Lottery and casino gaming are more closely linked than ever before. Not only do their games share popular brands such as Monopoly and Willy Wonka, they share players, too. Scientific Games national ONE Segmentation study shows there isa high degree of player crossover in lottery and gaming channels
HALF OFINSTANT game players play slots, and 75 per cent of slots players play instant or draw games.
Lotteries and casinos are enter training many of the same players-and vying for the same players’ entertainment budget.
Tim Menzia, directorof consumer insights, Scientific Games Lottery, has worked on both sides of the gaming landscape. Formerly the director of marke t research for WMS Gaming, Menzia has over 30 years of market research experience, specialising in what drives condecisions.
One of the co-creators of Scientific Games’ ONE Segmentation study, Menzia points out that the casino industry does a greatjob using data about player behaviour and insights to optimise the experience for players.
“It’s challenging for players to describe what they like about certain types of games, so that’s why data is so important,”
Menzia says.
“The goal is to collect more information about players and use that to better understand what they like”
When it comes to using customer insights to create appealing games, lotteries can learn athing, or ten, from casinos. Menzia identified these ten ways that lotteries can glean deeper insights in order to create better products.
Get advanced lottery player insights using loyalty programmes
Loyalty programmes are the easiest, most common and successful way to engage players.
Gathering data from the same people over time provides longitudinal insights, such as how often players return to a game and if they switched or played multiple games.
These valuable player insights form the basis for more advanced player and game analytics.
Kickstart player engagement to drive sales.
Scientific Games conducteda national study that found 86 per cent of people in the US belong to some type of consumer loyalty programme.
Loyalty programmes can be a great way to engagelottery players moreeffectively, and have been found to be valuable for high-value players.
In states where lottery loyalty data is available, the study found that loyalty club players tend to spend more on average than the total player population.
Lotteries can send messaging that is targeted to specific types of play-ers, and reach them in different ways.
Mobile apps can help determine what websites people frequent, and which apps and social media they use.
Combining this valuable data with new technology enables promotions that are targeted, customisable and mobile.
Lottery and Casino Market more effectively using player segmentation
Player segmentation gives marketers the information they need to group players based on game preferences, and reach them more effectively.
In the gaming industry, players typically have been segmented according to demographics, player spend and purchase frequency, which don’t have much to do with why people play.
Without segmentation, marketers have to rely on a one-size-fits-all approach for marketing and promotions.
Scientific Games ONE Segmentation study determines what motivates players and makes it possible to build better games to appeal to different types of players.
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