16
// Public Gaming International // March/April 2015
Panel Discussion:
The New Science of Customer-Centric R & D
What are the most forward-looking trends in the science of un-
derstanding consumer behavior? For instance, market analysis
methodologies are moving beyond the limitations of conventional
segmentation that focus on age, sex, and income classifications;
and beyond surveying customers in stores or conducting of in-
person focus groups. How are “virtual focus groups” and “psycho-
graphic profiling” and other new methodologies changing our per-
spective from product-centric to customer-centric? What are the
forward-looking methods in consumer research—and how will they
improve our understanding of consumer behavior and enhance our
ability to design and sell lottery products?
Moderator:
Paula Otto
, Executive Director, Virginia Lottery, and Lead
Director of the Mega Millions Consortium
Panelists:
Don Feeney
, Research & Planning Director, Minnesota Lottery
Nikki Orcutt
, Deputy Director of Marketing, West Virginia Lottery
Wendy Montgomery
, Vice President Marketing & Sales, OLG
Zurine de Saez Viteri
, Managing Director, Lottovate
Presentations:
Brian Roberts
, President North America, Jumbo Interactive
Russell Young
, Senior Vice President of Interactive and Mobile
Experiences, Stratacache/Carmanah Signs
Adam Perlow
, Founder and Chief Executive Officer of Hudson
Alley Software, Inc.
Richard Bateson
, Senior Vice President, Sales & Marketing,
Camelot Global
Christine Thoma
, Business Development Manager, Lottovate
Friedrich Stickler
, Managing Director of Austrian Lotteries and
President, The European Lotteries Association (EL)
Panel Discussion:
Consideration, Chance, Prize: Is this foundational definition
of gambling being circumvented by game developers and
online operators?
The government-lottery industry depends on the effectiveness
of regulatory frameworks to protect its business model. Market-
driven changes and well-funded private interests (off-shore on-
line gaming operators, Facebook and Google, Sheldon Adelson,
etc.) are making it increasingly difficult for governments and their
regulators to control the industry. “Non-money” online games
(paradoxically, some that are making more money than real-
money games) are integrating prizes into their game structures
in ways that defy the traditional definitions of “gambling.” Games
are being invented that have an element of skill, or some twist on
prize structure or the precise nature of the “wager,” or otherwise
finding ways to avoid being classified as “gambling.” What about
Fantasy Sports—why is it not classified as gambling? Bitcoin
and cyber-currencies threaten to unleash underground econo-
mies that evade regulatory constraints and the obligation to pay
taxes. Online betting websites that replicate the lottery-playing
experience and others that appear to be selling the most popu-
lar lottery games like Powerball, Mega Millions, Euromillions but
are illegal and fraudulent … What are the front-lines in the battle
to preserve the integrity of the gaming and gambling industry?
What can we do to prevent the breakdown of regulatory disci-
pline and effectiveness?
Moderator:
James Maida
, Co-Founder & President, Gaming Laboratories
International (GLI)
Panelists:
Mark Hichar
, Partner, Hinkley, Allen Snyder Law Firm, Chair of
Gaming Law Practice Group
Lynne Roiter
, Corporate Secretary and Vice President of Legal
Group, LotoQuébec and General Secretary of the World Lottery
Association (WLA)
Philippe Vlaemminck
, Partner, Altius Law Firm, Chair of the
Gaming Law Practice
5 – 7 pm:
Reception
16th Floor SkyLobby Lounge
Wednesday, April 1
7:30 – 8:30 am:
Continental Breakfast
Manhattan Ballroom
8:30 am:
Conference Sessions Begin
Manhattan Ballroom
Presentations:
Julin Shaw
, Manager of Interactive Sales & Marketing,
NeoPollard Interactive
Scott Bowen
, Commissioner, Michigan Lottery
Panel Discussion:
Interactive Goes Mainstream
Everyone is online, connecting with merchants, with information
resources, and with each other. Lotteries’ huge brand awareness
is already driving hugewebsite traffic. Howare successful lotteries
leveraging this online connection to drive consumer engagement,
disseminate information, and drive sales? How are some lotteries
positioning themselves for a successful long-term sustainable
business by integrating interactive strategies into every aspect
of the business?
Moderator:
Scott Bowen
, Commissioner, Michigan Lottery
Panelists:
Debbie Alford
, Chief Executive Officer, Georgia Lottery Corp.
