Ontario Lottery and Gaming Corporation (OLG) will use Brightstar Lottery’s cloud-based Sales Wizard automation tool to streamline its customer-facing operations as it looks to boost its retail sales efficiency.
Brightstar is the lottery organization that was formerly known as the global lottery division of International Game Technology (IGT). IGT rebranded the business as Brightstar in June 2025, a few weeks before it completed the sale of its Gaming and Digital business to Apollo Global Management.
Now, its automation system will integrate with OLG’s central system to equip the sales teams with actionable insights to support their activity, all via a mobile app for increased efficiency. Data insights include the exact number of sales, instant ticket inventory, instant ticket facings and point-of-sale equipment.
“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,” said OLG Senior Director of Retail Sales and Account Management Vanessa Theoret. “Sales Wizard is highly configurable so OLG can leverage this product in a variety of ways to meet our evolving business needs.”
OLG is 25th lottery to use Sales Wizard
OLG will be the 25th lottery in the world to use Brightstar’s Sales Wizard, said Brightstar Chief Operating Officer of North America Lottery Scott Gunn. The solution currently supports more than 148,000 retailers globally.
Overall, Brightstar serves nearly 90 lotteries on six continents. It is the primary technology provider to eight of the world’s 10 largest lotteries and 26 of the 46 lottery jurisdictions in the U.S. It has a longstanding presence across Canada, working with multiple provincial lotteries. IGT has a notable deal with the Atlantic Lottery Corporation (ALC) wherein it provides cloud-based games and features, including IGT’s remote game server (RGS) and a commitment to launch at least 16 digital instant games each year.
Last June, around the time of the Brightstar rebranding, ALC signed an eight-year deal with IGT Canada Solutions that made it the first World Lottery Association-affiliated lottery operator to deploy IGT’s IntelligenEVO video lottery central system technology across Atlantic Canada.
OLG names Chief Lottery Officer
OLG has a new C-suite leader in charge of its lottery business now, having promoted vice president and digital product specialist Amanda Marshall to the executive role chief lottery officer a few weeks ago.
OLG said that Marshall will continue to advance the crown corporation’s lottery business by enhancing its product portfolio, upgrading the player experience and unlocking new commercial opportunities, as well as by working with external partners to ensure the operator keeps pace with a rapidly evolving iGaming marketplace.
