LotteryLink: In-Lane Made Easy

The LotteryLink solution from Brightstar (formerly IGT Lottery) clinched the title of Lottery Product of the Year at the prestigious 2025 International Gaming Awards in January, where it was recognized by judges for revolutionizing the way lottery tickets can be sold in stores.

LotteryLink solves an enormous need for the industry by enabling in-lane sales for both instant games and Quick Pick draw games without any point-of-sale programming. This innovative device offers unmatched ease of use and universal applicability for retailers and lotteries around the globe.

Here’s everything you need to know about this in-lane game changer:

A Transformative Solution for Lottery Sales

The industry’s secure and reliable system for selling lottery products at retail has earned longstanding trust and enabled enormous category growth. Yet in retail locations around the world with limited counter space, there is an acute need for a solution that does not require space for a separate lottery terminal. And, in multi-lane stores, consumers may need to go out of their way – using a vending machine or separate counter – to purchase lottery tickets at retail, making the experience less convenient than purchasing other goods. Retailers face additional challenges with the category, such as managing a separate reconciliation process, staying on top of instant-ticket inventory, and conducting lottery transactions on a separate terminal from other purchases. Meanwhile, lotteries continually need to recruit new retailers. A solution that radically simplifies the work a retailer must do to support lottery sales can drive adoption of in-lane sales – and help lotteries realize the substantial benefits.

Enter LotteryLink, a revolutionary product designed to transform lottery sales by offering a simple, user-friendly solution that elevates the experience for retailers and consumers alike. Shown below: LotteryLink (lit green, ready for use) with optional stand and scanner.

What is LotteryLink?

Brightstar’s LotteryLink solution is a small device that integrates seamlessly with a retailer's existing point-of-sale (POS) system. There’s no need for software modifications to the retailer’s POS system. Retailers can simply plug it in and start selling lottery products directly at checkout lanes with minimal effort, the same way they sell other consumer goods.
This innovation is the first and only solution in the lottery industry to enable both Quick Pick draw-game and instant sales without requiring a complicated setup or dedicated lottery terminal in-lane.

How Does LotteryLink Work?

• This small device, measuring just 110 x 110 x 27.5 mm, connects to the retailer’s POS terminal.
• LotteryLink supports two deployment modes: Clerks can either use their own POS scanner – the same one they use for other products sold in the store − or use LotteryLink’s optional, dedicated lottery product scanner.
• Retailers simply scan the barcode on a lottery product, and the device seamlessly communicates with the lottery’s central system to process the transaction.
• Once connected, retailers can scan lottery products, process sales, and print tickets with zero changes to their existing system.

Benefits of LotteryLink

For Retailers:

• Ease of Adoption: The hassle-free setup eliminates the need for costly and complex software development.
• Integrated Accounting: Lottery sales are included in regular POS data and reporting, streamlining reconciliation.
• Operational Efficiency: Allows activation of instant tickets at the point of sale, significantly reducing manual labor and theft risks.
• Marketing Opportunities: Enables integration of lottery promotions into loyalty programs and in-store campaigns.

For Consumers:

• Convenience: Purchase lottery tickets alongside other goods in a single transaction at the checkout counter.
• Simplified Process: Players receive a single receipt for both retail and lottery purchases.

Why Choose LotteryLink?

While some lotteries in international markets have been selling lottery in-lane for decades, those deployments have focused on large chains that could invest in the required point-of-sale software changes. To reach more retailers and lanes, a different approach was needed to make in-lane sales more accessible and scalable. Brightstar’s innovative LotteryLink product addresses these barriers head-on, as this plug-and-play solution does not require any changes to retailers’ point-of-sale software.

LotteryLink does not replace all lottery terminals, which offer specific capabilities needed by retailers beyond the scope of in-lane sales. However, what LotteryLink does offer is the never-before-possible means to easily expand lottery sales in-lane across retailer locations.

Visit www.brightstarlottery.com or contact your Brightstar representative to start simplifying lottery sales.

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