Brightstar Lottery Delivers Industry-Leading Sales Force Automation Solution to Ontario Lottery and Gaming Corporation
Rhea-AI Summary
Brightstar Lottery (NYSE: BRSL) announced on Jan 26, 2026 that it deployed its cloud-based Sales Wizard salesforce automation tool to the Ontario Lottery and Gaming Corporation (OLG).
Sales Wizard integrates with OLG's central system to give sales representatives actionable data for retail visits. OLG joins 24 other lotteries using Sales Wizard. The product currently supports more than 148,000 retailers globally and Brightstar serves nearly 90 lottery customers, acting as the primary technology provider to 26 of 46 US lottery jurisdictions and 8 of the world’s 10 largest lotteries.
Positive
- Deployed Sales Wizard to Ontario Lottery and Gaming Corporation
- Product in use by 25 lotteries including OLG (OLG + 24 others)
- Supports > 148,000 retailers globally
- Serves nearly 90 lottery customers and is primary provider to 26 of 46 US jurisdictions
Negative
- None.
News Market Reaction
On the day this news was published, BRSL gained 0.36%, reflecting a mild positive market reaction.
Data tracked by StockTitan Argus on the day of publication.
Key Figures
Market Reality Check
Peers on Argus
Peers show mixed moves: SBET up 1.14%, while RSI and SGHC fell 3.59% and 2.61%. With no momentum scanner hits and BRSL only up 0.28% pre-news, this looks stock-specific rather than a coordinated gambling-sector move.
Historical Context
| Date | Event | Sentiment | Move | Catalyst |
|---|---|---|---|---|
| Jan 06 | Instant ticket contract | Positive | +1.8% | Six-year California instant ticket and services contract win. |
| Jan 05 | Brazil JV concession | Positive | +0.7% | 15-year São Paulo lottery concession via joint venture structure. |
| Dec 23 | Poland ticket deal | Positive | -2.1% | Instant ticket content contract with Poland’s Totalizator Sportowy. |
| Dec 18 | Lotterywest system deal | Positive | +2.4% | 19-year Western Australia system and digital products agreement. |
| Dec 10 | Cash Pop launch | Positive | +1.4% | Cash Pop game launch with Pennsylvania, 17th U.S. state deployment. |
Recent contract and partnership wins generally saw positive price reactions, with one notable divergence on a Poland deal.
Over the last few months, Brightstar reported multiple long-term lottery contracts and product launches. A 19-year Lotterywest agreement on Dec 18, 2025 and a California instant ticket deal on Jan 6, 2026 both drew positive reactions. Similar partnerships in Brazil and Pennsylvania also saw gains, while the Poland instant ticket contract on Dec 23, 2025 produced a modest selloff. Today’s Sales Wizard deployment continues this theme of expanding lottery relationships and product footprint.
Market Pulse Summary
This announcement expands Brightstar’s Sales Wizard footprint by adding Ontario Lottery and Gaming Corporation to the 24 lotteries and 148,000+ retailers already using the platform. It fits a pattern of recent contract wins and product launches that previously saw mostly positive price reactions. With shares trading below the $16 200-day moving average and about 24.16% under the 52-week high, future updates on adoption and additional lottery wins remain key metrics to watch.
Key Terms
salesforce automation technical
cloud-based technical
instant ticket inventory technical
point-of-sale equipment technical
AI-generated analysis. Not financial advice.
"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 Vanessa Theoret, OLG Sr. Director Retail Sales & Account Management. "Sales Wizard is highly configurable so OLG can leverage this product in a variety of ways to meet our evolving business needs."
"OLG joins 24 other lotteries in using Brightstar's Sales Wizard to help responsibly grow sales," said Scott
Sales Wizard is the industry-leading sales force automation tool that provides sales teams with timely, relevant information and is available in user-friendly mobile apps for greater efficiency in the field. Currently supporting more than 148,000 retailers globally, Sales Wizard provides data and insights on sales, instant ticket inventory, instant ticket facings, point-of-sale equipment and signage, and much more.
