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// PUBLIC GAMING INTERNATIONAL // November/December 2016
than emphasizing the winning player’s individual happiness, it might
be better to promote the happiness that Good Causes create for others.
Certain behavioral principles directly influence retail shopping
habits and may, if applied creatively, assist Lottery in the develop-
ment of compelling player journey experiences.
Player Journey:
The developers and players of video games
understand the visceral magnetism of navigating through a richly
imagined virtual world, many of which are battle-scarred, bleak, and
scary (see World of Warcraft), others of which are languid, exotic,
and dreamy (see Ni No Kuni: The Wrath of the White Witch). These
imagined-world experiences place the game players inside an envi-
ronment, which engages multiple senses and one’s daring, creativity,
or intelligence. In order to progress or advance through the imagined
world, players must solve problems, prove resourceful, and exhibit
perseverance. Taken together, this is known as Player Journey, albeit a
different definition than is currently being used by lottery marketers.
This original use of the term, though, evokes the powerful interactive
and engagement concept all marketers could learn from. How might
these concepts be realized in lottery products? By progressive play…
by creating a game that features a vivid environment, with multiple
challenges to be overcome, and an unfolding narrative or storyline.
Let’s say we invented a lottery game titled “Treasure of the Titan-
ic.” In this game, we would create a beautiful underwater world, with
sharp images of the Titanic wreck site on the North Atlantic Ocean
floor. Players, piloting individual mini-submarines, could search for
treasure at the Titanic site, buying equipment (lottery tickets, so to
speak) that give them a better chance to discover hidden fortunes
(sonar equipment, robotic diggers, etc.) Payouts occur as players find
certain treasures. All the while, players can communicate with each
other, offering tips, warning competitors off promising dig sites, and
crowing about discoveries. The game would engage players for days,
weeks, or months and would yield a stream of revenue as gamers
purchased the resources needed to succeed. And it would still comply
with the parameters of random outcomes required of lottery games.
In today’s sophisticated video games, players progress through
stages of proficiency, beginning as novices, and then advancing to
expert and ultimately master levels. Perhaps lottery players might be
categorized similarly. There are the occasional players, who purchase
one or two lottery products on a whim, rarely win, and never fully
engage with the experience. They are novices.
There are those lottery players who play frequently, consistently,
routinely, buying many lottery products at a time and over time, win-
ning often enough to sustain their enthusiasm. These players develop
“strategies,” or superstitions or habits that feel like they support those
strategies (such as always purchasing tickets in the same location or
always playing the same numbers). These are expert lottery players.
Are there lottery “masters,” players who maximize “strategies” to
win consistently? Players who demand a continuous flow of new lot-
tery products and experiences? Players who would respond well to
products developed exclusively for them?
There are all three types of lottery players walking into retail stores and
playing on electronic devices every day. Why not use the best methods
available both in-store and on-line to market directly to each segment?
For novices, applications (apps) for smart devices and in-store com-
puterized signing and/or kiosks could emphasize the FUN and EASY
attributes of playing the lottery. Think of on-boarding these players as
you would a new employee at work or a new student at school. How-
to-play instructions and simple strategy tips could be made available on
point-of-sale touch-screens and on device apps. Novices need encour-
agement, somessages about the low cost of entry to play, ease of use, and
the odds of winning all would be relevant messages.
For experts, fresh, new, ever-changing content is the key. Consider
developing mobile apps that “push” new games, new strategies and
playing hints, and the opportunity for the experts to interact with
new players—other people playing at their advanced proficiency
level. Experts may purchase lottery products in stores, but they will
insist on being able to carry their playing experience with them on
mobile devices that educate them and stimulate new playing options
through frequently updated content.
For masters, think exclusivity. These highest-level players want
stuff no one else has access to. Super high-stakes and sophisticated
gaming products will attract their attention. They wish to occupy a
revered plane: perhaps masters can only become masters (and gain
access to exclusive product) based on previous winnings. Masters
deserve attention and rewards for serving as your industry’s flagship
players. They can be your brand’s biggest advocates or your worst
critics. Give them only the very, very good stuff.
Right Turning Retail:
By design or by default, retail stores have a
predominant right hand bias. Researchers have compiled thousands
of hours of videotapes showing shoppers turning right once they en-
ter the front door of a store. Accordingly, retailers fill the right side
of their stores with their highest-margin products, hoping you’ll buy
them before your shopping basket begins to fill and you may become
conscious of how much you’re spending.
The merchandising of lottery products has numerous security con-
cerns, so it may be problematic to exploit the right-turning tendency
in some locations. However, kiosks and other “mobile” lottery prod-
uct merchandisers should be positioned to leverage the right-turning
dynamic whenever possible.
Golden Moment:
The golden moment occurs when a customer
decides whether to buy your product or not. Ken Hughes describes
its ultimate importance: “Triggering interest and a purchase in-store
is more important than any other marketing activity – it is what will
ultimately pay your wages.” The golden moment is reinforced by im-
mediate validation of a customer’s decision. Women who work in
clothing stores understand the golden moment. When a customer
tries on a skirt, a blouse, or a dress, a sales associate is quick to say:
“You look wonderful in that.” What is the golden moment for Lot-
tery? How can the industry reinforce players’ decisions to buy? “You’ll
look great living on your private island!”
Lottery may be the ultimate immediate gratification business.
By understanding and applying these behavioral principles, Lottery
might help more players become happy. After all, if we feel happy, we
are happy, whether it’s rational or not!
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