rather than the endless deposit £10, get £20 heavy promotion of gambling sites.
THINK MINIMAL Some customers like roulette, a few love an
occasional spin on slots. Tese games can be profitable, but rather than loading numerous variants with all the overhead and maintenance required, the trick is to pick 2 or 3 of the most popular or brand-appropriate games.
Gamevy has been working on a slots designed specifically for lottery players – SpinLotto where the customer picks their lucky numbers. When the spinning reels bring up 2 or more of the numbers, it’s a win. Completely intuitive for lottery players, the design strips out the extra features of a complex slots and instead combines a high win rate from slots with the big jackpots (up to £5m) of lottery.
TRUE INNOVATION - BEYOND BASICS Games have flourished in the digital medium –
more people than ever choose to amuse themselves at work, on the commute or at home with a few minutes of game-playing. Lottery operators that can offer products which connect to the audience but which also offer an entertaining gaming experience that draws on a customer’s social gaming experience have a huge advantage.
Te most forward-looking operators are beginning to adapt their instant win games to be more engaging. Snakes and Ladders or BubbleMania on the National Lottery site or treasure hunts on DanskeSpil are good
examples of the ‘pseudo-skill’ category. Tese feel fun in the short term, although there’s a note of caution. Players eventually begin to notice that no matter how well they appear to play, the win rate is not affected. In the long- term, this may damage repeat play.
Te most interesting suppliers are beginning to extend this category further with games where players have meaningful choices that impact on their winnings and even real skill. So far we’re the first to offer a range of sidegames that include entertaining gameshows with a real skill element and instant wins with cashout where player agency is equally real. It’s no surprise that one of Gamevy’s gameshows won the Game to Watch Award at ICE2016.
MOBILE FOCUS Given the number of players buying their
tickets or checking their numbers on mobile, it is crucial that lottery sidegames are designed for mobile. Games like Candy Crush mean we’re used to swiping and interacting with games on our mobiles. By comparison slots, with its single button, feels incredibly static. Similarly single scratch cards, whether scratched by hand or revealed with the autoscratch, quickly feel dull.
REAPING THE REWARDS An example of how product innovation can
transform LTV on lottery sites, Boss the Lotto is an instant win game from Gamevy where players choose lucky numbers while trying to avoid ‘bad’ symbols. Each step players choose whether to cash out with winnings, or keep risk
the prize to win more. Te results are astonishing. In essence, this game is just a lotto – yet the average player buys 22 tickets a session, with hundreds of tickets in a 24-hr period not unusual and high player retention.
Te reason is simple – the animations, music and frequent win rate (1 in 2.3) make this feel like entertainment. On mobile, the ability to touch and swipe, selecting individual balls or whole diagonals offers high interaction. In actual play, players choose when to cash out, meaning that in spite of the high volatility maths (supporting jackpots up to £5m) the game itself shows low volatility behaviour, reducing risk.
Entertaining products like these make your site a go-to place for customers, where they can not only buy the lottery ticket that offer a dream but also enjoy themselves immediately for a few minutes. Done right, a games tab will target around 33 per cent of your lotto base, who become your most profitable players by no small distance.
GETTING STARTED Tere’s no need for a massive redesign or
strategy review! Lottery operators can begin by picking a few games that have been proven to work with lottery players – the most obvious are scratch and lotto instant wins such as Boss the Lotto. Even a few games will lift profits and operators can begin to experiment with different product types and the cost effectiveness of unique content versus existing games.
NEWSWIRE / INTERACTIVE /
247.COM P67
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