43 PUBLIC GAMING INTERNATIONAL • JANUARY/FEBRUARY 2022 lot about eInstants, but what about other draw game innovations?” Scott said it’s important that we offer something fresh. “The online draw game is unique to this channel and an important acquisition tool,” he said. “We have many players who are familiar with our games, but they haven’t added online purchasing into their normal lottery routine. A unique, online-only draw game that leverages capabilities only available digitally is a type of tool that can move players from retail-only to both online and retail. In the end, it’s easier to add new games online than it is to build them for retail due to physical requirements such as printing and distributing new play slips.” Same thoughts in Pennsylvania. “The door is really open to innovation in the online space,” Stephanie said. “It allows us to test and try new things with minimal risk because we’re selling directly to consumers in a digital format. We are always looking at what’s next. Could we offer a multistate game in the online space? These are the types of innovations we need to consider.” For Mike, the speed that content is offered is key. “The pace at which new games are being released is so much faster than we’ve seen previously,” he said. “At the same time, the level of investment costs in new games is lower. You don’t have to print 20 million scratch tickets to try a novel game mechanic or create a whole new prize matrix and roll it out across an entire set of retail terminals to try a new draw game. At IWG, we’re embracing these possibilities to try new things and hoping it leads to a wealth of new and engaging content.” “One powerful trend has been the localization of eInstant games,” he said. “Lotteries incorporate local themes, perhaps state images or well-known landmarks, into the eInstants. Now we are also being asked to update in-game images for seasons or events, and then revert them back soon after. And over the past yearplus, progressive jackpots have become popular. It’s only a matter of time before we see a multi-state progressive jackpot come into fruition. We just need four or five lotteries who are collectively ready.” Derek said that he and his IGT colleagues use the data to help inform the games of the future. “Online is moving so quickly,” he said, “and we know that the products we are making today will have advanced even further in a few years. That’s where testing comes into play and looking at the different content that will move the revenue dial. There are ways that we can add attractive features, particularly to iLottery games. Some of these include perceived skill or perceived gambling to predetermined events that offer a more exciting feel. All these activities pave the way for fresh content and keep our players interested.” As with any newer offering, there will be speedbumps in the road. To wrap up the session, the panelists talked about what, if any, headwinds they are facing. “Acquisition is very much our number one priority right now,” Scott emphasized. “At retail, many of the purchases are impulse buys and lottery is staring the customer in the face. For online, a new player must go to the site either through an advertisement or other route. Then that player has to register and provide information. Our goal is to make this process as easy as possible so we can onboard the player and get them playing quickly. We believe that once they have registered for iLottery and begin playing, they will stay and keep engaging with our site.” Same in Pennsylvania. “Acquisition is critical, especially in a highly competitive market like we have in Pennsylvania,” Stephanie said. “A big focus for us right now is to bring all of our draw games online so we can connect with all of those players as well. One issue for us is the pace. The pace of everything to do with iLottery – launching games, promotions, staffing – can be overwhelming at times. And you have a wealth of data but you need to be sure you make the time to utilize it effectively and efficiently.” Merv said that as iLottery programs grow, the Lottery’s needs can change. “Player retention becomes increasingly important as the programs mature and you have a larger player base,” he said. “But it’s not just for iLottery. We want to focus on player retention for our loyalty programs as well. That digital engagement is provided to players who are entering tickets purchased in the retail environment. It’s just as important to retain those players and keep them digitally engaged in advance of, ideally, the addition of an iLottery program in the future. One of the best ways to retain players is through marketing automations, such as a CRM platform. And understanding how to best use it. You can then engage with players and send them the right messages that keep them coming back for digital lottery experiences.” Mark said that in North Carolina, their struggles mirror those of other states. “We’re currently not offering all our draw games online and I worry that might confuse players,” he said. “We have a few games online, such as Powerball and Mega Millions, but we want to offer all of them. We know that players are visiting our site and they’re looking for more opportunities to purchase games. We can’t yet offer eInstants for a few political reasons but we are deeply involved in the discussions. We’ll learn from everyone else and be ready for when the day that full iLottery comes, hopefully in the very near future.” And that sentiment is certainly shared by many lotteries throughout the industry. Q THE PACE AT WHICH NEW GAMES ARE BEING RELEASED IS SO MUCH FASTER THAN WE’VE SEEN PREVIOUSLY
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