35 PUBLIC GAMING INTERNATIONAL • JANUARY/FEBRUARY 2025 that cater specifically to the preferences and behaviors of these highly engaged segments. It also points to opportunities for engaging younger adult players. To illustrate what makes a loyalty program superior, the report takes a close look at grocery store programs. With nearly 80% of study respondents taking part in one, these programs dominate consumer participation (see bar graph). An examination of these “loyalty leaders” offers lotteries insights into a number of potential partnerships. One of most straightforward ways to incorporate lottery data into existing loyalty programs at retail is via in-lane. A new solution that makes it easier to deploy lottery games in-lane is IGT LotteryLink™, a game-changing, plugand-play solution that integrates directly into retailers’ existing point-of-sale (POS) systems. Retailers automatically collect the associated data on lottery purchases, making it easier for retailers to create lottery marketing campaigns and tie lottery into retailers’ loyalty programs. Access the Insights For lotteries with established loyalty programs, the report offers ideas to refine and optimize them, ways to leverage cross-industry partnerships, streamline data collection for more effective promotions, and more. For lotteries without loyalty programs, the report explores the strategic benefits of launching a program and draws inspiration from industry leaders that incorporate data-driven insights, player segmentation, and responsible gaming practices. n To download your copy, visit IGT.com/SpecialReport. Also available at the same link is the research report Understanding Multi-Channel Players, based on additional findings from the IGT global study. Methodology The IGT study was conducted via online surveys from February 21 to April 15, 2024, in Australia, Canada, Czech Republic, Finland, Italy, Spain, and the U.S. More than 7,000 surveys were collected (between 1,003 and 1,015 in each of the seven countries), encompassing three Lottery Player Segments: current/past-year lottery players; lapsed lottery players; and those who have never played draw-based lottery games or instant lottery games, but would be likely to consider playing lottery games in the future. IGT and Russell associate researchers also executed extensive desk research to identify the bestpractice loyalty programs and audit existing lottery loyalty programs worldwide.
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