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July/August 2016 // PUBLIC GAMING INTERNATIONAL //
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“With FutureGame, we have totally transformed the innovation
process. IGT’s ultimate goal is to deliver a superior value proposition
for our customers’ specific markets around the world, wherever
they operate,” said Francesco Parola, VP Global Lottery Product
Development at IGT.
The process is divided into three logical cornerstones (diagnostics,
ideation, and verification) and begins with a thorough assessment
of existing games and portfolios in combination with ethnographic
insights of customer behavior at retail. This enables IGT to better
understand the perspective of the consumer using a “behind-the-
counter” experience. This information is then used in conjunction with
third-party consumer retail trends to get a deeper knowledge of the
value consumers expect from any product or service.
In terms of ideation, any top-rated brainstorming technique is
encouraged to facilitate a freewheeling way to be creative. On the other
hand, the effort is to combine imagination with viability and handle the
creativity with feasibility. Finally, players are primarily consumers, not just
lottery players. Any alternate form of entertainment they might choose
instead of a lottery ticket should be benchmarked against any idea.
One of the most
innovative steps of
FutureGame includes
an exploration of 32
essential
attributes
of a game from four
important viewpoints –
the Game Designer, the
Marketer, the Retailer,
and the Player – to
facilitate the verification
through
an
index
system and shortlist the
best ideas. Once new
game concepts are constructed, these attributes are used to evaluate
game concepts during consumer beta testing, mirroring lab results and
securing accuracy, precision, and credibility. This rigorous evaluation
helps verify both market sustainability and performance expectations
prior to research and before products go to market. Lab results are
sometimes surprisingly close to market expectations. Other times they
are not, and we rely on the beta consumers to provide the right insight
to finalize a better product.
Putting New Products to the Test
The proof is in the pudding. Will the research provide outcomes that
ensure games are profitable, easy-to-market, fast-to-sell, and can be easily
purchased through a more emotional connection with the consumer?
“Ideally, after multiple rounds of favorable qualitative and quantitative
consumer research and testing, it would seem reasonable that a product
may be ready for the marketplace,” said Gerard Caro, Senior Director,
Market Research. “Unfortunately, as we have all learned on our path to
innovation, research doesn’t always tell us the full story of how a game
will perform when it goes to market.”
Game prototypes are created before the final steps of development
in the FutureGame process to test previous consumer research.
Testing these prototypes provides the opportunity for consumers
to actually “experience” the product, as well as for us to better
understand the emotional drivers of consumer behavior. People can
and will change their minds, an outcome that research alone cannot
determine. FutureGame also includes a new “Extended Play” research
methodology, putting the most successful concepts from consumer
testing through yet another market “reality” test.
Extended Play research gives consumers a chance to provide insight
based on their actual experience with the product over time. The results of
this final test more closely mimic how a product will perform in the market
by giving players a true gaming experience – including winning and losing.
The bottom line is that the roadmap to innovation is a constant
journey that is not always perfect. A large portion of new ideas do
not reach the expected results.
Shortening the time-to-market of new games is a must. FutureGame
is a six-month ongoing process that focuses on results. “Our goal is
to create relevant products on a regular basis. Of course, customers
come first. We are very flexible and happy to comply with the specific
timelines of our lottery partners. We welcome our customers into the
process, working together from the very first step.” Parola said.
“It’s time for the lottery industry to step up in the way it innovates and
risk more!” said Parola. With the FutureGame process, IGT works
together with its lottery partners to invent new gaming concepts that
are relevant to specific markets and thoroughly vetted to ensure go-to
market success. FutureGame creates a win-win situation. Consumers
have a new and more engaging connection to lottery products, and
lotteries around the country achieve their number one priority –
increasing profits to the good causes they serve.
32
Attributes
Game
Designer
Marketing
Player
Retailer
“With FutureGame, we have totally transformed the
innovation process. IGT’s ultimate goal is to deliver a
superior value proposition for our customers’ specific
markets around the world, wherever they operate”
– Francesco Parola, VP Global Lottery Product
“With FutureGame, we have totally transformed the innovation
process. IGT’s ultimate goal is to deliver a superior value proposition
for our customers’ specific markets around the world, wherever
they operate,” said Francesco Parola, VP Global Lottery Product
Development at IGT.
