34 PUBLIC GAMING INTERNATIONAL • JANUARY/FEBRUARY 2025 A new IGT report outlines best practices and actionable strategies to harness the power of loyalty programs. As lotteries compete for entertainment dollars and adapt to changing consumer behaviors, loyalty programs offer a powerful tool for boosting engagement and driving sustainable revenue growth. To gain a deeper understanding of what drives player loyalty and share the findings with the industry, IGT’s Global Marketing Insights team partnered with Russell Research in 2024 to invest in a seven-country thought leadership study with over 7,000 consumers, among the largest study the two organizations have fielded together. Surveying a general population of adult consumers, not morally opposed to playing lottery, a major piece of the study was dedicated to examining the benefits and perks of loyalty and membership programs that resonated most with lottery players. IGT and Russell associate researchers also executed extensive desk research to identify the best-practice loyalty programs among non-lottery consumer brands, as well as perform a complete audit of existing lottery loyalty programs worldwide. The insights revealed in the new report can help to inform lotteries’ strategies for player acquisition and retention, among other applications. Special Report Preview The new IGT research report focuses on how lotteries can harness the power of loyalty programs, whether to enhance an existing program or launch one for the first time. It outlines: • Aspects of loyalty programs that motivate consumers to sign up, as well as their ranked importance • Key best practices, drawn from leading organizations across various industries • Actionable strategies for lotteries to strengthen player loyalty and maintain market relevance. In addition, the report examines loyalty program membership trends, highlighting their widespread adoption and rate of participation among various demographics. To cite just one example, the research reveals that Core Lottery Players are the most likely to participate in loyalty programs. The data is shown by multiple demographic layers, which may help the development of tailored loyalty offerings
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