Public Gaming November/December 2020

42 PUBLIC GAMING INTERNATIONAL • NOVEMBER/DECEMBER 2020 on the internet and through traditional marketing. Together, these products will provide us with strong sales numbers at the end of the year.” And this brought the panel to a discussion that is taking place at many lotteries these days - multi-channel marketing. With more products being o ered via the internet (whether it is subscriptions, single-draw terminal-generated tickets, or e-Instant tickets), lotteries are deciding how best to reach players. Having worked on product plans as an employee of the Georgia Lottery prior to moving to Scienti c Games, Megan brings a unique perspective to the discussion. “It is incumbent on lotteries that these channels peacefully co-exist because it’s not necessarily one player buying one product and another player buying the other,” she said. “So, marketing e orts need to take this into account. You can’t just move all your marketing onto digital devices as you’ll miss some players. “ e great thing about iLottery is that you can make traditional games fun and attract the player Charlie mentioned, the person waiting in their doctor’s o ce or already playing online games and would like to try out the lottery games. But that’s not to say that the new player might not also become a buyer of traditional products at retail. at’s why cross-marketing e orts are so important.” With Pollard and its NeoPollard joint venture (in partnership with NeoGames) o ering iLottery programs to a number of lotteries, Brad has seen the power of digital. For states that can’t yet o er iLottery, Brad said it’s the “old school” loyalty program which could be the rst “toe dip” activity for lotteries and their players. “To me, a loyalty program is a great way to attract new players, particularly the younger demographic,” said Brad. “ ey take to these types of programs and we can build a nity to certain brands among customers. By launching loyalty rst, a lottery can build its database, learn more about its players, and then market to them directly. is is how Michigan started so quickly and successfully.” “Even once a lottery launches an iLottery program, a loyalty platform should remain. is is also a great way to drive players from digital to retail through couponing and other incentives. Allowing the virtual and brick-and-mortar worlds to co-exist can only help sales and allow lotteries to attract new players.” In New Mexico, David wants to retain these players who migrated to the lottery when there were no other entertainment options. “We know that we gained casino players during the height of the lockdown and we need to keep them by o ering at- tractive products,” said David. “ ese new players were attracted to the $5s and $10s, and that is where we’ve seen remarkable growth. at is a valuable new player group and now we have to keep them.” “We can also keep these players, and attract others, by o ering all the things mentioned – iLottery, loyalty clubs, apps. ose are all things that are part and parcel to a good portfolio that will succeed into the future. If lotteries can achieve that balance, they will be in a good place with their customers and retailers.” Final Stop – What are the important takeaways? David Barden: “Brick and mortar – it will always be there, it’s where we plant our ag every day we go out and do business. But how do we get our key product – instant tickets – into new spaces, whether that’s through e-Instants or a courier model? I have a 24-year-old and 25-year-old and when I ask them ‘What do you like about the lottery?’, they say ‘We don’t like the lottery.’ ey aren’t going to stand in lines to buy a product. ey want to play on their phones. “If we want that next generation of players, we have to stay relevant, stay convenient, and o er them products with good value. Most lotteries have good physical products and we need to use those to attract the new players until all lotteries have digital options.” Charlie McIntyre: “We have to not be afraid to make mistakes. Whether it’s ending under-performing games or taking a risk on a new initiative, like iLottery. Sometimes we’re afraid of making big moves and big changes because we fear repercussions. at has to change. Progress will only come with taking risks.” Mike Purcell: “Creativity – we need as much of it as possible in the lottery industry. Often, we are not as creative as we can be with our games and our prize structures. e more expensive the ticket, the higher the payouts – but mixing up the prize structures within our games can only help our sales. Just a small move can make a di erence.” Meghan Dondero: “Out of the tragedy of this pandemic has come some positive activities for lotteries. I think the door has been opened for so much innovation and new ideas in the future. One important thing we have to do is try and maintain as much of the new player base we’ve gained as possible. Holding those players will only help our businesses going forward.” Brad ompson: “I think we need to continue to focus on prize structures. To those lotteries that are able to add a pool or two of tickets to their run lengths, this is an opportune time to take a look at prize structures. It doesn’t mean you have to maintain the exact same prize structure. You now have more leverage to create better prize structures for your games. Bigger ticket runs mean bigger prizes and more attractive prize structures. is will attract and retain new players, particularly those typically attracted to casinos.” And the nal word went to roundtable host Beth Bresnahan: “What I’ve learned this year is that we have to be nimble, and that’s not something we are used to as an industry. We have to be bold and make choices that weren’t in our plans but are needed if we want to keep our momentum. Let’s not lose these opportunities we have gained throughout 2020. Let’s make 2021 an even better year for our retailers and our customers.” n “These new players were attracted to the $5s and $10s, and that is where we’ve seen remarkable growth. That is a valuable new player group and now we have to keep them.”