Public Gaming November/December 2020

27 PUBLIC GAMING INTERNATIONAL • NOVEMBER/DECEMBER 2020 Keep Lottery Newcomers Entertained With casinos running at limited capacity due to social distancing, as well as other non-gambling forms of entertainment still being o-limits or shut down, discretionary income that consumers set aside for entertainment means other entertainment forms have benefitted. Lottery instant scratch games are no exception. According to a national study conducted by Leger, up to 20 million new players have tried instant scratch games during COVID-19. And many of these new players plan to continue playing instant scratch games after the pandemic ends – but there are no guarantees they’ll spend as much or play as often. Going back to the rich combination of analytics and consumer insights, we know that many of these new players are drawn to higher priced instant games; those that oer similar play value to their typically available gambling choices. So knowing what they like and why is key to creating best-fit lottery content to keep players entertained and engaged beyond the pandemic. And reinforce that lottery games are worthy of a constant share of their entertainment wallet. 20 MILLION+ NEW PLAYERS have tried instant scratch games during COVID-19. 90% of new players have played some form of lottery before, but a significant number of U.S. adults (approx. 2 million) have entered the lottery sector looking for something “new” to scratch. entertainment wallet. lotteries would benefit from understanding ways to switch up consumer reach and use popular websites, apps and internet-based services to connect with consumers. Traditional radio advertising is being challenged by the significant increase in music streaming this year. 11% of the U.S. population agrees that they are spending more on lottery than gambling during the current pandemic. However, the growth appears to be coming from two specific areas, casino players and sports bettors. It also skews younger and non-white. % Agree - Over-index Ages 18-29 Ages 30-39 Casino Players Sports Bettors Non-White 17% 18% 18% 30% 41% "I am spending more on lottery than gambling during COVID-19."