Pulse LOTTERIES


sustainable gambling experiences. Tey have been good in developing a relationship with their customers built on trust and security which I think can serve as a good reference for all privately founded gaming and gambling companies. Te never-ending search for new customers via bonuses and other marketing incentive is a costly experience that should be balanced with more investments in creating brand loyalty over time.


Not just loyalty to the product itself - but also to the serving company - is crucial for the young generation today and their preferences. Tey need to know that the company has a valid and sustainable purpose and that the company is giving back to society in a relevant and respectful way. So, the value in investing in good causes should not be neglected.


Lotteries often comes with the luxury of being fostered in a monopoly market making it easier for them to create a huge customer base and good liquidity in their games. Nevertheless, gaming companies can learn from the lotteries ability to create campfires around their games as well as the importance of traditions. Either in connecting a game to an annual tradition or by establishing tradition in the game itself. Horse racing can serve as a good reference here where some operators have been good in developing annual recurring events that creates attractiveness and good liquidity in their games.


Another area where useful insights can be adopted from some lotteries are the presentation of results and draws and how that can be a vital and integrated part of the overall user experience. As an example, I’m very proud of our in-game presentation for our sports products where the customers not only can receive powerful information and statistics about the development in the match itself but also a good orientation and predictions about their bets in the games and what that could lead to in potential winnings.


And for those who didn’t have the time to follow the game in real time, we have created a personalised opportunity to have the outcome replayed in a summarised version where they can follow their winnings over time ending up in the final result.


Another area where useful insights can be adopted from


some lotteries are the presentation of results and draws and how that can be a vital and integrated part of the overall user experience. As an example, I’m very proud of our in-game presentation for our sports products where the customers not only can receive powerful information and statistics about the development in the match itself but also a good


orientation and predictions about their bets in the games and what that could lead to in potential winnings.


WIRE / PULSE / INSIGHT / REPORTS P127


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