28 PUBLIC GAMING INTERNATIONAL • JANUARY/FEBRUARY 2022 TREND: 2 TACTILE & TANGIBLE Craving texture and touch beyond the click or swipe Touch-free interactions became standard early on in the pandemic due to the high degree of safety and hygiene concerns. But given the psychological ramifications when people are deprived of touch for too long, trend spotters now see evidence of people’s need to engage more directly again. This shift toward the tactile was actually underway pre-pandemic as a backlash to screen-based activities, evidenced, for example, by the resurgence of vinyl records. And the trend goes beyond hobbies and other in-person activities to encompass consumer product preferences. Foresight Factory research found that lottery players are more likely to own or be interested in subscription-box services for tactile items, and they want to receive these physical items on a regular basis. Some lotteries have implemented subscription lottery. And even beyond subscriptions, we believe there is great potential to promote the physical aspects of playing, as this has become more important and part of a new routine for some players. Just as there was a resurgence in tactile hobbies during the pandemic, lottery play also became a new hobby for some. What does this mean for lotteries? It’s an opportunity to focus on the sensory components of responsible play as well as the analogue experience of a player’s brick-and-mortar visits. The potential for creative applications ranges from in-store, to socialspace retailers, to scratch tickets. TREND: 3 DIGITAL PROXIES Investment in virtual identities and assets in online spaces We also need to consider the counterpoint to that last trend, because while people may be craving tactile experiences again, this in no way diminishes the growth that we have all observed in the digital space. It’s been said before but has never rung more true: The line between online and offline is blurring. People are investing in virtual identities and assets in online spaces. This is another shift that was well underway pre-pandemic, thanks to the rise of social media, virtual communication tools, and gaming. But COVID pushed this trend to new heights, bringing all aspects of life – work, entertainment, shopping, and socializing – to digital spaces. The virtual economy is thriving, and people want to fashion their virtual self – whether that’s with a gaming skin, an avatar, or an NFT (non-fungible token). In the Foresight Factory research, lottery players say they “are already” or “more interested” in purchasing in-game items such as skins and characters, so we know that lottery has an audience in this space.
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