By monitoring players’ responses and preferences to new content, lottery operators can make better


informed decisions regarding new content and adapt their product suite accordingly. Tis is an area where the major industry suppliers now need to excel.


Change must be gradual


Te challenge here, however, is that this process must be gradual to avoid resistance from end-users; overloading your players with content overnight is going to create a more fractious player experience. Player data will be critical in striking that balance. Finding the right balance between maintaining the traditional appeal of lotteries and introducing innovative products is crucial. Te key is not to alienate existing players but to offer them additional options that enhance their overall experience.


Instant-win games, such as scratch cards, provide a perfect example of how to introduce a complementary product without drastically changing the core lottery format. Tese games also cater to players who enjoy the anticipation of traditional draws but also want the excitement of immediate results. By monitoring players’ responses and preferences to new content, lottery operators can make better informed decisions regarding new content and adapt their product suite accordingly.


Tis is an area where the major industry suppliers now need to excel. We understand the importance of personalisation of content and offering games that resonate with your players across both retail and


54


online. We need to see the big lottery providers offer products that are specifically designed to ensure consistency of games across brick- and-mortar and online channels to reinforce that sense of familiarity and trust among players.


So, that means offering the 70-odd major lottery format, as well as enabling players, wherever they might be, to access the vast range of exciting and innovative lottery games from around the world – including the Powerball and Megamillions in the US, which have seen prize pots reach in excess of $1bn. As you can imagine, this certainly piques the interest of players!


A hybrid approach?


For many, the lottery is synonymous with visiting your local shop to purchase a ticket. Tis is arguably a key part of the overall gaming experience. But in the last few years, the pivot towards digitisation and mobile-first gaming has resulted in a heightened demand for lotteries to embrace the online space. For operators, this is an opportunity that they cannot afford to dismiss. Tis isn’t to say that operators should completely disregard the retail experience. Quite the opposite, actually. Tis shift towards digital platforms presents the opportunity for lottery operators to embrace omnichannel solutions


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68  |  Page 69  |  Page 70  |  Page 71  |  Page 72  |  Page 73  |  Page 74  |  Page 75  |  Page 76  |  Page 77  |  Page 78  |  Page 79  |  Page 80  |  Page 81  |  Page 82  |  Page 83  |  Page 84  |  Page 85  |  Page 86  |  Page 87  |  Page 88  |  Page 89  |  Page 90  |  Page 91  |  Page 92  |  Page 93  |  Page 94  |  Page 95  |  Page 96  |  Page 97  |  Page 98  |  Page 99  |  Page 100  |  Page 101  |  Page 102  |  Page 103  |  Page 104  |  Page 105  |  Page 106  |  Page 107  |  Page 108  |  Page 109  |  Page 110  |  Page 111  |  Page 112  |  Page 113  |  Page 114  |  Page 115  |  Page 116  |  Page 117  |  Page 118  |  Page 119  |  Page 120  |  Page 121  |  Page 122  |  Page 123  |  Page 124  |  Page 125  |  Page 126  |  Page 127  |  Page 128  |  Page 129  |  Page 130  |  Page 131  |  Page 132  |  Page 133  |  Page 134  |  Page 135  |  Page 136  |  Page 137  |  Page 138  |  Page 139  |  Page 140  |  Page 141  |  Page 142