WestLotto invests €48m on retail revamp

| By Nosa Omoigui
Westdeutsche Lotterie (WestLotto), the state lottery of North-Rhine Westphalia, is to invest €48m in a total overhaul of its retail sales network.

The investment into 3,200 retail outlets across the North Rhine-Westphalia region is expected to be completed by 2026, to offer a significantly improved experience for customers.

WestLotto managing director Andreas Kötter described the record investment as increasing the availability and quality of its points of sale, as well as helping to cross-sell customers into its online offering.

It was also an opportunity to reinvest additional revenue generated through an increase in Lotto 6aus49 ticket prices implemented in 2020 into its partner network, he explained, describing the retail outlets as the lottery’s “most important link to [its] customers”.

“Our points of sale offer a safe and comfortable gaming experience every day,” Kötter said. “That is why we want to future proof them.”

The lottery industry in Germany experienced significant growth in 2020, resulting in €3.1bn being returned to state governments through duties and taxes.

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