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the online world. This requires lotteries to break down the walls
that separate retail and online. The IT systems that support the
marketing and distribution of lottery products as well as the
organizational structure of the company must be integrated to
create that one-view-on-the-player business, and also the holis-
tic player experience that follows them from channel to chan-
nel and device to device. The key is to build more personalized
relationships with higher value customers.
How will data-analytics unlock Lottery’s ability to identify the con-
sumer behavioral trends, and focus product and business develop-
ment in a more customer-centric way?
Anita Bánki:
As our online player base gets bigger every year, the
information we obtain gets more valuable: it is getting crucial to
differentiate the signal from the noise. Playing patterns and behav-
iour create opportunities for us to evolve our communication in a
more precise and efficient way. We tend to move from a traditional
marketing mix to more composite and direct solutions.
Lene Finstad:
Data is the foundation for this revolution,
but it is not just a question of collecting data, we must trans-
form the sales and marketing processes to make use of all the
data in an efficient way.
As we turn to the customers to ask what they want, we must
be prepared to streamline the offering to narrowing sub-seg-
ments, and to do that much more quickly than today. We need
to radically decrease time to market for each offering and we
need to dramatically increase the number of games and content
on offer. To be able to do this we need to re-think how we man-
age game development and the models for co-operation with
content providers.
Vincent Pauly:
Since the new website version of Loterie Na-
tionale, we use a lot of data analysis to improve our advertising,
our outreach actions, and even our games. It’s now a “vital need”
to analyze data. As Luxembourg is a multicultural country, it’s
very difficult to get customer profiles. We are everyday testing
and building our offer for our players.
The social gaming targets mainly young people, and at the
Loterie Nationale we have a strict policy in terms of Responsible
Gaming. So we are not building games or apps for free gaming.
Also, since our new website we have removed the demo version
of our games.
Jari Vähänen:
Veikkaus was still very product orientated lot-
tery even just ten years ago. In 2004 we launched the first Cus-
tomer Strategy and that began a process of much change during
which we have tried to acquire a fundamental understanding
about customers and how we can utilize information to enhance
our connection to them.
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