26 PUBLIC GAMING INTERNATIONAL • SEPTEMBER/OCTOBER 2024 Lotteries around the world are at varying stages in their ability to access and optimize all the available sales channels to sustainably grow returns for good causes. Yet, as lottery modernization continues, and despite regulatory obstacles to iLottery in some jurisdictions, it’s likely that most markets will eventually serve – and need to understand – multi-channel players. From mature multi-channel markets to nascent ones, the industry as a whole can benefit from insights on this developing player segment. What are the characteristics of multi-channel players? Why do some favor one channel versus another? What strategies could lotteries potentially pursue to encourage more cross-channel play? To serve this need, IGT set out to capture and convey a more detailed understanding of multi-channel players. The company’s Global Marketing Insights team partnered with Russell Research in 2024 to invest in a global thought leadership study, the largest study the two organizations have fielded together to date. Researchers surveyed a general population of adult consumers, not morally opposed to playing lottery, in seven countries: Australia, Canada, Czech Republic, Finland, Italy, Spain, and the U.S. Among other topics, the quantitative phase of the research explored general lottery playership behaviors, especially as they relate to the differences between retail-only and digital-only lottery purchasers and digital/multi-channel lottery purchasers. Special Report Preview A new IGT Special Report, based on the research, aims to offer a data-driven understanding of player interactions across the various lottery sales channels, to support lotteries in navigating their Do players’ perceptions of lottery differ by sales channel? A new IGT global study seeks to understand how and why.
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