42 PUBLIC GAMING INTERNATIONAL • MARCH/APRIL 2023 What causes us to choose one game-of-chance over another? Continued from page 41 Winning/Losing, and this last aspect has to strike a balance with players to ensure financial growth can be achieved. Video/Social Gaming also has the distinct advantage of being both national (in all states) and being exactly where the consumer is (in their homes, in their hands), which also points to ‘Time Spent’ being another driver of their future play intent. Online Gambling – Despite the second lowest PV Score, Online Gambling is currently held back primarily through litigation, with a majority of US states not currently allowing legalized gambling online. However, despite being about a decade behind Video/Social Gaming in terms of accessibility, Online Gamblers have the advantage of two key components driving future play and spend – ‘Convenience’ and ‘Entertainment’. A large proportion of the big players in the space are also affiliated with key land-based Casino brands, so they do not need to re-invent the wheel, unlike Sports Betting. How this sector does in attracting more Gen Z and Millennials over the next decade will ultimately lead to how well the industry will succeed as a whole. Right now, crossover appeal with Social and Video Games is already there. How should lotteries (and other industries) use this Player Value information? Obviously, with a study this large, and with such depth of information by category, by generation and by heavy/medium/light players, the Player Value offers something for everyone connected to the strategic growth of playership and retention of lottery players. It is not simply understanding what is driving current lottery players to play Scratch, buy a Pick 3 ticket, or launch an App to gain access to Keno that is essential, but ultimately what is driving your current lottery players (essentially distracting them in terms of time and money) to find value in competitive gaming products. Five years ago, there would be almost no mention of ‘lines’ (sports betting jargon) on ESPN or the other major networks, but in 2023, you cannot move for information on ‘in-game parlays’, and the seamless integration with every aspect of gambling on sports. This form of free advertising enjoyed by sports betting operators is now ubiquitous. It’s in our homes, on our phones, and above all, is there at our convenience. Right now, only 15 U.S. states have online Casinos, which offers a chance for land-based Casinos to devise new strategies for incoming competition. For the handful of states who can count eInstants (electronic Scratch tickets) in their current game portfolio, be thankful that you are not now at a strong competitive disadvantage. eInstants are convenient and entertaining (two of the key drivers), matching sports wagering stride for stride. For everyone else behind the technological curve (i.e. states with no iLottery), this type of information may be very useful for your state representatives, especially those who value the revenue that U.S. lotteries give to good causes, and value Responsible Gaming and a gaming market-place that provides parity of access and options – to build the case for competitive balance. Sometimes the value of a player isn’t clear, until they are a player no more. If you would like to buy the 100 page 2023 Player Value Gaming study, it is available now for $9,500, which includes data tables and a 30 minute presentation of results. Next year’s (2024) Player Value Gaming study will also allow states to oversample within their own state, to get direct comparisons to the U.S. market as a whole. Trust me, I am a researcher. n sjaworski@leger360.com
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