Brightstar Lottery has deployed its Sales Wizard sales force automation solution to the Ontario Lottery and Gaming Corporation (OLG), expanding the use of the cloud-based tool within the North American lottery market.
The implementation sees OLG integrate Brightstar’s Sales Wizard with its central lottery system, providing sales representatives with digital access to real-time data and insights during retail visits.
The platform is designed to support decision-making by enabling sales teams to identify opportunities, track performance and optimize in-store execution.
According to Brightstar, Sales Wizard equips lottery sales staff with detailed information covering areas such as ticket sales performance, instant ticket inventory levels, ticket facings, point-of-sale equipment and retail signage.
The mobile-enabled solution also allows representatives to access reports and analytics while in the field, with the aim of improving efficiency and consistency across retailer engagements.
Commenting on the development, Vanessa Theoret, OLG’s Senior Director of Retail Sales & Account Management, stated: "Brightstar's Sales Wizard is enabling OLG's sales force with digital access to actionable data while unlocking operational efficiencies so that our sales representatives can make the best use of every retail visit.
"Sales Wizard is highly configurable, so OLG can leverage this product in a variety of ways to meet our evolving business needs."
Scott Gunn, Brightstar COO of North America Lottery, added: "OLG joins 24 other lotteries in using Brightstar's Sales Wizard to help responsibly grow sales.
"Sales Wizard was designed to be a flexible, convenient tool for lottery sales representatives to work strategically with retailers, providing data, reports and insights to understand sales trends and optimize as needed."
The OLG deployment represents the latest in a series of developments for Brightstar this month. Earlier in January, the company secured a six-year instant ticket printing contract extension with the California Lottery, a partnership dating back to 1986.
Additionally, Brightstar partnered with Scientific Games to form SP Loterias SPE S.A., securing a 15-year concession to operate a new lottery in São Paulo State, Brazil, offering draw-based, instant and digital lottery products to the region's 44 million residents.
Brightstar Lottery began operating under its current name in July 2025, having previously been the lottery division of IGT since the company's establishment in 1986