The process is divided into three logical cornerstones (diagnostics,
ideation, and verification) and begins with a thorough assessment
of existing games and portfolios in combination with ethnographic
insights of customer behavior at retail. This enables IGT to better
understand the perspective of the consumer using a “behind-the-
counter” experience. This information is then used in conjunction with
third-party consumer retail trends to get a deeper knowledge of the
value consumers expect from any product or service.
In t rms of ideation, any top-rated brainstorming technique is
encouraged to facilitate a freewheeling way to be creative. On the other
hand, the effort is to combine imagination with viability and handle the
creativity with feasibility. Finally, players are primarily consumers, not just
lottery players. Any alternate form of entertainment they might choose
instead of a lottery ticket should be benchmarked against any idea.
On
the most
innovative steps of
FutureGame includes
an exploration of 32
essential
attributes
of a game from four
important viewpoints –
the Game Designer, the
Marketer, the Retailer,
and the Player – to
facilitate the verification
through
an
index
system and shortlist the
best ideas. Once new
game concepts are constructed, these attributes are used to evaluate
game concepts during consumer beta testing, mirroring lab results and
securing accuracy, precision, and credibility. This rigorous evaluation
helps verify both market sustainability and performance expectations
prior to research and before products go to market. Lab results are
sometimes surprisingly close to market expectations. Other times they
are not, and we rely on the beta consumers to provide the right insight
to finalize a better product.
Putting New Products to the Test
The proof is in the pudding. Will the research provide outcomes that
ensure games are profitable, easy-to-market, fast-to-sell, and can be easily
purchased through a more emotional connection with the consumer?
“Ideally, af e multiple rounds of f vorabl qualita ive and q antitative
consumer research and testing, it would seem reasonable that a product
may be ready for the marketplace,” said Gerard Caro, Senior Director,
Market Research. “Unfortunately, as we have all learned on our path to
innovation, research doesn’t always tell us the full story of how a game
will perform when it goes to market.”
Gam prototypes are created b fore the final steps of development
in the FutureGame process to test previous consumer research.
Testing these prototypes provides the opportunity for consumers
to actually “experience” the product, as well as for us to better
understand the emotional drivers of consumer behavior. People can
and will change their minds, an outcome that research alone cannot
determine. FutureGame also includes a new “Extended Play” research
methodology, putting the most successful concepts from consumer
testing through yet another market “reality” test.
Exte ded Play rese rch gives consumers a chance to provide insight
based on their actual experience with the product over time. The results of
this final test more closely mimic how a product will perform in the market
by giving players a true gaming experience – including winning and losing.
The bottom line is th t the roadmap to innovatio s a constant
journey that is not always perfect. A large portion of new ideas do
not reach the expected results.
Sho t ning the tim - o-market of new games is a must. FutureGame
is a six-month ongoing process that focuses on results. “Our goal is
to create relevant products on a regular basis. Of course, customers
come first. We are very flexible and happy to comply with the specific
timelines of our lottery partners. We welcome our customers into the
process, working together from the very first step.” Parola said.
“It’s time f the l tt ry industry to st p up in he way it innovates and
risk more!” said Parola. With the FutureGame process, IGT works
together with its lottery partners to invent new gaming concepts that
are relevant to specific markets and thoroughly vetted to ensure go-to
market success. FutureGame creates a win-win situation. Consumers
have a new and more engaging connection to lottery products, and
lotteries around the country achieve their number one priority –
increasing profits to the good causes they serve.
32
Attributes
Game
Designer
Marketing
Player
Retailer
“With FutureGame, we have totally transformed the
innovation process. IGT’s ultimate go l i to d liver a
superior value proposition for our customers’ specific
ma kets round the w rld, whe ever they operate”
– Francesco Parola, VP Global Lottery Product