Brightstar serves nearly 90 lottery customers and their players on six continents. It is the primary technology provider to 26 of the 46 lottery jurisdictions in the
For more information, visit us at brightstarlottery.com or follow along on LinkedIn.
About Brightstar Lottery PLC
Brightstar Lottery PLC (NYSE: BRSL) is an innovative, forward-thinking global leader in lottery that builds on our renowned expertise in delivering secure technology and producing reliable, comprehensive solutions for our customers. As a premier pure play global lottery company, our best-in-class lottery operations, retail and digital solutions, and award-winning lottery games enable our customers to achieve their goals, entertain players and distribute meaningful benefits to communities. Brightstar has a well-established local presence and is a trusted partner to governments and regulators around the world, creating value by adhering to the highest standards of service, integrity, and responsibility. Brightstar has approximately 6,000 employees. For more information, please visit www.brightstarlottery.com.
About Ontario Lottery and Gaming Corporation (OLG)
OLG is a crown agency that contributes to a better
Cautionary Statement Regarding Forward-Looking Statements
This news release may contain forward-looking statements (including within the meaning of the Private Securities Litigation Reform Act of 1995) concerning Brightstar Lottery PLC and its consolidated subsidiaries (the "Company") and other matters. These statements may discuss goals, intentions, and expectations as to future plans, trends, events, products and services, customer relationships, results of operations, or financial condition, or otherwise, based on current beliefs of the management of the Company as well as assumptions made by, and information currently available to, such management. Forward-looking statements may be accompanied by words such as "aim," "anticipate," "believe," "plan," "could," "would," "should," "shall," "continue," "estimate," "expect," "forecast," "future," "guidance," "intend," "may," "will," "possible," "potential," "predict," "project" or the negative or other variations of them. These forward-looking statements speak only as of the date on which such statements are made and are subject to various risks and uncertainties, many of which are outside the Company's control. Should one or more of these risks or uncertainties materialize, or should any of the underlying assumptions prove incorrect, actual results may differ materially from those predicted in the forward-looking statements and from past results, performance, or achievements. Therefore, you should not place undue reliance on such statements. Factors that could cause actual results to differ materially from those in the forward-looking statements include (but are not limited to) macroeconomic, regulatory and political uncertainty, including as a result of new or increased tariffs, trade wars, and other restrictions on trade between or among countries in which the Company operates, and related changes in discretionary consumer spending and behavior, fluctuations in foreign currency exchange rates, and the other factors and risks described in the Company's annual report on Form 20-F for the financial year ended December 31, 2024 and other documents filed or furnished from time to time with the SEC, which are available on the SEC's website at www.sec.gov and on the investor relations section of the Company's website at www.brightstarlottery.com. Except as required under applicable law, the Company does not assume any obligation to update these forward-looking statements. You should carefully consider these factors and other risks and uncertainties that may affect the Company's business. All forward-looking statements contained in this news release are qualified in their entirety by this cautionary statement. All subsequent written or oral forward-looking statements attributable to the Company, or persons acting on its behalf, are expressly qualified in their entirety by this cautionary statement.
Contact:
Mike DeAngelis, Corporate Communications, +1 (401) 392-1000, mike.deangelis@brightstarlottery.com
Matteo Selva, Italian media inquiries, +39 366 6803635
James Hurley, Investor Relations, +1 (401) 392-7190
© 2026 Brightstar Lottery PLC
The trademarks and/or service marks used herein are either trademarks or registered trademarks of Brightstar Lottery PLC, its affiliates or its licensors.
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SOURCE Brightstar Lottery PLC
FAQ
What did Brightstar (BRSL) announce on January 26, 2026?
How does Sales Wizard integrate with OLG's operations?
How many lotteries and retailers currently use Brightstar's Sales Wizard?
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Will Sales Wizard be available on mobile for OLG sales representatives?
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