38 PUBLIC GAMING INTERNATIONAL • MAY/JUNE 2023 Planning Strategically for Disruptive Innovation and Digital Transformation continued from page 14 households with children, at an impressive 53%. [Fig. 5] However, saving the best until last, among past week Lottery players it bumps up signi cantly to 67%. When two-thirds of your core audience want something to happen, you’d be remiss to not do so. Or face the consequences. You know that Chuck doesn’t appreciate consequences. e market for gaming convenience is open for business. e soccer, baseball and martial arts dads of this world (including myself and Chuck), want ‘ease’ and ‘accessibility’ to help with the ‘escapism’ of our busy work/life balance lifestyles, and the data supports our case that most people are with us on this. Just imagine the considerable uplift in both additional revenues for good causes, and smiles on State Governor’s faces, each year, if legislation allowed online Lottery games in all 45 current lottery states. Americans supporting Americans. Chuck likes that. He agrees that would be the correct ‘home of the brave’ decision. And being able to play Lottery games, from the mountains to the prairies, to the ocean’s white with foam, seems like the appropriate thing to do. Trust me I’m a researcher. And you don’t want to disappoint Chuck. Simon Jaworski, EVP, Leger USA sjaworski@leger360.com 609-558-1019 about what you will experience in life, your employer is now helping you enjoy your free time while still providing Airbnb with your expertise. is is just another way to provide younger employees with a reason to work for your company.” For the lottery, what does this tell us about this potential new group of players? “It says that millennials and Gen Z's are hungry for a richer life experience more than money. So, imagine a prize of ten years of travel, backed by an airline and Airbnb. at would certainly excite the younger players, and probably would be given a look by your more seasoned customers as well.” Jim emphasized the importance of storytelling in promoting businesses, and lottery is no di erent. “Steve Jobs once said that the most powerful person in the world is the storyteller,” he said. “ e storyteller sets the vision, values and agenda that truly connects with your audience, and for the generations to come. In my opinion, the lottery industry has to do a better job of telling its story. Lotteries around the world do so much good for their communities and it’s a story that needs to be told better, more loudly, more repeatedly, and more movingly. “I Googled ‘lottery’ to nd out more about the good things you do, and it took me 19 lines in to nd that message,” he said. “I saw information such as new point-of-sale technology but nothing about your good works. How do you change that? Well, look at what the younger generation has done with TikTok. Quick videos that tell entertaining and engaging stories. “How about sponsoring a competition for a quarter-million dollars where young people create lottery-related TikToks based on how lottery money supports good causes,” Jim said. “Let them create a compelling message in 30 seconds that is also very funny. is is a great way to engage the younger generation and get them invested in the lottery and what you do for society.” Jim’s nal thoughts on connecting with the players of tomorrow were to emphasize the importance of non-monetary prizes as much as money. “Remember that there are 300 million hours of volunteer time invested in updating Wikipedia and most of this is from younger people who are just trying to create a better tool for others,” he said. “If you can engage with Millennials and Gen Z’s beyond just monetary prizes, you’ll be creating customers for many years to come. at is how you create a sustainable business model.” n
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