingo, Sci Play iLottery, digital instant games, and draw games.

The cross-platform Player Account Management system enables Atlantic Lottery players to purchase lottery services and products via a single transaction with one wallet. The Sci Play iLottery platform allows for the seamless integration of third-party content and that from Scientific Games. The instant digital game program incorporates electronic scratch games. Players can play the instant digital games via their mobile devices or the internet. To complement the draw games available, Atlantic Lottery together with Scientific Games developed an all-new draw game, Daily Grand. Daily Grand offers a daily leaderboard challenge rewarding consistent play.

In launching the omni-channel system, Atlantic Lottery also revived the defunct second-chance ticket entry program. The second-chance ticket entry program allows players to reuse and enter non-winning tickets for another chance to win cash prizes.

The President and Chief Executive Officer of Atlantic Lottery, Brent Scrimshaw, said it is because of his company’s commitment to reinvention and renewal through enhanced, new and fresh services and products which led it to sign the partnership deal with Scientific Games, an advanced systems technology firm. Scrimshaw added saying that his company looks forward to providing innovative entertainment experiences to its players, expanding the space it operates in and expanding responsible growth.

The Senior Vice President for Scientific Games Corporation, Pat McHugh, expressed optimism that the partnership with Atlantic Lottery will bear fruits. Hugh stated that the new omni-channel system would provide a unified experience for Atlantic Lottery players. He added that Atlantic Lottery players warmly received the new draw game and the digital instant games launched together with the omni-channel.

The partnership deal signed between Atlantic Lottery and Scientific Games Corporation in addition to launching the omni-channel will see the two enhance each other’s strategic marketing plan and game innovation.

About Scientific Games

Based in New Brunswick, Scientific Games Corporation is a technology firm offering advanced technology systems to firms, especially in the gaming industry. Scientific Games’ partnership with Atlantic Lottery started back in 1990 when it provided gaming products and services to Atlantic Lottery. Currently, Scientific Games operates on six continents supporting over 150 lotteries most of which from North America.

About Atlantic Lottery

Based in Moncton, New Brunswick, Atlantic Lottery Corporation or simply Atlantic Lottery is a gaming company offering lottery service to the people of Atlantic Canada. The four provinces of Atlantic Canada i.e. New Brunswick, Prince Edward Island, Nova Scotia and Newfoundland and Labrador jointly own Atlantic Lottery.

The four provincial governments share equally the profits generated from Atlantic Lottery for their general funds. The four provinces founded Atlantic Lottery in 1976, since then it has developed into one of the most recognisable lottery brands in Canada. Innovation and creativity keeps Atlantic Lottery on par with emerging gaming companies, in 1988 Atlantic Lottery was the first lottery company to print a bar code, in 1990, it became the first company in Canada to introduce video lottery terminals and in 2004, it became the first company to introduce PlaySphere which made it possible to play the lottery over the internet.

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