For lottery product managers, planning scratch portfolios comes down to science. It involves a strategic process of evaluating game performance data and making adjustments to products and the overall product mix to position the portfolio for success. And it means exploring innovations that can enhance performance and keep players excited and entertained. A small investment in premium enhancements can have a big impact on lottery sales and profits. Shimmering finishes, high-definition graphics, specialty papers and inks stand out at retail, giving core players one-of-a-kind scratch experiences and attracting new players. But building an instant game portfolio that not only resonates with players but generates profits takes expertise. “Players are looking for entertainment. They want that thrill of excitement. And that’s why Scientific Games tests every new innovation extensively with player research and focus groups before presenting them to our lottery partners,” says Danielle Hodges, Senior Director of Global Product Innovation & Development, who brings more than 11 years of experience to lotteries creating and launching the company’s instant game innovations. At Scientific Games, every recommendation on price point, playstyle and product enhancement in an instant game portfolio is strategically planned. Data comes into play to make sure there’s just the right balance of products to deliver sales performance. The key is managing the entire portfolio to ensure variety and excitement. “Data is key to how we make recommendations that grow our customers’ business and deliver unparalleled player experiences. We aren’t focused on simply reporting, we’re generating value through insights, our advanced business analytics tools and data science,” explains Hodges. “While Scientific Games is known for game innovation, we have multiple teams and technologies across our business that support our innovative culture but make sure all new product development is as datadriven as possible.” That strategy has paid off, with the company currently partnering with nine of the top 10-performing instant game lotteries in the world as the sole or primary instant games provider. Scientific Games has more than 100 different enhancements to achieve the lottery’s performance goals.” “With millions of products competing for attention at retail and online, standing out becomes more challenging every year,” says Hodges. “For this reason, Strategic Product Enhancements have never been more important. As players move to higher price points, a premium product is expected.” Since 2018, 53% of games in the $10 and higher price point categories produced by Scientific Games for U.S. lotteries had at least one Strategic Product Enhancement. These games generated more than 60% of instant game retail sales across those price point categories. Delivering value in the entertainment experience brings players back to engage further and creates loyalty to the lottery’s brand. Here are eight ways to do it with Strategic Product Enhancements exclusively from Scientific Games.
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