33 PUBLIC GAMING INTERNATIONAL • JANUARY/FEBRUARY 2026 qualitative and quantitative market research process also provides us with a detailed understanding of player preferences and product value.” The team tested and evaluated consumer reactions to various games created with Infinity Instants technology, then used the extensive feedback to design the first game. “We didn’t just apply the Infinity technology. We focused on the player experience to understand how to apply it,” notes Federica. At that point, they found that players responded most enthusiastically to Infinity’s ability to make a game mechanic simpler or provide a completely new way to play. The resulting POP 5€ game featured a simple white face, free of typical game symbols, which stands out visually against other games in the Italian Scratch and Win portfolio. The profusion of color that players discovered beneath the scratch coating was an entertaining surprise and an enhancement to the game’s symbolmatch mechanic, allowing players to intuitively understand the color-based multiplier and prizes (see comparison graphic). ThePOP 5€ instant game generated higher sales than previous scratch games launched at the same price point. Through the first five weeks after launch, it outperformed the previous two 5€ launches in sales (+10%), in retailer sell-in penetration (+5%), and in Boosting Visibility To maximize player awareness within strict advertising limits, Brightstar Italy focused on creating a strong in-store presence for the initial POP 5€ game. The team engaged retail agents early with a clear communication plan and provided training materials via its network portal. Eye-catching point-of-sale (POS) displays were designed to highlight the game’s unique features. The POS materials included an innovative sliding-frame poster that consumers could interact with to reveal the uncovered game design, and a video for use on digital signage monitors in stores. The product team communicated with consumers about the new game through banners, messaging, and push notifications on the My Lotteries website and app. They also developed an eInstant version of POP tailored to the preferences of omnichannel and digital consumers.
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