50 PUBLIC GAMING INTERNATIONAL • JULY/AUGUST 2022 "Houston, have you seen the latest issue of Public Gaming Magazine" However, the Mobile Game Player has the highest % chance for ‘winning’ on Mobile Games at 47%. Now, winning on mobile games may not even be monetary wins, but it appears that still applies to the winning feeling, which is perhaps another lesson learned from this research. Do players actually have to win money to have a ‘winning feeling’, and therefore generate repeat play and ultimately loyalty. Leger’s insights lead to the following industry questions • Are we underselling the Powerball and Mega Millions brands, in terms of both recognition and trust? • Are we promoting winning enough in the Lottery sector, especially Scratch tickets? • Do Lottery games have enough of a ‘fun’ component to compete with other gaming options? • Can draw games offer greater levels of fun, with more winners? All of the data and tables from this research are available for free from Leger’s Lottery & Gaming team. Feel free to get in touch with Simon at sjaworski@leger360.com Trust me I’m a researcher. Simon Jaworski, EVP, Lottery & Gaming, Leger USA Q 1 BRAND RECOGNITION % (USA) 83% 83% 80% 76% 75% 74% 71% 58% 51% 44% 2 *BRAND TRUST % (USA) 36% 34% 44% 37% 39% 38% 40% 28% 30% 29% *Among those aware Capitalizing on the incredible brand awareness of Powerball® and Mega Millions® continued from page 22 DATA IS KING Moving to the issue of data analytics, Gary acknowledged that many brands create personalized experiences using shopping habit data. But it can be challenging for lottery retailers to match the level of personalization found at other stores. Gary asked, “What data do you think lotteries find most relevant to use for our purposes at retail?” Michael said he believes all retail has moved to some form of brick and mortar/digital hybrid and that has forever changed what we know about consumers. “We are thinking more about the consumer and less about the technology and physical location,” he said. “We are partnering with lottery retailers because they have crucial and vast data. Retailers may know how long the shopper lingers in certain aisles, what they are looking at and what they decide to purchase. Using this type of data for lottery products, we can work with retailers to provide content the players want, and display it in a more attractive, convenient, and effective manner.” At INTRALOT, John said they are focusing on the data from the digital side of the business and using that to make business decisions. “With digital, we can capture a wealth of data and use it to study player purchase patterns in real time,” he said. “We can say ‘people in this demographic tend to buy these products’ and then tailor promotions and coupons that will drive sales. For true brick and mortar sales, we need to get that data from the retailers. Data is collected by the lottery using vendors’ systems which can then be used to deploy technology and content quickly and accurately.” Terry said that we should use all tools available and make sure we evolve as retail changes. “I would challenge people to not totally rely on the existing business model because it will certainly change,” he said. “We should try and continue to improve the customer experience. Can we make the process of lottery purchase easier? It might be as simple as all lotteries offering an app to choose your numbers, which many offer today. Let’s listen to our retailers because they are the ones who interact with our players every day.” Gary concluded the discussion by saying, “The retail world is not going to wait for us. We can’t maintain the status quo and continue to do business the same way and expect to continue with record-breaking results. We should think about rebuilding our brand with a foundation that’s built on what our retailers and customers need from us. That will be our most successful pathway forward.” Q Is Lottery Ready for the Changes at Retail? continued from page 32
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