Most individuals kick off a free Friday night with dinner plans or a film. In March 2025, Scott Michalczyk kicked his off by reimagining how lotteries can ship retail digital promoting.
“I mainly received a wild concept,” he recollects. What started that night time with an Instacart order for an Android TV stick changed into a marathon working weekend, yielding a purposeful proof of idea that he demo’d stay on Monday at Brightstar Lottery’s Windfall headquarters.
After a interval of fast iteration to increase the capabilities comes Brightstar’s market-ready SignaLink™, an answer that mixes promoting show and menu board capabilities into one trendy, digital in-store engagement platform.
As Senior Director, Know-how Innovation for Northstar New Jersey (NSNJ), Michalczyk introduced 20 years of lottery expertise to the duty, together with 10 years main a Brightstar know-how crew. In his present position, he drives developments for NSNJ and the New Jersey Lottery, now a significant innovation hub and one in every of a number of full-scale SignaLink rollout websites within the U.S.
A extremely versatile resolution, SignaLink might be configured as a digital promoting show, instantaneous ticket menu board, or a mixture of each. “This isn’t a digital menu board resolution with a couple of extras,” he explains. “It’s a real digital retail promoting platform—and the menu board is only one subset of its capabilities.” (See demo from New Jersey beneath)
As a result of the answer is web-based, capabilities are accessible via any normal net browser with out the necessity for particular software program or plugins, enabling fast deployment to be used by retailers and lottery promoting groups. “If a buyer chooses SignaLink, we are able to add a tenant, enter a single web page of knowledge, and the software program is able to go. It could possibly actually be stay at this time,” notes Michalczyk.
Lottery entrepreneurs can use SignaLink to schedule and show an infinite variety of reveals, replace content material immediately, and tailor playlists for particular retailer teams. “To say it’s a game-changer for entrepreneurs is an understatement,” says Vince Good, Senior Director of Advertising and marketing, NSNJ. “Since shows might be up to date the second new content material is prepared, SignaLink takes away one of many largest ache factors—the ready. It provides entrepreneurs the form of pace, flexibility, and inventive freedom we’ve been wanting for years.” Early pilot testing confirmed a internet year-over-year (YoY) gross sales enhance of seven% when displaying an promoting present with SignaLink, and a 5% internet YoY gross sales enhance when displaying its digital menu of accessible scratch video games.
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Among the many menu-board capabilities, SignaLink gives a consolidated-view choice to show out there scratch video games on the underside of the display screen and draw video games on high, show dynamic data to gamers routinely, such because the most-recent three huge prize wins bought at a retailer, the cumulative prizes paid by that retailer, real-time stay jackpot data, and far more.
SignaLink might be deployed to any lottery and helps quite a lot of retail environments, whether or not used for outstanding menu boards, supplemental shows, or in-lane deployments—the place it may be paired with Brightstar’s in-lane gross sales resolution, LotteryLink™. A model of SignaLink that may be accessed via the lottery terminal is forthcoming.
What’s subsequent? Michalcyzk reviews that he’s been “up all night time engaged on one thing”—keep tuned.
To study extra about SignaLink, contact your Brightstar consultant.
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