35 PUBLIC GAMING INTERNATIONAL • JULY/AUGUST 2022 Prize Structure Optimization Players are drawn to play because of the games and brands, however, what retains this diverse group of players are the prize structures. Players like to win differently: Some enjoy the idea of winning a smaller, more frequent prize, while others will play for the jackpot. Optimizing prize structures is the third parameter that drives player experience and engagement. For those who enjoy smaller wins, lotteries can include games with a casual play style, lower volatility, and a lower top prize. A “I hope to win the big prize one day” player enjoys a game with a faster play style, higher volatility, and a higher top prize. Match the right prize structure with the right playstyle and game theme to optimize overall portfolio performance. Price Points Again, no two players are alike. Provide players a choice on how they want to play – lower price points offer play value for less, while a higher price point translates into the chance for a larger win. Every game needs a variety of price points and, through analysis, a lottery can determine the right mix and default price point for their market and player segments. When a lottery only offers a single price point in a game, it only presents a game that appeals to a particular player segment. “For example, if you have 50 games in your portfolio and a particular player only plays $2 games, they filter in the lobby and only find seven with that single price point – limiting their choice,” said Nedunuri. On the other hand, with expanded, multiple price points, that same player could filter on $2 games and find all 50 games to play. Multiple price points expand the universe of available games and enhance the player experience with the ability to easily move from price point to price point within a game. Putting It All Together The four levers can be used together or separately. However, the following are two constant parameters throughout this process: Responsible Gaming and game analysis. Responsible game design is paramount and at the forefront of all IGT game development. IGT follows principles to ensure games are straightforward with a clear design, name, and symbol hierarchy plus include configurable game speeds that meet lottery requirements. The second constant is game analysis. Player behaviors evolve over time. IGT and the lottery must continuously monitor game performance and use that data for game development and customer portfolio planning. As noted by Naïké Van Hulle, Business & Product Management Instant, Loterie Nationale of Belgium (LNB), who manages eInstants planning for LNB’s iLottery program, “Our players have enjoyed our eInstant games since 2017. Today, our game library has nearly doubled, and we are delighted to offer a variety of game styles that appeal to a wide range of players. IGT works very closely with us to analyze game performance, make game recommendations, and deliver quality, relevant content. “With IGT helping shape our roadmap, our mix includes casual games as well as games with adjusted play styles that increased our sales 100% year-over-year from April 2021 to 2022. We look forward to launching more games with IGT.” IGT uses key performance indicators to understand how often a game is played and parlays the data into the development of new content. The company continues to raise the bar and is committed to developing top-performing content following Responsible Gaming principles as well as partnering with customers to provide players a winning experience. Q To learn more about IGT’s eInstant library or to watch LNB’s video, visit IGTiLottery.com or contact your Account Manager. Srini Nedunuri, IGT Vice President Global iLottery, offers recommendations to the European Lottery Industry Days’ audience on how to create a winning eInstant player experience.
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