35 PUBLIC GAMING INTERNATIONAL • MARCH/APRIL 2024 Trend 1: Controlled Connectivity Our homes are a bustling hub of technology – smart TVs, laptops, game consoles, and more – and we are virtually always accompanied by our best digital friend, the smartphone. These devices aren’t just passive tools, they engage and interact with us through suggestions and recommendations. New devices – from smart thermostats to wearables to voice assistants – create myriad possibilities for consumers. They sync up with our appliances, vehicles, and everyday items, adding to the ever-expanding Internet of Things. In this digital world, consumers – and lottery players – nd themselves walking a ne line between fascination and frustration, being surrounded by an array of gadgets but not wanting to turn them off completely. Instead of throwing their cell phones out the window, users reduce noti cations and screen time. During those moments of digital respite, consumers are drawn to technology that harmoniously integrates into their lives, instead of clamoring for attention. Where information overload is the norm, the tasks facing brands surround timing and delivery. The future can hold a promising solution, with location-based data sharing and wearables that can understand when a consumer is in the ideal mindset (or physical place) for marketing communications. Even more so, these messages will be less generic and more bespoke, tailored specifically to the player. The key takeaway is to try and avoid bombardment of players with an avalanche of notifications, while still providing the messages that truly matter – addressing the most salient, engaging, and appealing aspects of your lottery’s offerings. What are companies doing? In January 2023, Instagram announced the launch of Quiet Mode, a setting for users to minimize notifications and take time for themselves. Consumers can customize their Quiet Mode hours so that the feature is turned on at night, while studying, during school, work, or another time of their choosing. While anyone can use Quiet Mode, Instagram will actively prompt younger users to do so once they have spent a certain amount of time on the platform late at night. Once the mode is enabled, the user won’t receive any notifications, and their status will change, sending an autoreply to anyone trying to contact them. Instagram is hoping to appeal to Gen Z consumers who want to be able to better moderate their social media usage. What is IGT doing? In October, IGT enhanced its iLottery CRM tools via a new partnership with Xtremepush that enables IGT customers to leverage real-time data and AI to deliver hyper-personalized omnichannel experiences, among many other features. These industry-leading CRM tools provide benefits to lotteries including improved player data reporting and tracking, intelligent delivery using AI, and upgraded methods of communication. Even for lotteries without an iLottery offering, these CRM tools may be used with Connected Play, IGT’s retailto-digital bridge, through a convenience app. Mary has notifications silenced 58.6% of weekly lottery players said they receive too many messages and notifications via their cell phones at unwanted times, up from 51.3% in 2020. Source: Foresight Factory | Base: 32,437 online respondents aged 18+, Global 24 Country Average, March 2023 LOTTERY INSIDE Scan or Tap Here Scan or Tap Here LOTTERY Powerball is up to $450 Million! Purchase $10 worth of tickets and get a free Power Play add on!. ⏰ LOTTERY Powerball Jackpot is up to $450 Million! Purchase $10 worth of tickets and get a free Power Play add on! Connectivity Concept A notification could be sent to a player letting them know about a lottery promotion at a nearby store.
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