PowerBucks Omni-Channel Experience

Problem

owerBucks was previously limited to online and casino environments, excluding a large segment of retail lottery players. We needed to design a retail-friendly experience that preserved the excitement of the progressive jackpot while introducing a digital touchpoint for continued engagement.

Problem Statement - How Might We...

How might we bring the PowerBucks experience to retail customers in a way that feels instant, exciting, and connected to our digital ecosystem, while maintaining clarity and accessibility across physical and mobile touchpoints?

Exploration

We explored:

• Retail environment constraints: screen size, attention span, and ticket printing capabilities.

• User behaviour: how retail players interact with terminals and their openness to digital follow-ups.

• Game mechanics: adapting PowerBucks to offer instant gratification and a second-chance draw.

• Omni-channel strategy: ensuring a smooth transition from retail to mobile.

Key insights:

• Retail players value instant feedback and physical proof of play.

• A second-chance draw adds excitement and encourages digital engagement.

• Clear instructions and visual cues are essential for guiding users across channels.

Feasibility

Collaborated with:

• Retail operations to ensure compatibility with existing terminals and display screens.

• Engineering to build a backend system that supports instant win logic and nightly draw ticketing.

• Marketing & CX to craft messaging that bridges retail and digital experiences.

Validated feasibility through:

• Pilot testing in select retail locations

• User flow simulations

• Compliance checks for ticketing and prize distribution

Solution

We designed an omni-channel experience:

• Instant Win at Retail: Players watch the retail display screen to see if they’ve won immediately.

• Nightly Draw via Mobile: Players receive a printed ticket with a QR code to scan later that evening for a second chance to win.

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Design features:

• Retail screen animations to build suspense and clarity.

• Printed ticket instructions with simple, universal icons.

• Mobile scan flow optimized for speed and accessibility.

• Consistent branding across retail and digital touchpoints.

Impact

• Expanded reach to thousands of retail locations, engaging a new player segment.

• Boosted engagement with a 2x increase in mobile traffic from retail players.

• Positive feedback from users who appreciated the two-phase excitement.

• Strengthened omni-channel presence, bridging physical and digital play.

Takeaways

• Omni-channel design requires empathy for both environments—retail and digital.

• Instant gratification paired with delayed engagement can extend user interest.

• Clear communication across mediums is key to guiding users through multi-step experiences.

• Retail innovation can drive digital adoption when designed thoughtfully.